In an audience analysis questionnaire, which type of question allows respondents to answer however they want?

In an audience analysis questionnaire, the type of question that allows respondents to answer in their own words, providing detailed and personalized feedback, is an open-ended question. These questions do not limit respondents to specific options or preset answers; instead, they invite them to share their thoughts, opinions, or insights freely, which can yield rich qualitative data. This format is particularly useful in understanding the audience's perceptions, attitudes, and beliefs more deeply, as it captures the nuances of their viewpoints.

In contrast, fixed-alternative questions typically provide predefined answers from which respondents must choose, limiting their ability to express unique responses. Adaptive questions generally refer to a format that adjusts based on previous answers but still fall under structured categories. Scale questions are designed for responses along a spectrum, often requiring participants to rate or evaluate something numerically, which also constrains their answers to certain criteria. Overall, open-ended questions foster a more open dialogue and facilitate a deeper understanding of the audience’s perspective.