Tip: use open-ended questions

There is nothing more frustrating for a respondent when there is something they want to say but they never get the opportunity to say it.  It’s partly a matter of good manners to allow people to make their own comments.  But also, these comments will provide the context to how a person answered the rating questions. 


Your questionnaire should include open-ended questions.  Examples include:


  • Is there any one thing that impresses you about ____?
  • What suggestions would you make to improve the service for you?
  • Can you explain why you say that? (after a rating question)
  • Are there any additional comments you would like to make?


Tip  Interviewers like open-ended questions as they are great for building rapport. Try to have one early in the questionnaire to help ‘break the ice