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Code open-end responses for analysis

Updated at 2020-01-28 17:51:30 UTC

Open-ended questions can be very insightful because it's an opportunity for respondents to give feedback in their own words.

But, when it comes to analyzing those open-ended responses, it can be time-consuming and costly. This article explains how to efficiently code open-end responses for analysis.

What is coding?

Coding is a way to simplify responses by classifying them into groups for analysis.

How does coding work?

Start with a code frame

The code frame is the set of groups that we want to classify the responses in. It’s possible to start with a pre-existing code frame. However, often times the code frame is made after the coder has deduced reoccurring themes from reviewing the verbatim responses.

When you’re creating a code frame it is important to define an organizational structure early on.

Flat code frame

You could map all the responses to a set of broad codes that have the same level of specificity. This is called a flat code frame, and it works best if the responses are few and unvarying.

Hierarchical code frame

You could create a hierarchical code frame that has detailed codes in addition to broad codes. For example, "Cost" is a broad code and you can have detailed codes like "Cost is unclear".

Cost

  • Cost is unclear
  • Cost is reoccurring
  • Cost is too high

Tips

Coding is subjective, the conclusions that are drawn from a set of responses can vary from person to person.

But there are a few basic rules you can apply to your analysis to ensure you’re choosing reasonable codes.

1. Record your decisions

When you’re reviewing the responses, you’ll naturally recognize possible code categories. Make note of your thoughts, so that creating and narrowing down categories will be easier later on.

2. Cover all responses

When creating broad codes choose generic ones, so that each verbatims will fit into one of the categories. Whether you have a flat code frame or you’re planning on adding detailed codes, a concise list of broad codes is necessary to reduce the data. Your coding should lessen the amount of information presented. If there are too many codes, then the result will be counterproductive.

3. Assign multiple codes when appropriate

Some responses might fit into multiple broad and detailed codes. Take the statement “Product X is easy to use and affordable.” For example, “Ease of use” and “Cost” could be two broad codes we use for this response. Then, for detailed codes we can use “is easy to use” and “cost is affordable.

4. Review your coding

After you’ve finished, you’ll want to review for:

  • Good coverage: All responses should be coded, even if you must include an “other” category for certain responses.
  • Accuracy and consistency: Sometimes it’s not realistic to read through every single response. You can skim the responses by code category and check for accuracy/consistency-- if there’s a discrepancy it’ll stand out.

Here we shared some tips and suggestions you can follow when coding verbatim responses. You can apply this knowledge whether you’re coding in Excel, or using Protobi’s coding features: