When closed-ended questions are included in a survey, we assume that the respondent understands the meaning of the questions. To interpret open-ended questions, we assume the opposite – that a survey analyst understands what a respondent means. In some surveys, there is heavy reliance placed on open-ended questions. This occurs frequently in “consumer perception” or “consumer takeaway” surveys of ads in false advertising cases.
Computational tools can be useful to efficiently provide more information gleaned from open-ended questions. These tools can provide descriptive statistics on the occurrence and frequency of individual words and phrases, and the exposition of different possible meanings from textual context. In this webinar, we explore some of these computer-aided tools applied to a survey involving open-ended questions.
This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.
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