research question examples for survey

90 Survey Question Examples + Best Practices Checklist

What makes a good survey question, what is the importance of asking the right questions, 9 types of survey questions + examples, how to conduct surveys effectively, make surveys easier with fullsession, fullsession pricing plans, install your first website survey today, faqs about survey questions.

An effective survey is the best way to collect customer feedback. It will serve as your basis for multiple functions, such as improving your product, supplementing market research, creating new marketing strategies, and much more. But what makes an effective survey?

The answer is simple–you have to ask the right questions. Good survey questions gather concrete information from your audience and give you a solid idea of what you need to do next. However, the process of creating a survey is not that easy–you want to make every question count.

In this article we’ll cover everything you need to know about survey questions, with 90 examples and use cases.

Understanding the anatomy of a good survey question can transform your approach to data collection, ensuring you gather information that’s both actionable and insightful. Let’s dive deeper into the elements that make a survey question effective:

• Clarity is Key:  Questions should be straightforward and leave no room for interpretation, ensuring uniform understanding across all respondents.
• Conciseness Matters:  Keep questions short and to the point. Avoid unnecessary wording that could confuse or disengage your audience.
• Bias-Free Questions:  Ensure questions are neutral and do not lead respondents toward a particular answer. This maintains the integrity of your data.
• Avoiding Ambiguity:  Specify the context clearly and ask questions in a way that allows for direct and clear answers, eliminating confusion.
• Ensuring Relevance:  Each question should have a clear purpose and be directly related to your survey’s objectives, avoiding any irrelevant inquiries.
• Easy to Answer:  Design questions in a format that is straightforward for respondents to understand and respond to, whether open-ended, multiple-choice, or using a rating scale.

Keep these points in mind as you prepare to write your survey questions. It also helps to refer back to these goals after drafting your survey so you can see if you hit each mark.

The primary goal of a survey is to collect information that would help meet a specific goal, whether that be gauging customer satisfaction or getting to know your target audience more. Asking the right survey questions is the best way to achieve that goal. More specifically, a good survey can help you with:

Informed Decision-Making

A solid foundation of data is essential for any business decision, and the right survey questions point you in the direction of the most valuable information.

Survey responses serve as a basis for the strategic decisions that can propel a business forward or redirect its course to avoid potential pitfalls. By understanding what your audience truly wants or needs, you can tailor your products or services to meet those demands more effectively.

Uncovering Customer Preferences

Today’s consumers have more options than ever before, and their preferences can shift with the wind. Asking the right survey questions helps you tap into the current desires of their target market, uncovering trends and preferences that may not be immediately obvious.

This insight allows you to adapt your products, services, and marketing messages to resonate more deeply with the target audience, fostering loyalty and encouraging engagement.

Identifying Areas for Improvement

No product, service, or customer experience is perfect, but the path to improvement lies in understanding where the gaps are. The right survey questions can shine a light on these areas, offering a clear view of what’s working and what’s not.

This feedback is invaluable for continuous improvement, helping you refine your products and enhance the customer experience. In turn, this can lead to increased satisfaction, loyalty, and positive word-of-mouth.

Reducing Churn Rate

Churn rate is the percentage of customers who stop using your service or product over a given period. High churn rates can be a symptom of deeper issues, such as dissatisfaction with the product or service, poor customer experience, or unmet needs. Including good survey questions can help you identify the reasons behind customer departure and take proactive steps to address them.

For example, survey questions that explore customer satisfaction levels, reasons for discontinuation, or the likelihood of recommending the service to others can pinpoint specific factors contributing to churn.

Minimizing Website Bounce Rate

Bounce rate  is the percentage of visitors leaving a website after viewing just one page. High bounce rates may signal issues with a site’s content, layout, or user experience not meeting visitor expectations.

Utilizing surveys to ask about visitors’ web experiences can provide valuable insights into website usability, content relevance, and navigation ease. Effectively, well-crafted survey questions aimed at understanding the user experience can lead to strategic adjustments, improving overall website performance, and fostering a more engaged audience.

A good survey consists of two or more types of survey questions. However, all questions must serve a purpose. In this section, we divide survey questions into nine categories and include the best survey question examples for each type:

1. Open Ended Questions

Open-ended questions  allow respondents to answer in their own words instead of selecting from pre-selected answers.

“What features would you like to see added to our product?”

“How did you hear about our service?”

“What was your reason for choosing our product over competitors?”

“Can you describe your experience with our customer service?”

“What improvements can we make to enhance your user experience?”

“Why did you cancel your subscription?”

“What challenges are you facing with our software?”

“How can we better support your goals?”

“What do you like most about our website?”

“Can you provide feedback on our new product launch?”

When to use open-ended questions: Using these survey questions is a good idea when you don’t have a solid grasp of customer satisfaction yet. Customers will have the freedom to express all their thoughts and opinions, which, in turn, will let you have an accurate feel of how customers perceive your brand.

2. Multiple Choice Questions

Multiple-choice questions offer a set of predefined answers, usually three to four. Businesses usually use multiple-choice survey questions to gather information on participants’ attitudes, behaviors, and preferences.

“Which of the following age groups do you fall into? (Under 18, 19-25, 26-35, 36-45, 46-55, 56+)”

“What is your primary use of our product? (Personal, Business, Educational)”

“How often do you use our service? (Daily, Weekly, Monthly, Rarely)”

“Which of our products do you use? (Product A, Product B, Product C, All of the above)”

“What type of content do you prefer? (Blogs, Videos, Podcasts, eBooks)”

“Where do you usually shop for our products? (Online, In-store, Both)”

“What is your preferred payment method? (Credit Card, PayPal, Bank Transfer, Cash)”

“Which social media platforms do you use regularly? (Facebook, Twitter, Instagram, LinkedIn)”

“What is your employment status? (Employed, Self-Employed, Unemployed, Student)”

“Which of the following best describes your fitness level? (Beginner, Intermediate, Advanced, Expert)”

When to use multiple-choice questions: Asking multiple-choice questions can help with market research and segmentation. You can easily divide respondents depending on what pre-determined answer they choose. However, if this is the purpose of your survey, each question must be based on behavioral types or customer personas.

3. Yes or No Questions

Yes or no questions are straightforward, offering a binary choice.

“Have you used our product before?”

“Would you recommend our service to a friend?”

“Are you satisfied with your purchase?”

“Do you understand the terms and conditions?”

“Was our website easy to navigate?”

“Did you find what you were looking for?”

“Are you interested in receiving our newsletter?”

“Have you attended one of our events?”

“Do you agree with our privacy policy?”

“Have you experienced any issues with our service?”

When to use yes/no questions: These survey questions are very helpful in market screening and filtering out certain people for targeted surveys. For example, asking “Have you used our product before?” helps you separate the people who have tried out your product, a.k.a. the people who qualify for your survey.

4. Rating Scale Questions

Rating scale questions ask respondents to rate their experience or satisfaction on a numerical scale.

“On a scale of 1-10, how would you rate our customer service?”

“How satisfied are you with the product quality? (1-5)”

“Rate your overall experience with our website. (1-5)”

“How likely are you to purchase again? (1-10)”

“On a scale of 1-10, how easy was it to find what you needed?”

“Rate the value for money of your purchase. (1-5)”

“How would you rate the speed of our service? (1-10)”

“Rate your satisfaction with our return policy. (1-5)”

“How comfortable was the product? (1-10)”

“Rate the accuracy of our product description. (1-5)”

When to use rating scale questions: As you can see from the survey question examples above, rating scale questions give you excellent  quantitative data  on customer satisfaction.

5. Checkbox Questions

Checkbox questions allow respondents to select multiple answers from a list. You can also include an “Others” option, where the respondent can answer in their own words.

“Which of the following features do you value the most? (Select all that apply)”

“What topics are you interested in? (Select all that apply)”

“Which days are you available? (Select all that apply)”

“Select the services you have used. (Select all that apply)”

“What types of notifications would you like to receive? (Select all that apply)”

“Which of the following devices do you own? (Select all that apply)”

“Select any dietary restrictions you have. (Select all that apply)”

“Which of the following brands have you heard of? (Select all that apply)”

“What languages do you speak? (Select all that apply)”

“Select the social media platforms you use regularly. (Select all that apply)”

When to use checkbox questions: Checkbox questions are an excellent tool for collecting  psychographic data , including information about customers’ lifestyles, behaviors, attitudes, beliefs, etc. Moreover, survey responses will help you correlate certain characteristics to specific market segments.

6. Rank Order Questions

Rank order questions ask respondents to prioritize options according to their preference or importance.

“Rank the following features in order of importance to you. (Highest to Lowest)”

“Please rank these product options based on your preference. (1 being the most preferred)”

“Rank these factors by how much they influence your purchase decision. (Most to Least)”

“Order these services by how frequently you use them. (Most frequent to Least frequent)”

“Rank these issues by how urgently you think they need to be addressed. (Most urgent to Least urgent)”

“Please prioritize these company values according to what matters most to you. (Top to Bottom)”

“Rank these potential improvements by how beneficial they would be for you. (Most beneficial to Least beneficial)”

“Order these content types by your interest level. (Most interested to Least interested)”

“Rank these brands by your preference. (Favorite to Least favorite)”

“Prioritize these activities by how enjoyable you find them. (Most enjoyable to Least enjoyable)”

When to use rank order questions: Respondents must already be familiar with your brand or products to answer these questions, which is why we recommend using these for customers in the middle or bottom of your  conversion funnel .

7. Likert Scale Questions

Likert scale questions measure the intensity of feelings towards a statement on a scale of agreement or satisfaction. Usually, these survey questions use a 5 to 7-point scale, ranging from “Strongly Agree” to “Strongly Disagree” or something similar.

• “I am satisfied with the quality of customer service. (Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree)”
• “The product meets my needs. (Strongly Agree to Strongly Disagree)”
• “I find the website easy to navigate. (Strongly Agree to Strongly Disagree)”
• “I feel that the pricing is fair for the value I receive. (Strongly Agree to Strongly Disagree)”
• “I would recommend this product/service to others. (Strongly Agree to Strongly Disagree)”
• “I am likely to purchase from this company again. (Strongly Agree to Strongly Disagree)”
• “The company values customer feedback. (Strongly Agree to Strongly Disagree)”
• “I am confident in the security of my personal information. (Strongly Agree to Strongly Disagree)”
• “The product features meet my expectations. (Strongly Agree to Strongly Disagree)”
• “Customer service resolved my issue promptly. (Strongly Agree to Strongly Disagree)”

When to use Likert scale questions: You can use these survey question examples in different types of surveys, such as customer satisfaction (CSAT) surveys. Likert scale questions give you precise measurements of how satisfied respondents are with a specific aspect of your product or service.

8. Matrix Survey Questions

Matrix survey questions allow respondents to evaluate multiple items using the same set of response options. Many companies combine matrix survey questions with Likert scales to make the survey easier to do.

• “Please rate the following aspects of our service. (Customer support, Product quality, Delivery speed)”
• “Evaluate your level of satisfaction with these website features. (Search functionality, Content relevance, User interface)”
• “Rate the importance of the following factors in your purchasing decision. (Price, Brand, Reviews)”
• “Assess your agreement with these statements about our company. (Innovative, Ethical, Customer-focused)”
• “Rate your satisfaction with these aspects of our product. (Ease of use, Durability, Design)”
• “Evaluate these aspects of our mobile app. (Performance, Security, Features)”
• “Rate how well each of the following describes our brand. (Trustworthy, Innovative, Responsive)”
• “Assess your satisfaction with these elements of our service. (Responsiveness, Accuracy, Friendliness)”
• “Rate the effectiveness of these marketing channels for you. (Email, Social Media, Print Ads)”
• “Evaluate your agreement with these workplace policies. (Flexibility, Diversity, Wellness initiatives)”

When to use matrix survey questions: Ask matrix survey questions when you want to make your survey more convenient to answer, as they allow multiple questions on various topics without repeating options. This is particularly helpful when you want to cover many points of interest in one survey.

9. Demographic Questions

Lastly, demographic questions collect basic information about respondents, aiding in data segmentation and analysis.

• “What is your age?”
• “What is your gender? (Male, Female, Prefer not to say, Other)”
• “What is your highest level of education completed?”
• “What is your employment status? (Employed, Self-employed, Unemployed, Student)”
• “What is your household income range?”
• “What is your marital status? (Single, Married, Divorced, Widowed)”
• “How many people live in your household?”
• “What is your ethnicity?”
• “In which city and country do you currently reside?”
• “What is your occupation?”

When to use demographic questions: From the survey question examples, you can easily tell that these questions aim to collect information on your respondents’ backgrounds, which will be helpful in creating buyer personas and improving market segmentation.

Surveys can help you accomplish many things for your business, but only if you do it right. Creating the perfect survey isn’t just about crafting the best survey questions, you also have to:

1. Define Your Objectives

Before crafting your survey, be clear about what you want to achieve. Whether it’s understanding customer satisfaction, gauging interest in a new product, or collecting feedback on services, having specific objectives will guide your survey design and ensure you ask the right questions.

2. Know Your Audience

Understanding who your respondents are will help tailor the survey to their interests and needs, increasing the likelihood of participation. Consider demographics, behaviors, and preferences to make your survey relevant and engaging to your target audience.

3. Choose the Right Type of Survey Questions

Utilize a mix of the nine types of survey questions to gather a wide range of data. Balance open-ended questions for qualitative insights with closed-ended questions for easy-to-analyze quantitative data. Ensure each question aligns with your objectives and is clear and concise.

4. Keep It Short and Simple (KISS)

Respondents are more likely to complete shorter surveys. Aim for a survey that takes 5-10 minutes to complete, focusing on essential questions only. A straightforward and intuitive survey design encourages higher response rates.

5. Use Simple Language

Avoid technical jargon, complex words, or ambiguous terms. The language should be accessible to all respondents, ensuring that questions are understood as intended.

6. Ensure Anonymity and Confidentiality

Assure respondents that their answers are anonymous and their data will be kept confidential. This assurance can increase the honesty and accuracy of the responses you receive.

7. Test Your Survey

Pilot your survey with a small group before full deployment. This testing phase can help identify confusing questions, technical issues, or any other aspects of the survey that might hinder response quality or quantity.

8. Choose the Right Distribution Channels

Select the most effective channels to reach your target audience. This could be via email, social media, your website, or in-app notifications, depending on where your audience is most active and engaged.

9. Offer Incentives

Consider offering incentives to increase participation rates. Incentives can range from discounts, entry into a prize draw, or access to exclusive content. Ensure the incentive is relevant and appealing to your target audience.

10. Analyze and Act on the Data

After collecting the responses, analyze the data to extract meaningful insights. Use these insights to make informed decisions, implement changes, or develop strategies that align with your objectives. Sharing key findings and subsequent actions with respondents can also demonstrate the value of their feedback and encourage future participation.

11. Follow Up

Consider following up with respondents after the survey, especially if you promised to share results or if you’re conducting longitudinal studies. A follow-up can reinforce their importance to your research and maintain engagement over time.

12. Iterate and Improve

Surveys are not a one-time activity. Regularly conducting surveys and iterating based on previous feedback and results can help you stay aligned with your audience’s changing needs and preferences.

These survey question examples are a great place to start in creating efficient and effective surveys. Why not take it a step further by integrating a  customer feedback tool  on your website?

FullSession  lets you collect instant visual feedback with an intuitive in-app survey. With this tool, you can:

• Build unique surveys
• Target feedback based on users’ devices or specific pages
• Measure survey responses

Aside from FullSession’s customer feedback tool, you also gain access to:

• Interactive heat maps: A  website heat map  shows you which items are gaining the most attention and which ones are not, helping you optimize UI and UX.
• Session recordings: Watch  replays  or live sessions to see how users are navigating your website and pinpoint areas for improvement.
• Funnels and conversions: Analyze funnel data to figure out what’s causing  funnel drops  and what contributes to successful conversions.

The FullSession platform offers a  14-day free trial.  It provides two paid plans—Basic and Business. Here are more details on each plan.

• The Basic plan costs $39/month and allows you to monitor up to 5,000 monthly sessions.
• The Business plan costs $149/month and helps you to track and analyze up to 25,000 monthly sessions.
• The Enterprise plan starts from 100,000 monthly sessions and has custom pricing.

If you need more information, you can  get a demo.

It takes less than 5 minutes to set up your first website or app survey form, with  FullSession , and it’s completely free!

How many questions should I include in my survey?

Aim for 10-15 questions to keep surveys short and engaging, ideally taking 5-10 minutes to complete. Focus on questions that directly support your objectives.

How can I ensure my survey questions are not biased?

Use neutral language, avoid assumptions, balance answer choices, and pre-test your survey with a diverse group to identify and correct biases.

How do I increase my survey response rate?

To boost response rates, ensure your survey is concise and relevant to the audience. Use engaging questions, offer incentives where appropriate, and communicate the value of respondents’ feedback. Choose the right distribution channels to reach your target audience effectively.

Enhance Your Insights With Richer User Behavior Data

Discover FullSession's Digital Experience Intelligence solution firsthand. Explore FullSession for free

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Survey questions 101: 70+ survey question examples, types of surveys, and FAQs

How well do you understand your prospects and customers—who they are, what keeps them awake at night, and what brought them to your business in search of a solution? Asking the right survey questions at the right point in their customer journey is the most effective way to put yourself in your customers’ shoes.

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This comprehensive intro to survey questions contains over 70 examples of effective questions, an overview of different types of survey questions, and advice on how to word them for maximum effect. Plus, we’ll toss in our pre-built survey templates, expert survey insights, and tips to make the most of AI for Surveys in Hotjar. ✨

Surveying your users is the simplest way to understand their pain points, needs, and motivations. But first, you need to know how to set up surveys that give you the answers you—and your business—truly need. Impactful surveys start here:

❓ The main types of survey questions : most survey questions are classified as open-ended, closed-ended, nominal, Likert scale, rating scale, and yes/no. The best surveys often use a combination of questions.

💡 70+ good survey question examples : our top 70+ survey questions, categorized across ecommerce, SaaS, and publishing, will help you find answers to your business’s most burning questions

✅ What makes a survey question ‘good’ : a good survey question is anything that helps you get clear insights and business-critical information about your customers 

❌ The dos and don’ts of writing good survey questions : remember to be concise and polite, use the foot-in-door principle, alternate questions, and test your surveys. But don’t ask leading or loaded questions, overwhelm respondents with too many questions, or neglect other tools that can get you the answers you need.

👍 How to run your surveys the right way : use a versatile survey tool like Hotjar Surveys that allows you to create on-site surveys at specific points in the customer journey or send surveys via a link

🛠️ 10 use cases for good survey questions : use your survey insights to create user personas, understand pain points, measure product-market fit, get valuable testimonials, measure customer satisfaction, and more

Use Hotjar to build your survey and get the customer insight you need to grow your business.

6 main types of survey questions

Let’s dive into our list of survey question examples, starting with a breakdown of the six main categories your questions will fall into:

Open-ended questions

Closed-ended questions

Nominal questions

Likert scale questions

Rating scale questions

'Yes' or 'no' questions

1. Open-ended survey questions

Open-ended questions  give your respondents the freedom to  answer in their own words , instead of limiting their response to a set of pre-selected choices (such as multiple-choice answers, yes/no answers, 0–10 ratings, etc.). 

Examples of open-ended questions:

What other products would you like to see us offer?

If you could change just one thing about our product, what would it be?

When to use open-ended questions in a survey

The majority of example questions included in this post are open-ended, and there are some good reasons for that:

Open-ended questions help you learn about customer needs you didn’t know existed , and they shine a light on areas for improvement that you may not have considered before. If you limit your respondents’ answers, you risk cutting yourself off from key insights.

Open-ended questions are very useful when you first begin surveying your customers and collecting their feedback. If you don't yet have a good amount of insight, answers to open-ended questions will go a long way toward educating you about who your customers are and what they're looking for.

There are, however, a few downsides to open-ended questions:

First, people tend to be less likely to respond to open-ended questions in general because they take comparatively more effort to answer than, say, a yes/no one

Second, but connected: if you ask consecutive open-ended questions during your survey, people will get tired of answering them, and their answers might become less helpful the more you ask

Finally, the data you receive from open-ended questions will take longer to analyze compared to easy 1-5 or yes/no answers—but don’t let that stop you. There are plenty of shortcuts that make it easier than it looks (we explain it all in our post about how to analyze open-ended questions , which includes a free analysis template.)

💡 Pro tip: if you’re using Hotjar Surveys, let our AI for Surveys feature analyze your open-ended survey responses for you. Hotjar AI reviews all your survey responses and provides an automated summary report of key findings, including supporting quotes and actionable recommendations for next steps.

2. Closed-ended survey questions

Closed-end questions limit a user’s response options to a set of pre-selected choices. This broad category of questions includes

‘Yes’ or ‘no’ questions

When to use closed-ended questions

Closed-ended questions work brilliantly in two scenarios:

To open a survey, because they require little time and effort and are therefore easy for people to answer. This is called the foot-in-the-door principle: once someone commits to answering the first question, they may be more likely to answer the open-ended questions that follow.

When you need to create graphs and trends based on people’s answers. Responses to closed-ended questions are easy to measure and use as benchmarks. Rating scale questions, in particular (e.g. where people rate customer service or on a scale of 1-10), allow you to gather customer sentiment and compare your progress over time.

3. Nominal questions

A nominal question is a type of survey question that presents people with multiple answer choices; the answers are  non-numerical in nature and don't overlap  (unless you include an ‘all of the above’ option).

Example of nominal question:

What are you using [product name] for?

Personal use

Both business and personal use

When to use nominal questions

Nominal questions work well when there is a limited number of categories for a given question (see the example above). They’re easy to create graphs and trends from, but the downside is that you may not be offering enough categories for people to reply.

For example, if you ask people what type of browser they’re using and only give them three options to choose from, you may inadvertently alienate everybody who uses a fourth type and now can’t tell you about it.

That said, you can add an open-ended component to a nominal question with an expandable ’other’ category, where respondents can write in an answer that isn’t on the list. This way, you essentially ask an open-ended question that doesn’t limit them to the options you’ve picked.

4. Likert scale questions

The Likert scale is typically a 5- or 7-point scale that evaluates a respondent’s level of agreement with a statement or the intensity of their reaction toward something.

The scale develops symmetrically: the median number (e.g. a 3 on a 5-point scale) indicates a point of neutrality, the lowest number (always 1) indicates an extreme view, and the highest number (e.g. a 5 on a 5-point scale) indicates the opposite extreme view.

Example of a Likert scale question:

When to use Likert scale questions

Likert-type questions are also known as ordinal questions because the answers are presented in a specific order. Like other multiple-choice questions, Likert scale questions come in handy when you already have some sense of what your customers are thinking. For example, if your open-ended questions uncover a complaint about a recent change to your ordering process, you could use a Likert scale question to determine how the average user felt about the change.

A series of Likert scale questions can also be turned into a matrix question. Since they have identical response options, they are easily combined into a single matrix and break down the pattern of single questions for users.

5. Rating scale questions

Rating scale questions are questions where the answers map onto a numeric scale (such as rating customer support on a scale of 1-5, or likelihood to recommend a product from 0-10).

Examples of rating questions:

How likely are you to recommend us to a friend or colleague on a scale of 0-10?

How would you rate our customer service on a scale of 1-5?

When to use rating questions

Whenever you want to assign a numerical value to your survey or visualize and compare trends , a rating question is the way to go.

A typical rating question is used to determine Net Promoter Score® (NPS®) : the question asks customers to rate their likelihood of recommending products or services to their friends or colleagues, and allows you to look at the results historically and see if you're improving or getting worse. Rating questions are also used for customer satisfaction (CSAT) surveys and product reviews.

When you use a rating question in a survey, be sure to explain what the scale means (e.g. 1 for ‘Poor’, 5 for ‘Amazing’). And consider adding a follow-up open-ended question to understand why the user left that score.

Example of a rating question (NPS):

6. ‘Yes’ or ‘no’ questions

These dichotomous questions are super straightforward, requiring a simple ‘yes’ or ‘no’ reply.

Examples of yes/no questions:

Was this article useful? (Yes/No)

Did you find what you were looking for today? (Yes/No)

When to use ‘yes’ or ‘no’ questions

‘Yes’ and ‘no’ questions are a good way to quickly segment your respondents . For example, say you’re trying to understand what obstacles or objections prevent people from trying your product. You can place a survey on your pricing page asking people if something is stopping them, and follow up with the segment who replied ‘yes’ by asking them to elaborate further.

These questions are also effective for getting your foot in the door: a ‘yes’ or ‘no’ question requires very little effort to answer. Once a user commits to answering the first question, they tend to become more willing to answer the questions that follow, or even leave you their contact information.

70+ more survey question examples

Below is a list of good survey questions, categorized across ecommerce, software as a service (SaaS), and publishing. You don't have to use them word-for-word, but hopefully, this list will spark some extra-good ideas for the surveys you’ll run immediately after reading this article. (Plus, you can create all of them with Hotjar Surveys—stick with us a little longer to find out how. 😉)

📊 9 basic demographic survey questions

Ask these questions when you want context about your respondents and target audience, so you can segment them later. Consider including demographic information questions in your survey when conducting user or market research as well. 

