(This is the second in a three-part series on the basic principles of questioning, starting on 20 April 2009.)
The second principle – Question Styles – focuses on how to write or phrase the two types of questions: closed and open.
Closed questions confirm specific information that you already know, by clearing up confusion, or by narrowing information about a particular topic to specific focus. Closed questions generally require short or one-word answers, such as yes or no.
Open questions prompt the respondent to express their views, opinions, concerns or issues, or to share insights about a specific topic. Open questions often lead to creativity as they ‘open up’ the possibilities of a new solution or answer. They also build involvement between you and the respondent during the questioning time, because thought-provoking questions tell your respondent whether or not you’ve ‘done your homework.’
- Objective Questions ask the respondent to provide facts that you wouldn’t get elsewhere, as well as their opinion of those facts.
- Subjective Questions prompt the respondent to express feelings or perceptions about a topic, issue or need.
- Speculative Questions have the most creative potential because they suggest a hypothesis. They are “What if ...?” questions.
There may be times when it’s appropriate or polite to give your questions to the respondent in advance. Particularly with open questions, it allows them time before the interview to consider their answers to your questions. Another option is to schedule ample time for the question and answer period if the first option isn’t feasible. If your interview runs for less time than planned, you can either end early, or use the extra time for conversation or more questions.
Examples of Closed Questions – To confirm specific facts, with either one-word or short answers
- Is it true that your company wants to move into five more counties by the end of the year?
- How many countries do you operate in today?
Examples of Open/Objective Questions – To get objectivity on the facts
- Why are these markets your priority for the next twelve months?
- Why is Australia a key priority of your business development?
Examples of Closed Question – To narrow from a broad topic to a specific focus
- Which markets are your priority for the next twelve months?
- What is the primary reason your customers were so positive about the new product range?
Examples of Open/Subjective Questions – To get personal feelings or perspective
- Which market do you think will have the greatest long-term potential for your company?
- Why do you think the media was cynical of the new product benefits?
Examples of Closed Questions – To clear up confusion
- Are you going to discontinue your current line of software when (new product) launches in September?
- Is it true that the recommended sales price of the new line of software will be just 10 percent higher than the current line of software?
Examples of Open/Speculative Questions – To provoke one’s thoughts, predict or speculate on a future event
- What would happen if both the old and new lines of software remained for sale?
- What do you think the next line (after the new one) might offer to consumers in the future?
