Open-ended questions are known to yield useful information, especially when researchers need to explore complex issues that do not have a finite or pre-determined set of responses.
This paper will highlight the utility and reliability of using open-ended questions in surveys measuring advertisement recall by detailing the process in which a coding methodology was established and applied to analyze data from an advertisement tracking study.
This paper presents the methodology for analyzing open-ended survey questions from a youth sample of a probability-based web panel in which respondents were asked a series of questions on recall and reactions to military advertising. Respondents who indicate that they have seen or heard any ads for the Military are asked an open-ended question to describe the advertisement in as much detail as possible. This open-ended format has the explicit advantage over close-ended items in that respondents are able to demonstrate what aspects of an advertisement stand out to them. Responses provide great insight into what youth recall from such advertisements. This format also allows them to describe any number of ads as opposed to the finite list that can be asked through close-ended items.
Responses are coded so that they can be analyzed quantitatively. This process has produced consistent trend lines and meaningful insights over the past four years. All steps of the coding process will be described, including: the standardization process, the creation of accurate, meaningful reporting categories; and checks and balances used to ensure inter-rater reliability and consistency over time.