Unless you’re a mind reader, the only way to find out what your users are thinking is to ask them. Thats what surveys are for.
But the way you ask a question often determines the kind of answer you get—and one of the first decisions you have to make is: are you going to ask an open-ended or a closed-ended question?
Asking good questions is a crucial skill for gathering information and having meaningful conversations However, not all questions are created equal There are two main types of questions open-ended and close-ended. Understanding when and how to use each can help improve communication and get better results. In this article, we’ll explore the key differences between open-ended and close-ended questions.
What Are Open-Ended Questions?
Open-ended questions are broad questions that allow for expansive answers. They begin with words like “who,” “what,” “when,” “where,” “why,” and “how” in order to elicit more information from the respondent. Some examples include:
- What did you think of the movie?
- Where would you like to travel next?
- How did you come up with that business idea?
Open-ended questions give the respondent the freedom to answer however they want. They can choose what information to provide, how much detail to give, and how to structure their response. There are no right or wrong answers to open-ended questions.
Some key benefits of open-ended questions:
- Encourage detailed, thoughtful responses
- Provide qualitative, descriptive data
- Reveal attitudes, emotions, and perceptions
- Allow respondents to answer creatively in their own words
- Help build rapport through natural conversation
Open-ended questions are ideal for interviews, market research, therapy sessions, first dates, and other situations where you want rich, nuanced information from the respondent.
What Are Close-Ended Questions?
In contrast to open-ended questions, close-ended questions limit the response possibilities to a fixed set of answers. They can normally be answered with a simple “yes” or “no” or a specific piece of information. For example:
- Did you like the movie?
- Have you traveled to Europe?
- Is your business a sole proprietorship?
Other types of close-ended questions include:
- Multiple choice questions
- Scaled response questions (rate 1-5)
- Rank order questions
- Demographic questions (age, gender, etc)
Close-ended questions keep answers focused and standardized. This makes them easier to quantify and compare for surveys, polls, and other research.
Some key benefits of close-ended questions:
- Quick and easy to answer
- Provide quantifiable, measurable data
- Limit responses for better focus
- Useful for gathering stats and facts
- Easy to analyze and interpret results
Close-ended questions work well for market research surveys, medical questionnaires, customer satisfaction polls, and other situations where you need concise, specific data points.
Key Differences Between Open-Ended and Close-Ended Questions
| Open-Ended Questions | Close-Ended Questions |
|---|---|
| Broad, expansive | Narrow, focused |
| Start with: Who, What, When, Where, Why, How | Limit responses |
| Qualitative data | Quantitative data |
| Creative, detailed responses | Short, fixed responses |
| Reveal attitudes and perceptions | Gather specific facts and stats |
| No right or wrong answer | Defined right/wrong or options |
| Encourage discussion | Standardize data for analysis |
When constructing good questions, it’s important to understand these key differences and choose the type that aligns with your goals.
When to Use Open-Ended Questions
Open-ended questions are extremely versatile and can be used in many different contexts:
-
Interviews: Allow candidates to explain their experience, skills, and qualifications.
-
Market research: Provide qualitative insights into consumer motivations, needs, and perspectives.
-
Therapy: Let patients share emotions, explore their thinking, and vocalize struggles.
-
First dates: Spark interesting conversations as you get to know someone.
-
Feedback surveys: Encourage suggestions, complaints, and testimonials in customers’ own words.
-
Journalism: Give sources the flexibility to share information and quotes.
-
Exams/tests: Demonstrate understanding by applying knowledge to analyze scenarios.
-
Brainstorming: Generate creative ideas, solutions, and innovations.
Anytime you need detailed, descriptive responses, open-ended questions will get people thinking and talking.
When to Use Close-Ended Questions
Close-ended questions shine when you need focused, empirical data:
-
Market research: Gather statistics and percentages on consumer behaviors, preferences, and demographics.
-
Political polls: Measure public opinion through choice questions and rating scales.
-
Medical questionnaires: Identify symptoms, family history, and other patient stats.
-
Customer satisfaction surveys: Quantify needs, pain points, and brand sentiment.
-
Quizzes/tests: Objectively assess student knowledge and competency.
-
Employment screens: Evaluate skills, experience, and cultural fit.
-
Census surveys: Collect fixed demographic data like age, gender, income, etc.
Anytime you need quantifiable data or want to limit responses, close-ended questions keep things focused and structured.
Tips for Asking Better Questions
-
Know your purpose – What exactly do you want to learn? Match the question type accordingly.
-
Use plain, simple language – Avoid jargon so questions are easily understood.
-
Ask one question at a time – Don’t overload the respondent with double-barreled questions.
-
Be objective and unbiased – Don’t lead people toward a certain response.
-
Follow up and dig deeper – Ask “Why?” and “How?” to get more insightful answers.
-
Listen attentively – Reflect back what you hear and pick up on cues to probe further.
-
Start general, get specific – Broad questions first, then narrow down for more detail.
-
Balance open and closed questions – Use both types to provide comprehensive understanding.
-
Adapt in the moment – Tailor follow-up questions based on the respondent’s answers.
-
Test your questions – Revise anything confusing before fielding your questions.
Asking thoughtful, strategic questions is an art that takes practice! But mastering open-ended and close-ended questions will elevate your communication, research, and problem-solving skills.
Open-ended and close-ended questions each serve very different, complementary purposes. Open-ended questions spark discussion and allow for expansive responses. Close-ended questions limit options and generate concrete stats and facts. When constructing questions, consider your goals and choose the style that will elicit the type of information you need. With practice, you’ll be able to engage audiences in meaningful dialogue and make smarter decisions fueled by data. Powerful questioning is a skill that will serve you well in work, relationships, and life.
How can we make this page better?
If you missed the expectations set by a customer, you may have over-promised or under-delivered. Ask users where you missed the mark today, and you’ll know how to properly set, and meet, expectations in the future. An open platform for your customers to tell you their pain points is far more valuable for increasing customer satisfaction than guessing what improvements you should make. Issues could range from technical bugs to lack of product range.
How to ask survey questions for maximum responses
It’s often easy to lead your customers to the answer you want, so make sure you’re following these guidelines:
