research survey questions examples

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

• Free Account
• Product Demos
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories
• Artificial Intelligence
• Market Research
• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO

Academic Experience

How to write great survey questions (with examples)

Learning how to write survey questions is both art and science. The wording you choose can make the difference between accurate, useful data and just the opposite. Fortunately, we’ve got a raft of tips to help.

Figuring out how to make a good survey that yields actionable insights is all about sweating the details. And writing effective questionnaire questions is the first step.

Essential for success is understanding the different types of survey questions and how they work. Each format needs a slightly different approach to question-writing.

In this article, we’ll share how to write survey questionnaires and list some common errors to avoid so you can improve your surveys and the data they provide.

Free eBook: The Qualtrics survey template guide

Survey question types

Did you know that Qualtrics provides 23 question types you can use in your surveys ? Some are very popular and used frequently by a wide range of people from students to market researchers, while others are more specialist and used to explore complex topics. Here’s an introduction to some basic survey question formats, and how to write them well.

Multiple choice

Familiar to many, multiple choice questions ask a respondent to pick from a range of options. You can set up the question so that only one selection is possible, or allow more than one to be ticked.

When writing a multiple choice question…

• Be clear about whether the survey taker should choose one (“pick only one”) or several (“select all that apply”).
• Think carefully about the options you provide, since these will shape your results data.
• The phrase “of the following” can be helpful for setting expectations. For example, if you ask “What is your favorite meal” and provide the options “hamburger and fries”, “spaghetti and meatballs”, there’s a good chance your respondent’s true favorite won’t be included. If you add “of the following” the question makes more sense.

Asking participants to rank things in order, whether it’s order of preference, frequency or perceived value, is done using a rank structure. There can be a variety of interfaces, including drag-and-drop, radio buttons, text boxes and more.

When writing a rank order question…

• Explain how the interface works and what the respondent should do to indicate their choice. For example “drag and drop the items in this list to show your order of preference.”
• Be clear about which end of the scale is which. For example, “With the best at the top, rank these items from best to worst”
• Be as specific as you can about how the respondent should consider the options and how to rank them. For example, “thinking about the last 3 months’ viewing, rank these TV streaming services in order of quality, starting with the best”

Slider structures ask the respondent to move a pointer or button along a scale, usually a numerical one, to indicate their answers.

When writing a slider question…

• Consider whether the question format will be intuitive to your respondents, and whether you should add help text such as “click/tap and drag on the bar to select your answer”
• Qualtrics includes the option for an open field where your respondent can type their answer instead of using a slider. If you offer this, make sure to reference it in the survey question so the respondent understands its purpose.

Also known as an open field question, this format allows survey-takers to answer in their own words by typing into the comments box.

When writing a text entry question…

• Use open-ended question structures like “How do you feel about…” “If you said x, why?” or “What makes a good x?”
• Open-ended questions take more effort to answer, so use these types of questions sparingly.
• Be as clear and specific as possible in how you frame the question. Give them as much context as you can to help make answering easier. For example, rather than “How is our customer service?”, write “Thinking about your experience with us today, in what areas could we do better?”

Matrix table

Matrix structures allow you to address several topics using the same rating system, for example a Likert scale (Very satisfied / satisfied / neither satisfied nor dissatisfied / dissatisfied / very dissatisfied).

When writing a matrix table question…

• Make sure the topics are clearly differentiated from each other, so that participants don’t get confused by similar questions placed side by side and answer the wrong one.
• Keep text brief and focused. A matrix includes a lot of information already, so make it easier for your survey-taker by using plain language and short, clear phrases in your matrix text.
• Add detail to the introductory static text if necessary to help keep the labels short. For example, if your introductory text says “In the Philadelphia store, how satisfied were you with the…” you can make the topic labels very brief, for example “staff friendliness” “signage” “price labeling” etc.

Now that you know your rating scales from your open fields, here are the 7 most common mistakes to avoid when you write questions. We’ve also added plenty of survey question examples to help illustrate the points.

Likert Scale Questions

Likert scales are commonly used in market research when dealing with single topic survyes. They're simple and most reliable when combatting survey bias . For each question or statement, subjects choose from a range of possible responses. The responses, for example, typically include:

• Strongly agree
• Strongly disagree

7 survey question examples to avoid.

There are countless great examples of writing survey questions but how do you know if your types of survey questions will perform well? We've highlighted the 7 most common mistakes when attempting to get customer feedback with online surveys.

Survey question mistake #1: Failing to avoid leading words / questions

Subtle wording differences can produce great differences in results. For example, non-specific words and ideas can cause a certain level of confusing ambiguity in your survey. “Could,” “should,” and “might” all sound about the same, but may produce a 20% difference in agreement to a question.

In addition, strong words such as “force” and “prohibit” represent control or action and can bias your results.

Example: The government should force you to pay higher taxes.

No one likes to be forced, and no one likes higher taxes. This agreement scale question makes it sound doubly bad to raise taxes. When survey questions read more like normative statements than questions looking for objective feedback, any ability to measure that feedback becomes difficult.

Wording alternatives can be developed. How about simple statements such as: The government should increase taxes, or the government needs to increase taxes.

Example: How would you rate the career of legendary outfielder Joe Dimaggio?

This survey question tells you Joe Dimaggio is a legendary outfielder. This type of wording can bias respondents.

How about replacing the word “legendary” with “baseball” as in: How would you rate the career of baseball outfielder Joe Dimaggio? A rating scale question like this gets more accurate answers from the start.

Survey question mistake #2: Failing to give mutually exclusive choices

Multiple choice response options should be mutually exclusive so that respondents can make clear choices. Don’t create ambiguity for respondents.

Review your survey and identify ways respondents could get stuck with either too many or no single, correct answers to choose from.

Example: What is your age group?

What answer would you select if you were 10, 20, or 30? Survey questions like this will frustrate a respondent and invalidate your results.

Example: What type of vehicle do you own?

This question has the same problem. What if the respondent owns a truck, hybrid, convertible, cross-over, motorcycle, or no vehicle at all?

Survey question mistake #3: Not asking direct questions

Questions that are vague and do not communicate your intent can limit the usefulness of your results. Make sure respondents know what you’re asking.

Example: What suggestions do you have for improving Tom’s Tomato Juice?

This question may be intended to obtain suggestions about improving taste, but respondents will offer suggestions about texture, the type of can or bottle, about mixing juices, or even suggestions relating to using tomato juice as a mixer or in recipes.

Example: What do you like to do for fun?

Finding out that respondents like to play Scrabble isn’t what the researcher is looking for, but it may be the response received. It is unclear that the researcher is asking about movies vs. other forms of paid entertainment. A respondent could take this question in many directions.

Survey question mistake #4: Forgetting to add a “prefer not to answer” option

Sometimes respondents may not want you to collect certain types of information or may not want to provide you with the types of information requested.

Questions about income, occupation, personal health, finances, family life, personal hygiene, and personal, political, or religious beliefs can be too intrusive and be rejected by the respondent.

Privacy is an important issue to most people. Incentives and assurances of confidentiality can make it easier to obtain private information.

While current research does not support that PNA (Prefer Not to Answer) options increase data quality or response rates, many respondents appreciate this non-disclosure option.

Furthermore, different cultural groups may respond differently. One recent study found that while U.S. respondents skip sensitive questions, Asian respondents often discontinue the survey entirely.

• What is your race?
• What is your age?
• Did you vote in the last election?
• What are your religious beliefs?
• What are your political beliefs?
• What is your annual household income?

These types of questions should be asked only when absolutely necessary. In addition, they should always include an option to not answer. (e.g. “Prefer Not to Answer”).

Survey question mistake #5: Failing to cover all possible answer choices

Do you have all of the options covered? If you are unsure, conduct a pretest version of your survey using “Other (please specify)” as an option.

If more than 10% of respondents (in a pretest or otherwise) select “other,” you are probably missing an answer. Review the “Other” text your test respondents have provided and add the most frequently mentioned new options to the list.

Example: You indicated that you eat at Joe's fast food once every 3 months. Why don't you eat at Joe's more often?

There isn't a location near my house

I don't like the taste of the food

Never heard of it

This question doesn’t include other options, such as healthiness of the food, price/value or some “other” reason. Over 10% of respondents would probably have a problem answering this question.

Survey question mistake #6: Not using unbalanced scales carefully

Unbalanced scales may be appropriate for some situations and promote bias in others.

For instance, a hospital might use an Excellent - Very Good - Good - Fair scale where “Fair” is the lowest customer satisfaction point because they believe “Fair” is absolutely unacceptable and requires correction.

The key is to correctly interpret your analysis of the scale. If “Fair” is the lowest point on a scale, then a result slightly better than fair is probably not a good one.

Additionally, scale points should represent equi-distant points on a scale. That is, they should have the same equal conceptual distance from one point to the next.

For example, researchers have shown the points to be nearly equi-distant on the strongly disagree–disagree–neutral–agree–strongly agree scale.

Set your bottom point as the worst possible situation and top point as the best possible, then evenly spread the labels for your scale points in-between.

Example: What is your opinion of Crazy Justin's auto-repair?

Pretty good

The Best Ever

This question puts the center of the scale at fantastic, and the lowest possible rating as “Pretty Good.” This question is not capable of collecting true opinions of respondents.

Survey question mistake #7: Not asking only one question at a time

There is often a temptation to ask multiple questions at once. This can cause problems for respondents and influence their responses.

Review each question and make sure it asks only one clear question.

Example: What is the fastest and most economical internet service for you?

This is really asking two questions. The fastest is often not the most economical.

Example: How likely are you to go out for dinner and a movie this weekend?

Dinner and Movie

Dinner Only

Even though “dinner and a movie” is a common term, this is two questions as well. It is best to separate activities into different questions or give respondents these options:

5 more tips on how to write a survey

Here are 5 easy ways to help ensure your survey results are unbiased and actionable.

1. Use the Funnel Technique

Structure your questionnaire using the “funnel” technique. Start with broad, general interest questions that are easy for the respondent to answer. These questions serve to warm up the respondent and get them involved in the survey before giving them a challenge. The most difficult questions are placed in the middle – those that take time to think about and those that are of less general interest. At the end, we again place general questions that are easier to answer and of broad interest and application. Typically, these last questions include demographic and other classification questions.

2. Use “Ringer” questions

In social settings, are you more introverted or more extroverted?

That was a ringer question and its purpose was to recapture your attention if you happened to lose focus earlier in this article.

Questionnaires often include “ringer” or “throw away” questions to increase interest and willingness to respond to a survey. These questions are about hot topics of the day and often have little to do with the survey. While these questions will definitely spice up a boring survey, they require valuable space that could be devoted to the main topic of interest. Use this type of question sparingly.