But don’t ask demographic questions just for the sake of it—if you're not going to use some of the data points from these sometimes sensitive questions (e.g. if gender is irrelevant to the result of your survey), move on to the ones that are truly useful for you, business-wise. 

Take a look at the selection of examples below, and keep in mind that you can convert most of them to multiple choice questions:

What is your name?

What is your age?

What is your gender?

What company do you work for?

What vertical/industry best describes your company?

What best describes your role?

In which department do you work?

What is the total number of employees in your company (including all locations where your employer operates)?

What is your company's annual revenue?

🚀 Get started: gather more info about your users with our product-market fit survey template .

👥 20+ effective customer questions

These questions are particularly recommended for ecommerce companies:

Before purchase

What information is missing or would make your decision to buy easier?

What is your biggest fear or concern about purchasing this item?

Were you able to complete the purpose of your visit today?

If you did not make a purchase today, what stopped you?

After purchase

Was there anything about this checkout process we could improve?

What was your biggest fear or concern about purchasing from us?

What persuaded you to complete the purchase of the item(s) in your cart today?

If you could no longer use [product name], what’s the one thing you would miss the most?

What’s the one thing that nearly stopped you from buying from us?

👉 Check out our 7-step guide to setting up an ecommerce post-purchase survey .

Other useful customer questions

Do you have any questions before you complete your purchase?

What other information would you like to see on this page?

What were the three main things that persuaded you to create an account today?

What nearly stopped you from creating an account today?

Which other options did you consider before choosing [product name]?

What would persuade you to use us more often?

What was your biggest challenge, frustration, or problem in finding the right [product type] online?

Please list the top three things that persuaded you to use us rather than a competitor.

Were you able to find the information you were looking for?

How satisfied are you with our support?

How would you rate our service/support on a scale of 0-10? (0 = terrible, 10 = stellar)

How likely are you to recommend us to a friend or colleague? ( NPS question )

Is there anything preventing you from purchasing at this point?

🚀 Get started: learn how satisfied customers are with our expert-built customer satisfaction and NPS survey templates .

Set up a survey in seconds

Use Hotjar's free survey templates to build virtually any type of survey, and start gathering valuable insights in moments.

🛍 30+ product survey questions

These questions are particularly recommended for SaaS companies:

Questions for new or trial users

What nearly stopped you from signing up today?

How likely are you to recommend us to a friend or colleague on a scale of 0-10? (NPS question)

Is our pricing clear? If not, what would you change?

Questions for paying customers

What convinced you to pay for this service?

What’s the one thing we are missing in [product type]?

What's one feature we can add that would make our product indispensable for you?

If you could no longer use [name of product], what’s the one thing you would miss the most?

🚀 Get started: find out what your buyers really think with our pricing plan feedback survey template .

Questions for former/churned customers

What is the main reason you're canceling your account? Please be blunt and direct.

If you could have changed one thing in [product name], what would it have been?

If you had a magic wand and could change anything in [product name], what would it be?

🚀 Get started: find out why customers churn with our free-to-use churn analysis survey template .

Other useful product questions

What were the three main things that persuaded you to sign up today?

Do you have any questions before starting a free trial?

What persuaded you to start a trial?

Was this help section useful?

Was this article useful?

How would you rate our service/support on a scale of 1-10? (0 = terrible, 10 = stellar)

Is there anything preventing you from upgrading at this point?

Is there anything on this page that doesn't work the way you expected it to?

What could we change to make you want to continue using us?

If you did not upgrade today, what stopped you?

What's the next thing you think we should build?

How would you feel if we discontinued this feature?

What's the next feature or functionality we should build?

🚀 Get started: gather feedback on your product with our free-to-use product feedback survey template .

🖋 20+ effective questions for publishers and bloggers

Questions to help improve content.

If you could change just one thing in [publication name], what would it be?

What other content would you like to see us offer?

How would you rate this article on a scale of 1–10?

If you could change anything on this page, what would you have us do?

If you did not subscribe to [publication name] today, what was it that stopped you?

🚀 Get started: find ways to improve your website copy and messaging with our content feedback survey template .

New subscriptions

What convinced you to subscribe to [publication] today?

What almost stopped you from subscribing?

What were the three main things that persuaded you to join our list today?

Cancellations

What is the main reason you're unsubscribing? Please be specific.

Other useful content-related questions

What’s the one thing we are missing in [publication name]?

What would persuade you to visit us more often?

How likely are you to recommend us to someone with similar interests? (NPS question)

What’s missing on this page?

What topics would you like to see us write about next?

How useful was this article?

What could we do to make this page more useful?

Is there anything on this site that doesn't work the way you expected it to?

What's one thing we can add that would make [publication name] indispensable for you?

If you could no longer read [publication name], what’s the one thing you would miss the most?

💡 Pro tip: do you have a general survey goal in mind, but are struggling to pin down the right questions to ask? Give Hotjar’s AI for Surveys a go and watch as it generates a survey for you in seconds with questions tailored to the exact purpose of the survey you want to run.

What makes a good survey question?

We’ve run through more than 70 of our favorite survey questions—but what is it that makes a good survey question, well, good ? An effective question is anything that helps you get clear insights and business-critical information about your customers , including

Who your target market is

How you should price your products

What’s stopping people from buying from you

Why visitors leave your website

With this information, you can tailor your website, products, landing pages, and messaging to improve the user experience and, ultimately, maximize conversions .

How to write good survey questions: the DOs and DON’Ts

To help you understand the basics and avoid some rookie mistakes, we asked a few experts to give us their thoughts on what makes a good and effective survey question.

Survey question DOs

✅ do focus your questions on the customer.

It may be tempting to focus on your company or products, but it’s usually more effective to put the focus back on the customer. Get to know their needs, drivers, pain points, and barriers to purchase by asking about their experience. That’s what you’re after: you want to know what it’s like inside their heads and how they feel when they use your website and products.

Rather than asking, “Why did you buy our product?” ask, “What was happening in your life that led you to search for this solution?” Instead of asking, “What's the one feature you love about [product],” ask, “If our company were to close tomorrow, what would be the one thing you’d miss the most?” These types of surveys have helped me double and triple my clients.

✅ DO be polite and concise (without skimping on micro-copy)

Put time into your micro-copy—those tiny bits of written content that go into surveys. Explain why you’re asking the questions, and when people reach the end of the survey, remember to thank them for their time. After all, they’re giving you free labor!

✅ DO consider the foot-in-the-door principle

One way to increase your response rate is to ask an easy question upfront, such as a ‘yes’ or ‘no’ question, because once people commit to taking a survey—even just the first question—they’re more likely to finish it.

✅ DO consider asking your questions from the first-person perspective

Disclaimer: we don’t do this here at Hotjar. You’ll notice all our sample questions are listed in second-person (i.e. ‘you’ format), but it’s worth testing to determine which approach gives you better answers. Some experts prefer the first-person approach (i.e. ‘I’ format) because they believe it encourages users to talk about themselves—but only you can decide which approach works best for your business.

I strongly recommend that the questions be worded in the first person. This helps create a more visceral reaction from people and encourages them to tell stories from their actual experiences, rather than making up hypothetical scenarios. For example, here’s a similar question, asked two ways: “What do you think is the hardest thing about creating a UX portfolio?” versus “My biggest problem with creating my UX portfolio is…” 

The second version helps get people thinking about their experiences. The best survey responses come from respondents who provide personal accounts of past events that give us specific and real insight into their lives.

✅ DO alternate your questions often

Shake up the questions you ask on a regular basis. Asking a wide variety of questions will help you and your team get a complete view of what your customers are thinking.

✅ DO test your surveys before sending them out

A few years ago, Hotjar created a survey we sent to 2,000 CX professionals via email. Before officially sending it out, we wanted to make sure the questions really worked. 

We decided to test them out on internal staff and external people by sending out three rounds of test surveys to 100 respondents each time. Their feedback helped us perfect the questions and clear up any confusing language.

Survey question DON’Ts

❌ don’t ask closed-ended questions if you’ve never done research before.

If you’ve just begun asking questions, make them open-ended questions since you have no idea what your customers think about you at this stage. When you limit their answers, you just reinforce your own assumptions.

There are two exceptions to this rule:

Using a closed-ended question to get your foot in the door at the beginning of a survey

Using rating scale questions to gather customer sentiment (like an NPS survey)

❌ DON’T ask a lot of questions if you’re just getting started

Having to answer too many questions can overwhelm your users. Stick with the most important points and discard the rest.

Try starting off with a single question to see how your audience responds, then move on to two questions once you feel like you know what you’re doing.

How many questions should you ask? There’s really no perfect answer, but we recommend asking as few as you need to ask to get the information you want. In the beginning, focus on the big things:

Who are your users?

What do potential customers want?

How are they using your product?

What would win their loyalty?

❌ DON’T just ask a question when you can combine it with other tools

Don’t just use surveys to answer questions that other tools (such as analytics) can also answer. If you want to learn about whether people find a new website feature helpful, you can also observe how they’re using it through traditional analytics, session recordings , and other user testing tools for a more complete picture.

Don’t use surveys to ask people questions that other tools are better equipped to answer. I’m thinking of questions like “What do you think of the search feature?” with pre-set answer options like ‘Very easy to use,’ ‘Easy to use,’ etc. That’s not a good question to ask. 

Why should you care about what people ‘think’ about the search feature? You should find out whether it helps people find what they need and whether it helps drive conversions for you. Analytics, user session recordings, and user testing can tell you whether it does that or not.

❌ DON’T ask leading questions

A leading question is one that prompts a specific answer. Avoid asking leading questions because they’ll give you bad data. For example, asking, “What makes our product better than our competitors’ products?” might boost your self-esteem, but it won’t get you good information. Why? You’re effectively planting the idea that your own product is the best on the market.

❌ DON’T ask loaded questions

A loaded question is similar to a leading question, but it does more than just push a bias—it phrases the question such that it’s impossible to answer without confirming an underlying assumption.

A common (and subtle) form of loaded survey question would be, “What do you find useful about this article?” If we haven’t first asked you whether you found the article useful at all, then we’re asking a loaded question.

❌ DON’T ask about more than one topic at once

For example, “Do you believe our product can help you increase sales and improve cross-collaboration?”

This complex question, also known as a ‘double-barreled question’, requires a very complex answer as it begs the respondent to address two separate questions at once:

Do you believe our product can help you increase sales?

Do you believe our product can help you improve cross-collaboration?

Respondents may very well answer 'yes', but actually mean it for the first part of the question, and not the other. The result? Your survey data is inaccurate, and you’ve missed out on actionable insights.

Instead, ask two specific questions to gather customer feedback on each concept.

How to run your surveys

The format you pick for your survey depends on what you want to achieve and also on how much budget or resources you have. You can

Use an on-site survey tool , like Hotjar Surveys , to set up a website survey that pops up whenever people visit a specific page: this is useful when you want to investigate website- and product-specific topics quickly. This format is relatively inexpensive—with Hotjar’s free forever plan, you can even run up to 3 surveys with unlimited questions for free.

Use Hotjar Surveys to embed a survey as an element directly on a page: this is useful when you want to grab your audience’s attention and connect with customers at relevant moments, without interrupting their browsing. (Scroll to the bottom of this page to see an embedded survey in action!) This format is included on Hotjar’s Business and Scale plans—try it out for 15 days with a free Ask Business trial .

Use a survey builder and create a survey people can access in their own time: this is useful when you want to reach out to your mailing list or a wider audience with an email survey (you just need to share the URL the survey lives at). Sending in-depth questionnaires this way allows for more space for people to elaborate on their answers. This format is also relatively inexpensive, depending on the tool you use.

Place survey kiosks in a physical location where people can give their feedback by pressing a button: this is useful for quick feedback on specific aspects of a customer's experience (there’s usually plenty of these in airports and waiting rooms). This format is relatively expensive to maintain due to the material upkeep.

Run in-person surveys with your existing or prospective customers: in-person questionnaires help you dig deep into your interviewees’ answers. This format is relatively cheap if you do it online with a user interview tool or over the phone, but it’s more expensive and time-consuming if done in a physical location.

💡 Pro tip: looking for an easy, cost-efficient way to connect with your users? Run effortless, automated user interviews with Engage , Hotjar’s user interview tool. Get instant access to a pool of 200,000+ participants (or invite your own), and take notes while Engage records and transcribes your interview.

10 survey use cases: what you can do with good survey questions

Effective survey questions can help improve your business in many different ways. We’ve written in detail about most of these ideas in other blog posts, so we’ve rounded them up for you below.

1. Create user personas

A user persona is a character based on the people who currently use your website or product. A persona combines psychographics and demographics and reflects who they are, what they need, and what may stop them from getting it.

Examples of questions to ask:

Describe yourself in one sentence, e.g. “I am a 30-year-old marketer based in Dublin who enjoys writing articles about user personas.”

What is your main goal for using this website/product?

What, if anything, is preventing you from doing it?

👉 Our post about creating simple and effective user personas in four steps highlights some great survey questions to ask when creating a user persona.

🚀 Get started: use our user persona survey template or AI for Surveys to inform your user persona.

2. Understand why your product is not selling

Few things are more frightening than stagnant sales. When the pressure is mounting, you’ve got to get to the bottom of it, and good survey questions can help you do just that.

What made you buy the product? What challenges are you trying to solve?

What did you like most about the product? What did you dislike the most?

What nearly stopped you from buying?

👉 Here’s a detailed piece about the best survey questions to ask your customers when your product isn’t selling , and why they work so well.

🚀 Get started: our product feedback survey template helps you find out whether your product satisfies your users. Or build your surveys in the blink of an eye with Hotjar AI.

3. Understand why people leave your website

If you want to figure out why people are leaving your website , you’ll have to ask questions.

A good format for that is an exit-intent pop-up survey, which appears when a user clicks to leave the page, giving them the chance to leave website feedback before they go.

Another way is to focus on the people who did convert, but just barely—something Hotjar founder David Darmanin considers essential for taking conversions to the next level. By focusing on customers who bought your product (but almost didn’t), you can learn how to win over another set of users who are similar to them: those who almost bought your products, but backed out in the end.

Example of questions to ask:

Not for you? Tell us why. ( Exit-intent pop-up —ask this when a user leaves without buying.)

What almost stopped you from buying? (Ask this post-conversion .)

👉 Find out how HubSpot Academy increased its conversion rate by adding an exit-intent survey that asked one simple question when users left their website: “Not for you? Tell us why.”

🚀 Get started: place an exit-intent survey on your site. Let Hotjar AI draft the survey questions by telling it what you want to learn.

I spent the better half of my career focusing on the 95% who don’t convert, but it’s better to focus on the 5% who do. Get to know them really well, deliver value to them, and really wow them. That’s how you’re going to take that 5% to 10%.

4. Understand your customers’ fears and concerns

Buying a new product can be scary: nobody wants to make a bad purchase. Your job is to address your prospective customers’ concerns, counter their objections, and calm their fears, which should lead to more conversions.

👉 Take a look at our no-nonsense guide to increasing conversions for a comprehensive write-up about discovering the drivers, barriers, and hooks that lead people to converting on your website.

🚀 Get started: understand why your users are tempted to leave and discover potential barriers with a customer retention survey .

5. Drive your pricing strategy

Are your products overpriced and scaring away potential buyers? Or are you underpricing and leaving money on the table?

Asking the right questions will help you develop a pricing structure that maximizes profit, but you have to be delicate about how you ask. Don’t ask directly about price, or you’ll seem unsure of the value you offer. Instead, ask questions that uncover how your products serve your customers and what would inspire them to buy more.

How do you use our product/service?

What would persuade you to use our product more often?

What’s the one thing our product is missing?

👉 We wrote a series of blog posts about managing the early stage of a SaaS startup, which included a post about developing the right pricing strategy —something businesses in all sectors could benefit from.

🚀 Get started: find the sweet spot in how to price your product or service with a Van Westendorp price sensitivity survey or get feedback on your pricing plan .

6. Measure and understand product-market fit

Product-market fit (PMF) is about understanding demand and creating a product that your customers want, need, and will actually pay money for. A combination of online survey questions and one-on-one interviews can help you figure this out.

What's one thing we can add that would make [product name] indispensable for you?

If you could change just one thing in [product name], what would it be?

👉 In our series of blog posts about managing the early stage of a SaaS startup, we covered a section on product-market fit , which has relevant information for all industries.

🚀 Get started: discover if you’re delivering the best products to your market with our product-market fit survey .

7. Choose effective testimonials

Human beings are social creatures—we’re influenced by people who are similar to us. Testimonials that explain how your product solved a problem for someone are the ultimate form of social proof. The following survey questions can help you get some great testimonials.

What changed for you after you got our product?

How does our product help you get your job done?

How would you feel if you couldn’t use our product anymore?

👉 In our post about positioning and branding your products , we cover the type of questions that help you get effective testimonials.

🚀 Get started: add a question asking respondents whether you can use their answers as testimonials in your surveys, or conduct user interviews to gather quotes from your users.

8. Measure customer satisfaction

It’s important to continually track your overall customer satisfaction so you can address any issues before they start to impact your brand’s reputation. You can do this with rating scale questions.

For example, at Hotjar, we ask for feedback after each customer support interaction (which is one important measure of customer satisfaction). We begin with a simple, foot-in-the-door question to encourage a response, and use the information to improve our customer support, which is strongly tied to overall customer satisfaction.

How would you rate the support you received? (1-5 scale)

If 1-3: How could we improve?

If 4-5: What did you love about the experience?

👉 Our beginner’s guide to website feedback goes into great detail about how to measure customer service, NPS , and other important success metrics.

🚀 Get started: gauge short-term satisfaction level with a CSAT survey .

9. Measure word-of-mouth recommendations

Net Promoter Score is a measure of how likely your customers are to recommend your products or services to their friends or colleagues. NPS is a higher bar than customer satisfaction because customers have to be really impressed with your product to recommend you.

Example of NPS questions (to be asked in the same survey):

How likely are you to recommend this company to a friend or colleague? (0-10 scale)

What’s the main reason for your score?

What should we do to WOW you?

👉 We created an NPS guide with ecommerce companies in mind, but it has plenty of information that will help companies in other industries as well.

🚀 Get started: measure whether your users would refer you to a friend or colleague with an NPS survey . Then, use our free NPS calculator to crunch the numbers.

10. Redefine your messaging

How effective is your messaging? Does it speak to your clients' needs, drives, and fears? Does it speak to your strongest selling points?

Asking the right survey questions can help you figure out what marketing messages work best, so you can double down on them.

What attracted you to [brand or product name]?

Did you have any concerns before buying [product name]?

Since you purchased [product name], what has been the biggest benefit to you?

If you could describe [brand or product name] in one sentence, what would you say?

What is your favorite thing about [brand or product name]?

How likely are you to recommend this product to a friend or colleague? (NPS question)

👉 We talk about positioning and branding your products in a post that’s part of a series written for SaaS startups, but even if you’re not in SaaS (or you’re not a startup), you’ll still find it helpful.

Have a question for your customers? Ask!

Feedback is at the heart of deeper empathy for your customers and a more holistic understanding of their behaviors and motivations. And luckily, people are more than ready to share their thoughts about your business— they're just waiting for you to ask them. Deeper customer insights start right here, with a simple tool like Hotjar Surveys.

Build surveys faster with AI🔥

Use AI in Hotjar Surveys to build your survey, place it on your website or send it via email, and get the customer insight you need to grow your business.

FAQs about survey questions

How many people should i survey/what should my sample size be.

A good rule of thumb is to aim for at least 100 replies that you can work with.

You can use our  sample size calculator  to get a more precise answer, but understand that collecting feedback is research, not experimentation. Unlike experimentation (such as A/B testing ), all is not lost if you can’t get a statistically significant sample size. In fact, as little as ten replies can give you actionable information about what your users want.

How many questions should my survey have?

There’s no perfect answer to this question, but we recommend asking as few as you need to ask in order to get the information you want. Remember, you’re essentially asking someone to work for free, so be respectful of their time.

Why is it important to ask good survey questions?

A good survey question is asked in a precise way at the right stage in the customer journey to give you insight into your customers’ needs and drives. The qualitative data you get from survey responses can supplement the insight you can capture through other traditional analytics tools (think Google Analytics) and behavior analytics tools (think heatmaps and session recordings , which visualize user behavior on specific pages or across an entire website).

The format you choose for your survey—in-person, email, on-page, etc.—is important, but if the questions themselves are poorly worded you could waste hours trying to fix minimal problems while ignoring major ones a different question could have uncovered. 

How do I analyze open-ended survey questions?

A big pile of  qualitative data  can seem intimidating, but there are some shortcuts that make it much easier to analyze. We put together a guide for  analyzing open-ended questions in 5 simple steps , which should answer all your questions.

But the fastest way to analyze open questions is to use the automated summary report with Hotjar AI in Surveys . AI turns the complex survey data into:

Key findings

Actionable insights

Will sending a survey annoy my customers?

Honestly, the real danger is  not  collecting feedback. Without knowing what users think about your page and  why  they do what they do, you’ll never create a user experience that maximizes conversions. The truth is, you’re probably already doing something that bugs them more than any survey or feedback button would.

If you’re worried that adding an on-page survey might hurt your conversion rate, start small and survey just 10% of your visitors. You can stop surveying once you have enough replies.

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• Make a Survey

Opinion Stage » survey » Survey Questions

16 Types of Survey Questions, with 100 Examples

Good survey questions will help your business acquire the right information to drive growth. Surveys can be made up of different types of questions. Each type has a unique approach to gathering data. The questions you choose and the way you use them in your survey will affect its results.

These are the types of survey questions we will cover:

• Open-Ended Questions
• Closed-Ended Questions
• Multiple Choice Questions
• Dichotomous Questions
• Rating Scale Questions
• Likert Scale Questions
• Nominal Questions
• Demographic Questions
• Matrix Table Questions
• Side-by-Side Matrix Questions
• Data Reference Questions
• Choice Model Questions
• Net Promoter Score Questions
• Picture Choice Questions
• Image Rating Questions
• Visual Analog Scale Questions

But before we go into the actual question types, let’s talk a little about how you should use them.

Try this survey

Ready to create your own?  Make a survey .

How to Use Survey Questions in Market Research

First, you need to make sure it’s a survey you’re after. In some cases, you may find that it’s actually a questionnaire that you need (read more here to learn the difference:  Survey Vs. Questionnaire ), or a research quiz. In any case, though, you will need to use the right type of questions.

To determine the right type of questions for your survey, consider these factors:

• The kind of data you want to gather
• The depth of the information you require
• How long it takes to answer the survey

Regardless of the size of your business, you can use surveys to learn about potential customers, research your product market fit, collect customer feedback or employee feedback, get new registrations, and improve retention.

Surveys can help you gather valuable insights into critical aspects of your business. From brand awareness to customer satisfaction, effective surveys give you the data you need to stay ahead of the competition.

So, how should you use surveys for your market research?

Try this market research survey

Ready to create your own?  Make a research survey .

Identify Customer Needs and Expectations

Perhaps the idea of using customer surveys in this advanced era of data analytics seems quaint. But one of the best ways to find out what consumers need and expect is to go directly to the source and ask. That’s why surveys still matter. All companies and online businesses can benefit from using market research surveys to determine the needs of their clients.

Determine Brand Attributes

A market research survey can also help your company identify the attributes that consumers associate with your brand. These could be tangible or intangible features that they think of when they see your brand. By determining your brand attributes, you can identify other brands in the same niche. Additionally, you can gain a clear understanding of what your audience values.

Understand Your Market’s Supply and Demand Chain

Surveying existing and potential customers enables you to understand the language of supply and demand. You can understand the measure of customer satisfaction and identify opportunities for the market to absorb new products. At the same time, you can use the data you collect to build customer-centric products or services. By understanding your target market, you can minimize the risks involved in important business ventures and develop an amazing customer experience.

Acquire Customer Demographic Information

Before any campaign or product launch, every company needs to determine its key demographic. Online surveys make it so much easier for marketers to get to know their audience and build effective user personas. With a market research survey, you can ask demographic survey questions to collect details such as family income, education, professional background, and ethnicity. It’s important to be careful and considerate in this area since questions that seem matter-of-fact to you may be experienced as loaded questions or sensitive questions by your audience.

Strategize for New Product Launches

Businesses of all sizes can use customer surveys to fine-tune products and improve services. Let’s say there’s a product you want to launch. But you’re hesitant to do so without ensuring that it will be well-received by your target audience. Why not send out a survey? With the data you gather from the survey responses, you can identify issues that may have been overlooked in the development process and make the necessary changes to improve your product’s success.

Develop a Strategic Marketing Plan

Surveys can be used in the initial phases of a campaign to help shape your marketing plan. Thanks to in-depth analytics, a quick and easy survey that respondents can finish within minutes can give you a clear idea of what potential consumers need and expect.

Create beautiful online surveys in minutes

Types of Survey Questions

No matter the purpose of your survey, the questions you ask will be crucial to its success. For this reason, it’s best to set the goal of your survey and define the information you want to gather before writing the questions.

Ask yourself: What do I want to know? Why do I want to know this? Can direct questions help me get the information I need? How am I going to use the data I gather?

Once you have a clear goal in mind, you can choose the best questions to elicit the right kind of information. We’ve made a list of the most common types of survey questions to help you get started.

1. Open-Ended Questions

If you prefer to gather qualitative insights from your respondents, the best way to do so is through an open-ended question. That’s because this survey question type gives respondents more opportunity to say what’s on their minds. After all, an open question doesn’t come with pre-set answer choices that respondents can select. Instead, it uses a text box where respondents can leave more detailed responses.

Ideally, you should ask such questions when you’re doing expert interviews or preliminary research. You may also opt to end surveys with this type of question. This is to give respondents a chance to share additional concerns with you. By letting respondents give answers in their own words, even to a single question, you can identify opportunities you might have overlooked. At the same time, it shows that you appreciate their effort to answer all your questions.

Since quantifying written answers isn’t easy to do, opt to use these questions sparingly, especially if you’re dealing with a large population.

Examples of open-ended questions:

• What can you tell us about yourself? (Your age, gender, hobbies, interests, and anything else you’re willing to share)
• How satisfied or dissatisfied are you with our service?
• What has kept you from signing up for our newsletter?

2. Closed-Ended Questions

Consumers want surveys they can answer in a jiffy. Closed-ended questions are ideal for market research for that reason. They come with a limited number of options, often one-word responses such as yes or no, multiple-choice, or a rating scale. Compared to open-ended questions, these drive limited insights because respondents only have to choose from pre-selected choices.

Ask closed-ended questions if you need to gather quantifiable data or to categorize your respondents. Furthermore, you can use such questions to drive higher response rates. Let’s say your audience isn’t particularly interested in the topic you intend to ask them about. You can use closed-ended questions to make it easier for them to complete the survey in minutes.

Close-ended question examples:

• Which of the following are you most likely to read? (a) a series of blog posts (b) a novel (c) the daily news (d) I don’t read on a regular basis
• How would you rate our service on a 5-point scale, with 1 representing bad service, and 5 representing great service?
• How likely are you to recommend us on a scale of 0 to 10?

3. Multiple Choice Questions

Multiple-choice questions are a basic type of closed-ended survey question that give respondents multiple answers to choose from. These questions can be broken down into two main categories:

• Single-answer questions – respondents are directed to choose one, and only one answer from a list of answer options.
• Multiple answer questions – where respondents can select a number of answers in a single question.

When designed correctly they can be very effective survey questions since they’re relatively simple questions to answer, and the data is easy to analyze.

Multiple-choice sample questions:

• It’s exceptional
• Could be better
• It’s terrible
• Whole-grain rice
• Gluten-free noodles
• Suger-free soft drinks
• Lactose-free ice cream

Try this product survey

Ready to create your own?  Make a product survey .

4. Dichotomous Questions

Dichotomous questions are a type of close-ended questions with only two answer options that represent the opposite of each other. In other words, yes/no questions, or true/false questions. They’re often used as screening questions to identify potential customers since they’re so quick and easy to answer and require no extra effort.

They’re also good for splitting your audience into two groups, enabling you to direct each group to a different series of questions. This can be done quite easily using skip logic which sends people on different survey paths based on their answers to previous questions.

Examples of questions:

Do you have experience working with Google Analytics? Yes/no Google Analytics is used for tracking user behavior. True/false Google Analytics has a steep learning curve for the average user. Agree/disagree

5. Rating Scale Questions

Also called ordinal questions, these questions help researchers measure customer sentiment in a quantitative way. This type of question comes with a range of response options. It could be from 1 to 5 or 1 to 10.

In a survey, a respondent selects the number that accurately represents their response. Of course, you have to establish the value of the numbers on your scale for it to be effective.

Rating scales can be very effective survey questions, however, the lack of proper survey scaling could lead to bad survey questions that respondents Don’t know how to answer. And even if they think you do, the results won’t be reliable because every respondent could interpret the scale differently. So, it’s important to be clear.

If you want to know how respondents experienced your customer service, you can establish a scale from 1 to 10 to measure customer sentiment. Then, assign the value of 1 and 10. The lowest number on the scale could, for instance, mean “very disappointed” while the highest value could represent “very satisfied”.

Examples of rating scale questions:

• On a scale of 0 to 10, how would you rate your last customer support interaction with us? (0=terrible, 10=amazing)
• How likely are you to recommend our company to a friend or colleague on a scale of 1 to 5? 1=very unlikely, 5=very likely
• How would you rate your shopping experience at our online business on a scale of 1 to 7? 1=bad, 4=ok, 7=amazing

6. Likert Scale Questions

These questions can either be unipolar or bipolar. Unipolar scales center on the presence or absence of quality. Moreover, they don’t have a natural midpoint. For example, a unipolar satisfaction scale may have the following options: extremely satisfied, very satisfied, moderately satisfied, slightly satisfied, and not satisfied.

Bipolar scales, on the other hand, are based on either side of neutrality. That means they have a midpoint. A common bipolar scale, for instance, may have the following options: extremely unsatisfied, very unsatisfied, somewhat unsatisfied, neither satisfied nor dissatisfied, somewhat satisfied, very satisfied, or extremely satisfied.

Likert scale questions can be used for a wide variety of objectives. They are great for collecting initial feedback. They can also help you gauge customer sentiment, among other things.

Likert scale sample questions:

• How important is it that you can access customer support 24/7? (Choices: Very Important, Important, Neutral, Low Importance, and Not Important At All)
• How satisfied are you after using our products? (Choices: Very Satisfied, Moderately Satisfied, Neutral, Slightly Unsatisfied, and Very Unsatisfied)
• How would you rate our customer care representative’s knowledge of our products? (Choices: Not at All Satisfactory, Low Satisfactory, Somewhat Satisfactory, Satisfactory, and Very Satisfactory)

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7. Nominal Questions

Also a type of measurement scale, nominal questions come with tags or labels for identifying or classifying items. For these questions, you can use non-numeric variables. You can also assign numbers to each response option, but they won’t actually have value.

On a nominal scale, you assign each number to a unique label. Especially if the goal is identification, you have to stick to a one-to-one correlation between the numeric value and the label. Much like cars on a race track, numbers are assigned to identify the driver associated with the car. It doesn’t represent the characteristics of the vehicle.

However, when a nominal scale is used for classification, the numerical values assigned to each descriptor serve as a tag. This is for categorizing or arranging the objects in a class. For example, you want to know your respondents’ gender. You can assign the letter M for males and F for females in the survey question.

Examples of nominal questions:

• What is your hair color? (Choices: 1 – Black, 2 – Blonde, 3 – Brown, 4 – Red, 5 – Other)
• How old are you? (Choices: 1 – Under 25, 2 – 25-35, 3 – Over 35)
• How do you commute to work? (Choices: 1- Car, 2 – Bus, 3 – Train, 4 – Walk, 5 – Other)

8. Demographic Questions

As its name suggests, this question type is used for gathering information about a consumer. From their background to income level, these simple questions can provide you with deeper insights into your target market. They’re also used as screening questions since they can help you to identify the population segments you’re targeting.

Demographic questions  help you understand your target market. By collecting customer data, you can identify similarities and differences between different demographics. Then, you can make buyer personas and classify them based on who they are or what they do.

Some demographic topics can lead to quite loaded survey questions. When writing your demographic survey, try to identify the loaded questions and ask yourself if someone could find the question, the answer choices, or the lack of a certain answer choice offensive. Do your best to phrase them sensitively and respectfully, and if you can’t consider leaving them out.

With every single question that you write, it’s important to place yourself in the shoes of your respondents. If you want to ask students about their income, your response options should range below $20,000 per year, because most of them are probably not making more than that. But if your respondents are affluent, your choices should have a range higher than $100,000.

Examples of demographic questions:

• How old are you?
• What is your level of education?
• What is your marital status?
• What’s your current employment status?

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9. Matrix Table Questions

If you need to ask a series of questions that require the same response options, you can group them together in a matrix table instead of breaking them into separate questions.

While these bundled questions are convenient, you have to use them carefully. Visually, large matrix tables can seem overwhelming. In addition, online survey questions of this sort aren’t always mobile-friendly. Having too many questions or choices may even trigger undesirable survey-taking behavior such as straight-lining. This is when respondents select the same options without carefully considering each one. Sometimes, they do that because the actual experience feels like a complicated matrix and they just want to finish it.

Example of a matrix table:

How satisfied or dissatisfied are you with the following?

Interaction with sales staff

Product selection

Marketing messages

Pricing structure

Then, you can make a brief list of response options. There should be no more than five options.

10. Side-by-Side Matrix Questions

A side-by-side matrix is similar to your regular matrix table in that it allows you to group together questions that require simple response options. However, a matrix table only lets you collect data from a single variable. A side-by-side matrix, on the other hand, enables you to gather data on two or more dimensions.

For example, let’s say you want to ask respondents about the importance of different services and their satisfaction with each. You can group them together in a side-by-side matrix. By organizing questions in tables, your respondents can easily fill out the survey in minutes.

Much like a regular matrix table, you shouldn’t overwhelm consumers. Avoid adding too many variables to your table. Moreover, you should keep the response options short.

Examples of side-by-side matrix questions:

Example of side-by-side matrix:

How would you rate our shopping services?

Identify the variables. They can be customer support, packaging, and punctuality. Next, you should add different dimensions such as importance and satisfaction level. On each table, you should add a similar scale. You can start with 1, which could mean Not Important and Not Satisfied.

11. Data Reference Questions

Use data reference questions to gather validated data against standardized databases. For example, direct respondents to enter their postal code or zip code in a small text box. The value entered will then be cross-referenced with the database. If it is correct, their city or state will be displayed, and they can proceed with the survey. And if it is incorrect, they’ll be asked to enter a valid postal code or zip code.

Examples of data reference questions:

• What is your five-digit zip code?
• What is your postal code?

12. Choice Model Questions

Choice model questions enable you to understand the essential aspects of consumers’ decision-making process. This involves a quantitative method called Conjoint Analysis. It helps you grasp your users’ preferences, the features they like, and the right price range your target market can afford. More importantly, it enables you to understand if your new products will be accepted by your target market.

These questions also involve Maximum Difference Scaling, a method that allows the ranking of up to 30 elements. This can include product features, benefits, opportunities for potential investment, and possible marketing messages for an upcoming product.

Example of a choice model question:

• If you were to buy a sandwich, which ingredient combination would you choose?

Let’s say you want to know about consumers’ bread, filling, and sauce preferences. In your survey, you can give them three sandwich options. You can, for instance, offer three kinds of bread: grain wheat, parmesan oregano, and Italian. As for the sauces, you can make them choose between ranch, blue cheese, and mustard. Finally, you need to suggest three types of filling, for example, chicken, veggies, and meatballs.

Respondents will see unique combinations of these ingredients in your survey. Then, they will have to choose the one that they like best.

13. Net Promoter Score Questions

A net promoter score (NPS) survey question measures brand shareability, as well as customer satisfaction levels. It helps you get reliable customer insights and gauge the likelihood of respondents recommending your company to friends or colleagues (i.e. prospective customers). The scoring model involves a scale of 0 to 10, which is divided into three sections. Respondents who give a 9 to 10 score are considered Promoters. Passives give a 7 to 8 score, while the rest are considered Detractors.

Once you’ve gathered all the data, the responses per section are calculated. Then, the net value of promoters is shown. This type of survey question offers a useful form of initial feedback. It helps you understand why promoters are leaving high ratings so you can work on enhancing those strengths. At the same time, it enables you to determine weaknesses. It illustrates why detractors are leaving such low ratings.

Examples of net promoter score questions:

• On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague? (0 = Not at all Likely and 10 = Very Likely)
• Would you encourage friends to work at our company?
• How likely are you to recommend (specific name of the product) to friends?

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14. Picture Choice Questions

It’s no secret that people respond to visual content more than plain text. This applies to surveys as well – visual content can boost user experience.

Think of these as alternate questions to multiple-choice questions. Users can pick one or many from a visual list of options. You can use picture choice questions to make your survey more engaging.

Keep in mind, that it’s very easy to unintentionally create a leading question by using images that get a specific reaction from people. For example, if you’re asking about food preferences and one of the images is more attractive than others, people may see it as the perfect answer even if it doesn’t represent their favorite dish because it looks most attractive. So when you’re illustrating a variety of answers with images make sure their quality and attractiveness is similar.

Picture choice examples:

• What is your favorite pizza topping?
• Which color should we choose for our logo?
• What other products would you like to see in our online store?

Opinion Stage has an online  survey maker  tool that can help you design image-based survey questions in minutes. Choose from hundreds of professionally-designed templates, and tailor them to fit your needs, or design them from scratch.

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15. Image Rating Questions

Another way to incorporate images in questions is through image ratings. Let’s say you want to know how satisfied consumers are with your products. You can display all of the items you want respondents to rate. Under each item, provide a shortlist of options (e.g. very unsatisfied, unsatisfied, neutral, satisfied, very unsatisfied).

You could also use a rank order question to let your respondents rank their favorite products. Simply give them multiple options, and then, ask them for their top three or five favorites. Or you could ask them to organize a series of answers by ranking.

For example, if it’s an employee engagement survey question you could ask your employees to rank a series of office activities from their least favorite to their most favorite. There are many ways to do this visually. Some tools use dropdown menus, and others let you move the answer options around, but the simplest way is to use numbers like in the example below.

Rank order questions should work well on mobile devices. After all, respondents only have to tap on their favorite items to participate.

Example of image rating questions:

• What are your 5 favorite desserts?

16. Visual Analog Scale Questions

Another type of scale you can use in a survey is the visual analog scale, which displays your questions in a more engaging manner. For instance, you can use text sliders or numeric sliders to ask respondents to rate the service they’ve received from your company and let them select an image line that best illustrates their answer.

You can also use pictures to depict each option. Smiley ratings are commonly used in surveys nowadays because they’re simple questions, easy on the eyes, and quite fun. Star ratings are also effective survey questions that require no extra effort.

Examples of visual analog scale questions:

• How would you rate the overall quality of our customer service?
• What do you think of our website’s interface?
• How satisfied are you with the way our service works in offline mode?

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The Fundamentals of Good Survey Questions

There is an art to writing effective questions for your survey. Regardless of the kind of survey you plan to deploy, there are a few practices that you should adhere to.

Use Clear and Simple Language

Always choose clear and simple words when writing your online survey questions. In doing so, you can keep the questions short yet specific.

Complex phrasing, too many words, acronyms, and specialized jargon require extra effort and could cause confusion. Make it easy for your respondents to help you. Keep it simple.

Moreover, avoid  double-barreled questions , they will frustrate your respondents and skew your customer insights.  Here’s an example of a double-barreled question: “Did you find our new search feature helpful and easy to use? yes/no” Such a question might be simple to understand, but it isn’t easy to answer because it covers two issues. How could someone respond if they found the search feature helpful but difficult to understand? It would make more sense to separate it into two questions, i.e. did you find the new search feature helpful? Was the new search feature easy for you to use?

Focus on the Consumer

Make the survey engaging. Use the second-person (i.e., ‘you’ format) to address your respondents directly, and use the first-person (i.e., ‘we’ format) to refer to your company. This makes the survey more personal and helps respondents recall prior experiences with your company. In turn, it leads to quicker and more accurate answers.

Ask for Feedback

Get initial feedback from external people that fit the profile of your average user before sending your survey out. It’s like a user testing tool, you need someone who isn’t you to take a look and tell you if your survey is clear and friendly.

Require Minimal Effort to Answer

There’s no reason to ask people questions that aren’t essential to you. Ask people questions that really matter to you, and try to keep it down to the minimum number, so as not to waste their time. The more succinct a survey is, the more likely a respondent is to complete it. So, let them know that you value their time by designing a survey they can finish within minutes.

Stay Free From Bias

Survey question mistake #1 is to ask leading or biased questions. Don’t plant opinions in your respondents’ heads before they can formulate their own. Don’t ask people questions like “How good was your in-store experience today?” Phrase it in a neutral way like “On a scale of 1 to 10, how would you rate your in-store experience?”

Keep the Purpose of the Survey Vague

Sometimes, respondents have a tendency to give you the answers you want to hear. One of the simplest ways to prevent that is by keeping the purpose of your survey vague. Instead, you should give a general description of your survey.

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Sample Survey Questions

Below are sample questions for different market research needs. You can use many of them as close-ended questions as well as open questions, depending on your need and preference.

Brand Awareness Questions

• When was the last time you used (a type of product)?
• What brands come to mind as your top choice when you think of buying this product type?
• What factors do you consider when selecting a vendor? (rank by importance)
• Which of the following brands have you heard of? (please select all that apply)
• Where have you seen or heard of our brand in the last three months? (please select all that apply)
• How often have you heard people talking about our brand in the past three months?
• How familiar are you with our company?
• On a scale of 1 to 10, how likely are you to recommend our brand to a friend?

Customer Demographic Questions

• What gender do you identify as?
• Where were you born?
• Are you married?
• What is your annual household income?
• Do you support children under the age of 18?
• How many children under the age of 18 reside in your household?
• What category best describes your employment status?
• Which general geographic area of the state do you reside in?
• What is your current employment status?
• Which of the following languages can you speak fluently?

Brand & Marketing Feedback Questions

• Have you purchased from our company before?
• How long have you been a customer?
• Which best describes your latest experience with our brand? (please select all that apply)
• Which of the following attributes do you associate with our brand? (please select all that apply)
• What kind of feelings do you associate with our brand?
• Which of these marketing messages represents us best in your opinion?
• How would you rate your level of emotional attachment to our brand?
• What five words would you use to describe our brand to a friend or colleague?
• On a scale of 1 to 10, how likely are you to recommend our brand to a friend or colleague? (1 being Not at All Likely at 10 being Extremely Likely)

Product & Package Testing Questions

• What is your first impression of the product?
• How important are the following features to you?
• How would you rate the product’s quality?
• If the product was already available, how likely are you to purchase it?
• How likely are you to replace an old product with this one?
• How likely would you recommend this product to a friend or colleague?
• What did you like best about this product?
• What are the features that you want to see improved?
• Based on the value for money, how would you rate this product compared to the competition?
• What is your first impression of the product packaging?
• How satisfied or dissatisfied are you with the following features? (Visual appeal, Quality, and Price)
• How similar or different is the packaging from the competition?
• Does the packaging have too little or too much information?
• How likely are you to purchase the product based on its packaging?
• What did you like best about the packaging?
• What did you dislike about the packaging?
• How would you like the packaging to be improved?

Pricing Strategy Testing Questions

• How often do you purchase this type of product?
• What brands do you usually purchase? (Please select all that apply).
• On a scale of 1 to 5, how satisfied are you with the pricing of this type of product? (1 being Not at All Satisfied at 5 being Extremely Satisfied)
• What is the ideal price for this type of product?
• What price range would make you consider that the product is too expensive?
• At what price is the product too cheap that its quality is questionable?
• How much does the price for our product compare to other products on the market?
• If the product was available, how likely would you be to purchase it?

Customer Satisfaction Questions

• How would you rate the following products/services at (name of company)?
• Which of the following attributes would you use to describe our product/service? Please select all that apply.
• Would you recommend our company to a friend or colleague? (1 being Very Unlikely and 10 being Very Likely)
• How responsive has our support team been to your questions and concerns?
• How likely are you to purchase from our company again?
• What other comments, concerns, or questions do you have for us?

Brand Performance Questions

• When was the last time you used this type of product?
• When you think of our brand, what words come to mind?
• Which of the following are important to your decision-making process?
• How well do our products perform based on the following categories? (Price, Quality, Design, etc.)
• How well does our product meet your needs?
• What was missing or disappointing about your experience with our brand?
• What did you like most about your experience with our brand?
• How can we improve your experience?

Customer Behavior Questions

• In the household, are you the primary decision maker when it comes to purchasing this type of product?
• When was the last time you purchased this product type?
• How do you find out about brands offering this product type? Please select all that apply.
• When you think of this product type, which of the following are the top three brands that come to mind?
• How much of your purchasing decisions are influenced by social media?

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How to Improve Survey Response Rates

Every market research survey needs to be designed carefully in order to drive higher response rates. As a result, you can acquire the right data to inform the decision-making process.

Here are a few survey ideas to boost response rates:

Make It Personal

Write a survey as if it’s a conversation between you and your respondents. For example, use first-person pronouns to make your surveys feel more personal and customer-centric. In addition, stick with simple and specific language to better connect with respondents. Simply put, write your questions as you’d use them in a conversation with consumers.

Make It Engaging

Gathering data from consumers is essential to any business, but market research surveys don’t have to be dull. You can engage and connect with respondents on a human level through an interactive survey. As a result, you can obtain thorough responses and maximize the number of respondents that complete the entire survey.

Don’t Waste Their Time

No one wants to answer a survey with 50 questions because it takes too long to complete. Hence, you should narrow down your list to the most important ones. Only ask questions that will lead to actionable insights. As for the rest, you can get rid of them.

Offer Incentives

There are two types of incentives you can offer: monetary or non-monetary. Either way, you need to make sure that the incentive provides value to your target audience. In addition, you must choose between promised or prepaid incentives. In other words, you have to decide if you want to offer everyone or a small group of people some incentives.

Providing respondents with incentives to finish the survey can increase response rates—but not always. Customer satisfaction surveys, for example, won’t always need incentives because it might affect the quality of the results.

Make It Responsive

Perhaps the easiest way to gain respondents is to make your surveys responsive and mobile-optimized. In doing so, it will perform well and look amazing on all devices. It should also enable you to reach consumers during their daily commute or lunch break. Thus, make sure your survey is optimized for different kinds of devices, especially for mobile.

Offer Surveys in Multiple Channels

If a survey is optimized for all device types, it should be easily accessed on social media. So, take advantage of your platforms and share your survey on different social media channels to increase participation rates.

Designing surveys doesn’t have to be challenging. On the contrary, you can easily create interactive surveys with Opinion Stage. Create a survey from scratch, or choose one of our many professionally-made templates to complete it within minutes. Through Opinion Stage, you can drive higher response rates and evaluate results from a powerful analytics dashboard.

It’s important to be familiar with the different types of survey questions and when to use them. Getting to know each survey question type will help you improve your research. Not to mention, you can gain high-quality data when you design a survey with the right types of questions .

In addition, you should leverage the right tool to create engaging surveys in minutes. With an online survey maker like Opinion Stage, you can customize your surveys to fit your brand image. Or, you can choose from professionally-made templates. Either way, it can help boost response rates.

Last but not least, check your survey design before deploying it. Make sure to see what your survey will look like to your respondents. See opportunities for improvement, then apply the necessary changes.

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Writing Survey Questions

Perhaps the most important part of the survey process is the creation of questions that accurately measure the opinions, experiences and behaviors of the public. Accurate random sampling will be wasted if the information gathered is built on a shaky foundation of ambiguous or biased questions. Creating good measures involves both writing good questions and organizing them to form the questionnaire.

Questionnaire design is a multistage process that requires attention to many details at once. Designing the questionnaire is complicated because surveys can ask about topics in varying degrees of detail, questions can be asked in different ways, and questions asked earlier in a survey may influence how people respond to later questions. Researchers are also often interested in measuring change over time and therefore must be attentive to how opinions or behaviors have been measured in prior surveys.

Surveyors may conduct pilot tests or focus groups in the early stages of questionnaire development in order to better understand how people think about an issue or comprehend a question. Pretesting a survey is an essential step in the questionnaire design process to evaluate how people respond to the overall questionnaire and specific questions, especially when questions are being introduced for the first time.

For many years, surveyors approached questionnaire design as an art, but substantial research over the past forty years has demonstrated that there is a lot of science involved in crafting a good survey questionnaire. Here, we discuss the pitfalls and best practices of designing questionnaires.

Question development

There are several steps involved in developing a survey questionnaire. The first is identifying what topics will be covered in the survey. For Pew Research Center surveys, this involves thinking about what is happening in our nation and the world and what will be relevant to the public, policymakers and the media. We also track opinion on a variety of issues over time so we often ensure that we update these trends on a regular basis to better understand whether people’s opinions are changing.

At Pew Research Center, questionnaire development is a collaborative and iterative process where staff meet to discuss drafts of the questionnaire several times over the course of its development. We frequently test new survey questions ahead of time through qualitative research methods such as  focus groups , cognitive interviews, pretesting (often using an  online, opt-in sample ), or a combination of these approaches. Researchers use insights from this testing to refine questions before they are asked in a production survey, such as on the ATP.

Measuring change over time

Many surveyors want to track changes over time in people’s attitudes, opinions and behaviors. To measure change, questions are asked at two or more points in time. A cross-sectional design surveys different people in the same population at multiple points in time. A panel, such as the ATP, surveys the same people over time. However, it is common for the set of people in survey panels to change over time as new panelists are added and some prior panelists drop out. Many of the questions in Pew Research Center surveys have been asked in prior polls. Asking the same questions at different points in time allows us to report on changes in the overall views of the general public (or a subset of the public, such as registered voters, men or Black Americans), or what we call “trending the data”.

When measuring change over time, it is important to use the same question wording and to be sensitive to where the question is asked in the questionnaire to maintain a similar context as when the question was asked previously (see  question wording  and  question order  for further information). All of our survey reports include a topline questionnaire that provides the exact question wording and sequencing, along with results from the current survey and previous surveys in which we asked the question.

