Data quality is directly related to question quality. Nowhere is this truer than with open-ended questions. Qualitative research draws deeply from the well of consumer thought. The use of unstructured questions on surveys is an attempt to elicit that depth of feeling and emotion and harness it for consumer insight. The recent ascent of text analytics programs is driving the need for ever-richer comments, and more of them. Three points to consider. Point one – target your open....

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