3. Keep your questionnaire short

Questionnaires should be kept short and to the point. Most long surveys are not completed, and the ones that are completed are often answered hastily. A quick look at a survey containing page after page of boring questions produces a response of, “there is no way I’m going to complete this thing”. If a questionnaire is long, the person must either be very interested in the topic, an employee, or paid for their time. Web surveys have some advantages because the respondent often can't view all of the survey questions at once. However, if your survey's navigation sends them page after page of questions, your response rate will drop off dramatically.

How long is too long?  The sweet spot is to keep the survey to less than five minutes. This translates into about 15 questions. The average respondent is able to complete about 3 multiple choice questions per minute. An open-ended text response question counts for about three multiple choice questions depending, of course, on the difficulty of the question. While only a rule of thumb, this formula will accurately predict the limits of your survey.

4. Watch your writing style

The best survey questions are always easy to read and understand. As a rule of thumb, the level of sophistication in your survey writing should be at the 9th to 11th grade level. Don’t use big words. Use simple sentences and simple choices for the answers. Simplicity is always best.

5. Use randomization

We know that being the first on the list in elections increases the chance of being elected. Similar bias occurs in all questionnaires when the same answer appears at the top of the list for each respondent. Randomization corrects this bias by randomly rotating the order of the multiple choice matrix questions for each respondent.

While not totally inclusive, these seven survey question tips are common offenders in building good survey questions. And the five tips above should steer you in the right direction.

Focus on creating clear questions and having an understandable, appropriate, and complete set of answer choices. Great questions and great answer choices lead to great research success. To learn more about survey question design, download our eBook, The Qualtrics survey template guide or get started with a free survey account with our world-class survey software .

Sarah Fisher

Related Articles

February 8, 2023

Smoothing the transition from school to work with work-based learning

December 6, 2022

How customer experience helps bring Open Universities Australia’s brand promise to life

August 9, 2022

3 things that will improve your teachers’ school experience

August 2, 2022

Why a sense of belonging at school matters for K-12 students

July 14, 2022

Improve the student experience with simplified course evaluations

March 17, 2022

Understanding what’s important to college students

February 18, 2022

Malala: ‘Education transforms lives, communities, and countries’

July 8, 2020

5 challenges in getting back to school (and 5 ways to tackle them)

Stay up to date with the latest xm thought leadership, tips and news., request demo.

Ready to learn more about Qualtrics?

Opinion Stage » survey » survey questions

survey questions

You may also be interested in:.

• Opinion Stage

Which Item Format Should I Use?

Not sure if you should be creating a poll, form, survey, trivia quiz or personality quiz? Take the quiz below to find ou...

Top 17 Digital Marketing Tactics to Fuel Business Growth

Businesses of all sizes need a marketing plan. Essentially, it’s a roadmap to success. It consists of strategies and m...

• Case Studies

Zulily Case Study

Use Cases: Engagement, Insights Overview Zulily is a global e-commerce company that sells apparel, home goods and f...

Are you an agency specialized in UX, digital marketing, or growth? Join our Partner Program

Learn / Blog / Article

Back to blog

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.

Last updated

Reading time.

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.

Related articles

User research

5 tips to recruit user research participants that represent the real world

Whether you’re running focus groups for your pricing strategy or conducting usability testing for a new product, user interviews are one of the most effective research methods to get the needle-moving insights you need. But to discover meaningful data that helps you reach your goals, you need to connect with high-quality participants. This article shares five tips to help you optimize your recruiting efforts and find the right people for any type of research study.

Hotjar team

How to instantly transcribe user interviews—and swiftly unlock actionable insights

After the thrill of a successful user interview, the chore of transcribing dialogue can feel like the ultimate anticlimax. Putting spoken words in writing takes several precious hours—time better invested in sharing your findings with your team or boss.

But the fact remains: you need a clear and accurate user interview transcript to analyze and report data effectively. Enter automatic transcription. This process instantly transcribes recorded dialogue in real time without human help. It ensures data integrity (and preserves your sanity), enabling you to unlock valuable insights in your research.

Shadz Loresco

An 8-step guide to conducting empathetic (and insightful) customer interviews in mid-market companies

Customer interviews uncover your ideal users’ challenges and needs in their own words, providing in-depth customer experience insights that inform product development, new features, and decision-making. But to get the most out of your interviews, you need to approach them with empathy. This article explains how to conduct accessible, inclusive, and—above all—insightful interviews to create a smooth (and enjoyable!) process for you and your participants.

• (855) 776-7763

Training Maker

All Products

Qualaroo Insights

ProProfs.com

• Get Started Free

FREE. All Features. FOREVER!

Try our Forever FREE account with all premium features!

Survey Question: 250+Examples, Types & Best Practices

Market Research Specialist

Emma David, a seasoned market research professional, specializes in employee engagement, survey administration, and data management. Her expertise in leveraging data for informed decisions has positively impacted several brands, enhancing their market position.

Ever noticed why some surveys get overwhelming responses with high participation and detailed answers, while others barely receive any attention?

Well, the secret to a successful survey lies in crafting the right questions.

A successful survey balances straightforward, closed-ended questions with more expansive, open-ended ones. The former allows for quick and easy responses, while the latter invites detailed feedback, offering deeper insights.

The overall length of the survey and the timing of its distribution also play significant roles in effectively engaging your audience.

If you aim to design surveys that receive high response rates, this blog is tailor-made for you.

But first, let’s watch a quick video on how to create a survey .

Watch: How to Create a Survey Using ProProfs Survey Maker

Types of Survey Questions

Common survey questions can be broadly divided into open-ended and closed-ended questions. While open-ended questions help you collect qualitative data , with closed-ended questions, you can collect quantitative feedback.

Let’s explore these in detail:

1. Open-Ended Questions

These types of questions collect detailed information from your target audience in the form of text answers. Open-ended questions are most utilized in cases where your customers have a concern beyond what’s available in the predefined answer options.

By analyzing their word choice, language, and tone of answers, you can understand the emotions that customers go through while using your products or services. In crucial areas like customer support, you need more than just a yes/no answer from your respondents, and open-ended questions add that depth to the feedback you collect.

Example: “How is your experience of using our products?”

2. Close-ended Questions

Closed-ended questions require the respondent to choose from a given set of responses, limiting answers to those options. This makes the data easy to quantify, allowing for straightforward analysis and comparison. Closed-ended questions are efficient for surveys with a large number of respondents, as they ensure consistency in responses and facilitate automated data processing.

Example : “Do you own a smartphone? (Yes/No)”

3. Rating Scale

Rating scale questions ask respondents to evaluate a statement or question based on a given scale, such as 1 to 5 or 1 to 10, where each point on the scale represents a different level of intensity or frequency. This format is useful in customer satisfaction survey  and for measuring attitudes, opinions, or behaviors, providing a quantifiable measure of subjective phenomena.

It allows researchers to assess degrees of agreement or satisfaction, making it easier to identify trends and patterns.

Example : “How likely are you to recommend our service to a friend or colleague on a scale of 0 (not likely) to 10 (extremely likely)?”

Demographic Survey Questions

Demographic survey questions seek to collect specific data about the respondent’s background, including age, gender, income, education, employment status, and more. This information is crucial for segmenting the survey population and analyzing responses based on demographic factors.

It helps in understanding how different groups perceive and interact with a product, service, or topic, enabling targeted insights and decision-making.

Example : “What is your highest level of education completed?

• Some high school
• High school graduate
• Some college
• Bachelor’s degree
• Graduate degree

5. Multiple Choice Questions

Multiple choice questions offer respondents a list of possible answers, from which they select the one that most closely aligns with their opinion or experience. This type is versatile and can be used to gather data on preferences, behaviors, or factual information.

Multiple-choice questions simplify the analysis process by standardizing responses, but they require careful consideration to ensure all potential answers are represented.

Example : “Which of the following categories best describes your employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Unemployed, Student

6. Drop Down

Drop-down questions are a variant of multiple-choice questions that save space and help keep surveys looking clean and uncluttered. They are particularly useful when presenting a long list of options, such as countries or states. This format can improve the respondents’ experience by making it easier for them to navigate the survey.

Example : “Select your industry from the dropdown list: [List of industries]”

7. Grid of Choice

Also known as matrix questions, a grid of choice questions allows respondents to evaluate multiple items using the same set of response options presented in a grid format. This is efficient for collecting data on a series of statements, making it easy to compare responses across different items. However, make sure to use them sparingly to avoid overwhelming respondents.

Example: “Please rate the following aspects of our product on a scale from 1 (Very Unsatisfied) to 5 (Very Satisfied): Quality, Price, Customer Service, Durability.”

8. NPS Scale

The Net Promoter Score (NPS) is a specialized rating scale that measures customer loyalty and the likelihood of referrals. It is a powerful tool for gauging customer satisfaction and predicting business growth. The simplicity of the NPS question format facilitates quick and easy assessment of customer sentiment towards a company, product, or service.

Example : “On a scale of 0-10, how likely are you to recommend our company to friends or colleagues?”

Upload questions enable respondents to provide additional context to their answers through the upload of files or images. This can be particularly useful for gathering evidence in customer service inquiries, collecting creative submissions, or obtaining documentation. It adds a layer of depth to the data collected, allowing for more nuanced analysis.

Example : “Please upload a copy of your receipt or proof of purchase.”

 10. Nominal Questions

Nominal questions categorize data into non-ordinal categories, meaning there is no inherent order to the options. They are used to label variables into distinct, separate groups without implying any hierarchy or quantity. This type is key for classifying respondents and can be pivotal in analyzing behavioral patterns across different segments.

Example : “Which of the following best describes your current role? (Manager, Technician, Salesperson, Administrative, Other)”

 11. Likert Scale Questions

Likert scale questions are designed to capture the intensity of a respondent’s feeling towards a statement, typically ranging from strong agreement to strong disagreement. They are widely used in surveys to measure attitudes, opinions, and people’s perceptions.

Usually, the Likert scale makes use of levels (1-7), (1-5), or (1-3), where the lower levels (‘1’) are indicative of low or negative sentiments while higher levels (‘7’, ‘5’, ‘3’) are indicative of higher or positive feelings. The midpoint of the scale indicates neutral views of survey takers.

Likert scales are valuable for understanding nuances in responses and are effective for measuring changes in perceptions over time.

Example : “I believe that the customer service I received was satisfactory. (Strongly Disagree, Disagree, Neutral, Agree, Strongly Agree)”

12. ‘Yes’ or ‘No’ Questions

‘Yes’ or ‘No’ questions are the simplest form of survey questions, offering respondents a binary choice. While they may not provide deep insights, they are effective for qualifying respondents or obtaining clear, decisive answers to specific questions. They can serve as gateways to more detailed questions based on the response given.

Example : “Have you used our online customer service portal? (Yes/No)”

 13. Data Reference

Data reference questions ask respondents to consider specific data, experiences, or content before answering. This type encourages respondents to reflect on particular aspects of their interaction with a product or service, providing more targeted insights.