The Center’s transition from conducting U.S. surveys by live telephone interviewing to an online panel (around 2014 to 2020) complicated some opinion trends, but not others. Opinion trends that ask about sensitive topics (e.g., personal finances or attending religious services ) or that elicited volunteered answers (e.g., “neither” or “don’t know”) over the phone tended to show larger differences than other trends when shifting from phone polls to the online ATP. The Center adopted several strategies for coping with changes to data trends that may be related to this change in methodology. If there is evidence suggesting that a change in a trend stems from switching from phone to online measurement, Center reports flag that possibility for readers to try to head off confusion or erroneous conclusions.

Open- and closed-ended questions

One of the most significant decisions that can affect how people answer questions is whether the question is posed as an open-ended question, where respondents provide a response in their own words, or a closed-ended question, where they are asked to choose from a list of answer choices.

For example, in a poll conducted after the 2008 presidential election, people responded very differently to two versions of the question: “What one issue mattered most to you in deciding how you voted for president?” One was closed-ended and the other open-ended. In the closed-ended version, respondents were provided five options and could volunteer an option not on the list.

When explicitly offered the economy as a response, more than half of respondents (58%) chose this answer; only 35% of those who responded to the open-ended version volunteered the economy. Moreover, among those asked the closed-ended version, fewer than one-in-ten (8%) provided a response other than the five they were read. By contrast, fully 43% of those asked the open-ended version provided a response not listed in the closed-ended version of the question. All of the other issues were chosen at least slightly more often when explicitly offered in the closed-ended version than in the open-ended version. (Also see  “High Marks for the Campaign, a High Bar for Obama”  for more information.)

Researchers will sometimes conduct a pilot study using open-ended questions to discover which answers are most common. They will then develop closed-ended questions based off that pilot study that include the most common responses as answer choices. In this way, the questions may better reflect what the public is thinking, how they view a particular issue, or bring certain issues to light that the researchers may not have been aware of.

When asking closed-ended questions, the choice of options provided, how each option is described, the number of response options offered, and the order in which options are read can all influence how people respond. One example of the impact of how categories are defined can be found in a Pew Research Center poll conducted in January 2002. When half of the sample was asked whether it was “more important for President Bush to focus on domestic policy or foreign policy,” 52% chose domestic policy while only 34% said foreign policy. When the category “foreign policy” was narrowed to a specific aspect – “the war on terrorism” – far more people chose it; only 33% chose domestic policy while 52% chose the war on terrorism.

In most circumstances, the number of answer choices should be kept to a relatively small number – just four or perhaps five at most – especially in telephone surveys. Psychological research indicates that people have a hard time keeping more than this number of choices in mind at one time. When the question is asking about an objective fact and/or demographics, such as the religious affiliation of the respondent, more categories can be used. In fact, they are encouraged to ensure inclusivity. For example, Pew Research Center’s standard religion questions include more than 12 different categories, beginning with the most common affiliations (Protestant and Catholic). Most respondents have no trouble with this question because they can expect to see their religious group within that list in a self-administered survey.

In addition to the number and choice of response options offered, the order of answer categories can influence how people respond to closed-ended questions. Research suggests that in telephone surveys respondents more frequently choose items heard later in a list (a “recency effect”), and in self-administered surveys, they tend to choose items at the top of the list (a “primacy” effect).

Because of concerns about the effects of category order on responses to closed-ended questions, many sets of response options in Pew Research Center’s surveys are programmed to be randomized to ensure that the options are not asked in the same order for each respondent. Rotating or randomizing means that questions or items in a list are not asked in the same order to each respondent. Answers to questions are sometimes affected by questions that precede them. By presenting questions in a different order to each respondent, we ensure that each question gets asked in the same context as every other question the same number of times (e.g., first, last or any position in between). This does not eliminate the potential impact of previous questions on the current question, but it does ensure that this bias is spread randomly across all of the questions or items in the list. For instance, in the example discussed above about what issue mattered most in people’s vote, the order of the five issues in the closed-ended version of the question was randomized so that no one issue appeared early or late in the list for all respondents. Randomization of response items does not eliminate order effects, but it does ensure that this type of bias is spread randomly.

Questions with ordinal response categories – those with an underlying order (e.g., excellent, good, only fair, poor OR very favorable, mostly favorable, mostly unfavorable, very unfavorable) – are generally not randomized because the order of the categories conveys important information to help respondents answer the question. Generally, these types of scales should be presented in order so respondents can easily place their responses along the continuum, but the order can be reversed for some respondents. For example, in one of Pew Research Center’s questions about abortion, half of the sample is asked whether abortion should be “legal in all cases, legal in most cases, illegal in most cases, illegal in all cases,” while the other half of the sample is asked the same question with the response categories read in reverse order, starting with “illegal in all cases.” Again, reversing the order does not eliminate the recency effect but distributes it randomly across the population.

Question wording

The choice of words and phrases in a question is critical in expressing the meaning and intent of the question to the respondent and ensuring that all respondents interpret the question the same way. Even small wording differences can substantially affect the answers people provide.

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An example of a wording difference that had a significant impact on responses comes from a January 2003 Pew Research Center survey. When people were asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule,” 68% said they favored military action while 25% said they opposed military action. However, when asked whether they would “favor or oppose taking military action in Iraq to end Saddam Hussein’s rule  even if it meant that U.S. forces might suffer thousands of casualties, ” responses were dramatically different; only 43% said they favored military action, while 48% said they opposed it. The introduction of U.S. casualties altered the context of the question and influenced whether people favored or opposed military action in Iraq.

There has been a substantial amount of research to gauge the impact of different ways of asking questions and how to minimize differences in the way respondents interpret what is being asked. The issues related to question wording are more numerous than can be treated adequately in this short space, but below are a few of the important things to consider:

First, it is important to ask questions that are clear and specific and that each respondent will be able to answer. If a question is open-ended, it should be evident to respondents that they can answer in their own words and what type of response they should provide (an issue or problem, a month, number of days, etc.). Closed-ended questions should include all reasonable responses (i.e., the list of options is exhaustive) and the response categories should not overlap (i.e., response options should be mutually exclusive). Further, it is important to discern when it is best to use forced-choice close-ended questions (often denoted with a radio button in online surveys) versus “select-all-that-apply” lists (or check-all boxes). A 2019 Center study found that forced-choice questions tend to yield more accurate responses, especially for sensitive questions.  Based on that research, the Center generally avoids using select-all-that-apply questions.

It is also important to ask only one question at a time. Questions that ask respondents to evaluate more than one concept (known as double-barreled questions) – such as “How much confidence do you have in President Obama to handle domestic and foreign policy?” – are difficult for respondents to answer and often lead to responses that are difficult to interpret. In this example, it would be more effective to ask two separate questions, one about domestic policy and another about foreign policy.

In general, questions that use simple and concrete language are more easily understood by respondents. It is especially important to consider the education level of the survey population when thinking about how easy it will be for respondents to interpret and answer a question. Double negatives (e.g., do you favor or oppose  not  allowing gays and lesbians to legally marry) or unfamiliar abbreviations or jargon (e.g., ANWR instead of Arctic National Wildlife Refuge) can result in respondent confusion and should be avoided.

Similarly, it is important to consider whether certain words may be viewed as biased or potentially offensive to some respondents, as well as the emotional reaction that some words may provoke. For example, in a 2005 Pew Research Center survey, 51% of respondents said they favored “making it legal for doctors to give terminally ill patients the means to end their lives,” but only 44% said they favored “making it legal for doctors to assist terminally ill patients in committing suicide.” Although both versions of the question are asking about the same thing, the reaction of respondents was different. In another example, respondents have reacted differently to questions using the word “welfare” as opposed to the more generic “assistance to the poor.” Several experiments have shown that there is much greater public support for expanding “assistance to the poor” than for expanding “welfare.”

We often write two versions of a question and ask half of the survey sample one version of the question and the other half the second version. Thus, we say we have two  forms  of the questionnaire. Respondents are assigned randomly to receive either form, so we can assume that the two groups of respondents are essentially identical. On questions where two versions are used, significant differences in the answers between the two forms tell us that the difference is a result of the way we worded the two versions.

One of the most common formats used in survey questions is the “agree-disagree” format. In this type of question, respondents are asked whether they agree or disagree with a particular statement. Research has shown that, compared with the better educated and better informed, less educated and less informed respondents have a greater tendency to agree with such statements. This is sometimes called an “acquiescence bias” (since some kinds of respondents are more likely to acquiesce to the assertion than are others). This behavior is even more pronounced when there’s an interviewer present, rather than when the survey is self-administered. A better practice is to offer respondents a choice between alternative statements. A Pew Research Center experiment with one of its routinely asked values questions illustrates the difference that question format can make. Not only does the forced choice format yield a very different result overall from the agree-disagree format, but the pattern of answers between respondents with more or less formal education also tends to be very different.

One other challenge in developing questionnaires is what is called “social desirability bias.” People have a natural tendency to want to be accepted and liked, and this may lead people to provide inaccurate answers to questions that deal with sensitive subjects. Research has shown that respondents understate alcohol and drug use, tax evasion and racial bias. They also may overstate church attendance, charitable contributions and the likelihood that they will vote in an election. Researchers attempt to account for this potential bias in crafting questions about these topics. For instance, when Pew Research Center surveys ask about past voting behavior, it is important to note that circumstances may have prevented the respondent from voting: “In the 2012 presidential election between Barack Obama and Mitt Romney, did things come up that kept you from voting, or did you happen to vote?” The choice of response options can also make it easier for people to be honest. For example, a question about church attendance might include three of six response options that indicate infrequent attendance. Research has also shown that social desirability bias can be greater when an interviewer is present (e.g., telephone and face-to-face surveys) than when respondents complete the survey themselves (e.g., paper and web surveys).

Lastly, because slight modifications in question wording can affect responses, identical question wording should be used when the intention is to compare results to those from earlier surveys. Similarly, because question wording and responses can vary based on the mode used to survey respondents, researchers should carefully evaluate the likely effects on trend measurements if a different survey mode will be used to assess change in opinion over time.

Question order

Once the survey questions are developed, particular attention should be paid to how they are ordered in the questionnaire. Surveyors must be attentive to how questions early in a questionnaire may have unintended effects on how respondents answer subsequent questions. Researchers have demonstrated that the order in which questions are asked can influence how people respond; earlier questions can unintentionally provide context for the questions that follow (these effects are called “order effects”).

One kind of order effect can be seen in responses to open-ended questions. Pew Research Center surveys generally ask open-ended questions about national problems, opinions about leaders and similar topics near the beginning of the questionnaire. If closed-ended questions that relate to the topic are placed before the open-ended question, respondents are much more likely to mention concepts or considerations raised in those earlier questions when responding to the open-ended question.

For closed-ended opinion questions, there are two main types of order effects: contrast effects ( where the order results in greater differences in responses), and assimilation effects (where responses are more similar as a result of their order).

An example of a contrast effect can be seen in a Pew Research Center poll conducted in October 2003, a dozen years before same-sex marriage was legalized in the U.S. That poll found that people were more likely to favor allowing gays and lesbians to enter into legal agreements that give them the same rights as married couples when this question was asked after one about whether they favored or opposed allowing gays and lesbians to marry (45% favored legal agreements when asked after the marriage question, but 37% favored legal agreements without the immediate preceding context of a question about same-sex marriage). Responses to the question about same-sex marriage, meanwhile, were not significantly affected by its placement before or after the legal agreements question.

Another experiment embedded in a December 2008 Pew Research Center poll also resulted in a contrast effect. When people were asked “All in all, are you satisfied or dissatisfied with the way things are going in this country today?” immediately after having been asked “Do you approve or disapprove of the way George W. Bush is handling his job as president?”; 88% said they were dissatisfied, compared with only 78% without the context of the prior question.

Responses to presidential approval remained relatively unchanged whether national satisfaction was asked before or after it. A similar finding occurred in December 2004 when both satisfaction and presidential approval were much higher (57% were dissatisfied when Bush approval was asked first vs. 51% when general satisfaction was asked first).

Several studies also have shown that asking a more specific question before a more general question (e.g., asking about happiness with one’s marriage before asking about one’s overall happiness) can result in a contrast effect. Although some exceptions have been found, people tend to avoid redundancy by excluding the more specific question from the general rating.

Assimilation effects occur when responses to two questions are more consistent or closer together because of their placement in the questionnaire. We found an example of an assimilation effect in a Pew Research Center poll conducted in November 2008 when we asked whether Republican leaders should work with Obama or stand up to him on important issues and whether Democratic leaders should work with Republican leaders or stand up to them on important issues. People were more likely to say that Republican leaders should work with Obama when the question was preceded by the one asking what Democratic leaders should do in working with Republican leaders (81% vs. 66%). However, when people were first asked about Republican leaders working with Obama, fewer said that Democratic leaders should work with Republican leaders (71% vs. 82%).

The order questions are asked is of particular importance when tracking trends over time. As a result, care should be taken to ensure that the context is similar each time a question is asked. Modifying the context of the question could call into question any observed changes over time (see  measuring change over time  for more information).

A questionnaire, like a conversation, should be grouped by topic and unfold in a logical order. It is often helpful to begin the survey with simple questions that respondents will find interesting and engaging. Throughout the survey, an effort should be made to keep the survey interesting and not overburden respondents with several difficult questions right after one another. Demographic questions such as income, education or age should not be asked near the beginning of a survey unless they are needed to determine eligibility for the survey or for routing respondents through particular sections of the questionnaire. Even then, it is best to precede such items with more interesting and engaging questions. One virtue of survey panels like the ATP is that demographic questions usually only need to be asked once a year, not in each survey.

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• Doing Survey Research | A Step-by-Step Guide & Examples

Doing Survey Research | A Step-by-Step Guide & Examples

Published on 6 May 2022 by Shona McCombes . Revised on 10 October 2022.

Survey research means collecting information about a group of people by asking them questions and analysing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyse the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyse the survey results, step 6: write up the survey results, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research: Investigating the experiences and characteristics of different social groups
• Market research: Finding out what customers think about products, services, and companies
• Health research: Collecting data from patients about symptoms and treatments
• Politics: Measuring public opinion about parties and policies
• Psychology: Researching personality traits, preferences, and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• University students in the UK
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18 to 24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalised to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every university student in the UK. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalise to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions.

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by post, online, or in person, and respondents fill it out themselves
• An interview , where the researcher asks a set of questions by phone or in person and records the responses

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by post is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g., residents of a specific region).
• The response rate is often low.

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyse.
• The anonymity and accessibility of online surveys mean you have less control over who responds.

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping centre or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g., the opinions of a shop’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations.

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data : the researcher records each response as a category or rating and statistically analyses the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analysed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g., yes/no or agree/disagree )
• A scale (e.g., a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g., age categories)
• A list of options with multiple answers possible (e.g., leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analysed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an ‘other’ field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no bias towards one answer or another.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by post, online, or in person.

There are many methods of analysing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also cleanse the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organising them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analysing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analysed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyse it. In the results section, you summarise the key results from your analysis.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviours. It is made up of four or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with five or seven possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyse your data.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

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Survey Research — Types, Methods and Example Questions

Survey research The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research. What is survey research? Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity. Why is survey research important? Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data. Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them. Types of survey research Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us. Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding. Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject. Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group. Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect. But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section. Survey research and data collection methods Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data. Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are. Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence. Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls. Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data. As we journey further, let’s weigh the pros and cons of survey research. Advantages and disadvantages of survey research Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside. Advantages: Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs. Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room. Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment. Disadvantages: Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too. Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues. Nonresponse: Sometimes, potential respondents play hard to get, skewing the data. Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research. Limitations of survey research Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth. Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear. Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty. Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this. Now that we're aware of the limitations let's delve into the world of survey design. {loadmoduleid 430} Survey research design Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started. Approach and Strategy Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey. Panel The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive. 9 Tips on Building the Perfect Survey Research Questionnaire Keep It Simple: Clear and straightforward questions lead to accurate responses. Make It Relevant: Ensure every question ties back to your research objectives. Order Matters: Start with easy questions to build rapport and save sensitive ones for later. Avoid Double-Barreled Questions: Stick to one idea per question. Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options. Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate. Pretest Your Survey: A pilot run helps you spot any issues before the final launch. Keep It Short: Respect your respondents' time. Make It Engaging: Keep your respondents interested with a mix of question types. Survey research examples and questions Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains. User Experience (UX) Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points. Here's an example of how such a survey could look: "On a scale of 1 to 10, how would you rate the ease of navigating our app?" "How often do you encounter difficulties while using our app?" "What features do you use most frequently in our app?" "What improvements would you suggest for our app?" "What features would you like to see in future updates?" This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users. Psychology and Ethics in survey research The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically. Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable. For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago. Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process. Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents. Survey research software In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience. LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research. Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat. For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge. Conclusion If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next! In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning! We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now! Happy surveying! {loadmoduleid 429}

Table Content

Survey research.

The world of research is vast and complex, but with the right tools and understanding, it's an open field of discovery. Welcome to a journey into the heart of survey research.

What is survey research?

Survey research is the lens through which we view the opinions, behaviors, and experiences of a population. Think of it as the research world's detective, cleverly sleuthing out the truths hidden beneath layers of human complexity.

Why is survey research important?

Survey research is a Swiss Army Knife in a researcher's toolbox. It’s adaptable, reliable, and incredibly versatile, but its real power? It gives voice to the silent majority. Whether it's understanding customer preferences or assessing the impact of a social policy, survey research is the bridge between unanswered questions and insightful data.

Let's embark on this exploration, armed with the spirit of openness, a sprinkle of curiosity, and the thirst for making knowledge accessible. As we journey further into the realm of survey research, we'll delve deeper into the diverse types of surveys, innovative data collection methods, and the rewards and challenges that come with them.

Types of survey research

Survey research is like an artist's palette, offering a variety of types to suit your unique research needs. Each type paints a different picture, giving us fascinating insights into the world around us.

• Cross-Sectional Surveys: Capture a snapshot of a population at a specific moment in time. They're your trusty Polaroid camera, freezing a moment for analysis and understanding.
• Longitudinal Surveys: Track changes over time, much like a time-lapse video. They help to identify trends and patterns, offering a dynamic perspective of your subject.
• Descriptive Surveys: Draw a detailed picture of the current state of affairs. They're your magnifying glass, examining the prevalence of a phenomenon or attitudes within a group.
• Analytical Surveys: Deep dive into the reasons behind certain outcomes. They're the research world's version of Sherlock Holmes, unraveling the complex web of cause and effect.

But, what method should you choose for data collection? The plot thickens, doesn't it? Let's unravel this mystery in our next section.

Survey research and data collection methods

Data collection in survey research is an art form, and there's no one-size-fits-all method. Think of it as your paintbrush, each stroke represents a different way of capturing data.

• Online Surveys: In the digital age, online surveys have surged in popularity. They're fast, cost-effective, and can reach a global audience. But like a mysterious online acquaintance, respondents may not always be who they say they are.
• Mail Surveys: Like a postcard from a distant friend, mail surveys have a certain charm. They're great for reaching respondents without internet access. However, they’re slower and have lower response rates. They’re a test of patience and persistence.
• Telephone Surveys: With the sound of a ringing phone, the human element enters the picture. Great for reaching a diverse audience, they bring a touch of personal connection. But, remember, not all are fans of unsolicited calls.
• Face-to-Face Surveys: These are the heart-to-heart conversations of the survey world. While they require more resources, they're the gold standard for in-depth, high-quality data.

As we journey further, let’s weigh the pros and cons of survey research.

Advantages and disadvantages of survey research

Every hero has its strengths and weaknesses, and survey research is no exception. Let's unwrap the gift box of survey research to see what lies inside.

Advantages:

• Versatility: Like a superhero with multiple powers, surveys can be adapted to different topics, audiences, and research needs.
• Accessibility: With online surveys, geographical boundaries dissolve. We can reach out to the world from our living room.
• Anonymity: Like a confessional booth, surveys allow respondents to share their views without fear of judgment.

Disadvantages:

• Response Bias: Ever met someone who says what you want to hear? Survey respondents can be like that too.
• Limited Depth: Like a puddle after a rainstorm, some surveys only skim the surface of complex issues.
• Nonresponse: Sometimes, potential respondents play hard to get, skewing the data.

Survey research may have its challenges, but it also presents opportunities to learn and grow. As we forge ahead on our journey, we dive into the design process of survey research.

Limitations of survey research

Every research method has its limitations, like bumps on the road to discovery. But don't worry, with the right approach, these challenges become opportunities for growth.

Misinterpretation: Sometimes, respondents might misunderstand your questions, like a badly translated novel. To overcome this, keep your questions simple and clear.

Social Desirability Bias: People often want to present themselves in the best light. They might answer questions in a way that portrays them positively, even if it's not entirely accurate. Overcome this by ensuring anonymity and emphasizing honesty.

Sample Representation: If your survey sample isn't representative of the population you're studying, it can skew your results. Aiming for a diverse sample can mitigate this.

Now that we're aware of the limitations let's delve into the world of survey design.

•   Create surveys in 40+ languages
•   Unlimited number of users
•   Ready-to-go survey templates
•   So much more...

Survey research design

Designing a survey is like crafting a roadmap to discovery. It's an intricate process that involves careful planning, innovative strategies, and a deep understanding of your research goals. Let's get started.

Approach and Strategy

Your approach and strategy are the compasses guiding your survey research. Clear objectives, defined research questions, and an understanding of your target audience lay the foundation for a successful survey.

The panel is the heartbeat of your survey, the respondents who breathe life into your research. Selecting a representative panel ensures your research is accurate and inclusive.

9 Tips on Building the Perfect Survey Research Questionnaire

• Keep It Simple: Clear and straightforward questions lead to accurate responses.
• Make It Relevant: Ensure every question ties back to your research objectives.
• Order Matters: Start with easy questions to build rapport and save sensitive ones for later.
• Avoid Double-Barreled Questions: Stick to one idea per question.
• Offer a Balanced Scale: For rating scales, provide an equal number of positive and negative options.
• Provide a ‘Don't Know’ Option: This prevents guessing and keeps your data accurate.
• Pretest Your Survey: A pilot run helps you spot any issues before the final launch.
• Keep It Short: Respect your respondents' time.
• Make It Engaging: Keep your respondents interested with a mix of question types.

Survey research examples and questions

Examples serve as a bridge connecting theoretical concepts to real-world scenarios. Let's consider a few practical examples of survey research across various domains.

User Experience (UX)

Imagine being a UX designer at a budding tech start-up. Your app is gaining traction, but to keep your user base growing and engaged, you must ensure that your app's UX is top-notch. In this case, a well-designed survey could be a beacon, guiding you toward understanding user behavior, preferences, and pain points.

Here's an example of how such a survey could look:

• "On a scale of 1 to 10, how would you rate the ease of navigating our app?"
• "How often do you encounter difficulties while using our app?"
• "What features do you use most frequently in our app?"
• "What improvements would you suggest for our app?"
• "What features would you like to see in future updates?"

This line of questioning, while straightforward, provides invaluable insights. It enables the UX designer to identify strengths to capitalize on and weaknesses to improve, ultimately leading to a product that resonates with users.

Psychology and Ethics in survey research

The realm of survey research is not just about data and numbers, but it's also about understanding human behavior and treating respondents ethically.

Psychology: In-depth understanding of cognitive biases and social dynamics can profoundly influence survey design. Let's take the 'Recency Effect,' a psychological principle stating that people tend to remember recent events more vividly than those in the past. While framing questions about user experiences, this insight could be invaluable.

For example, a question like "Can you recall an instance in the past week when our customer service exceeded your expectations?" is likely to fetch more accurate responses than asking about an event several months ago.

Ethics: On the other hand, maintaining privacy, confidentiality, and informed consent is more than ethical - it's fundamental to the integrity of the research process.

Imagine conducting a sensitive survey about workplace culture. Ensuring respondents that their responses will remain confidential and anonymous can encourage more honest responses. An introductory note stating these assurances, along with a clear outline of the survey's purpose, can help build trust with your respondents.

Survey research software

In the age of digital information, survey research software has become a trusted ally for researchers. It simplifies complex processes like data collection, analysis, and visualization, democratizing research and making it more accessible to a broad audience.

LimeSurvey, our innovative, user-friendly tool, brings this vision to life. It stands at the crossroads of simplicity and power, embodying the essence of accessible survey research.

Whether you're a freelancer exploring new market trends, a psychology student curious about human behavior, or an HR officer aiming to improve company culture, LimeSurvey empowers you to conduct efficient, effective research. Its suite of features and intuitive design matches your research pace, allowing your curiosity to take the front seat.

For instance, consider you're a researcher studying consumer behavior across different demographics. With LimeSurvey, you can easily design demographic-specific questions, distribute your survey across various channels, collect responses in real-time, and visualize your data through intuitive dashboards. This synergy of tools and functionalities makes LimeSurvey a perfect ally in your quest for knowledge.

If you've come this far, we can sense your spark of curiosity. Are you eager to take the reins and conduct your own survey research? Are you ready to embrace the simple yet powerful tool that LimeSurvey offers? If so, we can't wait to see where your journey takes you next!

In the world of survey research, there's always more to explore, more to learn and more to discover. So, keep your curiosity alive, stay open to new ideas, and remember, your exploration is just beginning!

We hope that our exploration has been as enlightening for you as it was exciting for us. Remember, the journey doesn't end here. With the power of knowledge and the right tools in your hands, there's no limit to what you can achieve. So, let your curiosity be your guide and dive into the fascinating world of survey research with LimeSurvey! Try it out for free now!

Happy surveying!

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What Are Quantitative Survey Questions? Types and Examples

Table of contents: 

• Types of quantitative survey questions - with examples 
• Quantitative question formats
• How to write quantitative survey questions 
• Examples of quantitative survey questions 

Leveraging quantilope for your quantitative survey 

In a quantitative research study brands will gather numeric data for most of their questions through formats like numerical scale questions or ranking questions. However, brands can also include some non-quantitative questions throughout their quantitative study - like open-ended questions, where respondents will type in their own feedback to a question prompt. Even so, open-ended answers can be numerically coded to sift through feedback easily (e.g. anyone who writes in 'Pepsi' in a soda study would be assigned the number '1', to look at Pepsi feedback as a whole).  One of the biggest benefits of using a quantitative research approach is that insights around a research topic can undergo statistical analysis; the same can’t be said for qualitative data like focus group feedback or interviews. Another major difference between quantitative and qualitative research methods is that quantitative surveys require respondents to choose from a limited number of choices in a close-ended question - generating clear, actionable takeaways. However, these distinct quantitative takeaways often pair well with freeform qualitative responses - making quant and qual a great team to use together.  The rest of this article focuses on quantitative research, taking a closer look at quantitative survey question types and question formats/layouts. 

Back to table of contents 

Types of dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative survey questions - with examples 

Quantitative questions come in many forms, each with different benefits depending on dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139784">your dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139740">market research objectives. Below we’ll explore some of these dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139785">survey question dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139785" data-dropdown-placement-param="top" data-term-id="281139785"> types, which are commonly used together in a single survey to keep things interesting for dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents . The style of questioning used during dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139739">quantitative dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139750">data dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139750" data-dropdown-placement-param="top" data-term-id="281139750"> collection is important, as a good mix of the right types of questions will deliver rich data, limit dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondent fatigue, and optimize the dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139757">response rate . dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139742">Questionnaires should be enjoyable - and varying the dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139755">types of dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139755" data-dropdown-placement-param="top" data-term-id="281139755">quantitative research dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139755"> questions used throughout your survey will help achieve that. 

Descriptive survey questions

dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139763">Descriptive research questions (also known as usage and attitude, or, U&A questions) seek a general indication or prediction about how a dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139773">group of people behaves or will behave, how that group is characterized, or how a group thinks.

For example, a business might want to know what portion of adult men shave, and how often they do so. To find this out, they will survey men (the dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139743">target audience ) and ask descriptive questions about their frequency of shaving (e.g. daily, a few times a week, once per week, and so on.) Each of these frequencies get assigned a numerical ‘code’ so that it’s simple to chart and analyze the data later on; daily might be assigned ‘5’, a few times a week might be assigned ‘4’, and so on. That way, brands can create charts using the ‘top two’ and ‘bottom two’ values in a descriptive question to view these metrics side by side.

Another business might want to know how important local transit issues are to residents, so dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative survey questions will allow dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents to indicate the degrees of opinion attached to various transit issues. Perhaps the transit business running this survey would use a sliding numeric scale to see how important a particular issue is.

Comparative survey questions

dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139782">Comparative research questions are concerned with comparing individuals or groups of people based on one or more variables. These questions might be posed when a business wants to find out which segment of its dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139743">target audience might be more profitable, or which types of products might appeal to different sets of consumers.

For example, a business might want to know how the popularity of its chocolate bars is spread out across its entire customer base (i.e. do women prefer a certain flavor? Are children drawn to candy bars by certain packaging attributes? etc.). Questions in this case will be designed to profile and ‘compare’ segments of the market.

Other businesses might be looking to compare coffee consumption among older and younger consumers (i.e. dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139741">demographic segments), the difference in smartphone usage between younger men and women, or how women from different regions differ in their approach to skincare.

Relationship-based survey questions

As the name suggests, relationship-based survey questions are concerned with the relationship between two or more variables within one or more dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139741">demographic groups. This might be a dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139759">causal link between one thing and the other - for example, the consumption of caffeine and dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents ’ reported energy levels throughout the day. In this case, a coffee or energy drink brand might be interested in how energy levels differ between those who drink their caffeinated line of beverages and those who drink decaf/non-caffeinated beverages.

Alternatively, it might be a case of two or more factors co-existing, without there necessarily being a dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139759">causal link - for example, a particular type of air freshener being more popular amongst a certain dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139741">demographic (maybe one that is controlled wirelessly via Bluetooth is more popular among younger homeowners than one that’s plugged into the wall with no controls). Knowing that millennials favor air fresheners which have options for swapping out scents and setting up schedules would be valuable information for new product development.

Advanced method survey questions

Aside from descriptive, comparative, and relationship-based survey questions, brands can opt to include advanced methodologies in their quantitative dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139742">questionnaire for richer depth. Though advanced methods are more complex in terms of the insights output, quantilope’s Consumer Intelligence Platform automates the setup and analysis of these methods so that researchers of any background or skillset can leverage them with ease.

With quantilope’s pre-programmed suite of 12 advanced methodologies , including MaxDiff , TURF , Implicit , and more, users can drag and drop any of these into a dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139742">questionnaire and customize for their own dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139740">market research objectives.

For example, consider a beverage company that’s looking to expand its flavor profiles. This brand would benefit from a MaxDiff which forces dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents to make tradeoff decisions between a set of flavors. A dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondent might say that coconut is their most-preferred flavor, and lime their least (when in a consideration set with strawberry), yet later on in the MaxDiff that same dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondent may say Strawberry is their most-preferred flavor (over black cherry and kiwi). While this is just one example of an advanced method, instantly you can see how much richer and more actionable these quantitative metrics become compared to a standard usage and attitude question .

Advanced methods can be used alongside descriptive, comparison, or relationship questions to add a new layer of context wherever a business sees fit. Back to table of contents 

Quantitative question formats  

So we’ve covered the kinds of dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139736">quantitative research questions you might want to answer using dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139740">market research , but how do these translate into the actual format of questions that you might include on your dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139742">questionnaire ?

Thinking ahead to your reporting process during your dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139742">questionnaire setup is actually quite important, as the available chart types differ among the types of questions asked; some question data is compatible with bar chart displays, others pie charts, others in trended line graphs, etc. Also consider how well the questions you’re asking will translate onto different devices that your dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents might be using to complete the survey (mobile, PC, or tablet).

Single Select questions

Single select questions are the simplest form of quantitative questioning, as dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents are asked to choose just one answer from a list of items, which tend to be ‘either/or’, ‘yes/no’, or ‘true/false’ questions. These questions are useful when you need to get a clear answer without any qualifying nuances.

Multi-select questions

Multi-select questions (aka, dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139767">multiple choice ) offer more flexibility for responses, allowing for a number of responses on a single question. dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">Respondents can be asked to ‘check all that apply’ or a cap can be applied (e.g. ‘select up to 3 choices’).

For example:

Aside from asking text-based questions like the above examples, a brand could also use a single or multi-select question to ask respondents to select the image they prefer more (like different iterations of a logo design, packaging options, branding colors, etc.). 

dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139749">Likert dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139766">scale dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139766" data-dropdown-placement-param="top" data-term-id="281139766"> questions

A dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139749">Likert scale   is widely used as a convenient and easy-to-interpret rating method. dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">Respondents find it easy to indicate their degree of feelings by selecting the response they most identify with.

Slider scales

Slider scales are another good interactive way of formatting questions. They allow dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents to customize their level of feeling about a question, with a bit more variance and nuance allowed than a numeric scale:

One particularly common use of a slider scale in a dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139740">market dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139770">research dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139770" data-dropdown-placement-param="top" data-term-id="281139770"> study is known as a NPS (Net Promoter Score) - a way to measure dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139775">customer experience and loyalty . A 0-10 scale is used to ask customers how likely they are to recommend a brand’s product or services to others. The NPS score is calculated by subtracting the percentage of ‘detractors’ (those who respond with a 0-6) from the percentage of promoters (those who respond with a 9-10). dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">Respondents who select 7-8 are known as ‘passives’.

For example: 

Drag and drop questions

Drag-and-drop question formats are a more ‘gamified’ approach to survey capture as they ask dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents to do more than simply check boxes or slide a scale. Drag-and-drop question formats are great for ranking exercises - asking dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents to place answer options in a certain order by dragging with their mouse. For example, you could ask survey takers to put pizza toppings in order of preference by dragging options from a list of possible answers to a box displaying their personal preferences:

Matrix questions

Matrix   questions are a great way to consolidate a number of questions that ask for the same type of response (e.g. single select yes/no, true/false, or multi-select lists). They are mutually beneficial - making a survey look less daunting for the dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondent , and easier for a brand to set up than asking multiple separate questions.

Items in a matrix question are presented one by one, as respondents cycle through the pages selecting one answer for each coffee flavor shown. 

While the above example shows a single-matrix question - meaning a respondent can only select one answer per element (in this case, coffee flavors), a matrix setup can also be used for multiple-choice questions - allowing respondents to choose multiple answers per element shown, or for rating questions - allowing respondents to assign a rating (e.g. 1-5) for a list of elements at once.  Back to table of contents 

How to write dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative survey questions  

We’ve reviewed the types of questions you might ask in a quantitative survey, and how you might format those questions, but now for the actual crafting of the content.

When considering which questions to include in your survey, you’ll first want to establish what your research goals are and how these relate to your business goals. For example, thinking about the three types of dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative survey questions explained above - descriptive, comparative, and relationship-based - which type (or which combination) will best meet your research needs? The questions you ask dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents may be phrased in similar ways no matter what kind of layout you leverage, but you should have a good idea of how you’ll want to analyze the results as that will make it much easier to correctly set up your survey.

Quantitative questions tend to start with words like ‘how much,’ ‘how often,’ ‘to what degree,’ ‘what do you think of,’ ‘which of the following’ - anything that establishes what consumers do or think and that can be assigned a numerical code or value. Be sure to also include ‘other’ or ‘none of the above’ options in your quant questions, accommodating those who don’t feel the pre-set answers reflect their true opinion. As mentioned earlier, you can always include a small number of dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139748">open-ended questions in your quant survey to account for any ideas or expanded feedback that the pre-coded questions don’t (or can’t) cover. Back to table of contents 

Examples of dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">quantitative survey questions  

dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139745">Quantitative survey questions impose limits on the answers that dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents can choose from, and this is a good thing when it comes to measuring consumer opinions on a large scale and comparing across dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents . A large volume of freeform, open-ended answers is interesting when looking for themes from qualitative studies, but impractical to wade through when dealing with a large dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139756">sample size , and impossible to subject to dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139774">statistical analysis .

For example, a quantitative survey might aim to establish consumers' smartphone habits. This could include their frequency of buying a new smartphone, the considerations that drive purchase, which features they use their phone for, and how much they like their smartphone.

Some examples of quantitative survey questions relating to these habits would be:

Q. How often do you buy a new smartphone?

[single select question]

More than once per year

Every 1-2 years

Every 3-5 years

Every 6+ years

Q. Thinking about when you buy a smartphone, please rank the following factors in order of importance:

[drag and drop ranking question]

screen size

storage capacity

Q. How often do you use the following features on your smartphone?

[matrix question]

Q. How do you feel about your current smartphone?

[sliding scale]

I love it <-------> I hate it

Answers from these above questions, and others within the survey, would be analyzed to paint a picture of smartphone usage and attitude trends across a population and its sub-groups. dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139738">Qualitative research might then be carried out to explore those findings further - for example, people’s detailed attitudes towards their smartphones, how they feel about the amount of time they spend on it, and how features could be improved. Back to table of contents 

quantilope’s Consumer Intelligence Platform specializes in automated, advanced survey insights so that researchers of any skill level can benefit from quick, high-quality consumer insights. With 12 advanced methods to choose from and a wide variety of quantitative question formats, quantilope is your one-stop-shop for all things dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139740">market research (including its dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139776">in-depth dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139738">qualitative research solution - inColor ).

When it comes to building your survey, you decide how you want to go about it. You can start with a blank slate and drop questions into your survey from a pre-programmed list, or you can get a head start with a survey dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139765">template for a particular business use case (like concept testing ) and customize from there. Once your survey is ready to launch, simply specify your dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139743">target audience , connect any panel (quantilope is panel agnostic), and watch as dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139737">respondents dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139783">answer questions in your survey in real-time by monitoring the fieldwork section of your project. AI-driven dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139764">data analysis takes the raw data and converts it into actionable findings so you never have to worry about manual calculations or statistical testing.

Whether you want to run your quantitative study entirely on your own or with the help of a classically trained research team member, the choice is yours on quantilope’s platform. For more information on how quantilope can help with your next dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139736">quantitative dropdown#toggle" data-dropdown-placement-param="top" data-term-id="281139768">research dropdown#toggle" data-dropdown-menu-id-param="menu_term_281139768" data-dropdown-placement-param="top" data-term-id="281139768"> project , get in touch below!

Get in touch to learn more about quantitative research with quantilope!

Related posts, quantilope & organic valley: understanding consumer values behind behaviors, quantilope & wire webinar: solving the research dilemma with ai, a full year of better brand health tracking in the soda category, non-probability sampling: when and how to use it effectively.

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What is survey research.

15 min read Find out everything you need to know about survey research, from what it is and how it works to the different methods and tools you can use to ensure you’re successful.

Survey research is the process of collecting data from a predefined group (e.g. customers or potential customers) with the ultimate goal of uncovering insights about your products, services, or brand overall .

As a quantitative data collection method, survey research can provide you with a goldmine of information that can inform crucial business and product decisions. But survey research needs careful planning and execution to get the results you want.

So if you’re thinking about using surveys to carry out research, read on.

Get started with our free survey maker tool

Types of survey research

Calling these methods ‘survey research’ slightly underplays the complexity of this type of information gathering. From the expertise required to carry out each activity to the analysis of the data and its eventual application, a considerable amount of effort is required.

As for how you can carry out your research, there are several options to choose from — face-to-face interviews, telephone surveys, focus groups (though more interviews than surveys), online surveys , and panel surveys.

Typically, the survey method you choose will largely be guided by who you want to survey, the size of your sample , your budget, and the type of information you’re hoping to gather.

Here are a few of the most-used survey types:

Face-to-face interviews

Before technology made it possible to conduct research using online surveys, telephone, and mail were the most popular methods for survey research. However face-to-face interviews were considered the gold standard — the only reason they weren’t as popular was due to their highly prohibitive costs.

When it came to face-to-face interviews, organizations would use highly trained researchers who knew when to probe or follow up on vague or problematic answers. They also knew when to offer assistance to respondents when they seemed to be struggling. The result was that these interviewers could get sample members to participate and engage in surveys in the most effective way possible, leading to higher response rates and better quality data.

Telephone surveys

While phone surveys have been popular in the past, particularly for measuring general consumer behavior or beliefs, response rates have been declining since the 1990s .

Phone surveys are usually conducted using a random dialing system and software that a researcher can use to record responses.

This method is beneficial when you want to survey a large population but don’t have the resources to conduct face-to-face research surveys or run focus groups, or want to ask multiple-choice and open-ended questions .

The downsides are they can: take a long time to complete depending on the response rate, and you may have to do a lot of cold-calling to get the information you need.

You also run the risk of respondents not being completely honest . Instead, they’ll answer your survey questions quickly just to get off the phone.

Focus groups (interviews — not surveys)

Focus groups are a separate qualitative methodology rather than surveys — even though they’re often bunched together. They’re normally used for survey pretesting and designing , but they’re also a great way to generate opinions and data from a diverse range of people.

Focus groups involve putting a cohort of demographically or socially diverse people in a room with a moderator and engaging them in a discussion on a particular topic, such as your product, brand, or service.

They remain a highly popular method for market research , but they’re expensive and require a lot of administration to conduct and analyze the data properly.

You also run the risk of more dominant members of the group taking over the discussion and swaying the opinions of other people — potentially providing you with unreliable data.

Online surveys

Online surveys have become one of the most popular survey methods due to being cost-effective, enabling researchers to accurately survey a large population quickly.

Online surveys can essentially be used by anyone for any research purpose – we’ve all seen the increasing popularity of polls on social media (although these are not scientific).

Using an online survey allows you to ask a series of different question types and collect data instantly that’s easy to analyze with the right software.

There are also several methods for running and distributing online surveys that allow you to get your questionnaire in front of a large population at a fraction of the cost of face-to-face interviews or focus groups.

This is particularly true when it comes to mobile surveys as most people with a smartphone can access them online.

However, you have to be aware of the potential dangers of using online surveys, particularly when it comes to the survey respondents. The biggest risk is because online surveys require access to a computer or mobile device to complete, they could exclude elderly members of the population who don’t have access to the technology — or don’t know how to use it.

It could also exclude those from poorer socio-economic backgrounds who can’t afford a computer or consistent internet access. This could mean the data collected is more biased towards a certain group and can lead to less accurate data when you’re looking for a representative population sample.

When it comes to surveys, every voice matters.

Find out how to create more inclusive and representative surveys for your research.

Panel surveys

A panel survey involves recruiting respondents who have specifically signed up to answer questionnaires and who are put on a list by a research company. This could be a workforce of a small company or a major subset of a national population. Usually, these groups are carefully selected so that they represent a sample of your target population — giving you balance across criteria such as age, gender, background, and so on.

Panel surveys give you access to the respondents you need and are usually provided by the research company in question. As a result, it’s much easier to get access to the right audiences as you just need to tell the research company your criteria. They’ll then determine the right panels to use to answer your questionnaire.

However, there are downsides. The main one being that if the research company offers its panels incentives, e.g. discounts, coupons, money — respondents may answer a lot of questionnaires just for the benefits.

This might mean they rush through your survey without providing considered and truthful answers. As a consequence, this can damage the credibility of your data and potentially ruin your analyses.

What are the benefits of using survey research?

Depending on the research method you use, there are lots of benefits to conducting survey research for data collection. Here, we cover a few:

1.   They’re relatively easy to do

Most research surveys are easy to set up, administer and analyze. As long as the planning and survey design is thorough and you target the right audience , the data collection is usually straightforward regardless of which survey type you use.

2.   They can be cost effective

Survey research can be relatively cheap depending on the type of survey you use.

Generally, qualitative research methods that require access to people in person or over the phone are more expensive and require more administration.

Online surveys or mobile surveys are often more cost-effective for market research and can give you access to the global population for a fraction of the cost.

3.   You can collect data from a large sample

Again, depending on the type of survey, you can obtain survey results from an entire population at a relatively low price. You can also administer a large variety of survey types to fit the project you’re running.

4.   You can use survey software to analyze results immediately

Using survey software, you can use advanced statistical analysis techniques to gain insights into your responses immediately.

Analysis can be conducted using a variety of parameters to determine the validity and reliability of your survey data at scale.

5.   Surveys can collect any type of data

While most people view surveys as a quantitative research method, they can just as easily be adapted to gain qualitative information by simply including open-ended questions or conducting interviews face to face.

How to measure concepts with survey questions

While surveys are a great way to obtain data, that data on its own is useless unless it can be analyzed and developed into actionable insights.

The easiest, and most effective way to measure survey results, is to use a dedicated research tool that puts all of your survey results into one place.

When it comes to survey measurement, there are four measurement types to be aware of that will determine how you treat your different survey results:

Nominal scale

With a nominal scale , you can only keep track of how many respondents chose each option from a question, and which response generated the most selections.

An example of this would be simply asking a responder to choose a product or brand from a list.

You could find out which brand was chosen the most but have no insight as to why.

Ordinal scale

Ordinal scales are used to judge an order of preference. They do provide some level of quantitative value because you’re asking responders to choose a preference of one option over another.

Ratio scale

Ratio scales can be used to judge the order and difference between responses. For example, asking respondents how much they spend on their weekly shopping on average.

Interval scale

In an interval scale, values are lined up in order with a meaningful difference between the two values — for example, measuring temperature or measuring a credit score between one value and another.

Step by step: How to conduct surveys and collect data

Conducting a survey and collecting data is relatively straightforward, but it does require some careful planning and design to ensure it results in reliable data.

Step 1 – Define your objectives

What do you want to learn from the survey? How is the data going to help you? Having a hypothesis or series of assumptions about survey responses will allow you to create the right questions to test them.

Step 2 – Create your survey questions

Once you’ve got your hypotheses or assumptions, write out the questions you need answering to test your theories or beliefs. Be wary about framing questions that could lead respondents or inadvertently create biased responses .

Step 3 – Choose your question types

Your survey should include a variety of question types and should aim to obtain quantitative data with some qualitative responses from open-ended questions. Using a mix of questions (simple Yes/ No, multiple-choice, rank in order, etc) not only increases the reliability of your data but also reduces survey fatigue and respondents simply answering questions quickly without thinking.

Find out how to create a survey that’s easy to engage with

Step 4 – Test your questions

Before sending your questionnaire out, you should test it (e.g. have a random internal group do the survey) and carry out A/B tests to ensure you’ll gain accurate responses.

Step 5 – Choose your target and send out the survey

Depending on your objectives, you might want to target the general population with your survey or a specific segment of the population. Once you’ve narrowed down who you want to target, it’s time to send out the survey.

After you’ve deployed the survey, keep an eye on the response rate to ensure you’re getting the number you expected. If your response rate is low, you might need to send the survey out to a second group to obtain a large enough sample — or do some troubleshooting to work out why your response rates are so low. This could be down to your questions, delivery method, selected sample, or otherwise.

Step 6 – Analyze results and draw conclusions

Once you’ve got your results back, it’s time for the fun part.

Break down your survey responses using the parameters you’ve set in your objectives and analyze the data to compare to your original assumptions. At this stage, a research tool or software can make the analysis a lot easier — and that’s somewhere Qualtrics can help.

Get reliable insights with survey software from Qualtrics

Gaining feedback from customers and leads is critical for any business, data gathered from surveys can prove invaluable for understanding your products and your market position, and with survey software from Qualtrics, it couldn’t be easier.

Used by more than 13,000 brands and supporting more than 1 billion surveys a year, Qualtrics empowers everyone in your organization to gather insights and take action. No coding required — and your data is housed in one system.

Get feedback from more than 125 sources on a single platform and view and measure your data in one place to create actionable insights and gain a deeper understanding of your target customers .

Automatically run complex text and statistical analysis to uncover exactly what your survey data is telling you, so you can react in real-time and make smarter decisions.

We can help you with survey management, too. From designing your survey and finding your target respondents to getting your survey in the field and reporting back on the results, we can help you every step of the way.

And for expert market researchers and survey designers, Qualtrics features custom programming to give you total flexibility over question types, survey design, embedded data, and other variables.

No matter what type of survey you want to run, what target audience you want to reach, or what assumptions you want to test or answers you want to uncover, we’ll help you design, deploy and analyze your survey with our team of experts.

Ready to find out more about Qualtrics CoreXM?

Get started with our free survey maker tool today

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Survey bias types 24 min read, post event survey questions 10 min read, best survey software 16 min read, close-ended questions 7 min read, survey vs questionnaire 12 min read, response bias 13 min read, double barreled question 11 min read, request demo.

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Research Question Examples 🧑🏻‍🏫

25+ Practical Examples & Ideas To Help You Get Started 

By: Derek Jansen (MBA) | October 2023

A well-crafted research question (or set of questions) sets the stage for a robust study and meaningful insights.  But, if you’re new to research, it’s not always clear what exactly constitutes a good research question. In this post, we’ll provide you with clear examples of quality research questions across various disciplines, so that you can approach your research project with confidence!

Research Question Examples

• Psychology research questions
• Business research questions
• Education research questions
• Healthcare research questions
• Computer science research questions

Examples: Psychology

Let’s start by looking at some examples of research questions that you might encounter within the discipline of psychology.

How does sleep quality affect academic performance in university students?

This question is specific to a population (university students) and looks at a direct relationship between sleep and academic performance, both of which are quantifiable and measurable variables.

What factors contribute to the onset of anxiety disorders in adolescents?

The question narrows down the age group and focuses on identifying multiple contributing factors. There are various ways in which it could be approached from a methodological standpoint, including both qualitatively and quantitatively.

Do mindfulness techniques improve emotional well-being?

This is a focused research question aiming to evaluate the effectiveness of a specific intervention.

How does early childhood trauma impact adult relationships?

This research question targets a clear cause-and-effect relationship over a long timescale, making it focused but comprehensive.

Is there a correlation between screen time and depression in teenagers?

This research question focuses on an in-demand current issue and a specific demographic, allowing for a focused investigation. The key variables are clearly stated within the question and can be measured and analysed (i.e., high feasibility).

Examples: Business/Management

Next, let’s look at some examples of well-articulated research questions within the business and management realm.

How do leadership styles impact employee retention?

This is an example of a strong research question because it directly looks at the effect of one variable (leadership styles) on another (employee retention), allowing from a strongly aligned methodological approach.

