This week’s Fix-It Friday post looks at how problems can occur in your survey because of things you leave out.

This example comes from my own personal experience with an organization.  This organization commissioned a survey to learn more about its members and their experience with different facets of the organization.  The organization’s goal was to use this information in developing its strategic plan.

PROBLEM: After completing about 15 minutes worth of closed-ended questions, the survey ended.  Some of the closed-ended questions had been interesting, some had been confusing, and some invoked an emotional response from me.  However, there was no opportunity for me to comment, ask additional questions, or clarify responses because the author of the survey did not include even one open-ended question or comment box.

SOLUTION: Even if you are sure you have covered everything in your closed-ended survey questions, always include an opportunity for the respondents to make comments, pose additional questions, or clarify responses.  This question could be phrased simply as “If you have any additional comments or questions, please feel free to write them here.”

If you are still not convinced of the usefulness of the end of the survey open-ended question, here are four reasons.

1. Respondents often have insights you didn’t think of. Yes, it is possible you didn’t think of everything in terms of your questions and analysis.  Comments from respondents sometimes help to fill in the gaps of your thinking.
2. Respondents often pose questions that will help you with future surveys. Although respondent quality is often a topic of debate, we have learned a great deal from questions asked by respondents that has helped us become better survey designers.
3. Respondents often give you great quotes to enhance some of the quantitative data. Pages and pages of numbers can get boring and readers may lose interest.  A verbatim quote often causes readers to stop and think about what is being reported.
4. It is the respectful thing to do. Assume respondents have something intelligent to offer beyond your questions and you can learn something from them.  After all, isn’t that the reason for your survey in the first place?

Want to develop a survey that gives you new information, shows you what steps to take next, and treats your respondents with respect? We can help.  At Saqui Research LLC, we specialize in survey design, survey testing, data collection, data analysis, and strategic reporting.  The best way to connect with us is through our contact form.  Click here, fill out the form, and we will get right back to you.