Why is it beneficial for a marketing researcher to use open-ended questions on a survey?

Using open-ended questions in a survey is particularly beneficial when conducting exploratory research because they allow respondents to provide detailed and nuanced answers based on their own perspectives and experiences. This type of questioning facilitates a deeper understanding of the topic being researched, as participants can express their thoughts freely without being confined to predefined options.

Open-ended questions encourage creativity and provide insights that may not have been anticipated by the researcher. They help uncover new ideas, feelings, or behaviors that quantitative measures or closed-ended questions might miss. This is essential in exploratory research, which seeks to gather in-depth information that leads to new hypotheses or an expanded understanding of a subject.

In contrast, open-ended questions may not be as effective for generating structured data, which is usually sought through closed-ended questions. Their use might not necessarily lead to higher response rates or limit variability, as the complexity of open-ended responses can sometimes deter participants who prefer straightforward answers.