Open ended -Invite people to express their views in their own words.
+ People can give their opinion so we learn why behavour occurs not just that it does, gives us detailed qualitative data.
- Requires interpretation due the endless list of possible answers which makes it hard to score objectivley, to categorize and therefore analyse.
Closed -These force people to choose from a list of possible answers. eg. yes/no, tick boxes or options such as "agree/dont know/disagree".
+ Easy to categorize and therefore analyse due to it being quantitative data, it also gives factual reliable results.
- We dont learn why a behaviour occurs not just that it does, and people will be more inclined to answer in a more socially desirable way. People are also forced to give a specific answer which reduces validity if people dont want to choose that option but are forced to.
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