What role does corporate social responsibility play in consumer choice?

Current and precise, this research question can reveal how social concerns are influencing buying behaviour by way of a qualitative exploration.

Does remote work increase or decrease productivity in tech companies?

Focused on a particular industry and a hot topic, this research question could yield timely, actionable insights that would have high practical value in the real world.

How do economic downturns affect small businesses in the homebuilding industry?

Vital for policy-making, this highly specific research question aims to uncover the challenges faced by small businesses within a certain industry.

Which employee benefits have the greatest impact on job satisfaction?

By being straightforward and specific, answering this research question could provide tangible insights to employers.

Examples: Education

Next, let’s look at some potential research questions within the education, training and development domain.

How does class size affect students’ academic performance in primary schools?

This example research question targets two clearly defined variables, which can be measured and analysed relatively easily.

Do online courses result in better retention of material than traditional courses?

Timely, specific and focused, answering this research question can help inform educational policy and personal choices about learning formats.

What impact do US public school lunches have on student health?

Targeting a specific, well-defined context, the research could lead to direct changes in public health policies.

To what degree does parental involvement improve academic outcomes in secondary education in the Midwest?

This research question focuses on a specific context (secondary education in the Midwest) and has clearly defined constructs.

What are the negative effects of standardised tests on student learning within Oklahoma primary schools?

This research question has a clear focus (negative outcomes) and is narrowed into a very specific context.

Need a helping hand?

Examples: Healthcare

Shifting to a different field, let’s look at some examples of research questions within the healthcare space.

What are the most effective treatments for chronic back pain amongst UK senior males?

Specific and solution-oriented, this research question focuses on clear variables and a well-defined context (senior males within the UK).

How do different healthcare policies affect patient satisfaction in public hospitals in South Africa?

This question is has clearly defined variables and is narrowly focused in terms of context.

Which factors contribute to obesity rates in urban areas within California?

This question is focused yet broad, aiming to reveal several contributing factors for targeted interventions.

Does telemedicine provide the same perceived quality of care as in-person visits for diabetes patients?

Ideal for a qualitative study, this research question explores a single construct (perceived quality of care) within a well-defined sample (diabetes patients).

Which lifestyle factors have the greatest affect on the risk of heart disease?

This research question aims to uncover modifiable factors, offering preventive health recommendations.

Examples: Computer Science

Last but certainly not least, let’s look at a few examples of research questions within the computer science world.

What are the perceived risks of cloud-based storage systems?

Highly relevant in our digital age, this research question would align well with a qualitative interview approach to better understand what users feel the key risks of cloud storage are.

Which factors affect the energy efficiency of data centres in Ohio?

With a clear focus, this research question lays a firm foundation for a quantitative study.

How do TikTok algorithms impact user behaviour amongst new graduates?

While this research question is more open-ended, it could form the basis for a qualitative investigation.

What are the perceived risk and benefits of open-source software software within the web design industry?

Practical and straightforward, the results could guide both developers and end-users in their choices.

Remember, these are just examples…

In this post, we’ve tried to provide a wide range of research question examples to help you get a feel for what research questions look like in practice. That said, it’s important to remember that these are just examples and don’t necessarily equate to good research topics . If you’re still trying to find a topic, check out our topic megalist for inspiration.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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Research survey examples, templates, and types

Research surveys help base your next important decision on data. With our survey research templates and questions, gather valuable data easily and improve your business.

Get started

What are the benefits of survey research?

Providing data that can be relied on. Whether conducting market research or preparing a new product launch, research surveys supply the precise information needed to succeed. Avoid the confusion of conflicting opinions with data analysis that provides a clear picture of what people think.

At SurveyPlanet, we’re committed to making survey research easy to conduct. With our templates, have access to questions that will deliver the data you need.

The wide variety of research survey templates available is how to get useful data quickly—which makes developing more powerful solutions easier. Survey research can provide data you can rely on.

The wide variety of survey templates available helps develop the correct solution. At SurveyPlanet, we're committed to making research surveys easy to conduct and with our templates, we deliver on that promise.

What are research questionnaires?

They are a tool that returns insight about any topic. Just asking friends, family, and coworkers about a new product is not the best approach. Why? To put it simply, they're not a representative sample and may have biases.

What is needed is the opinions of your target audience. At the end of the day, it is their opinion that matters most. This requires a large enough sample to produce statistically significant data. That's where online surveys can play an important role.

Types of research surveys

Research questionnaires are a great tool to gain insights about all kinds of things (and not just business purposes). These surveys play an important role in extracting valuable insights from diverse populations. When thoughtfully designed, they become powerful instruments for informed decision-making and the advancement of knowledge across various domains.

Let's dive deeper into the types of surveys and where to apply them to get the best results.

Market research survey

Most businesses fail because their management believes their products and services are great—while the market thinks otherwise. To sell anything, the opinions of the people doing the buying need to be understood. Market research surveys offer insights about where a business stands with potential customers—and thus its potential market share—long before resources are dedicated to trying to make a product work in the marketplace.

Learn more about market research surveys.

Media consumption research survey

This type of survey explores how different people consume media content. It provides answers about what they view, how often they do so, and what kind of media they prefer. With a media consumption survey, learn everything about people's viewing and reading habits.

Reading preferences research survey

Ever wondered how, why, and what people enjoy reading? With a reading preferences research survey, such information can be discovered. By further analyzing the data, learn what different groups of people read (and the similarities and differences between different groups).

Product research survey

When launching a new product, understanding its target audience is crucial. This type of survey is a great tool that provides valuable feedback and insight that can be incorporated into a successful product launch.

Learn more about product research surveys.

Brand surveys

These help ascertain how customers feel about a brand. People buy from those they connect with; therefore, ask about their experiences and occasionally check in with them to see if they trust your brand.

Learn more about brand surveys.

Path-to-purchase research surveys

A path-to-purchase research survey investigates the steps consumers take from initial product awareness to final purchase. It typically includes questions about the decision-making process, product research, and factors influencing the ultimate purchasing decision. Such surveys can be conducted through various methods, but the best is via online surveys. The results of path-to-purchase surveys help businesses and marketers understand their target audience and develop effective marketing strategies.

Marketing research surveys

These help a company stand out from competitors and tailor marketing messages that better resonate with a target audience. Market research surveys are another type of research that is crucial when launching a new product or service.

Learn more about marketing research surveys.

Academic research surveys

These surveys are instrumental in improving knowledge about a specific subject. Consolidated results can be used to improve the efficiency of decision-making. Reliability is produced using methodologies and tools like questionnaires, surveys, interviews, and structured online forms.

Learn more about academic surveys.

Types of research methods

The three main types of research methods are exploratory, descriptive, and causal research.

Exploratory research

Exploratory research is conducted when a researcher seeks to explore a new subject or phenomenon with limited or no prior understanding. The primary goal of exploratory research is to gain insights, generate ideas, and form initial hypotheses for more in-depth investigation. This type of research is often the first step in the research process and is particularly useful when the topic is not well-defined or when there is a lack of existing knowledge. Researchers often use open-ended questions and qualitative methods to gather data, allowing them to adapt their approach as they learn more about the topic.

Descriptive research

Descriptive research aims to provide an accurate and detailed portrayal of a specific phenomenon or group. Unlike exploratory research, which seeks to generate insights and hypotheses, descriptive research is focused on describing the characteristics, behaviors, or conditions of a subject without manipulating variables.

Causal research

Causal research, also known as explanatory or experimental research, seeks to establish a cause-and-effect relationship between two or more variables. The primary goal of causal research is to determine whether a change in one variable causes a change in another variable. Unlike descriptive research, which focuses on describing relationships and characteristics, causal research involves manipulating one or more independent variables to observe their impact on dependent variables.

The research survey application

Research methods are designed to produce the best information from a group of research subjects (aka, the focus group). Such methods are used in many types of research and studies. They are methodologies that can be used for research study and data collection.

Depending on the kind of research and research methodology being carried out, different types of research survey questions are used, including multiple choice questions , Likert , scale questions , open-ended questions , demographic questions , and even image choice questions .

There are many survey applications that can collect data from many customers quickly and easily—a great way to get information about products, services, customer experiences, and marketing efforts.

Why you should use research questionnaires

The power of research questionnaires lies in their ease of use and cost-effectiveness. They provide answers to the most vital questions. What are the main benefits of these surveys?

• You don't have to wonder WHO, WHAT, and WHY because this type of analysis provides answers to those—and many other—questions.
• With a complete understanding of what's important in a research project, the best inquiries can be incorporated into survey questions.
• Get an unbiased opinion from a target audience and use it to your advantage.
• Collect data that matters and have it at your fingertips at all times.

Advantages and disadvantages of survey research

People use these surveys because they have many advantages compared to other research tools. What are the main advantages?

• Cost-effective.
• Collect data from many respondents.
• Quantifiable results.
• Convenient.
• The most practical solution for gathering data.
• Fast and reliable.
• Easily comparable results.
• Allows for the exploration of any topic.

While such advantages make it a no-brainer to use research questionnaires, it's always good to know their disadvantages:

• Biased responses.
• Cultural differences in understanding questions.
• Analyzing and understanding responses can be difficult.
• Some people won't read the questions before answering.
• Survey fatigue.

However, when these issues are understood, mitigation strategies can be activated. Every research method has flaws, but we firmly believe their benefits outweigh their disadvantages.

To execute a research campaign, the creation of a survey is one of the first steps. This includes designing questions or using a premade template. Below are some of the best research survey examples, templates, and tips for designing these surveys.

20 research survey examples and templates

Specific survey questions for research depend on your goals. A research questionnaire can be conducted about any topic or interest. Here are some of the best questions and ranking prompts:

• How often do you purchase books without actually reading them?
• What is your favorite foreign language film?
• During an average day, how many times do you check the news?
• Who is your favorite football player of all time? Why?
• Have you ever used any of the following travel websites to plan a vacation?
• Do you currently use a similar or competing product?
• On a scale of 1 to 5, how satisfied are you with the product?
• What is your single favorite feature of our product?
• When our product becomes available, are you likely to use it instead of a similar or competing product?
• What improvements would you suggest for our service?
• Please rank the following features in order of importance.
• How often do you consume fruits and vegetables in a typical week?
• How many days per week do you engage in physical activity?
• Do you prefer traditional classroom learning or online learning?
• How many hours a week do you spend studying for your courses?
• What are your career aspirations upon completing your education?
• Please rate our website's user interface from poor to excellent.
• In what ways can we better support you as a customer?
• Please rank the following factors in order of importance when choosing a new car.
• Order the following smartphone features based on your preference.

Of course, you get demographic information like:

• Employment status
• Marital status
• Household income

No matter the research topic, this demographic information will lead to better data-driven conclusions. Interested in knowing more about demographic survey questions? Check out our blog post explaining the advantages of gathering demographic information and how to do it appropriately.

Sign up for SurveyPlanet for free. Conduct your first survey to explore what people think. And don't worry about questions because we have some amazing templates to get you started.

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Home » Survey Research – Types, Methods, Examples

Survey Research – Types, Methods, Examples

Table of Contents

Survey Research

Definition:

Survey Research is a quantitative research method that involves collecting standardized data from a sample of individuals or groups through the use of structured questionnaires or interviews. The data collected is then analyzed statistically to identify patterns and relationships between variables, and to draw conclusions about the population being studied.

Survey research can be used to answer a variety of questions, including:

• What are people’s opinions about a certain topic?
• What are people’s experiences with a certain product or service?
• What are people’s beliefs about a certain issue?

Survey Research Methods

Survey Research Methods are as follows:

• Telephone surveys: A survey research method where questions are administered to respondents over the phone, often used in market research or political polling.
• Face-to-face surveys: A survey research method where questions are administered to respondents in person, often used in social or health research.
• Mail surveys: A survey research method where questionnaires are sent to respondents through mail, often used in customer satisfaction or opinion surveys.
• Online surveys: A survey research method where questions are administered to respondents through online platforms, often used in market research or customer feedback.
• Email surveys: A survey research method where questionnaires are sent to respondents through email, often used in customer satisfaction or opinion surveys.
• Mixed-mode surveys: A survey research method that combines two or more survey modes, often used to increase response rates or reach diverse populations.
• Computer-assisted surveys: A survey research method that uses computer technology to administer or collect survey data, often used in large-scale surveys or data collection.
• Interactive voice response surveys: A survey research method where respondents answer questions through a touch-tone telephone system, often used in automated customer satisfaction or opinion surveys.
• Mobile surveys: A survey research method where questions are administered to respondents through mobile devices, often used in market research or customer feedback.
• Group-administered surveys: A survey research method where questions are administered to a group of respondents simultaneously, often used in education or training evaluation.
• Web-intercept surveys: A survey research method where questions are administered to website visitors, often used in website or user experience research.
• In-app surveys: A survey research method where questions are administered to users of a mobile application, often used in mobile app or user experience research.
• Social media surveys: A survey research method where questions are administered to respondents through social media platforms, often used in social media or brand awareness research.
• SMS surveys: A survey research method where questions are administered to respondents through text messaging, often used in customer feedback or opinion surveys.
• IVR surveys: A survey research method where questions are administered to respondents through an interactive voice response system, often used in automated customer feedback or opinion surveys.
• Mixed-method surveys: A survey research method that combines both qualitative and quantitative data collection methods, often used in exploratory or mixed-method research.
• Drop-off surveys: A survey research method where respondents are provided with a survey questionnaire and asked to return it at a later time or through a designated drop-off location.
• Intercept surveys: A survey research method where respondents are approached in public places and asked to participate in a survey, often used in market research or customer feedback.
• Hybrid surveys: A survey research method that combines two or more survey modes, data sources, or research methods, often used in complex or multi-dimensional research questions.

Types of Survey Research

There are several types of survey research that can be used to collect data from a sample of individuals or groups. following are Types of Survey Research:

• Cross-sectional survey: A type of survey research that gathers data from a sample of individuals at a specific point in time, providing a snapshot of the population being studied.
• Longitudinal survey: A type of survey research that gathers data from the same sample of individuals over an extended period of time, allowing researchers to track changes or trends in the population being studied.
• Panel survey: A type of longitudinal survey research that tracks the same sample of individuals over time, typically collecting data at multiple points in time.
• Epidemiological survey: A type of survey research that studies the distribution and determinants of health and disease in a population, often used to identify risk factors and inform public health interventions.
• Observational survey: A type of survey research that collects data through direct observation of individuals or groups, often used in behavioral or social research.
• Correlational survey: A type of survey research that measures the degree of association or relationship between two or more variables, often used to identify patterns or trends in data.
• Experimental survey: A type of survey research that involves manipulating one or more variables to observe the effect on an outcome, often used to test causal hypotheses.
• Descriptive survey: A type of survey research that describes the characteristics or attributes of a population or phenomenon, often used in exploratory research or to summarize existing data.
• Diagnostic survey: A type of survey research that assesses the current state or condition of an individual or system, often used in health or organizational research.
• Explanatory survey: A type of survey research that seeks to explain or understand the causes or mechanisms behind a phenomenon, often used in social or psychological research.
• Process evaluation survey: A type of survey research that measures the implementation and outcomes of a program or intervention, often used in program evaluation or quality improvement.
• Impact evaluation survey: A type of survey research that assesses the effectiveness or impact of a program or intervention, often used to inform policy or decision-making.
• Customer satisfaction survey: A type of survey research that measures the satisfaction or dissatisfaction of customers with a product, service, or experience, often used in marketing or customer service research.
• Market research survey: A type of survey research that collects data on consumer preferences, behaviors, or attitudes, often used in market research or product development.
• Public opinion survey: A type of survey research that measures the attitudes, beliefs, or opinions of a population on a specific issue or topic, often used in political or social research.
• Behavioral survey: A type of survey research that measures actual behavior or actions of individuals, often used in health or social research.
• Attitude survey: A type of survey research that measures the attitudes, beliefs, or opinions of individuals, often used in social or psychological research.
• Opinion poll: A type of survey research that measures the opinions or preferences of a population on a specific issue or topic, often used in political or media research.
• Ad hoc survey: A type of survey research that is conducted for a specific purpose or research question, often used in exploratory research or to answer a specific research question.

Types Based on Methodology

Based on Methodology Survey are divided into two Types:

Quantitative Survey Research

Qualitative survey research.

Quantitative survey research is a method of collecting numerical data from a sample of participants through the use of standardized surveys or questionnaires. The purpose of quantitative survey research is to gather empirical evidence that can be analyzed statistically to draw conclusions about a particular population or phenomenon.

In quantitative survey research, the questions are structured and pre-determined, often utilizing closed-ended questions, where participants are given a limited set of response options to choose from. This approach allows for efficient data collection and analysis, as well as the ability to generalize the findings to a larger population.

Quantitative survey research is often used in market research, social sciences, public health, and other fields where numerical data is needed to make informed decisions and recommendations.

Qualitative survey research is a method of collecting non-numerical data from a sample of participants through the use of open-ended questions or semi-structured interviews. The purpose of qualitative survey research is to gain a deeper understanding of the experiences, perceptions, and attitudes of participants towards a particular phenomenon or topic.

In qualitative survey research, the questions are open-ended, allowing participants to share their thoughts and experiences in their own words. This approach allows for a rich and nuanced understanding of the topic being studied, and can provide insights that are difficult to capture through quantitative methods alone.

Qualitative survey research is often used in social sciences, education, psychology, and other fields where a deeper understanding of human experiences and perceptions is needed to inform policy, practice, or theory.

Data Analysis Methods

There are several Survey Research Data Analysis Methods that researchers may use, including:

• Descriptive statistics: This method is used to summarize and describe the basic features of the survey data, such as the mean, median, mode, and standard deviation. These statistics can help researchers understand the distribution of responses and identify any trends or patterns.
• Inferential statistics: This method is used to make inferences about the larger population based on the data collected in the survey. Common inferential statistical methods include hypothesis testing, regression analysis, and correlation analysis.
• Factor analysis: This method is used to identify underlying factors or dimensions in the survey data. This can help researchers simplify the data and identify patterns and relationships that may not be immediately apparent.
• Cluster analysis: This method is used to group similar respondents together based on their survey responses. This can help researchers identify subgroups within the larger population and understand how different groups may differ in their attitudes, behaviors, or preferences.
• Structural equation modeling: This method is used to test complex relationships between variables in the survey data. It can help researchers understand how different variables may be related to one another and how they may influence one another.
• Content analysis: This method is used to analyze open-ended responses in the survey data. Researchers may use software to identify themes or categories in the responses, or they may manually review and code the responses.
• Text mining: This method is used to analyze text-based survey data, such as responses to open-ended questions. Researchers may use software to identify patterns and themes in the text, or they may manually review and code the text.

Applications of Survey Research

Here are some common applications of survey research:

• Market Research: Companies use survey research to gather insights about customer needs, preferences, and behavior. These insights are used to create marketing strategies and develop new products.
• Public Opinion Research: Governments and political parties use survey research to understand public opinion on various issues. This information is used to develop policies and make decisions.
• Social Research: Survey research is used in social research to study social trends, attitudes, and behavior. Researchers use survey data to explore topics such as education, health, and social inequality.
• Academic Research: Survey research is used in academic research to study various phenomena. Researchers use survey data to test theories, explore relationships between variables, and draw conclusions.
• Customer Satisfaction Research: Companies use survey research to gather information about customer satisfaction with their products and services. This information is used to improve customer experience and retention.
• Employee Surveys: Employers use survey research to gather feedback from employees about their job satisfaction, working conditions, and organizational culture. This information is used to improve employee retention and productivity.
• Health Research: Survey research is used in health research to study topics such as disease prevalence, health behaviors, and healthcare access. Researchers use survey data to develop interventions and improve healthcare outcomes.

Examples of Survey Research

Here are some real-time examples of survey research:

• COVID-19 Pandemic Surveys: Since the outbreak of the COVID-19 pandemic, surveys have been conducted to gather information about public attitudes, behaviors, and perceptions related to the pandemic. Governments and healthcare organizations have used this data to develop public health strategies and messaging.
• Political Polls During Elections: During election seasons, surveys are used to measure public opinion on political candidates, policies, and issues in real-time. This information is used by political parties to develop campaign strategies and make decisions.
• Customer Feedback Surveys: Companies often use real-time customer feedback surveys to gather insights about customer experience and satisfaction. This information is used to improve products and services quickly.
• Event Surveys: Organizers of events such as conferences and trade shows often use surveys to gather feedback from attendees in real-time. This information can be used to improve future events and make adjustments during the current event.
• Website and App Surveys: Website and app owners use surveys to gather real-time feedback from users about the functionality, user experience, and overall satisfaction with their platforms. This feedback can be used to improve the user experience and retain customers.
• Employee Pulse Surveys: Employers use real-time pulse surveys to gather feedback from employees about their work experience and overall job satisfaction. This feedback is used to make changes in real-time to improve employee retention and productivity.

Survey Sample

Purpose of survey research.

The purpose of survey research is to gather data and insights from a representative sample of individuals. Survey research allows researchers to collect data quickly and efficiently from a large number of people, making it a valuable tool for understanding attitudes, behaviors, and preferences.

Here are some common purposes of survey research:

• Descriptive Research: Survey research is often used to describe characteristics of a population or a phenomenon. For example, a survey could be used to describe the characteristics of a particular demographic group, such as age, gender, or income.
• Exploratory Research: Survey research can be used to explore new topics or areas of research. Exploratory surveys are often used to generate hypotheses or identify potential relationships between variables.
• Explanatory Research: Survey research can be used to explain relationships between variables. For example, a survey could be used to determine whether there is a relationship between educational attainment and income.
• Evaluation Research: Survey research can be used to evaluate the effectiveness of a program or intervention. For example, a survey could be used to evaluate the impact of a health education program on behavior change.
• Monitoring Research: Survey research can be used to monitor trends or changes over time. For example, a survey could be used to monitor changes in attitudes towards climate change or political candidates over time.

When to use Survey Research

there are certain circumstances where survey research is particularly appropriate. Here are some situations where survey research may be useful:

• When the research question involves attitudes, beliefs, or opinions: Survey research is particularly useful for understanding attitudes, beliefs, and opinions on a particular topic. For example, a survey could be used to understand public opinion on a political issue.
• When the research question involves behaviors or experiences: Survey research can also be useful for understanding behaviors and experiences. For example, a survey could be used to understand the prevalence of a particular health behavior.
• When a large sample size is needed: Survey research allows researchers to collect data from a large number of people quickly and efficiently. This makes it a useful method when a large sample size is needed to ensure statistical validity.
• When the research question is time-sensitive: Survey research can be conducted quickly, which makes it a useful method when the research question is time-sensitive. For example, a survey could be used to understand public opinion on a breaking news story.
• When the research question involves a geographically dispersed population: Survey research can be conducted online, which makes it a useful method when the population of interest is geographically dispersed.

How to Conduct Survey Research

Conducting survey research involves several steps that need to be carefully planned and executed. Here is a general overview of the process:

• Define the research question: The first step in conducting survey research is to clearly define the research question. The research question should be specific, measurable, and relevant to the population of interest.
• Develop a survey instrument : The next step is to develop a survey instrument. This can be done using various methods, such as online survey tools or paper surveys. The survey instrument should be designed to elicit the information needed to answer the research question, and should be pre-tested with a small sample of individuals.
• Select a sample : The sample is the group of individuals who will be invited to participate in the survey. The sample should be representative of the population of interest, and the size of the sample should be sufficient to ensure statistical validity.
• Administer the survey: The survey can be administered in various ways, such as online, by mail, or in person. The method of administration should be chosen based on the population of interest and the research question.
• Analyze the data: Once the survey data is collected, it needs to be analyzed. This involves summarizing the data using statistical methods, such as frequency distributions or regression analysis.
• Draw conclusions: The final step is to draw conclusions based on the data analysis. This involves interpreting the results and answering the research question.

Advantages of Survey Research

There are several advantages to using survey research, including:

• Efficient data collection: Survey research allows researchers to collect data quickly and efficiently from a large number of people. This makes it a useful method for gathering information on a wide range of topics.
• Standardized data collection: Surveys are typically standardized, which means that all participants receive the same questions in the same order. This ensures that the data collected is consistent and reliable.
• Cost-effective: Surveys can be conducted online, by mail, or in person, which makes them a cost-effective method of data collection.
• Anonymity: Participants can remain anonymous when responding to a survey. This can encourage participants to be more honest and open in their responses.
• Easy comparison: Surveys allow for easy comparison of data between different groups or over time. This makes it possible to identify trends and patterns in the data.
• Versatility: Surveys can be used to collect data on a wide range of topics, including attitudes, beliefs, behaviors, and preferences.

Limitations of Survey Research

Here are some of the main limitations of survey research:

• Limited depth: Surveys are typically designed to collect quantitative data, which means that they do not provide much depth or detail about people’s experiences or opinions. This can limit the insights that can be gained from the data.
• Potential for bias: Surveys can be affected by various biases, including selection bias, response bias, and social desirability bias. These biases can distort the results and make them less accurate.
• L imited validity: Surveys are only as valid as the questions they ask. If the questions are poorly designed or ambiguous, the results may not accurately reflect the respondents’ attitudes or behaviors.
• Limited generalizability : Survey results are only generalizable to the population from which the sample was drawn. If the sample is not representative of the population, the results may not be generalizable to the larger population.
• Limited ability to capture context: Surveys typically do not capture the context in which attitudes or behaviors occur. This can make it difficult to understand the reasons behind the responses.
• Limited ability to capture complex phenomena: Surveys are not well-suited to capture complex phenomena, such as emotions or the dynamics of interpersonal relationships.