Example : “Based on the last product update, how would you rate the improvement in user experience? (Significantly improved, Somewhat improved, No change, Somewhat worsened, Significantly worsened)”

14. Miscellaneous Questions

Miscellaneous questions encompass any question type that doesn’t fit into the other categories but is necessary for achieving the survey’s objectives. They can be creatively used to gather unique insights or to add an engaging element to the survey.

Example : “If you could suggest one new feature for our app, what would it be?”

250+ Survey Questions That You Can Use

Now that we know about the different types of survey questions, it is time to delve into survey question examples categorized based on different business strategies.

1. Customer Survey Questions

Customer surveys are used to gather insights from the customer about the product, service, and the whole sales process in general. Customer survey questions are tricky as it is often difficult to identify what exactly you want from the customers. In this section, we have covered sample survey questions for customer satisfaction and customer feedback. You can use these survey questions as examples or frame your questions in a similar way.

1.1 Customer Satisfaction Survey Questions Examples

Customer satisfaction survey questions are centered around how satisfied the customer is with the product and the company. You can frame the standard customer satisfaction survey questions for your feedback forms using these sample customer satisfaction survey questions.

• How satisfied were you with the way our operator handled your problem?
• Was your issue resolved promptly?
• Were you able to locate products/services/information without assistance?
• Are you happy with your shipping options?
• Did the product arrive on time?
• Did the product meet your expectations?
• Does our product offer value for money? Please rate.
• What made you choose us over the competition?
• Would you recommend our products or services? Why or why not?
• If you could change one thing about our product or service, what would it be?

1.2 Customer Feedback Survey Questions Examples

Customer feedback surveys are targeted towards the most recent transaction a customer has with the brand. Take a look at how your customer service survey questions should ideally be framed.

• Did we meet your expectations?
• How would you rate your interaction with our employees?
• Did you have any difficulties finding the product you were looking for?
• Did you find the sales process too long or tiring?
• What can we do to make future transactions easier?
• Did you feel comfortable shopping with us?
• What products or services do you wish we carried?
• How could we have exceeded your expectations?
• Is there anything else you would like to tell us regarding your experience?
• Have you used or visited our website?
• Was the website easy to use?
• What would you change about our website?
• What were you using before you found us?
• What did you like about the previous product/service(s)?
• What caused you to leave?
• What does our business do better?
• Is there anything you miss about the previous product/service(s)?
• What problem were you trying to solve when you initially came across our product or service?

2. Human Resource Survey Questions

Human resource survey question examples primarily deal with questions related to employee engagement, satisfaction, and training & development. Use these sample employee survey questions as a base for your employee survey questions .

2.1 Employee Engagement Survey Questions Examples

Employee engagement survey questions are aimed at identifying the level of involvement an employee has within the organization. You can frame your employee engagement survey around the following questions.

• What would you like to change about your job/workplace?
• What’s your favorite thing about your job/workplace?
• What is the company’s greatest weakness?
• What is the company’s greatest strength?
• Do you see your career developing in this company?
• How challenging or exciting do you find your work to be?
• Do you feel valued by your manager?
• Do you trust other members of your team?
• Do you have all the resources you need to do your job well?
• Do you feel that your contribution is recognized?
• Would you recommend your friends to work here?
• Do you have a clear understanding of your career or promotion path?
• How would you rate your work-life balance?
• Hypothetically, if you were to quit tomorrow, what would your reason be?
• If you were given the chance, would you reapply to your current job?

2.2 Employee Evaluation Survey Questions Examples

Employee evaluation surveys are aimed at identifying an employee’s strengths and weaknesses. Given below are examples of survey questions for your employee evaluation survey.

• What accomplishments on this job are you most proud of?
• Which goals did you meet? Which goals fell short?
• What motivates you to get your job done?
• What can we do to make your job more enjoyable?
• In what conditions are you most productive?
• What personal strengths do you have that help you do your job effectively?
• What makes you the best fit for your position?
• What skills do you have that you think could be used more effectively within the company?
• What kind of work comes easiest to you?
• What 2-3 things will you focus on in the future to help you grow and develop?
• How can the company help you better meet your goals?
• Which job responsibilities/tasks do you enjoy most?
• Which roles do you least enjoy?
• How do you think your role helps the company succeed?
• What do you like least about your current role? What would you change?
• What do you like most about working for this company?
• What are your most important goals for the next quarter?
• What do you want your next position at this company to be? How would your responsibilities change?
• What professional growth opportunities would you like to explore in order to get there?
• What type of career growth is most important to you?
• How do you prefer to receive feedback and/or recognition for your work?
• What can we do to improve our manager-employee relationship?

2.3 Job Satisfaction Survey Questions Examples

Job satisfaction surveys, also known as employee satisfaction surveys , are used to gauge the morale of employees. Employee satisfaction survey questions need to be framed around how the employee feels regarding the job and workplace environment.

• Is there a clear understanding of the goals set by the organization?
• Are you clear on what your role demands in meeting the company objectives?
• Do you believe there is an opportunity for individual growth and development within the company?
• Do you see yourself working for the same organization in the next 2 years?
• Are you satisfied with your job overall?
• How would you rate the team culture?
• Does your team provide you support at work whenever needed?
• If something unusual comes up, do you know who to go to for a solution?
• Do you have all the resources and tools you need to perform your duties well?
• Do your seniors/managers encourage you to do your best?
• Do you feel you are rewarded for your dedication and commitment towards the work?
• Do you feel that your superiors value your opinions?
• Do you feel there is a scope for personal growth such as skill enhancement?
• Does the management involve you while taking leadership related decisions?
• Do you think you are valued by your manager?
• Do you think you go beyond your limits to fulfill a task?
• Do you think you have had enough training to solve customer issues?
• Do you think your personal time is respected by the management?
• Do you think the environment here helps you maintain a work-life balance?
• Does your job cause unreasonable stress to you?
• Do you think the organization has fair policies for promotion for all employees?
• Do you find your job meaningful?

2.4 Survey Question for Training Feedback

Training survey questions are focused on employee training and development activities. The ideal questions to use in training surveys are shown below.

2.5 Pre-Training Survey Questions

• What do you expect from this training session?
• Do you think this training session will help you?
• Do you have any expectations regarding the outcome of this training program?
• Are you nervous about taking up this training program?
• Are you looking forward to this training?
• Were you informed beforehand about the specifics of the training session?
• Did you get an itinerary for the session?
• Do you know what the training session will cover?
• Are the timings of the training session convenient to you?
• How likely are you to recommend this session to your friends/family?

2.6 Post-Training Survey Questions

• Did the training session meet your expectations?
• Did you enjoy the training session?
• Did you learn something new?
• Was the training session implemented as you had hoped?
• How can we improve the training session further?
• Were the objectives of the training well defined?
• Was participation and interaction encouraged?
• Were the topics covered relevant to you?
• Was the training material well organized and easy to follow?
• How useful was the training material or session to you?

3. Market Research Survey Questions

Market research is important when companies venture into new markets or are about to launch a new product or service. Market research survey questions include questions on demographics, previous buying behavior, and future expectations.

3.1 Demographic Research Questions

Demographic research questions aim to find out more about the lives of the intended audience. However, try not to include too many questions about demographics and other sensitive information, as the information revealed may get too personal.

• What is your age?
• What is your gender?
• What is your education level?
• Where do you live?
• What is your profession?
• What is your household size?
• What are your biggest challenges?
• What are your primary goals?
• What is most important to you?
• Where do you go for information?
• How do you like to make purchases?
• How likely are you to recommend our brand to a friend?
• How long have you been a customer?
• What problems do we solve for you?
• How does our product/service fit into your daily workflow?
• How well does our product/service meet your needs?
• What do you wish the product/service had that it currently does not?
• What do you like most/least about our product/service?
• What made you choose us over our competitors?
• How would you rate your last experience with us?
• How did you find us?

3.2 Questions for Competitor Analysis

These questions focus on collecting data about competitors’ products, services, customer satisfaction levels, marketing strategies, and market positioning. The aim is to identify strengths and weaknesses in competitors’ offerings and strategies, as well as to uncover opportunities and threats in the market.

• How is our brand doing compared to our competitors?
• How do our competitors effectively attract customers?
• How much website traffic do your competitors receive?
• Which keywords are driving traffic to your competitors?
• Which sources are driving traffic to your competitors?
• How many inbound links do your competitors have?
• What type of content is performing well for your competitors?

4. Education Survey Questions

Education surveys are equally important for teachers and students. Collecting feedback from students and teachers can help improve the school curriculum and environment. Check out the sample questions for student and education surveys below.

4.1 Survey Question Examples for Students

Survey questions for students are centered around the students’ workload and its effect on the mind of a student.

• How often does schoolwork keep you from getting enough sleep?
• How often do you worry about school assignments?
• Do you worry about getting into the college of your choice?
• How many hours a day do you spend on homework?
• Does the assigned homework help you learn the material?
• How many hours a week do you spend participating in extracurricular activities?
• What is the main reason you participate in extracurricular activities?
• How much sleep do you typically get on a weeknight? On weekends?
• Where do you typically keep your phone when you go to sleep at night?
• To what extent are you confident in your ability to cope with stress?
• In the past month, how often have you experienced exhaustion, difficulty sleeping, or headaches?
• How often do you try as hard as you can in school?
• How often do you enjoy your schoolwork?
• How often do you find your schoolwork valuable?
• Do your teachers value and listen to students’ ideas?
• Do your teachers treat students with respect?
• Do you feel like you belong at this school?
• Do you feel that other students at this school accept you for who you are?
• How important is it to your parents/guardians that your schoolwork challenges you to think?
• How much do your parents/guardians worry about you getting a bad grade in school?

4.2 Teacher Survey Questions Examples

Survey questions for teachers should always center around the curriculum and the relationship of the teacher with the administration. The best survey questions for teachers are shown below.

• Does the school administration care about you as an individual?
• How fairly does the school leadership treat the staff?
• At your school, how valuable are the available professional development opportunities?
• Do you get inputs for your professional development opportunities?
• How often do your school’s facilities need repairs?
• How important is it for your school to hire more specialists to help students?
• How respectful are the relationships between staff and students?
• To what extent are you trusted to work in the way the administration thinks is the best?
• At your school, how objectively is your performance assessed?
• How effective is your school’s evaluation system at helping you improve?
• Does the school staff collectively brainstorm to provide better learning experiences?
• Does the school staff put in extra effort for students with disabilities?
• Were you consulted before finalizing the curriculum for the students?

5. Event Survey Questions

Conducting an event survey is crucial for knowing about your audience’s expectations. Also, a post-event survey lets you know if you have addressed their challenges effectively.

Event survey questions can be broadly classified into:

• Pre-event survey questions
• Mid-event survey questions
• Post-event survey questions

5.1 Pre-event Survey Questions Examples

Pre-event survey questions are set with the future arrangements you intend to make for your event in mind.

