When preparing for an interview, it is essential to formulate questions based on the purpose of the interview. In marketing, most interviews intend to obtain research, gaining information pertaining to specific objectives. Traditionally, there are two types of investigative questions: open-ended and closed-ended. Both types can be used to gather research; however, open-ended questions are most often the preferred method of inquiry for interviews.
What is an Open-ended Question?
An open-ended question is one in which there is room for interviewees to answer in their own words. According to MediaCollege.com (Links to an external site.), an open-ended question “is designed to encourage a full, meaningful answer using the subject’s own knowledge and/or feelings.” This approach allows the receiver to consider questions carefully. It also has the advantage of allowing them to express their thoughts more thoroughly than they would be able to do with closed-ended questions.
Open-ended vs. Closed-ended
The main difference between the two techniques lies in the fact that open-ended questions require a free-form answer, while closed-ended questions demand a specific response in the form of “yes” or “no,” “true,” or false,” or some other one-word or two-word answer. Open-ended questions encourage conversation, while closed-ended questions preclude the possibility of having one. Open-ended questions tend to be more qualitative in nature, while closed-ended questions will yield more quantified data. In science, the term “qualitative data” refers to information that is descriptive but not measurable numerically, as it is possible to do with quantitative data. Generally, any closed-ended question can be turned into an open-ended one, and vice-versa, depending on how the question is formed.
Advantages of Open-ended Questions
There are many advantages of using open-ended questions in an interview. First, it encourages conversation. Some of the most successful interviews are conversational, allowing the interviewee an enhanced comfort level in sharing information. This can result in the interviewer’s ability to gain valuable knowledge and lead to input and perspectives not even considered by the interviewer prior to the session. It is essential for people conducting interviews to understand how they might direct conversations to their advantage and recognize when to ask follow-up questions. Interviewers can control the flow of the discussion in this manner, ensuring that the interview objectives are met.
Asking the Right Questions
Being an introvert, I can attest that unless someone asks questions that get me talking, I will be content in sharing short answers to questions being posed. It is essential, then, that each question be prepared carefully to properly engage the person being interviewed. Before starting the session, interviewers need to compile an outline of specific questions they want to be answered. Although every question may end up being asked, it is important for interviewers to highlight the ones that directly relate to their objectives. Even when using a script, interviews should sound more conversational than scripted. It is helpful to allow interviewees to go off on tangents, which can result in the garnering of information that may be valuable later on. When utilizing this technique, boundaries must be maintained. Interviewers need to learn how to navigate conversations, bringing interviewees back to the topic, with the use of directive questions. This can be done by subtly controlling the conversation while avoiding interrupting the speaker. The interviewees need to do most of the talking.
Perhaps one of the most talented interviewers I have witnessed is Sean Evans. On the critically acclaimed YouTube show, “Hot Ones,” Sean asks guests compelling questions, while they eat ten chicken wings, which get progressively hotter. His questions are open-ended, well-researched, carefully considered, and executed with expertise. He is often able to pull information out of celebrities that they would otherwise not be open to sharing, resulting in interviews that are not just entertaining but insightful as well.
Examples of Open-ended Questions:
Using the example of soda, below are five open-ended questions that can be asked in a marketing research interview:
- What is your earliest memory of drinking soda?
- Why do you prefer some brands of soda over other brands?
- Describe your ideal soda.
- How do you feel when you drink soda?
- Do you have concerns about the over-consumption of soda?
There are several distinct advantages to the technique of asking open-ended questions in interviews. Although there are many ways to direct interviews by asking these questions, they should always be based on specific objectives. Interviewers would do well to devote some time coming up with a variety of open-ended questions, practicing them with people outside of their interviews, to cultivate interviewing techniques. Such skills could come in handy in many other areas of life, as well.
For more articles on Marketing like this one, please visit my last post: USING PRIMARY AND SECONDARY DATA TO RESEARCH YOUR AUDIENCE