Although it is known that answering open-ended questions needs more cognitive effort from the respondent than choosing an option from a close-ended question and therefore raises the response burden (Bradburn 1978) the open-ended question format is regularly used in quantitative surveys to elicit spontaneously and freely formulated answers. The advantage of web surveys here is the higher data quality compared to traditional survey methods (Barrias et al. 2010; Deutsken et al. 2006; Kwak & Radler 2002). In postal surveys the size of an answer box seems to influence respondents’ perception about the length of the answer that should be provided with larger boxes producing longer responses (Christian & Dillman 2005; Fuchs 2009). In web surveys this effect could be demonstrated for less motivated respondents (Smyth et al. 2009). A new study looks at the difference between providing the respondent with one large answer box or ten small answer boxes when asked for unaided brand awareness.