Analysis of Open-Ended Verbatims

Questions used when existing knowledge is limited are the easier of the two to analyze. The most common technique is to develop an organic coding scheme based on the responses and to utilize this to either "close up" the question or to continue coding open-ended questions. This can be done by two different methods.

• The first is to conduct a word count of meaningful terms, combining synonymous terms into relevant groups and using these to code subsequent responses. This is typically done with 20% of the responses and applied to the remaining 80%, with adjustments made as needed. The advantage of this technique is that it can be conducted relatively quickly. The disadvantage is the risk of losing some of the meaning behind the data because of its mechanical approach.
• The second method involves a more subjective coding of the data by someone with experience in the product category. In this technique an "expert," using a 20% sample of the data, develops codes that are then used to code the remaining data. While this "expert" technique tends to provide a better understanding of the data, it tends to require more time to implement.

Questions used to develop a deeper understanding of a research topic are qualitative in nature and thus utilize a qualitative technique for analysis. Typically someone familiar with the product category will read each verbatim comment and employ established qualitative techniques (e.g. trend identification, dissimilarity analysis, contextual grouping analysis, in depth semiotic analysis) to develop the story behind the data. This approach yields in depth information that provides a good look "behind" the numbers but is very time consuming and depends on the skill level of the analyst.

G & S Research, Inc. has the experience and resources required for designing, implementing, and analyzing both types of open-ended questions. The end results for our clients are timely, insightful, and actionable information used to make better business decisions.