Abstract
The effects of question length and explicitness of directions (format) were examined for openended consumer satisfaction questions at nine health promotion workshops presented on a college campus. Expert judges rated 271 answers written by 97 program participants. Rating dimensions included usefulness for program planning, number of complimentary comments, and number of critical comments. Question format, but not question length, was related to the usefulness of answers. More explicit response directions elicited more useful answers. This relationship was mediated by the ability of explicit directions to elicit critical comments. Implications for the use and the wording of open-ended questions in consumer research are discussed.
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