Following is an example of a Survey Sample:

Welcome to our Survey Research Page! We value your opinions and appreciate your participation in this survey. Please answer the questions below as honestly and thoroughly as possible.

1. What is your age?

• A) Under 18
• G) 65 or older

2. What is your highest level of education completed?

• A) Less than high school
• B) High school or equivalent
• C) Some college or technical school
• D) Bachelor’s degree
• E) Graduate or professional degree

3. What is your current employment status?

• A) Employed full-time
• B) Employed part-time
• C) Self-employed
• D) Unemployed

4. How often do you use the internet per day?

•  A) Less than 1 hour
• B) 1-3 hours
• C) 3-5 hours
• D) 5-7 hours
• E) More than 7 hours

5. How often do you engage in social media per day?

6. Have you ever participated in a survey research study before?

7. If you have participated in a survey research study before, how was your experience?

• A) Excellent
• E) Very poor

8. What are some of the topics that you would be interested in participating in a survey research study about?

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….

9. How often would you be willing to participate in survey research studies?

• A) Once a week
• B) Once a month
• C) Once every 6 months
• D) Once a year

10. Any additional comments or suggestions?

Thank you for taking the time to complete this survey. Your feedback is important to us and will help us improve our survey research efforts.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Maya Kislykh

Survey demographic questions to use [free templates].

In this article

The fastest way to make a demographic survey, crafting demographic survey questions, pro tips when creating demographic surveys, how to use survey data in marketing strategy, final words+ survey templates, create your form with ai.

Just paste your URL & click generate

Whether you're launching a new product, gathering feedback, or conducting market research , surveys are invaluable. But to truly tap into the pulse of your target audience, you need to ask the right questions. Crafting effective demographic questions and using the data they provide can be challenging.

In this post, we'll explore the best practices for survey demographics and provide tools for survey creation:

Gone are the days when marketing teams had to program online surveys in HTML. Besides a wide range of survey makers , there are also AI tools that can generate branded surveys on the spot. Create a demographic survey with your company's branding elements using this free tool below.

How it works? AI survey maker will analyze the branding elements from your company's website and, based on it, suggest a few designs that match the website's colors and logo. You will also need to write a short description of the type of survey you'd like to generate.

Here's an example of a prompt you can use to generate your first survey:

Create a demographic survey for an online store where people can buy experiences as gifts. The main idea of the survey is to build buyer personas and understand how to improve offerings.

Create a demographic survey with your company's branding:

Create your survey with AI

Just paste your URL & click generate

To edit your demographic survey, get a survey link, and the embed code, create a free account with involve.me . Here's a full guide on how to create and edit a survey with AI tools.

When surveying your target audience, ask only necessary questions that will help your team in marketing campaigns and future offerings. While questions on education level or annual income may pique interest, if they do not serve an essential purpose, don't ask them. Also, avoid sensitive questions such as sexual orientation, religion, or ethnic background.

Survey respondents should have the option to skip the question they are not comfortable answering. Find best practices for demographic surveys later in this post.

Now let's take a look at common demographic survey question examples:

1.Age : What is your age range?

2.Gender : What is your gender identity?

Non-binary/third gender

Prefer not to say

Other (please specify)

Location : Where are you located?

State/Province

4.Education : What is your highest level of education completed?

High school or equivalent

Some college/Associate degree

Bachelor's degree

Master's degree

Doctorate or professional degree

5.Income : What is your annual household income?

Under $25,000

$25,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 or more

6. Employment Status : What is your current employment status?

Employed full-time

Employed part-time

Self-employed

7. Marital Status : What is your marital status?

Domestic partnership

8.Household Composition : How many people are in your household?

Adults (18+)

Children (under 18)

Elderly (65+)

9.Ethnicity/Race : How do you identify your ethnicity or race?

Black or African American

Hispanic or Latino

Native American or Alaska Native

Native Hawaiian or other Pacific Islander

Multiracial

10.Language : What is your primary language?

Check out these concrete recommendations on how to increase survey response rates and create a more professional survey for your company:

Here's How to Ask Fewer Questions

Shorter surveys (historically) perform better, so if there are questions you can avoid, do it. For example, when creating surveys with involve.me survey tool, there's no need to ask survey takers about their geographic location since it's visible in the dashboard analytics anyway.

To ask fewer questions, consider using hidden fields in the survey. Hidden fields allow you to pass specific data points through the survey without requiring the respondent to input them manually. For example, you can pre-fill fields such as the respondent's account ID, name, email address, using data from your CRM or website analytics.

Here's an interactive tutorial on hidden fields :

On Increasing Conversion Rates

There're a few ways to get more people take your demographic survey:

Offer incentives such as a coupon code or a discount. When creating surveys with involve.me, consider using a content element like a unique coupon code or sending out automated emails with a discount code. This is also possible within involve.me without third-party tools and can help your team create a positive customer experience.

Make your survey anonymous to gather more valuable insights. Respondents are likely to be more willing to participate if they feel their privacy is protected. Providing an option for respondents to skip certain questions , especially sensitive topics, can offer an alternative approach

Check the partial submissions to see where survey participants drop off.

What are partial submissions?

When your users reach the final page of the project, their submission is completed. However, if they choose to discontinue filling out your project and navigate away from the page, a partial submission is generated instead. View partial submissions in the involve.me dashboard.

Diversify your question types and answer options. Consider incorporating multiple-choice, open-ended, and Likert scale questions.

question types

Below, you'll find some general advice on how to make the most of the data gathered from demographic surveys.

1) Lead Nurturing

Use demographic insights from survey responses to segment your audiences . Divide them based on factors like age, gender, zip code, and more. This targeted approach allows for personalized marketing campaigns.

If they provide their email addresses as well, your team might consider creating a lead nurturing campaign based on specific criteria (for example, a district in the city) to increase the number of sales.

Pro Tip : When segmenting your audiences, consider integrating your preferred database or CRM solution, such as Airtable, Notion, or Excel, to effectively manage your segments. This guide will assist you in connecting your survey form to the CRM for data organization.

2)Targeted Advertising

Use demographic data to target your advertising efforts more effectively. For example, you can use demographic targeting options on Facebook, Google Ads, or LinkedIn to show your ads only to people who fit certain demographic criteria.

3)Product Development

For example, if you discover that a significant portion of your target audience is made up of millennials who are environmentally conscious, you might develop products that are eco-friendly and sustainable.

The right demographic survey questions serve as your gateway to understanding your customer base better across a wide spectrum of topics. Consider incorporating various types of survey questions to gain deeper insights into your target audience.

Remember, the goal isn't just to collect data on income level or age ranges—it's to use that data to drive meaningful improvements in your products, services, and overall customer experience.

With access to free templates, crafting effective customer surveys becomes simpler. Whether your sales or customer service team needs a survey or a branded form, take a look at the template library or generate your project using involve.me's AI tool.

Create Online Surveys

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• Market Research

30 market research questions for startups to ask

Business owners say that a lack of market research is one of the top reasons that businesses fail. It’s proof that while good ideas are powerful, they’re not enough to ensure the success of your startup.

If you want your new business to thrive, then robust market research is a necessity. And an essential part of the process is asking the right market research questions for startups.

In this article, we’ll discuss types of market research, review why market research is important for startups, and outline methods for conducting a market research survey. Then we’ll help you get started by sharing 30 example market research questions for startups to ask and highlighting how Jotform can help startups create the perfect market research survey.

The benefits of market research for a startup

Market research is the process of collecting data about the audience for a product or service (such as information on their attitudes, opinions, buying behavior, level of customer satisfaction, and awareness of your brand). This data is then combined with research on market size, competitors, and industry trends.

You can use the insights you’ve gathered from this research to create or enhance a positive user experience, improve your brand’s products and services, differentiate your company in the marketplace, and make other decisions that will ensure your startup succeeds.

While it certainly would be disappointing to discover that there’s no market for your potential solution, understanding this before you sink months or years of your blood, sweat, and tears into a project will save you a lot of headache and heartache going forward.

Market research can be helpful in many other ways. It allows you to

• Test your ideas
• Clarify and understand your ideal client profile (ICP)
• Attract investors by gathering data that proves the viability of your idea
• Differentiate your startup by analyzing the competition
• Identify market gaps where you have a competitive advantage
• Mitigate risk and boost the odds of success
• Determine the right pricing strategy
• Gather insights for developing your marketing and branding strategy
• Improve your current product or service based on customer feedback
• Understand shifts in the marketplace so you can adapt your business accordingly

Market research can provide a solid road map for making the kind of informed, data-driven decisions that will help you navigate the twists and turns along the way to startup success.

Types of market research

The two main types of market research are primary research and secondary research.

Primary market research is the process of gathering market data directly from your target audience through methods such as in-person interviews, questionnaires, online surveys, phone interviews, focus groups, and existing customer reviews.

Secondary market research is the process of reviewing information third parties have collected and shared via industry publications and studies, academic journals, news sites, white papers, and public databases.

Primary and secondary research can be both qualitative and quantitative. With qualitative research , you discover how your target audience thinks and feels, often by asking open-ended questions on a survey or reviewing interview transcripts. With quantitative research , the data you gather is numbers-based and measurable, such as test scores, website traffic numbers, subscriber counts, or numbers and percentages you’ve gathered from survey question responses.

Methods for conducting a market research survey for startups

A market research survey for startups should aim to collect reliable data on the target audience, competitors, and industry trends. This data can help you create an effective marketing strategy that appeals to your ICP, a value proposition that differentiates your startup from competitors, and an understanding of trends in your market.

There are several reliable methods for collecting market research data. Four common approaches include in-person interviews, telephone interviews, focus groups, and online surveys .

In-person interviews

Interviews are one-on-one conversations with people in your target market. You can conduct them through video if a face-to-face meeting isn’t possible. In-person interviews allow you to read non-verbal cues, which can be helpful for getting context you wouldn’t otherwise have access to.

Telephone interviews

Telephone interviews involve asking your participants questions over the phone. Because respondents aren’t meeting face to face or on camera with an interviewer, they may feel more comfortable answering questions and sharing more information. That said, not many organizations use phone surveys these days because many people won’t answer a call from a number they don’t recognize.

Focus groups

Like interviews, focus groups are also conducted in person, but they involve a small group of people who are representative of the target market. In this setting, a trained moderator asks questions about participant opinions, interests, and tastes related to a product or service, user experience, company branding or marketing, or competing products and services.

Online surveys

This method of conducting market research involves distributing surveys via email, a website, or social media. Online surveys often have a higher response rate than other methods because they are convenient for respondents — anyone with an internet connection can complete them online on any device.

Advantages of online surveys for conducting market research

Online surveys are a popular and powerful way to conduct market research because of their many advantages:

• They offer an easy, low-cost way to collect lots of data, which means you can get a statistically reliable sample to base your decision-making on.
• The data you gather with online surveys is usually straightforward to analyze.
• You can use them to reach a specific target market.
• You can use them to collect both qualitative and quantitative data on customer preferences, market trends, and more.
• You can distribute them to anyone with an internet connection in any location around the world.
• Participants can access them easily and complete them more quickly.
• Because online surveys can be anonymous, respondents may be more likely to share their honest thoughts and opinions.
• They’re more accurate than other methods because respondents record their answers directly into the survey, rather than having someone else record responses.
• You can analyze results quickly and share them easily with others.

30 example market research questions for startups

There are several question types you can include in your market research survey, such as yes/no or single choice questions, multiple choice questions, open-ended questions, star rating questions, ranking questions, and more.

Let’s take a look at 30 example market research questions for startups.

Yes/no or single choice questions

• Do you ever purchase products/services in this category?
• Have you purchased our product/service before?
• How many other products like this do you own?

Multiple choice questions

• How many similar products/services like ours have you tried?

[0; 1–2; 3–4; 5 or more]

• What’s your main source of information for products/services like ours? [Include a list of options.]
• Which of these companies have you purchased this product from in the past six months? [Include a list of competitors.]
• What would you be willing to spend on an effective product/service in this category? [Include a list of price categories.]
• How do you prefer to purchase products like ours? [Include a list of choices: online, in the store, or through a mobile app.]

Star rating questions

You can introduce these questions with instructions like: Please select an answer between 1–5 stars, with 1 being the lowest rating and 5 being the highest.

• How would you rate our customer service?
• How would you rate our product selection online?
• How would you rate the ease of using our communication channels to contact us?

Ranking questions

• On a scale of 1–5, how would you rate the effectiveness of our product/service?
• Which product features do you use the most? Rank them in order, from most to least.
• In order of importance, please rank the top three things that persuaded you to consider our product rather than a competitor’s.
• On a scale of 1–10, how likely are you to recommend our product/service to your friends, family, and colleagues?

Checkbox questions

• Which of the following features do you use in our app? [Include a list of 4–5 app features.]
• Which of the following features are most important to you when considering a product or service in this category? [Include a list of 4–5 features of your product/service.]

Open-ended questions

• What has the greatest influence on your purchasing decisions: price, quality, ease-of-use, or something else?
• What was your biggest concern about purchasing our product/service?
• What were your first impressions of our product/service?
• What do you like most about our new product/service?
• What do you like least about our new product/service?
• What do you wish our product/service did that it doesn’t do?
• What feature do you think we should add to help improve the product experience for you?
• How would you feel if this product/service was no longer available?
• What challenges do you currently face in your industry (related to this product/service)?
• What problem were you trying to solve by buying a product/service in this category?
• What similar products/services have you used to solve this problem in the past?
• Describe what was happening the day you decided to solve this problem.
• Is there anything else you’d like to add that wasn’t addressed in any of the previous questions in this survey?

Create a market research survey for your startup with Jotform

You can easily create a survey using one of Jotform’s 70-plus marketing survey templates . Simply choose a template and customize it to match your goals and your company’s branding. Then share it with a link, through email, or by embedding it on your website to start collecting responses.

The free market research survey template is fast and easy to set up. It allows you to collect demographic information such as age, gender, household income, and education level, and its multiple-choice format makes it simple for respondents to complete. Customize it with your company logo, change the text and colors, and you’ll be ready to go. Or for another option, choose this market research template .

It’s easy to embed surveys in a website , and thanks to Jotform Tables , you can collect, organize, and manage data as well as track survey responses in an all-in-one workspace. Finally, Jotform Report Builder allows you to visualize your survey results and turn them into beautiful, professional reports and presentations that automatically update with each new submission. You can present your reports or share them in seconds — for free.

Photo by Annie Spratt on Unsplash

Thank you for helping improve the Jotform Blog. 🎉

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Customer Feedback Surveys: Types, Questions, and Templates

12 min read

Customer feedback surveys serve as invaluable tools for gathering actionable insights directly from your audience.

However, it’s important to know when and how to trigger the forms to gather user feedback , for increased response rate and data credibility.

In this article, we explain the definitions, types, examples, and best practices of customer feedback questionnaires to help you increase your response rate.

• Customer feedback forms gather user insights and sentiments that allow you to improve your product/service.
• Collecting customer feedback helps to build user-centric products, measure satisfaction, identify areas for improvement, and boost user retention.
• Customer Satisfaction Score (CSAT). Track overall satisfaction with your product or service.
• Net Promoter Score (NPS). Measure customer loyalty by asking how likely they are to recommend your product to others.
• Customer Effort Score (CES). Determine your platform’s ease of use.
• For close-ended questions . Use a Likert or rating scale, give dichotomous options, or offer multiple choices.
• For open-ended asks. Allow users to answer using their own words.
• Onboarding. Rate from one to five your overall satisfaction with the onboarding process .
• Customer service experience. Overall, how would you rate your experience with our customer service team?
• Product usage. Have you encountered any issues or challenges while using our product? If yes, please describe.
• Product usability . Did you find it easy to navigate through our product?
• Quality. Which specific aspects of our product do you find most valuable?
• New feature release. Were there any features or functionalities missing from the new release that you would have expected to find? If yes, please describe.
• Customer experience. How was your experience with our product?
• Customer loyalty. On a scale of 1 to 10, how satisfied are you with your overall experience using our product?
• Best practices for feedback collection involve triggering the surveys in context, keeping them short, avoiding leading questions, and closing the feedback loop.
• To collect user feedback by building in-app surveys and keep track of your analytics in the same place, try Userpilot. Get a demo .

Try Userpilot and Take Your Customer Satisfaction to the Next Level

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What are customer feedback surveys?

Customer feedback surveys are a way of gathering user insights and sentiments about your product. Through a customer satisfaction survey, companies can determine what’s working and what’s not and plan for new features or improvements.

For example, a poor result in onboarding overall satisfaction shows that you need to offer a better experience to new users.

Why should you collect customer feedback?

Collecting customer feedback allows you to build user-centric products that serve them better. But also, you should launch a customer survey to gather feedback and:

• Measure customer satisfaction over time. Stay on top of the CSAT and your NPS rates by using surveys to discover user expectations and feelings. Use the same scale over time to compare year-on-year results.
• Identify areas of improvement. Gather actionable analytics , review the customer sentiment, and determine which aspects of your platform could use more work.
• Increase user retention. Collect customer feedback to build a direct line of communication with your users. Showing that you listen to their ideas can help improve your customer retention.

Types of customer satisfaction surveys

There are different types of customer satisfaction surveys in SaaS depending on the insights that you want to get.

For example, you’ll ask different questions to measure customer satisfaction vs. to track whether or not they’d recommend your platform to others.

Here are the types of questionnaires to keep in mind when creating customer satisfaction surveys:

1. Customer satisfaction score (CSAT) surveys

The CSAT is a metric that reveals overall satisfaction. To determine your business’s CSAT, ask different questions to your users via a customer satisfaction survey.

It’s crucial to ask users to answer on a rating scale of five or seven points to get quantitative answers. Look at this CSAT survey template for inspiration.

The question usually starts with “On a scale of 1 to 5, how satisfied are you with X?” or “Rate how satisfied you are with X.”

The X can change depending on your goals, i.e., to measure post-product upgrade satisfaction, interactions with your customer service teams, or your onboarding process .

2. Net Promoter Score (NPS) surveys

This type of customer satisfaction survey measures customer loyalty and retention . You get an NPS by asking users how likely they are to recommend your platform.

The NPS is tracked on a scale of one to ten and separates the answers into three groups:

• Detractors . Customers who feel dissatisfied with your product (ratings from one to six).
• Passives . Indecisive or not overly satisfied, but also not unsatisfied customers (seven and eight ratings).
• Promoters . People who are excited about your product, are loyal, and will recommend it to others (ratings nine and ten).

Choose one of the types of NPS surveys (relationship or transactional) that fits your goals best. Also, compare your NPS with benchmarks of customer satisfaction in the industry.

3. Customer effort score (CES) surveys

The third type of customer satisfaction survey measures the CES. This KPI determines product ease according to users.

You can get this score by asking questions such as: “On a scale of one to five, how easy did you find it to complete X?”

You can use a customer effort score survey template to determine how easy it is to:

• Navigate your website.
• Adopt new features.
• Find support.
• Complete onboarding tasks.

Types of customer survey questions

Just like there are different types of surveys, there are diverse forms to ask questions. These can be open-ended or close-ended survey questions .

Here’s a list of five types of survey questions :

1. Likert scale questions

The Likert scale is a method to quantify answers based on a very specific range from five to seven points. These usually help determine a customer’s level of agreement or disagreement.

For instance, a question such as “How satisfied are you with our customer service?” allows respondents to rate their experience along a spectrum of satisfaction – from Very dissatisfied to Very satisfied.

2. Rating scale questions

This is similar to the above, but rating scale questions usually refer to a numerical or a more vague range. E.g., rate from 1 to 5, and use these emojis to determine your satisfaction, on a scale of dissatisfied to very satisfied. For example:

Q: On a scale of 1 to 5, how satisfied are you with our onboarding guidance?

A: 1 – – – 5

3. Dichotomous questions

Ask questions with two possible answers and let the customer decide between them, i.e., yes/no, agree/disagree, or truth/false.

The goal of dichotomous questions is to gather the absolutes. I.e., overall, is the user more satisfied or dissatisfied with your product? For example:

Q: Did you find the information provided helpful?

Use open-ended questions to follow up and gain more information.

4. Multiple choice questions

As the name implies, these questions present customers with several options to choose from. Here, customers can select one or multiple answers that apply to their experience. For example:

Q: Choose one from the list below. Which of the following features do you find most valuable?

A: a. Automated reporting; b. Integration capabilities; c. Customizable dashboards; d. AI-driven analytics; e. Others (Please specify).

5. Open-ended questions

Contrary to all of the above, these are questions where users get to write their answers. The goal of open-ended questions is to gain details and verbatim of the user experience.

These constitute the qualitative part of the survey responses. You can usually add open-ended questions at the end of the survey as a follow-up. For example, you can trigger different NPS follow-up questions depending on the score they chose.

Q: Can you expand on why you wouldn’t recommend the product to others?

Templates for customer satisfaction survey questions

Use these templates to build customer satisfaction surveys and gather insights across the full customer journey lifecycle. Here are questions to ask for different purposes:

For measuring onboarding satisfaction

A good onboarding survey should have around seven to ten questions to maximize the chances of getting answers. So, mix some closed-ended questions with one or two open-ended ones.

Build your internal customer onboarding feedback survey template to measure satisfaction with your customer’s response onboarding experience consistently over time. Examples include:

Rating or Likert scale questions :

• How would you rate the accessibility of resources (e.g., knowledge base, help center) during the onboarding process?
• Rate from one to five your overall satisfaction with the onboarding process .
• How would you rate the onboarding experience compared to similar products you’ve used in the past?

Dichotomic questions :

• Are the onboarding materials (tutorials, guides, etc.) helpful?
• Do you agree or disagree with this statement: The onboarding was comprehensive and contained useful learning materials.

Open-ended questions :

• Were there any aspects of the onboarding process that you found particularly confusing or unclear?

For evaluating the customer service team experience

The best way to reduce the customer service gap is by identifying your customer expectations and needs in terms of the customer support team itself. You can do this through customer service surveys .

Here are some customer satisfaction survey examples for service rating:

• Based on the recent interaction with X customer service representative, how satisfied or dissatisfied are you with our company?
• Overall, how would you rate your experience with our customer service team?
• How would you rate the accessibility of our customer service channels (e.g., live chat, email, phone support)?

Dichotomic + open-ended questions :

• Were there any challenges or frustrations you encountered while interacting with our customer service team? If yes, please explain. (Dichotomic + open-ended)

For determining product and usage frequency

Ask product survey questions to gain insight into your product’s usage. For example, if you want to know which features people value the most.

Product satisfaction surveys are different than heat maps because you get to discover the customer sentiment behind usage.

Examples of questions to ask here:

• Truth or false: I use X feature every time I interact with the product.
• Have you encountered any issues or challenges while using our product? If yes, please describe.
• Are there any specific tasks or processes for which you primarily use our product?
• Are there any features or functionalities that you would like to see added or improved in our product to better meet your needs?
• Why did you choose our product over your previous solution?
• If you had to modify or add something to our product, what would it be?

Multiple choice questions :

• How often do you use our product every week?
• Which specific features of our product do you use most frequently?

For measuring product usability

The goal of a product feedback survey is to identify key aspects of your product that might be confusing or overly complicated to your users and come up with a plan to fix them.

Here are some customer satisfaction survey templates to determine issues with the customer experience:

Likert or rating scale questions :

• Overall, how would you rate your satisfaction with our product usability?
• How would you rate the clarity of provided instructions within our product?
• Rate your agreement with this phase: I know where to find the help desk.
• Did you find it easy to navigate through our product?
• Truth or false: The website is easy to navigate.
• Were there any features or functionalities within our product that you found confusing? If yes, please describe.
• Did you encounter any errors or bugs while using our product? If yes, please describe.
• Which feature did you find easiest to use? a. AI-driven analytics. b. Interactive dashboards. c. Automated alerts.

For assessing your product or service quality

A picture is worth a thousand words but poor quality can cost you thousands. Stay on top of how your users perceive the quality of your product/service over the years. Use their answers to influence future product improvements.

Ask these product evaluation survey questions :

• How satisfied are you with the pricing of our [product/service]?
• On a scale of one to seven, rate your likeliness to renew your subscription or continue using our product/service based on the value it provides.
• How disappointed would you be if you could no longer use our product?
• Which specific aspects of our product do you find most valuable? a. Features. b. Integrations. c. Ease of use. d. Customer service. e. Overall customer experience.
• What do you think sets us apart from our competitors? a. Features. b. Integrations. c. Ease of use. d. Customer service. e. Overall customer experience.

For gaining feature release feedback

Query your existing customers on their satisfaction levels with your new feature right after launch. Measure the effectiveness of the new functionality and assess basic usability through questions of this sort:

Likert or rating scale questions:

• Overall, how would you rate your satisfaction with the recent feature release?
• Rate from dissatisfied to very satisfied, how content you are with X feature.