• How did you hear about the event?
• When are you arriving?
• Which social platform do you prefer?
• How do you feel about the location of the event?
• What are you hoping to get out of the event?
• Have you attended this event before?
• What speakers are you looking forward to most?
• Is there any event information that you couldn’t find or access easily?
• Do you have any special needs or disabilities that we can help accommodate?
• Do you have any food allergies or specific dietary needs?

5.2 Post-event Survey Questions Examples

Frame your post-event survey questions around the insights you require from your attendees regarding the organization, facilities, and recommendations for future events.

• How satisfied were you with the event?
• What did you like most about the event?
• What did you like least about the event?
• How likely are you to attend one of our events in the future?
• How likely are you to recommend our events to a friend?
• In your opinion, did the event meet the objectives it set in the beginning?
• Which topics/activities would you like to see covered at future conferences/events?
• Was the event staff friendly?
• Did you get all the information regarding the event beforehand?
• Was the event too long, too short, or just rightly timed?

6. Healthcare Survey Questions

Healthcare surveys mainly include questions about patient satisfaction, hospital employee surveys, and other surveys regarding confidential patient information. We’ve covered the ideal questions to ask in a patient satisfaction survey below.

• How can we improve our services?
• Was it easy to make an appointment?
• Were you pleased with the check-in process?
• Were you pleased with the check-out process?
• Were you attended to in a timely manner?
• How do you rate the staff that worked to care for you?
• How much concern did the care provider show for your questions or worries?
• During your most recent visit, did this care provider listen carefully to you?
• Rate the friendliness/courtesy of the care provider.
• Would you recommend our hospital to a family member or friend?
• Are you currently covered under a health insurance plan?
• How often did you receive conflicting information from different medical care professionals at this hospital?
• How satisfied were you with the medical and other facilities available to you?
• Did the hospital staff follow adequate medical safety procedures during the treatment process?

7. Brand Awareness Survey Questions

Understanding how “aware” your audience is regarding your brand is a crucial step in learning whether you were able to reach out to them successfully. That’s exactly what brand awareness survey questions aim to achieve. Most commonly seen on social media, a few brand awareness survey questions include:

• Did you see an ad for this product/service recently?
• Have you ever used any product from <product brand> before?
• Do you remember seeing an ad for <brand name> in the past week?
• Which word would you use to define this brand?
• Would you recommend this brand to your friends or family?
• How likely are you to recommend this brand to your friends or family?
• Have you always been satisfied with this brand’s products?
• Will you ever return to this brand again?
• Were the products available as per your quality standards?
• Which brand do you remember seeing an ad for this past week?

8. Website Feedback Survey Questions

Creating a good customer experience is crucial, but so is ensuring a smooth user experience. The only way you can achieve this is by asking customers how they like your website and how you can improve upon it further. That’s what website feedback survey does. A few questions you can ask in such surveys include:

• Were you able to navigate through our website easily?
• Did you find all the important information on the website?
• Would you like to see any changes in the website design?
• Does the website meet your expectations?
• Did it take a lot of time for you to find what you were looking for on the website?
• Is our website visually appealing?
• Is our website properly optimized for your device?
• Do you trust the information available on our website?
• Is the information easily visible on our website?
• How likely are you to recommend this website to a friend/colleague?

9. Sales Survey Questions

The most common survey question type is probably the sales survey questions. Post-sales, every customer is asked to undergo a quick survey. This way, companies get insight into whether their customers are happy with their purchase process, products, and services. The two main instances wherein companies ask for customer feedback and the sales survey questions that are asked include:

9.1 Post-Sales Questions

• Was the product reasonably priced?
• Did you find it difficult to find the product you liked?
• Was it easy to go through with the purchase?
• Is there any way we can improve the overall buying experience?
• If we can, please tell us how you’d like us to change.

9.2 Post-Delivery Questions

• Did you receive the same product you placed an order for?
• Is the quality as per your standards?
• Does the product look exactly like the images shown online?
• Is the product worth the price mentioned on the app?
• Will you buy a product from us again?

10. Transport Survey Questions

Carpooling, taking a cab, booking a bus or train ticket, and taking a flight to your destination have become really common among people nowadays. With a rise in demand, numerous companies are offering this service. In this case, companies ask customers to ask survey questions after the customers reach their destination. A few examples of such questions are:

• Was your trip comfortable?
• Were the seats allocated to you available at the time?
• Were the seats clean?
• Did you have any difficulty boarding or finding the bus/cab?
• Was the bus/cab driver polite?
• Did the flight attendants cater to your needs?
• Did the flight attendants give you the basic safety information?
• Was the food served during your journey of good quality?
• How would you rate your journey on a scale of 1 to 10?
• Will you travel with us again?

11. Lead Generation Survey Questions

Capturing leads and converting them into potential customers is crucial to keep your business booming. Not only that, but lead generation also helps you generate brand awareness and build a brand image among your target audience. A few lead generation questions you can add in your survey include:

• Are you looking to buy something online in the next quarter?
• Have you heard of <this brand>?
• Are you solely responsible for your company’s budget?
• Are you planning to save money?
• How often do you order food online?
• Have you ever bought clothes online?
• When was the last time you bought something?
• What’s the most common thing you bought online?
• How do you decide on a brand when finalizing a product?
• What would matter more to you: price or quality?

12. Non-Profit Survey Questions

Non-profit organizations cover a large network of donors, volunteers, and other staff. Surveys for non-profit organizations can cover fundraising events, volunteer feedback, and so on. Good examples of survey questions for nonprofits are shown below.

Volunteer Feedback Survey Questions Examples

• How much of an impact do you feel your work here has had?
• How convenient were the volunteer training sessions?
• Did you find the volunteer training sessions to be helpful?
• How easy was it to get along with other volunteers?
• Did you find the staff easy to get along with?
• Do you feel appreciated by your supervisor?
• How satisfied or dissatisfied are you with your association with our organization?
• How likely are you to continue volunteering for our organization?
• How many hours a month do you spend volunteering?
• How likely are you to recommend this organization to a friend or colleague?

Survey Questions: Do’s and Don’ts

The best survey questions are short and precise, avoid jargon, and prompt the respondent to take up a survey with ease.

Let’s understand the tips and tricks to create a survey questions:

• Frame the questions from the perspective of the customers by keeping their needs first. You must use empathetic language to address their pain points.
• Use simple and jargon-free language in your survey. Else, your respondents may get confused and drop out of the survey.
• Avoid leading questions that can sound biased and give your respondents a desirable answer.
• Start your survey with simple close-ended dichotomous questions. This will encourage your respondents to continue attempting your survey questions.
• Use a balanced mix of both open-ended and close-ended questions.
• Preferably use the first-person perspective while framing questions. The survey takers feel more connected with such personalized questions.

Use Surveys the Right Way to Enhance Your Brand Image

Survey questions play a crucial role in gathering valuable data and insights that can inform decision-making and strategy development across various fields.

Ultimately, you have to thoroughly understand the different types of survey questions and how to employ them effectively to design surveys that not only engage respondents but also yield meaningful and actionable data.

Whether you’re conducting market research, evaluating customer satisfaction, or exploring new trends, the knowledge of survey question types and their applications will increase your ability to gather reliable information and make well-informed decisions that drive success.

Make sure your surveys have versatile question types like multiple-choice questions (MCQs), rating scale and ranking scale questions, open-ended questions, etc., so that the data you collect is well-rounded, nuanced, and in-depth.

Also, use simple and jargon-free language so that your survey audience can complete your survey without confusion.

For online surveys , you can use popular survey software like ProProfs Survey Maker to get started. Use the available customizable templates and share them on multiple platforms like email, social media, website embedding, and more.

Learn More About Survey Questions

How to write survey questions.

To write survey questions, ensure they are clear, concise, and free from bias. Begin with a clear objective, use straightforward language, and make sure each question is relevant to the participants.

What is a bad survey?

A bad survey is characterized by leading questions, unnecessary complexity, lack of focus, or relevance to its goals, which results in poor-quality data.

How do you ask someone to answer your survey?

You can ask someone to answer your survey by politely requesting their participation, explaining the significance of the survey, and emphasizing how their feedback will contribute to meaningful insights or improvements.

How do you convince a customer to fill out a survey?

To convince a customer to fill out a survey, offer incentives, highlight the survey’s quick completion time, emphasize the impact of their feedback on improving their future experiences, and ensure the survey is easy to access.

How to analyze all of the questions and answers?

To analyze all of the questions and answers, systematically organize the collected data, utilize statistical tools or software for analyzing quantitative responses, and apply thematic analysis for qualitative responses to identify patterns, trends, and key themes. You can also use a survey software like ProProfs Survey Maker to make the process automated and easy.

About the author

Emma David is a seasoned market research professional with 8+ years of experience. Having kick-started her journey in research, she has developed rich expertise in employee engagement, survey creation and administration, and data management. Emma believes in the power of data to shape business performance positively. She continues to help brands and businesses make strategic decisions and improve their market standing through her understanding of research methodologies.

Related Posts

Qualitative Research Methods: Types, Examples, and Analysis

How to Ask Sensitive Questions in Surveys

How to Write Crucial Return to Work Survey Questions

Employee Motivation Survey: 30+ Questions & Ready-to-Use Templates

How Many Questions Should Be Asked in a Survey?

70+ Mental Health Survey Questionnaire for Students

90 Survey Question Examples [+ How to Create Customer Feedback Form]

What is fullsession, how to create a customer feedback form with fullsession, fullsession goes one step further, 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 can help you improve your product, refine your market research, develop new marketing strategies, and so much more.

But what makes a survey effective?

It boils down to two key elements: using software like FullSession and asking the right survey questions. Well-crafted survey questions can provide clear insights from your audience, guiding you on what steps to take next. 

However, designing a survey can be challenging—you want to ensure that every question serves a purpose.

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

We will also show you how to use FullSession to create customer feedback forms, measure user sentiment and evaluate detailed reports on user experience and satisfaction.

Get Immediate Feedback From Customers

Learn how our customer feedback tools help you identify recurring issues and user needs. We'll show you how everything works and help you detect and fix website issues before they affect your customer experience.

FullSession is a user behavior analytics software that enables you to visualize all user interactions, analyze trends and patterns with laser precision and optimize your website for peak performance.

Key features include:

• Customer feedback forms and reports: It helps you build customer feedback forms with a drag-and-drop editor, collect user feedback in real-time and evaluate customer sentiment with detailed reports.
• Session recordings and replays: FullSession records user sessions and enables playback of every customer interaction, helping you pinpoint usability issues and improve the overall user experience.
• Click, scroll, and mouse movement heatmaps: This feature helps you visualize user engagement by tracking clicks, scrolls, and mouse movements to identify high or low user interaction areas.
• Funnel analysis and conversion tracking: FullSession helps you find and remove conversion blockers, optimize key touchpoints in the user journey, and minimize drop-offs in your funnels.
• Error tracking: It monitors and logs website errors to quickly identify and address issues that may affect user experience.

Get a demo now to see FullSession in action.

