Hybrid Surveys: A Method for the Effective Use of Open-Ended Questions in Quantitative Food Choice Surveys

Surveys are based on predetermined questions (PDQs), used in hypothesis testing. To validate surveys, an open-ended question (OEQs), probing for additional factors, is sometimes added. This approach could become more efficient by combining PDQs with OEQs in hybrid surveys. This study surveyed Japanese consumers on seafood quality (n = 200). It started with three OEQs, asking participants to list the most important factors when evaluating packed mackerel fillets, before they assessed 26 PDQs on importance of different quality dimensions for the same products. The OEQs were grouped based on the PDQs and the answers were counted. The PDQs were rated on 7-point importance scales. The real-life relevance of PDQs was challenged based on the frequency counts of OEQs. The result revealed that the color, overall freshness, and price issues are the most important factors consumers consider in real life. The use of hybrid surveys led to increased validity of this study.