Dichotomic + open-ended questions:

• Have you encountered any issues or challenges while using the new feature(s)? If yes, please describe.
• Were there any features or functionalities missing from the new release that you would have expected to find? If yes, please describe.
• Are there any additional features or improvements you would like to see in future updates? If yes, please describe.

For evaluating the customer experience

Happy customers have a good experience and recommend your product to others. Create customer experience surveys to collect their opinions on your overall product or service experience.

Here’s a possible customer satisfaction survey template for measuring experience:

• How was your experience with our product?
• How would you rate the helpfulness of our customer service representatives?
• Did you encounter difficulties using our product? If yes, please describe.
• Is there anything else you’d like to share about your experience with us?
• What is one thing we could do to improve your experience with [product or service]?

For tracking customer loyalty

As you know, satisfied customers are usually loyal ones. So, review this metric in tandem with others and segment customers depending on how they feel about your company. Assess their loyalty levels by asking these questions:

• On a scale of 1 to 10, how satisfied are you with your overall experience using our product?
• How likely are you to recommend our product to others?
• If you were to change companies and were in charge of using a tool for X, would you recommend us? (Yes/No)
• What is the main reason we won your business?

Best practices to improve feedback collection across the customer journey

To improve your survey distribution and data collection, here are a few best practices we recommend:

• Contextualize the customer satisfaction survey. Trigger questions based on specific interactions or at certain times during the customer lifecycle. A contextual, in-app survey can increase your response rate and have higher credibility.
• Keep them short and simple. Avoid asking multiple questions, especially if you include open-ended ones. Try to stick to three to five for in-app questionnaires. This helps prevent survey fatigue and increase completion rates.
• Avoid leading questions . These are the kinds of questions that hint at the answer. For example, “Our support team solved your problems quickly, haven’t they?” This can result in survey bias and inaccurate survey data.
• Close the customer feedback loop . Show your customers that you care about them and are willing to fix their pain points by getting back to them. Inform them about changes, plans, or future improvements based on their feedback.

With careful planning and implementation, customer feedback surveys are powerful tools to improve your customer satisfaction survey’s efficacy. It’s also best to use a no-code tool for the automation and scalability of your in-app surveys.

Interested in collecting actionable insights from your users? Get a demo to start building your own customer feedback survey without coding!

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Research Questions: Types and Research Question Examples

The complete guide to research questions, including examples and sample research questions.

Research questions are critical components of any scientific investigation, guiding researchers toward focused preliminary research and assisting them in producing significant results. They provide a clear direction and purpose for the research paper and serve as the cornerstone.

In this article, we will discuss the significance of research questions and present 27 examples from diverse fields to demonstrate their variety and application.

What are the research questions?

Research questions are defined as fundamental questions that facilitate a research project, a research study, a dissertation, a thesis, or a review. It allows researchers to collect relevant information to narrow the study's purpose and solve the research problem.

Asking appropriate research questions is the most crucial step in market research projects. You can use the insights from your own research questions to determine the path of the study. These insights also play an essential role in conducting a survey, analyzing obtained data, and reporting the analyzed information.

Choosing the right research questions helps you decide whether qualitative and quantitative research methods are best. The main objective of your research and the research theme define the type of qualitative or quantitative research questions you use.

The target audience and kind of research you're conducting also play significant roles. Below are a few research question ideas and good research question examples.

27 Research questions examples

To develop research questions for your academic research or marketing study, you must understand the types of questions available. Let's look at examples of research questions and sample research questions in general. Use these existing methods or research question examples to build beautiful surveys.

01. Open-ended research question

Open-ended questions are widely used in qualitative research and are common examples of qualitative research questions. Open-ended questions capture open responses from a research audience and open the door for text-based analysis of the data you receive.

This type of question forms the foundation of online qualitative research conducted using surveys and questionnaires.

Below is an example of an open-ended research question:

02. Multiple choice research question

Researchers use multiple-choice research questions to capture single or multiple responses from your research audience. They typically use these market research questions when conducting poll-based research, where the audience needs to select multiple responses to one problem. It can also be used with single-select answers to limit the number of answers a respondent can choose.

Below is an example of a multiple-choice research question with a single-select answer option:

03. Rank order scaling research question

This is a ranking-type question that offers multiple answer options. The participant selects answers in order of preference. Researchers usually use these research questions to understand respondents' opinions on preferred brands or products.

You can use data from rank order questions to determine which product a respondent prefers, even if they enjoy multiple products. For example, someone may like chocolates, cakes, and candy, but which do they like the most?

Rank-order scaling questions are the right research questions to determine which dessert is most loved by the respondent.

Below is a typical example of rank order:

04. Rating scale research question

Rating scale research questions capture responses based on a continuous scale rather than individual points. It is often used in medical research visual analog scales or pain scales, where patients need to rate their pain level. Another example would be a typical experience-based rating scale, like the example below.

05. Net promoter score question

Brands typically use a Net Promoter Score question to evaluate customer loyalty and brand recommendations. This question type is prevalent in consumer research, where this single question can provide numeric insights into the customer experience.

The data collected from Net Promoter Score questions allows you to see how many of your brand's followers are actively promoting your brand. You also get insight into how many are actively not recommending your products. For example, respondents answer this question on a scale of 0-10:

As per their rankings, respondents are classified under either of the three groups: Detractors (0-6), Passives (7-8), and Promoters (9-10).

06. Likert scale research question

The Likert scale question presents a psychometric scale with different answer options such as agree/disagree, very frequently/not very often, important/unimportant, and other similar polarizing nature questions. Generally divided into even and odd Likert scale questions, they are highly popular with researchers due to the accuracy of their results.

07. Semantic differential scale research question

A semantic differential scale question quantifies the feelings and opinions of a respondent. This question type uses a multiple-point rating scale to understand better the respondent's feelings on a particular service, brand, organization, or product. The scale features polarized opinions on either end, with a neutral option in the middle.

08. Stapel scale research question

It is a unipolar research question with a +5 to -5 rating scale for the respondents to rate a single factor. These questions often involve offering the respondent an adjective or trait in conjunction with a brand or product. The respondent uses the scale to determine whether the attribute accurately or inaccurately describes the brand, product, or organization.

09. Constant sum research question

A numeric answer question allows a researcher to collect ratio data about the answer options' factors. Respondents can assign a particular value to an entity, and the other entities can be comparatively rated.

10. Demographic research question

Demographic questions are based on a person's age, gender, family income, race, ethnicity, education, and other defining factors. Research about whether a specific product will be effective with a particular age or gender group can be carried out using demographic research questions.

11. Matrix table research question

It is a multiple-choice, close-ended question where multiple parameters are rated using the same column answer options. Matrix questions work similarly to any other scale questions but allow for more efficient use of space. Instead of asking five questions about the quality of different customer experiences, you can use just one question to capture the data.

12. Side-by-side matrix research question

Side-by-side matrix research questions allow the respondent to rate multiple variables at once. Like a single matrix, these research questions will enable you to compact your survey. However, you mustn't overload respondents with too many matrix questions, as they require more thought to answer. It can lead to high dropout rates.

13. Static content question

This question is an option for the researchers to include descriptive research questions such as presentation text, heading, or subheading. Static content isn't technically a question, as it is used for display purposes only. Instead, your static content can provide participants with important information about a section or your survey.

14. Miscellaneous question

Miscellaneous questions allow you to ask questions that don't fit into another category. Some types of demographic or categorizing questions are best used as miscellaneous questions.

15. Visual analog scale question

A visual analog scale is used to analyze pain levels among patients and generally evaluate characteristics across a constant range of values. It gives a picture or graphic that depicts various feelings on a scale. The respondent uses the images to help determine where they fall on the scale.

16. Image chooser-type question

Images are perfect tools to enhance user experience and, in turn, increase response rates for research. Image research questions help make your survey more visually appealing while decreasing the time a respondent needs to answer a question. Using select one, select many, or image rating matrix question options prompts several respondents to reply to the research survey.

17. Data reference question

Reference data research questions are used to accumulate or approve zip code data against standardized data.

18. Upload data question

Respondents can upload images, digital signatures, or videos with their research responses. Upload data questions are the right research questions for collecting signatures or accepting submissions.

19. Choice model question

Conjoint analysis and Maximum Difference questions fall under the category of choice model research questions. Conjoint analysis is used to understand respondent preferences about two or more entities. Maximum Difference is used to rate up to 30 factors such as features, interests, the scope of improvement, or the potential positioning of an upcoming product.

20. Dichotomous research question

These question types have Yes/No/Maybe, True/False, and Agree/Disagree answer options. Using them extensively in research is not advised due to the limited insights received.

21. Leading research question

A leading question is a market research question that pushes respondents to answer a particular question in a specific manner based on how they are framed. Leading questions often already contain information that the survey creator wants to confirm rather than try to get a correct and unbiased answer to that question.

22. Text slider research question

A text slider research question is a rating scale question type that uses an interactive slider to select the most appropriate option. Rating scales are often used to measure the direction and intensity of attitudes. The scale is well-defined and increases at an equal rate.

23. Push to the social research question

Push to social research questions allows respondents to share positive reviews or feedback on social media sites like Facebook and Twitter. This question creates a positive feeling about your brand on social media. Alternatively, this can be effectively used to collect and address negative feedback before it goes out on social media.

24. Max diff research question

Max Diff is a question type where respondents are given a set of attributes and asked to indicate the best and worst. In this research question type, there is only one of each option in the final response. For example, if a bank wants to understand payment merchants' preferences, the question can be asked in the following format.

25. Van Westendorp-price sensitivity research Question

The Van Westendorp-Price Sensitivity is a technique for market researchers to gauge consumer perceptions of products or services' value. It helps in understanding the need to tweak the price and offering. For example, if a software product manufacturer wants to know how to price a product, the following question could be asked:

26. Date/time research question

The date/Time research question type allows for collecting date/time information filled in by a respondent. For example, the following question can answer questions about the date of birth.

27. CAPTCHA research question

This research question type limits the number of phony responses in a survey or data collection by automated computer programs.

Importance of using the right research questions

When a research program is initiated, it requires a channel to accurately collect data for the study. Research questions form this channel and help a researcher to kick-start the research.

As the research continues, these questions are molded according to the original insights, which shape a practical study. Your first research questions may not be the final step in the research process, but they are the first to build your research hypothesis.

The importance of research questions can be highly subjective. For some researchers, formulating research questions might be necessary because they provide insights into essential decision-making factors.

Or example, a focused research question could give you vital data about funding needs or how to find the right resources to reach business goals.

How to write a research question to capture accurate information

What are the good research questions? Specific research questions are much more useful than template questions. Follow these six steps to learn how to write questions for research:

• Select a broad research topic that interests the target audience: You must choose an intriguing topic to target respondents. Interesting research topics encourage respondents to complete the survey on time. The problem should be vague enough that you can create plenty of the right research questions. You don't want your topic to be so specific that you can't produce enough questions to gather the needed data.
• Conduct rough research on your topic: Conduct primary research to analyze what information is available and what can be explored. This way, you can decide which case is most likely to achieve the best results based on what data is not currently available.
• Keep the target audience in mind: You must keep your target audience in mind and slowly narrow your research to a topic that caters to a particular set of people. It will help gather precise research information to make products and services customer-centric and boost your business.
• Frame appropriate questions: Draft a research questionnaire with open-ended and closed-ended questions to help you get the necessary information. You can use question framing to help you get the most information out of a respondent. For example, offer an open-ended and closed-ended questions about one particular product next to one another in your survey.
• Analyze these research questions: Once the questions are framed and ready to be sent out, you must analyze the questions' effectiveness. If there is room for improvement, these questions need to be revisited and reframed.
• Brainstorm the possible outcomes: After creating appropriate questions, you can map out your questions' potential responses. What types of answers are you expecting? Will they support your current plan? If not, what changes can you make to serve customers better based on their responses? This step helps prepare everyone involved in the survey and data analysis of a potential plan of action based on the study's top possible outcomes.

Three points to remember while writing research questions: Ordering your questions is vital to give a sense of flow to the survey. Always rank your items from simple concepts to more complex ones. Here are tips on how to write a research question.

• Right research questions start with a problem that needs to be solved.
• Research questions must be engaging enough for customers or employees to invest their time. At the same time, your questions need to provide data that can actually be used to better your brand or organization.
• Your questions should be straightforward to understand. It helps keep respondents engaged while also collecting the most accurate answers. If a respondent doesn't understand a problem, they may back out of the survey or choose an answer randomly.

What are examples of good research questions?

Clear, specific, pertinent, and capable of producing new knowledge with existing knowledge or insights are all characteristics of good research questions. Here are a few examples of good research questions from many disciplines:

• Question: What specifications would you like us to launch with our next mobile phone? The reason why it is a good research question: The question asks about a specific product. It will give respondents room to explain what they expect from an upcoming product.
• Question: What steps do you suggest to tackle the current situation of world poverty? The reason why it is a good research question: This question is simply put in practical terms so that the respondents can reply honestly to this open-ended question.
• Question: Among all our products, which one do you think is the most successful? The reason why it is a good research question: By asking respondents which product they think is most successful, you gain valuable insight into the perception of your various products.
• Question: How can online users deal with trolls on social networking websites? The reason why it is a broad research question: These are focused research questions that are well-constructed and understandable.
• Question: As a customer, what qualities in an organization appeal to you, and what can be done to make you stay loyal? The reason why it is a broad research question: The reason why it is a good research question: This question is complicated yet conveys the message.

It is important to ensure that research questions are specific, relevant, and attainable. Researchers can then begin with relevant questions that have the potential to make significant improvements to their respective professions.

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• → How to analyze survey data: Survey da...

How to analyze survey data: Survey data analysis best practices

Survey data analysis involves reviewing raw materials and transforming them into key insights. Learn how to analyze survey data and best practices here.

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The results are in. You’ve written the questions, found the right people to ask, and got your answers back—now what?

Perfect surveys sent to insightful respondents can become entirely useless if the results aren't coherently and comprehensively analyzed..

So, don’t run and hide.

We know the phrase “survey data analysis” sounds technical and exclusive, but it’s not as scary as it seems. By following a few simple guidelines on how to analyze survey data, you can draw insights from it yourself.

What is survey data analysis?

Survey data analysis is the process of turning survey responses into compelling insights. This includes taking all of your collected data and transforming it into something actionable. Whether it’s open-ended essays, multiple-choice answers, or other questions to ask , you can take this information and uncover patterns and helpful insights. 

Some survey data analysis methods include sorting data into categories and using statistical tactics to identify trends and patterns. The goal is to take these raw data responses and turn them into a clear story that answers your research questions to help you make informed decisions.

Getting started with survey data analysis

Before you get started crunching the numbers and performing a survey data analysis, there are a few pieces of information you need to gather.

First, you need to know the number of total respondents. This number will indicate how large your sample is and how much you can rely on your results. It’s always a good idea to gather people’s opinions, but if 5,000 people attended a concert and only five people answered your survey, you can’t really treat those five answers as representative of the whole group.

Secondly, you need to calculate your survey response rate . This is a straightforward percentage—calculate it by dividing the number of responses you received in total by the number of people you asked to fill out the survey. The higher your response rate and the higher your total number of respondents, the more you can trust your survey data to be representative of the sample as a whole.

How to analyze survey data

The first step when analyzing survey data is to turn your individualized responses into aggregated numbers. This sounds complicated, but really, it just means you need to do some counting.

For every question in your survey, you need to know the total number of people who answered with each response. Take a look at this example question:

By aggregating your responses, you're simply counting how many people answered a, b, c, and d, respectively. If 100 people took your survey, the aggregated results would look something like this:

In the last six months: 30

Six months to a year ago: 40

One to two years ago: 20

Over two years ago: 10

Now, if your survey was conducted through a survey host, your online survey results should be aggregated automatically, so there’ll be no need to add the numbers.

Qualitative vs. quantitative data

Once you have all of your aggregated answers, it’s time to start making some sense of the survey data.

Our brains can make sense of percentages much more quickly and easily than whole numbers. It's also far easier to compare different percentages rather than whole numbers.

Say you wrote a survey asking 5-year-olds for their favorite colors. Just saying that 67 children chose red as their favorite color means very little. However, saying that 23% of the children chose red as their favorite color, compared to 50% who chose blue, gives you a much clearer indication of the relative popularity of one color.

If you’ve asked people to write feedback or long-form answers, leave these until the end.

You don’t want the qualitative data to bias your quantitative analysis. Focus on the numbers first, and hopefully, once you have a clear idea of what the sentiment is, the qualitative answers will be able to help you understand why that might be the case.

How to cross-tabulate survey data

Cross-tabulating your data is where you can really begin to draw insights from your survey results instead of just statistics. It can help you add context to your numbers and explore how different groups of people behave or how different factors might affect a single outcome.

When you plan your survey, you'll have considered the different comparisons you'd like to make. For example, maybe you’d like to know if older people are more likely to enjoy eating olives.

Your question might be something like this:

Now, in the first round of your data analysis, you might have already divided the respondents into two groups to work out the split between people who like and don't like eating olives.

So let’s say the results of this olive question were:

Like olives: 542 people (46%)

Dislike olives: 630 people (54%)

To cross-tabulate your data, you’ll need to map another variable onto this one.

We’re interested in whether tastes change with age, so let’s use that age as our second variable and ask:

With these results, you can plug them into a Google Sheet and start to see if there are any correlations:

Imagine you have a client who is looking at marketing their olive brand directly to people under 35. You could ask these two questions and look at the split between olive lovers and haters just within this subgroup and see how it compares to the overall average splits.

Benchmarking survey data

Data means very little to us without context and meaning. Turning your numbers into percentages makes comparisons easier, but although proportionally, we can recognize exactly what 75% means, how can we know if that is good?

The answer is benchmarks.

Setting benchmarks is key to making sense of the data and working out what those percentages really mean.

Some of the most common benchmarking techniques involve comparisons between this survey’s results and the data from the last time the survey was collected. To do this effectively, you need to make sure that you are comparing the results of the same question from each survey .

Setting a benchmark using last year’s data is easy. You simply take the percentage splits of responses to a certain question and treat these as your starting point. Then, you can easily see if this month’s data is above or below that benchmark.

Year-over-year or month-over-month comparisons are an excellent way of tracking progress. They allow you to see whether trends are emerging or how much responses have changed in a given period. This is known as longitudinal analysis.

If this is your first time collecting data, no worries, you can still set some benchmarks. Instead of comparing your results to last month's or last year’s data, you can calculate the overall total split between responses for each question and treat this as your benchmark or baseline.

Once you begin to cross-tabulate and break your respondents down into further categories, you can compare their results to your benchmark to place their statistics in context. 

If a value is higher than the average , we can say that this category is over-indexing , and if the value is lower , we can say that the category under-indexes . This gives some context to the statistics and starts letting you draw out some real insights from your survey data.

Why you need to analyze survey data

Quantitative data is extremely valuable when interpreting survey results. However, the numbers themselves are unlikely to provide a concrete answer as to why something happened or why people hold a certain opinion.

Understanding why respondents answered in the way that they did is when you can really start to address problems and make changes. This is where the real insight is born.

Sometimes, the “why” will be answered with direct questions in the survey and sometimes with multiple-choice boxes. Other times, it will be up to you as the survey analyst to determine causation, if possible. And this is where we need to be careful.

It's easy to become sucked into a trap when analyzing survey data and start to see patterns everywhere. This isn't necessarily a bad thing, as identifying a correlation between two variables is a key part of interpreting survey results. However, the danger is that we often make assumptions instead.

Assumptions about the data can be hopes or expectations, conscious or subconscious. However, realizing when we are making assumptions can help us avoid any problems further down the line and prevent us from wasting time.

Ultimately, no one wants to find out their assumptions were false after the survey analysis is complete. Similarly, you wouldn’t want a critical assumption to be false and never even realized.

Survey data analysis examples

Correlation occurs when two different variables move at the same time.

A classic example is the sale of seasonal products. During the summer, swimming pool and barbecue sales rise. When plotted on a graph, the two variables move in the same direction at the same time. However, there's no direct connection between these two variables. People buying barbecues isn't the reason the sales of swimming pools increase.

Causation, on the other hand, occurs when one factor directly causes a change in another factor.

For example, in the case of seasonal products, the weather is a key factor. As the temperature rises in the summer, so do barbecue sales. Barbecue sales here are a variable that's dependent on the weather, and there's a key link between them.

When interpreting survey results, it's easy to mistake correlation for causation. Just because two variables move at the same time, it doesn't mean that one is directly influencing the other.

This is where qualitative data comes in. If you’ve asked your respondents to fill in longer-form answers to explain why they chose a certain response, analyzing these answers can give you the insight you need to work out why.

How to report back on your survey data

When sharing your survey data analysis, remember that the story is what makes it interesting, not the numbers.

The percentages you've calculated are vital evidence for your argument, but your analysis needs a narrative to have a real impact on people's thinking.

If you can, always provide context with your statistics, either comparing them to the same survey from last year or comparing groups of people in the same year’s data. Benchmark your numbers so that your audience is immediately aware of whether what they are seeing is positive or negative.

If you are unable to provide recommended actions based on your survey data analysis, at least signpost the key areas that need attention so the relevant parties can begin to tackle the problem if necessary.

When you visualize your data, remember that while long reports can be fascinating, most people won’t read them. Whoever you are presenting to is unlikely to want to listen or read as you walk them through your survey analysis methods step-by-step, so don’t feel like you have to include every single calculation you made in your report.

Put yourself in your audience’s shoes and determine their interests and priorities. Only give them the information if it is relevant to them, they will understand it, and there's something they can do with this new information.

About the author

We're Typeform - a team on a mission to transform data collection by bringing you refreshingly different forms.

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United States Provider Experiences with Telemedicine for Hepatitis C Treatment: A Nationwide Survey

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Background: Hepatitis C virus (HCV) elimination requires treatment access expansion, especially for underserved populations. Telehealth has the potential to improve HCV treatment access, although data are limited on its incorporation into standard clinical practice. Methods: We conducted a cross-sectional, e-mail survey of 598 US HCV treatment providers who had valid email addresses and 1) were located in urban areas and had written >20 prescriptions for HCV treatment to US Medicare beneficiaries in 2019-20 or 2) were located in non-urban areas and wrote any HCV prescriptions in 2019-20. Through email, we notified providers of a self-administered electronic 28-item survey of clinical strategies and attitudes about telemedicine for HCV. Results: We received 86 responses (14% response rate), of which 75 used telemedicine for HCV in 2022. Of those 75, 24% were gastroenterologists/hepatologists, 23% general medicine, 17% infectious diseases, and 32% non-physicians. Most (82%) referred patients to commercial laboratories, and 85% had medications delivered directly to patients. Overwhelmingly, respondents (92%) felt that telehealth increases healthcare access, and 76% reported that it promotes or is neutral for treatment completion. Factors believed to be "extremely" or "very" important for telehealth use included patient access to technology (86%); patients' internet access (74%); laboratory access (76%); reimbursement for video visits (74%) and audio-only visits (66%). Non-physician licensing and liability statutes were rated "extremely" or "very" important by 43% and 44%, respectively. Conclusions: Providers felt that telehealth increases HCV treatment access. Major limitations were technological requirements, reimbursement, and access to ancillary services. These findings support the importance of digital equity and literacy to achieve HCV elimination goals.

Competing Interest Statement

Dr Kapadia reports grants to his institution from Gilead Sciences Inc unrelated to the current study. Dr. Patel is part of the Speakers Bureau for Gilead Sciences. Dr. Talal reports grants to his institution from Gilead Sciences, Merck, and Abbott Laboratories. He has also served on advisory committees and as an advisor to Gilead Sciences, Novo Nordisk, and AbbVie. All other authors report no conflicts of interest.

Funding Statement

This work was supported in part by R01 DK123205 (to MS, MTW, EW, AHT), K01 DA048172 (to SNK), a Patient-Centered Outcomes Research Institute (PCORI) Award (IHS-1507-31640) (to AHT) and the Troup Fund of the Kaleida Health Foundation (to AHT). The opinions expressed in this work are those of the authors, and do not necessarily reflect the views of the funding agencies or the US Government.

Author Declarations

I confirm all relevant ethical guidelines have been followed, and any necessary IRB and/or ethics committee approvals have been obtained.

The details of the IRB/oversight body that provided approval or exemption for the research described are given below:

The IRB of the Biomedical Research Alliance of New York (BRANY) gave ethical approval for this work.

I confirm that all necessary patient/participant consent has been obtained and the appropriate institutional forms have been archived, and that any patient/participant/sample identifiers included were not known to anyone (e.g., hospital staff, patients or participants themselves) outside the research group so cannot be used to identify individuals.

I understand that all clinical trials and any other prospective interventional studies must be registered with an ICMJE-approved registry, such as ClinicalTrials.gov. I confirm that any such study reported in the manuscript has been registered and the trial registration ID is provided (note: if posting a prospective study registered retrospectively, please provide a statement in the trial ID field explaining why the study was not registered in advance).

I have followed all appropriate research reporting guidelines, such as any relevant EQUATOR Network research reporting checklist(s) and other pertinent material, if applicable.

Data Availability

All data produced in the present study are available upon reasonable request to the authors

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