You must build a feedback form using FullSession's intuitive tools to create an effective customer survey. Our platform offers a user-friendly drag-and-drop editor that allows you to quickly create CSAT (Customer Satisfaction) surveys or open-ended question forms.

• Set the name and description of your survey and personalize its appearance with options such as display mode, language, position on the page, reaction styles, and accent colors.
• Outline the steps users need to follow when providing their feedback.
• Choose which devices you want to collect responses from, including desktops, tablets, and phones .
• Decide whether to display the form on all website pages or specific pages .
• Activate triggers to determine when the form should appear on the page, such as after a certain amount of time or when a user scrolls to a specific point.
• Choose to receive survey responses via email for easy monitoring and analysis.
• Carefully review all settings to ensure everything is configured correctly, then activate your customer feedback form to start collecting valuable insights.

After activating your feedback form, it will appear on your website. Depending on your chosen settings, the form may look similar to this one.

As your customers respond to your survey questions, FullSession will gather and present all the data in clear, easy-to-understand visual reports. 

For every customer response you receive, FullSession provides comprehensive details, including:

• Customer ID : A unique identifier for each respondent.
• Visited URL : The specific webpage where the customer submitted the feedback.
• User sentiment : An analysis of the customer's feelings, whether positive, negative, or neutral.
• Comments : Any additional feedback or thoughts shared by the customer.
• Browser : The web browser the customer used when providing feedback.
• Date of feedback : The exact date when the customer submitted the response.

You can also check the results and spot trends in customer feedback.

Get a demo today to see how FullSession works in real-time.

Our customer feedback forms allow you to gather real-time insights into user sentiments regarding your site's performance. Each feedback submission is linked to a session recording, enabling you to watch the specific user interactions that led to their comments.

Additionally, you can access click, mouse movement, and scroll heatmaps to evaluate customer engagement on your web pages. This data helps you identify areas where users may be experiencing frustration, allowing you to implement quick solutions to improve their experience.

FullSession also prioritizes your users' privacy above all else. Our security user behavior analytics and commitment to GDPR, CCPA, and PCI standards guarantees robust protection and utmost respect for user data.

Transform Digital Experiences with FullSession

Join over 200 businesses using our user behavior analytics software.

Now that we've covered creating a customer feedback form using FullSession, let's explore practical survey questions. These questions can make or break the quality of the feedback you receive, so it's crucial to get them right.

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 feedback with an intuitive in-app survey. You can:

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

You can also:

• Track dynamic elements in real time for precise user insights
• Accelerate heatmap processing with zero impact on site speed
• Protect user privacy by excluding sensitive data recording
• Manage extensive data sets effectively and quickly reveal key insights
• Limit user behavior tracking to your site, preventing data misuse
• Facilitate cross-team collaboration and unify team efforts on one platform

Turn User Feedback into Growth Opportunities

Discover how our advanced feedback tools can help you understand user sentiments and address their needs effectively.

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 $32/month and allows you to monitor up to 5,000 monthly sessions.
• The Business plan costs $60/month and helps you to track and analyze up to 100,000 monthly sessions.
• The Enterprise plan 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.

Survey Questions 101: Types of Surveys & Survey Question Examples

Getting to know your clients is a long-term process. One of the best ways of gathering information about them is through customer surveys that use wise questions . There are numerous survey question types that you can use. So many, that you can actually get confused – unless you read this article! 

We will cover different types of survey questions, share some best practices for creating effective questionnaires, and include a few good survey questions to ask. 

What Is a Good Survey Question?

A good survey question helps you gain definite customer insights and inform business decisions . Its asked timely and simply. A good survey question meets a respondent at a relevant customer journey stage or touchpoint. It delivers explicit answers, are short and candid, encourage replies, and feel effortless. 

Another essential trait of a good survey question is that it must always deliver value that will help you improve customer experience. 

Types of Survey Questions

Whenever you think of conducting surveys, we think of two things

• survey questions to ask
• customer data you want to collect

There are many types of survey questions. Always formulate survey questions to help extract the right data. Let’s now look at the survey question types you can choose from.

Open-Ended Survey Questions

Open-ended questions require respondents to speak up instead of choosing one of the answers given. They allow respondents to share their ideas freely so that they might catch insights you won’t expect—pair open-ended questions with closed questions to grab more context.

  Open-ended questions make sense when closed-ended survey questions aren’t enough, like in a Customer Effort Score (CES)  survey. Bear in mind that using too many open questions in one survey can discourage respondents from completing it, so use them when such input is indispensable!

Pros and Cons of Open-Ended Survey Questions  ‍

• leave room for creativity 
• can give you eye-opening insights
• eliminate bias
• take more time to answer
• can negatively impact the survey response rate - as some respondents might not want to put in the effort
• are harder to analyze because a person needs to read answers to draw conclusions
• answers can be irrelevant

Open-Ended Survey Question Example

Free-to-Use Customer Onboarding Feedback Survey Template

This open-ended question asked during the onboarding process will help you discover why your customer chose your product. It allows them to share their thoughts and emotions, which wouldn’t be possible if you selected the closed-ended question format.

Closed-Ended Survey Questions

Closed-ended questions are a survey question type that offers a limited list of answers to choose from.

Compared to the above survey example , this survey format minimizes the effort required to collect insights.

Your respondents don’t have to write a single word to answer your closed-ended question, as all they have to do is click on the appropriate option. Closed-ended questions can help when you want respondents vote for alternatives. Let's say you hesitate and customer voice will help you segment customer base better. They are also a great choice when looking to collect a high volume of answers – if all people have to click, you can expect a high response rate .

So, what are the benefits and shortcomings of this survey format?

Pros and Cons of Closed-Ended Survey Questions 

• Answers to closed questions are quantitative , i.e., you can quickly analyze the responses for each option and draw conclusions. Survicate allows you see survey results right away. This way you can see which responses are most popular.
• They are quick to answer – as mentioned earlier, all that’s needed is a single click so that you can expect higher response rates than in the case of open-ended questions . That's why they work great as mobile app survey questions , for example.
• This survey question type can be asked in any chosen touchpoint – you can run them simultaneously via email, chat, and in a pop-up.
• Closed-ended questions will not permanently shed light on why people have answered the way they did. They might, for instance, select “I’m unhappy” if asked whether they were satisfied with their recent interaction with Customer Support. Still, you won’t know why unless you add a supplementary open-ended question.
• You might fail to foresee other answer types than those on the list. As a result, your respondents might either select an inaccurate option or drop out of the survey. A good idea to prevent this from happening is adding an open-ended, “other” option that You can fill in a text format.

Closed-Ended Survey Question Examples

Free-to-Use "How Did You Hear About Us ' Survey Template

Such a question would allow you to find out how your customer found out about your company. When using such a survey format, we recommend adding the option “Other,” which – if clicked – would allow the respondents to write their answer in a text form.

Nominal Survey Questions

Nominal questions are nothing else than scale-based and closed questions . However, in this survey question type , numbers are used only to tag an answer to make it easier to categorize and analyze .

This survey question type can be used to collect answers to both objective and subjective matters, which makes them especially popular for psychological and medical evaluations . Let’s now look at the pros and cons of this survey type.

Pros and Cons of Nominal Survey Questions 

• Adding tags in nominal questions allows you to transform qualitative responses into quantifiable ones. This means it’s easier to analyze them in bulk.
• You can use this survey format to collect insights on both objective and subjective topics.
• Nominal questions don’t allow respondents to choose another option. If you fail to formulate the scale correctly, you might see respondents abandon your survey.

Nominal Survey Questions Example

Free-to-Use Demographic Survey Template

Among others, such a question could be used for demographic and census purposes. It could, for instance, be used to determine how many respondents would choose to vote from one of the above locations, if you were to hold an election.

Likert Scale Survey Questions

Likert scale is another popular survey question type, where respondents are asked to answer on a scale. The types of responses range from one extreme to another (such as “strongly disagree” vs “strongly agree”, or “terrible” to “superb”). There are four key areas you can evaluate within this survey example: Not familiar, Slightly familiar, Moderately familiar, Very familiar and Extremely familiar . While the opposite edges of the scale require a strong stance, this survey question format also gives you the option of a neutral response that falls right in the middle of the scale.  Likert scale surveys are great for when you want to quickly collect answers to a number of aspects. A hotel could, for instance, ask for an evaluation of cleanliness, perceived standard, outdoor facilities, or dining. Further in this piece, we’ll provide you with survey question examples such as this one.

Time to assess the pros and cons of this survey question type.

Pros and Cons of Likert Scale Survey Questions 

• You can get a wider variety of answers than in a simple yes/no, closed-ended question.
• Likert scale surveys are quantifiable – you can calculate the percentage for each response type.
• By adjusting the number of elements on the scale, you can either give the option of staying neutral or force to take a stance.
• Likert scale questions don’t give you insight into why a person responded the way they did – you would need a follow-up, open-ended question for that.
• If you force your respondents to take a side on a subject where they genuinely don’t have an opinion (i.e., don’t give them a ‘neutral’ answer to select), they might abandon the survey.

Likert Scale Survey Question Example

Here is an example of a Likert scale question from our free survey template library. As you can see, it allows you to rate a few aspects of a company’s offer, all in a single view. You could opt for such a survey to keep track of the overall customer experience health.

Free-to-Use Likert Scale Survey Template

Rating Scale Survey Questions

These type of rating scale surveys, as the name might already suggest, have a set order of answers on the options list. As opposed to nominal questions, ordinal question responses are always linear, which means you can better see the relativeness between each consecutive answer.

Rating scale questions allow you to quantify responses on areas such as perceived value, satisfaction, or feelings, i.e., such that are often subjective in nature. As you might have already guessed, the above-mentioned Likert scale question is one type of such a query.

Rating scales are among good survey questions to ask when you want to understand the variety of emotions or preferences among your respondents . That’s what makes them a popular market research survey method.That being said, let’s summarize the advantages and disadvantages of using them.

Pros and Cons of Rating Scale Survey Questions

• They are much better than simple yes/no questions (discussed below) at showing user preference.
• You can use them to quantify responses that are subjective (i.e., qualitative).
• You can quickly spot improvement needs. If you see that a large group of people say they are strongly dissatisfied with an area, you’ll know that you need to get working on it promptly.
• As is the case of other closed-ended questions, ordinal questions don’t tell you why someone gave a specific answer. This is especially crucial when it comes to answers on opposite extremes. If you won’t supplement your rating scale question with an open-ended query, you won’t know why people evaluated it the way they did.

Rating Scale Survey Question Example

Rating scale survey questions let you rank beliefs and personal convictions, in a quantifiable form. A very good example of the rating scale question is the NPS survey that helps assess the sentiment around a brand.

Free-to-Use NPS Survey Template

'Yes' or 'No' Survey Questions

One of the simplest survey question formats, they are also known as ‘polarized’, as they offer only two, strong stances as answer options. Therefore, they are best used when you want confirmation that a process was successfully finalized, or wish to confirm an assumption you have. 

