Malcolm had no idea how consumers would respond to a survey about attitudes toward a program opening up space travel to private citizens. He could use to allow respondents to answer in their own words.

A survey with open-ended questions.

Explanation:

As it's name suggests, a survey with open-ended questions are questions that allows the person answering to respond in an open text format that enables them to answer based in their own knowledge, opinion, experience, etc. This is different from, for example, a multiple choice survey or having limited options. This form of questioning, therefore, helps Malcolm in his search for information about a program opening up space travel to private citizens.

Explanation:

If Malcolm would want his respondents to answer in their own word then Malcolm should use a survey but not just that but a survey that has open ended questions in it. In other to see the clearer picture and understand more from your audience any researcher including Malcolm should use a survey in which the audience will be allowed to express theirselves in there own words.

The open ended questions is not just any question that one will have to mark or tick things like 'somewhat', 'no' or 'yes' but it (that is open ended questions) has to do with more Explanations from the respondents so that the Researcher can know more about the respondents view on a subject.