In a study the following open-ended question was asked among a sample of customers:

‘Have you tasted the new cereal brand “X”?’

Yes ONo ~— Stop

‘What do you like about the new brand?’

Establish response categories and codes for the question, and code the following responses:

(1) ‘The raisins and nuts add a nice flavour.’

(2) ‘It is reasonably priced compared with other brands.’

(3) ‘The package is attractive and easy to spot in the store.’

(4) ‘The crispness and lightness of the cereal improve the taste.’