Yes or no questions make a great element of a conversation flow. In the example below, you can see the chatbot conversation flow, where different types of survey questions appear one after another.  

Btw: Do you know that Survicate offers Intercom Messenger Integration? See how it works . ‍

What are the pros and cons of these simple survey question types?

Pros and Cons of ‘Yes’ or ‘No’ Survey Questions

• They’re very quick to answer . As respondents need to click just once, you are likely to see high response rates (that is, if you run your survey in the right communication channels).
• They are easily quantifiable.
• Easy to prove or overrule an assumption, which can be useful for internal discussions regarding your product development.
• “Yes” or “No” survey questions make perfect survey introductions - they can guide your survey logic .
• You don’t know why a person chose to answer the way they did. Therefore, it is best to use them for simple questions that leave little room for interpretation. We provide one such example in an upcoming section.

‘Yes’ or ‘No’ Survey Question Example

Free-to-Use Newsletter Feedback Survey Template

Here, you can see a question on how interesting your newsletter was for your clients. This particular survey has the additional "neutral" option, but you don't have to include it if you're after more polarized results.

Multiple Choice Survey Questions

A multiple-choice question is a survey question type that lets respondents select more than one option from a list of predefined answers. It’s useful when you want to evaluate a particular situation in more detail, and give respondents more options for justifying their point of view. For instance, to find out why they decided to choose your product over a competitor’s. 

Pros and Cons of Multiple Choice Survey Questions

When it comes to the benefits and drawbacks of using this type of survey question, they are as follows

• You get structured responses, which makes data easy to analyze.
• They are intuitive and easy to complete. 
• They display well on mobile devices.
• They allow you to find solutions to problems that have multiple contributing factors.
• They only provide a limited choice of options, leaving no room for creativity.
• They might result in bias, as you're forcing respondents to select a predefined answer unless you offer the option “other”.

Multiple Choice Survey Question Example

You can use a multiple choice questions to prioritize the next topics for your blog! Include this question in your next reader interest survey .

Free-to-Use Reader Interest Survey Template

Picture Choice Survey Questions

As indicated by its name, picture choice questions are closed-ended questions that include images as answers instead of just plain text. You can use them either when it’s easier to present answers in an image format, or to enrich your text answer to make the survey more engaging. They work well when you want to review visual aspects of something such as your logo. ‍

Here are the pros and cons of using this type of survey question.  

Pros and Cons of Picture Choice Questions

• They are more engaging as respondents find them more fun to answer.
• Answers are simpler to understand. 
• They offer a higher response rate, as people find them easier and more fun to fill.
• Respondents might simply select an image that they like the most. It might not necessarily correspond to what they really think which will result in bias.
• They might misinterpret the image if it doesn’t include any text. 

Picture Choice Question Example

Free-to-Use  CSAT  survey template

In this type of CSAT survey, emojis replaced a numerical scale to help the respondents convey their emotions better.

Matrix Survey Questions

Matrix questions are presented in a table format, allowing you to include a few questions in a row, with the same response options. You can either use the Likert scale or rating questions in your matrix. This type of survey question can be very useful if you want to evaluate a customer experience, for example. 

What are the advantages and disadvantages of using matrix questions?

Pros and Cons of Matrix Survey Questions

• It’s presented as a single question, despite including multiple questions, which saves space. 
• The survey appears shorter, which has a positive impact on the response rate. 
• The grid is clean, which makes it quick and easy to answer.
• The data is easy to analyze.
• If you add too many rows or columns it might negatively impact the quality of data. Respondents will be given too many options and might either give up on survey completion or give an insincere answer. 

Matrix Survey Question Example 

Free-to-Use Voice of Customer Survey Template

A matrix question can be used in a Voice of Customer type of survey to discover which aspects of your product matter the most to your customers. This well help you prioritize development areas.

Dropdown Survey Questions

Dropdown questions allow you to present your answers in a scrollable list. It’s a good choice of a survey question type if you’re planning to include a lot of answers, for instance, if it’s a demographic question. 

Dropdown questions tend to be less overwhelming than multiple choice questions, as respondents have to scroll through the list to view all their answer options. 

Dropdown questions also have their pros and cons.

Pros and Cons of Dropdown Survey Questions 

• The question is quick and intuitive to answer. 
• It’s not overwhelming which encourages a high response rate.
• It might be tempting to include too many options in the dropdown list which will create confusion and might discourage respondents from answering it. 

Dropdown Survey Questions Example

Asking demographic questions, including age will give you good insights about your target audience. That's why it's a useful question for buyer persona survey types.

Free-to-Use Buyer Persona Survey Template

Ranking Survey Questions

A ranking question is a type of survey question where you ask respondents to order answers in terms of their importance. This helps you achieve two things: gain an understanding of how people feel about each option provided, and see how popular each option is. They can help you decide which product features to prioritize or even what type of blog post to write.

Ranking questions might be more time-consuming for respondents, so if you can use a different question format instead, then do so. Here are the advantages and disadvantages of using ranking questions .

Pros and Cons of Ranking Survey Questions 

• They give you a good indication of what matters to your respondents
• They eliminate the tendency to straight-line, i.e. to assign the same rate to all items just to save time on completion. 
• They might give you inaccurate results as respondents cannot rate the items in the same way, even if they wanted to. 
• They address items in relation to each other not individually. 
• They might be subject to order bias as respondents might rank the first item set more positively than the second one. 

Ranking Survey Questions Examples

Ranking questions help discover which aspects of your service are the most important to your customer. Here's an example of a ranking for a food delivery service:

Survey Questions Best Practices

With the types and examples of survey questions to ask now clear, it’s time to discuss some of the best practices. Make sure to give the tips below a thorough read to ensure that you’re selecting the best survey format that aligns with your use case and are getting the highest possible response rates. Let’s begin with the common mistakes you should avoid.

• Don't use leading questions – avoid asking questions that point to an answer, such as, “Our customer service is exceptional, isn’t it?” as it will cause the result's bias. 
• Avoid difficult language – make sure that your questions are written in an easy-to-understand language otherwise it will discourage your respondents from filling in the survey. 
• Don't use jargon or abbreviations – as they will make questions hard to understand, and your respondents might fail to provide answers. 
• Don’t include too many questions – respect your respondents' time, and only include questions that you really need answers to, and remove any “extras”. 
• Don't provide too many answer options – the same goes for giving respondents too many answers to choose from. Ask yourself “ are all of the options needed? ” Perhaps, instead of listing out 15 different answer types, you could group and label them together to take the list of responses down to five? Such an approach will not only make it easier to answer but also facilitate survey analysis.

With the common mistakes out of the way, it’s now time to discuss good survey ideas to follow.

• Minimize your respondents’ effort – use closed-ended questions where possible, and leave open-ended questions for when it’s really necessary.
• ‍ Determine where to ask your question – To get the highest number of responses, it’s crucial to establish where your customers are most active (website, email, and/or communication app). Depending on the survey question type, ask your question across all channels or in the one which best fits the context. For instance, if you want to learn about user interface improvement ideas, it’s best to ask within your web or mobile app or on your website, when you detect activity from a user. If you want to ask about your app, place your product questions contextually. ‍
• Ask at the right time – for instance, when your customers finish the exact process you want to evaluate.
• ‍ Ask the most important questions first   – as we’ve found in our survey completion rate report , with each question, there is a drop in response rates. Therefore, make sure to prioritize important queries and leave any “nice-to-have” at the end of the survey.

What You Can Do With Good Survey Questions

By asking good survey questions, you can address a variety of use cases and expect a number of benefits. These include, but are not limited to:

• Improved customer service
• Finding out the reasons for customer churn , and learning how you can address the issue
• Learning what customers think about your product or service or their specific features 
• Measuring and monitoring customer loyalty & satisfaction metrics
• Checking the effectiveness of specific processes like onboarding.

To get a full overview of what surveys can help you achieve, we highly recommend giving our other pieces on the blog a read.

Collect user feedback with Survicate

To sum up, make sure that your survey questions are asked in a simple, straightforward manner. You should avoid leading questions, as well as using jargon, as it can potentially put off respondents. Whenever possible, adjust the surveys format so that there are as few questions and steps as possible. All of this will help collect relevant results and boost your response rates.

With a customer feedback tool like Survicate, you’ll be able to ask all of the above-mentioned survey questions (and others of your choice). Now, on the 10-day free trial, you can test all Business plan features. Simply sign up here and start collecting user feedback today.

‍ Originally published by Kasia Kowalska and Anna Rubkiewicz.

We’re also there

12 survey question types with examples

Last updated

22 February 2024

Reviewed by

Jean Kaluza

You can only deliver an exceptional customer experience if you deeply understand your customers. Guesswork won’t be enough. You must learn exactly what your customers want, what their pain points are, and what truly delights them.

This guide will help you put together the right survey questions to find those essential data points, helping you deliver on the promise of exceptional customer experience.

Free template to analyze your survey results

Analyze your survey results in a way that's easy to digest for your clients, colleagues or users.

• What makes a good survey question?

Before diving into the most helpful types of survey questions, it’s useful to consider what makes a survey question effective.

Consider the following aspects when creating your survey:

Questions asked at the right time will feel much more relevant to the customer. For example, asking a customer how they feel right after an interaction with your business rather than a few days later will ensure you receive feedback that accurately represents their experience.

Asking the right questions to the right customers is also important. This might mean segmenting customers based on their attributes, purchasing history, or customer category to ensure you only send surveys that are relevant to them.

It’s also helpful to consider whether a pop-up, on-page, email, or phone survey makes the most sense depending on the situation, questions, and customer.

Asking the wrong question could lead your team in the wrong direction. The wrong wording could also confuse or even offend your respondents. Clarity, sensitivity, and accuracy are all important when it comes to getting the wording right.

The purpose of the data collection and your analysis process will dictate the types of questions you ask. For example, for more quantitative analysis, you’ll want to keep answers close-ended (like multiple choice and true or force) so that you can better visualize and handle the data.

You could also survey a handful of participants and leave the questions open to understand their motivations and experiences on a deeper level.

• 12 core survey question types (with examples)

To learn more about your customers, you’ll need to consider different types of survey questions and the advantages each one offers.

We’ve rounded up 12 question types to provide useful survey question examples for your next project.

1. Open-ended questions

Open-ended questions don’t have defined answers. This means you hear what your customers have to say in their own words.

These questions allow participants to give more detailed and informed responses. You might find they offer unprompted revelations and information, unlocking interesting insights that you wouldn’t uncover through more standard responses.

Asking this type of question gives you the chance to discover your customer’s needs, wants, and pain points that you and your team perhaps weren’t aware of.

Bear in mind that open-ended questions can be challenging to quantify, and the analysis process takes longer. However, you can label and group them into topics to gain overall sentiment and useful takeaways. You might decide to run more quantifiable surveys during or afterward to validate sentiments with more statistical data.

Examples of open-ended questions include the following:

What feelings did you have when leaving your bank details in our portal?

What goal do you hope to achieve by downloading our app? Why do you need to accomplish this?

What makes you trust our company more than the others?

2. Multiple choice questions  

Multiple choice questions ask survey respondents to choose an answer from a predefined list that they feel suits them best. These types of questions can help your team discover sentiment quickly. They are also easy to analyze and extrapolate data from.

The downside of multiple choice is that respondents may feel swayed to check an item that doesn’t really represent their feelings. Multiple choice also limits what a participant can reveal, given they don’t have an opportunity to expand on their answers.

Here’s an example of a multiple-choice question:

How easy (or challenging) do you find our product to use?

Quite challenging

Very challenging

3. Rating scales 

Asking your customers to rank your business, a feature, or their feelings on a scale can help you gain insights about your offering quickly and easily.

While rating scales lack nuance and deeper insights, you can use them to quickly discover overall sentiment toward your company, product, or service.

The net promoter score (NPS) is a well-known example of a rating scale. Organizations use the NPS to assess customer loyalty and satisfaction.

The score asks respondents to give a rating from 0 (not at all likely) to 10 (extremely likely) in answer to the following question:

How likely is it that you would recommend [product/service/company] to a friend or colleague?

4. Likert scales

Likert scales are a specific type of rating scale. They include a range of answers that express an opinion, attitude, or belief. This differs from general rating scales, which often gather numeric answers. 

Typically, Likert scales are used to help teams understand customer attitudes. As such, they can be used to improve an organization’s offering.

Here’s an example of a Likert scale:

How satisfied are you with our [product/service]? 

Very dissatisfied

Dissatisfied

Very satisfied

5. Dropdown questions

With predefined answers, dropdown questions require respondents to select an answer from a dropdown menu. The dropdown menu displays a list of potential answers from which participants can choose the one they identify with most. 

The use of dropdown questions can ensure a survey is less cluttered and simpler to navigate. Given the answers are predefined, they can be simple to analyze and draw insights from.

However, this question type doesn’t allow respondents to elaborate or provide feedback in their own words. Additionally, options that are higher up the list are more likely to be chosen.

It’s important to know when to use dropdowns and shuffle responses to each user if possible. 

One final tip for using dropdown questions: expansive dropdown lists should be searchable and easy to navigate.

Below is an example of a dropdown question:

Select the product you’re most likely to buy in the next month from the list below:

[Dropdown Menu]

Jackets & coats

Jeans & trousers

6. Demographic questions

Demographic questions can be used to categorize and better understand your customers, revealing more about their personal attributes.

These questions can be useful in showing you how to deliver personalized experiences to your customers. They can also help you understand a customer’s background, wants, needs, and personal interests.

However, caution should be applied to these question types. Don’t bring unconscious bias into product development or make assumptions based on demographic information.

Demographics include the following:

Marital status

Income bracket

Geographic location

Here’s an example of a demographic question:

What is your gender? 

Prefer not to say

7. Ranking questions

Ranking questions ask participants to order predetermined items. This typically involves a numbered list where the most preferred option is one, the second most preferred option is two, and so on.

Ranking questions can help teams understand their customer’s preferences, and extracting data from them can be quick. However, a downside is that they lack nuance, as they don’t tell you why participants prefer certain list items over others.

Here’s an example of a ranking question:

Rank these new product features for our design interface (1 being the most preferred and 5 being the least):

Drag and drop options

More color selections

AI capabilities

Design templates

Stock images

8. Image choice questions

Surveys with image choice questions differ from others in that the answers are not numerical or text-based; instead, they are visual images. These survey types can be particularly helpful for understanding which visual elements—including colors, layouts, and fonts—are more appealing to your customers.

Image choice questions can also help your team understand which design elements are more likely to result in purchases.

Here’s an example of an image choice question:

Which of these four logos is more visually appealing to you?

The answer would have four different logo designs to choose from.

9. Click map questions

Surveys with click map questions are also image-based; however, they require respondents to interact with a specific part of an image.

An image is displayed to a respondent—this could be a design, map, chart, or product layout—and they are then asked to click on specific parts of that image in response to a question.

In user experience design, click maps can help teams discover where users are drawn to in visual images, enabling them to optimize web pages, products, and features.

Here’s an example of a click map question:

Please select the areas of the website homepage that you find most visually appealing:

The survey would display a homepage that the users can click on, and the clicks would be recorded.

10. File upload questions

Surveys sometimes include file upload questions to collect supporting documentation. This enables the participant to provide images, reports, diary entries, or screenshots.

This question style can be particularly helpful in diary studies where participants are asked to write down their experiences over a period of time. It can also be useful when users are asked to provide information about issues they may be having. In this case, they might upload a screenshot of a website issue.

File uploads can be particularly helpful to quickly understand what a participant is referring to. However, uploads require extra effort, so fewer participants will complete these questions. The more work, or perceived work, a participant needs to do, the less responses or quality you can expect from the results.

Below is an example of a file upload question:

Have you experienced any issues with our application in the past week? Please provide images/screenshots/files to describe those issues.

11. Slider questions

Slider questions are often used to assess a participant’s satisfaction or feelings toward a product or service. Questions are presented alongside a sliding scale the user can move up and down.

The slider can represent quantities and function as a more visual way to provide a number. Alternatively, they can represent feelings such as “strongly disagree” to “strongly agree.”

Like other scale-based surveys, the results of slider questions can be simple for teams to quantify. Sliders work particularly well if you know your users are more likely to be on a touchscreen when they respond to your survey.

Be careful with usability, as some screens or devices may make responding more difficult if the scale of your slider isn’t clear or easy to use.

Here’s an example of a slider question:

How satisfied are you with our [x] product?

A slider would then display a scale of “not satisfied” to “very satisfied.”

12. Benchmarkable questions

One of the most challenging aspects of conducting customer surveys can be accurately analyzing that data and drawing helpful insights. Benchmakable questions can help. Answers to benchmarkable questions are typically standardized so that they can be added, compared, and analyzed easily.

Customer satisfaction scores, employee engagement scores, and NPS questions are all types of benchmarkable questions.

Here’s a specific example of a benchmarkable question:

On a scale of 1 to 10, how satisfied are you with our customer service?

• Dos and don’ts of writing great survey questions

Once you have decided which question type(s) suit your situation, customers, and survey goals best, you need to consider which questions you will ask.

The way you ask questions is critical. Word a question incorrectly and you could confuse your respondents or receive inaccurate insights. The combination of questions and being polite to participants are also important factors.

Some “dos” for writing good survey questions include the following:

DO be polite and concise: get the best out of your respondents by speaking politely to them (use “please” and “thank you”) and not taking too much of their time. The most helpful questions are typically just one sentence. Having said that, don’t skip on essential details.

DO alternate your questions often: endless similar questions can be taxing for respondents, whether they’re open-ended, multiple choice, or rating scales. Mixing question types can keep surveys more interesting for participants, boosting engagement and completion rates.

DO consider the foot-in-the-door principle: participants who agree to initial small requests are more likely to agree to larger requests down the line. This is known as the foot-in-the-door principle. If your respondents have completed smaller surveys, they are suitable candidates for sending a follow-up survey with longer or more in-depth questions.

DO ask questions from the first-person perspective: writing from the first-person perspective can help make surveys feel more personalized and unique to respondents.

DO test your surveys first: imagine having high engagement rates in a survey only to realize the answers aren’t being properly collated or a dropdown menu is broken. Test your surveys thoroughly before sending them to save time for you and your respondents.

Here are some “don’ts” for writing good survey questions:

DON’T ask too many questions: avoid survey fatigue by keeping your surveys concise. If your surveys are too long, you’ll likely reduce completion rates, get poorer quality responses, and run the risk of frustrating your customers.

DON’T ask leading questions: leading questions include a kind of bias or implication. This can mean respondents are subtly or unsubtly persuaded to give a particular answer. The question may include presumptions, influential content, or implied information that impacts how participants respond.

DON’T ask loaded questions: loaded questions can cause bias. They typically involve emotive or suggestive language that can trigger a particular response. Loaded questions can be manipulative and designed to trap a person. Using neutral language and avoiding assumptions in questions can help you avoid loaded questions.

DON’T ask about more than one topic at once: asking about multiple topics at the same time can get confusing for the participant. To get the best (and most accurate) results, keep things simple and focus on one topic at a time.

• Survey use cases: what you can do with good survey questions

Good survey questions can help teams deeply understand their customers and design better, more useful products. Survey results have many essential use cases, including the following:

1. Creating user personas

User personas help you truly resonate with customers and design more specifically for them rather than creating products that are too general. Survey data can help you build out accurate user personas with more reliable information.

2. Understanding your product and its metrics

When you understand your customer’s pain points and frustrations, it colors all the quantitative data you check regularly. For example, low engagement rates will make sense if you know half of your users get lost at a particular step.

The benefits don’t stop there. Knowing your users well doesn’t just explain what’s currently happening and why; it can ensure you develop better, more satisfying products based on customer opinions—not assumptions.

3. Understanding why people leave your website

You may be seeing high dropoff rates on your website but have no idea why. A survey may help reveal that there’s too much friction on your site or that the layout is too confusing. Without gaining that feedback from customers, you may never know why things aren’t working.

4. Informing your pricing strategy

Surveys, along with other key data, can help your team gain insights into your pricing and whether it works for your customers. This may help you revise pricing and optimize the strategy for higher conversion rates and boosted profits.

5. Measure and understand product–market fit

Before you launch a product, you need to know whether there’s market demand for it and whether your product will fit. Deep research via surveys can help ensure that when you do launch, you do so successfully to a ready and willing market.

6. Choose effective testimonials

Testimonials from customers can help build trust with your brand, ensuring more people feel comfortable purchasing from your organization. Verbatim comments in surveys can be fantastic sources of testimonials.

Keep in mind that it’s always important to get permission before using comments from your participants in promotional materials.

• Survey questions for deeper insights

To provide a truly customer-centric experience, you need to get into your customers’ minds. Surveys are one of the most helpful ways to do this.

Sending surveys to the right people at the right time gives you the chance to get deep insights you can act on to continually optimize your offering.

How many questions should I include in a survey?

The right number of questions to include in a survey will depend on the type of survey, the participants being asked, the incentive you’re offering, and the context. Typically, though, the best surveys are brief. Some surveys might even contain just one question.

As a guideline, online surveys usually involve between 15–20 questions. This will ensure you don’t overwhelm participants but will still allow you to draw accurate and helpful insights from the answers.

How do I get answers to my survey?

Finding participants for your surveys can be tricky. Sending your surveys to current customers can be a great way to get specific and relevant answers.

If you don’t have current customers, you can advertise your surveys on social media, send them to your email list, or approach an agency that can supply participants in your target market.

To get people interested, consider providing incentives. This can help boost engagement rates.

How to write a good survey?

A good survey will depend entirely on your team’s goals, the people being surveyed, and the context of the product or service.

As a guide, good survey questions are typically clear and concise without leading or loaded statements. They don’t overwhelm participants with too many questions and stay on topic to avoid confusion.

What is the best response scale for a survey?

The best response scale for a survey will depend on the survey itself, the questions being asked, and the overall goal.

For response scales, 1–10 is often used as it’s easy to convert to percentages. This scale also offers enough options for respondents to share their views. The most important thing is choosing a response scale that’s relevant to the project at hand.

Should you be using a customer insights hub?

Do you want to discover previous survey findings faster?

Do you share your survey findings with others?

Do you analyze survey data?

Start for free today, add your research, and get to key insights faster

Editor’s picks

Last updated: 4 March 2023

Last updated: 28 June 2024

Last updated: 16 April 2023

Last updated: 20 March 2024

Last updated: 22 February 2024

Last updated: 23 May 2023

Last updated: 21 December 2023

Last updated: 26 July 2023

Last updated: 14 February 2024

Last updated: 11 March 2023

Last updated: 13 May 2024

Last updated: 30 January 2024

Latest articles

Related topics, .css-je19u9{-webkit-align-items:flex-end;-webkit-box-align:flex-end;-ms-flex-align:flex-end;align-items:flex-end;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;-webkit-box-flex-wrap:wrap;-webkit-flex-wrap:wrap;-ms-flex-wrap:wrap;flex-wrap:wrap;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;row-gap:0;text-align:center;max-width:671px;}@media (max-width: 1079px){.css-je19u9{max-width:400px;}.css-je19u9>span{white-space:pre;}}@media (max-width: 799px){.css-je19u9{max-width:400px;}.css-je19u9>span{white-space:pre;}} decide what to .css-1kiodld{max-height:56px;display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;}@media (max-width: 1079px){.css-1kiodld{display:none;}} build next, decide what to build next, log in or sign up.

Get started for free

• Solutions Industry Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Member Experience Technology Use case AskWhy Communities Audience InsightsHub InstantAnswers Digsite LivePolls Journey Mapping GDPR Positive People Science 360 Feedback Surveys Research Edition
• Resources Blog eBooks Survey Templates Case Studies Training Webinars Help center

Survey questions: Examples and tips

The complete guide to survey questions with examples, types, and tips to write great questions., 350+ free survey templates, customer surveys, human resources surveys, marketing surveys, industry surveys, community surveys, academic evaluation surveys, non-profit surveys.

Content Index

• Dichotomous questions
• Multiple choice
• Rank order scaling
• Rating scale
• Semantic differential scale
• Stapel scale
• Constant sum survey questions
• Demographic survey questions
• Matrix table
• Side-by-side matrix
• Static content
• Miscellaneous
• Visual analog scale
• Image chooser
• Data reference
• Upload data
• Net Promoter Score (NPS)
• Choice model
• Good survey questions

Popular survey questions and examples

The types of questions you ask can prove to be one most critical factors determining the success of a survey. From email to SMS surveys, the common denominator that determines effectiveness is the questions. Different question and answer types promote multiple answers, even for similar questions.

This guide covers the types of survey questions available and looks at what makes good survey questions. We'll also explore examples and give you access to sample survey questions as a template for writing your own.

Using different question and answer types effectively lead to more engaging surveys. Incorporating the different types gives you more complete and accurate results.

1. Dichotomous questions

Dichotomous is generally a "Yes/No" question. It's often a screening question to filter those who don't fit the needs of the research. Dichotomous question example:

2. Multiple choice

The multiple-choice survey questions consist of three or more exhaustive, mutually exclusive categories. Ask for either single or multiple answers. In the following survey questions example, the user selects only one out of the seven provided. You could configure this question to allow users to select multiple answers, such as all of the above responses. Multiple choice survey question example:

3. Rank order scaling

Rank order scaling types of survey questions allow ranking of brands or products. You list options and ask users to rank them on specific attributes or characteristics. Consider a fitness tracker company that wants to know what features their users like the most. List down the features and ask your respondents to rank the options based on how much they like them. Rank order scaling survey example:

4. Rating scale

5. Semantic differential scale

6. Stapel scale

The stapel scale question asks a person to rate a brand, product, or service according to a specific characteristic on a scale from -5 to +5. The rating range indicates how well the attribute describes the product or service. Stapel scale survey example:

7. Constant sum survey questions

A constant sum survey question permits the collection of "ratio" data. It means data can express the relative value or importance of the options. For example, if option A is twice as important as option B. Constant sum survey example:

8. Open-ended

Create a free account

9. Demographic survey questions

10. Matrix table

Matrix table questions are in the tabular format. The questions reside on the left of the table with answer options across the top. They are two-dimensional variants of multiple-choice questions. Multipoint scales allow respondents to select only one option per parameter, while multi-select will enable them to choose multiple options. The spreadsheet structure converts text and options into organized tables that are easy for the respondents to complete. Matrix survey example:

11. Side-by-side matrix

Need to know multiple aspects of a single parameter? Use a side-by-side matrix for a visually appealing design. It gives you the option to define various rating options simultaneously. Consider that you need to know how important and satisfied a customer is with customer service. A side-by-side matrix allows you to ask about both at once. This layout also makes it easy to identify the problem areas to make changes and improve your business. Side by side matrix survey example:

12. Static content

Static questions add value to your questionnaire by displaying additional information. Presentation text questions, a static type, usually separate different sections of a survey. You can also add headings and subheadings to the various parts of the study to make it aesthetically pleasing. Static text question example:

13. Miscellaneous

This category of survey questions captures a variety of data types. Depending on the purpose of the survey, you might want to collect a captcha code, date of birth, or point on a map. Miscellaneous survey question example:

14. Visual analog scale

The Visual analog scale allows you to increase the visual appeal of questions. For example, you ask participants to rate the services they receive. Text sliders and numeric sliders provide a convenient and engaging way to answer. Other options include social media sharing, star-rating questions , thumbs up or down, and smiley-rating. Smiley ratings, in particular, are pleasant to the eyes and deliver a positive impact. Smiley survey example:

15. Image chooser

The use of images improves user experience. Consider an article with lot of text. Would you prefer to read a page with only text or the one with lots of attractive graphics? Most people will choose the one with images. Image chooser question example:

Put this theory into practice to increase user responses. Image questions allow the respondents an opportunity to select images from a list. Take the image chooser question type to the next level with an image matrix.

16. Data reference

Data reference questions gather and validate data against the standard databases. A zip code, for example, is a type of data deference. Another option is the dynamic lookup tables. Use these tables to depict data according to rankings. Data reference survey question example:

17. Upload data

This type allows users to upload documents, images, and more to their survey responses. Upload data question example:

18. Net Promoter Score (NPS)

A Net Promoter Score survey research questions measure brand shareability and customer satisfaction. It asks respondents to rate whether they'll recommend your company to their network on a scale of 0 to 10. It categorizes the respondents into Promoters (9-10), Passives (7-8), and Detractors (0-6).

Your NPS helps you identify why customers are promoting or detracting from your brand. Patterns in the responses of Promoters and Detractors provide insights into the strengths and weaknesses of your business. NPS question example:

19. Choice model

Choice model survey questions include Conjoint Analysis and Maximum Difference Scaling.

Conjoint Analysis is one of the most accepted quantitative methods in market research. Use it to determine client preferences. For example, discover which product features customers prefer or how price changes influence sales.

Maximum Difference Scaling is an effective way to establish a relative ranking for up to 30 elements. They might include:

• Features or benefits of a service
• Areas for potential investment of resources
• Interests and activities
• Potential marketing messages for a new product
• Products or Services in use

Conjoint choice model survey example:

What are good survey questions?

Which question type should you use to get the best response rate? Does the language of the questions make a significant impact? How do you find good survey questions examples?

It turns out that it takes a little of both to get the perfect questions. Learn how to use question types to write great questions and get examples.

Check out our 350+ FREE & Ready-made Survey Templates.

Keep things fair : Don't boast too much about your products or services. Limit your use of adjectives to avoid distancing your customers. You want your company to appear open to constructive criticism. Dodge questions like: "What do you feel about the warm welcome our staff gave at your arrival?" Respondents will rather prefer, "How did you like your welcome at our hotel?"

Simple survey questions = Better responses: Come up with items that are easy to understand and answer. Expecting respondents to answer essay-like questions repeatedly causes burnout and lowers response rate. Instead, focus on easy-to-answer issues that don't take too long.

Don't ask just because you can: You may feel the need to get as much information as you can from a single survey. However, this temptation causes your study to veer off track. Many users see overly nosy surveys as suspicious and irritating.

Skip what-ifs: Avoid cooking up situations your respondents may never face. You'll lower the response rate and receive fewer authentic answers. What-if scenarios relevant to your audience, however, could increase the effectiveness of your questionnaire.

Ask "how": A single select question like "Did you like our gym?" will get you either "yes" or "no." Skip the yes/no questions and focus on asking how your business did instead. For example, you could ask, "How did you find the services at our gym?" Answers could include "extremely professional," "moderately professional," and "not at all professional." This question captures detailed data and can lead to more actionable insights.

Don't ask more than one question at once: The last thing you want is to confuse respondents. Asking two or more correlated items in one question will baffle your customers. Interlinking multiple topics also promotes the idea that neither is significant. Divide complicated topics into multiple questions for the most effective and reliable answers.

Additional sensitivities to keep in mind when creating good survey questions:

If you have to ask sensitive questions, such as religion or political affiliation, place them next to the questions contextually related to them. This will make it easier for the respondents to understand why you're asking.

Make the first questions simple, pleasant, and exciting.

Include a question mark near the end of every question.

Ensure all questions are grammatically correct and error-free.

Avoid jargon and use terms and concepts that are easy for all respondents to understand.

Remember that simplicity and a direct approach inspire respondents to complete a survey.

Related Content

How to effectively conduct an online survey.

To effectively conduct an Online Survey the first you need to decide what the objectives of the study are. And also Review the basic objectives of the study.

The Hacker's Guide to MaxDiff

Learn about MaxDiff Analysis, its market research applications, and how top marketing strategists implement MaxDiff Questions to understand their target market’s decision-making psychology.

Third-Party Risk Management: Critical Steps to Safeguard Your Business Relationships

Learn how to identify and profile your organization's third-party risks. This ebook will teach you the steps necessary to managing risk exposure over time with QuestionPro Assessments.

• Survey Templates

Product Surveys

Product evaluation survey template.

Feedback on company, product, customer service, ratings, intention to return.

Employee Evaluation Surveys

Company communications evaluation survey template.

Evaluation of communication information and strategy within the company.

• Customer Satisfaction Surveys

Customer Satisfaction Survey Template

Customer satisfaction survey with product, representative, and process questions.

• Sample questions
• Sample reports
• Survey logic
• Integrations
• Professional services
• Survey Software
• Customer Experience
• Communities
• Polls Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. Create online polls, distribute them using email and multiple other options and start analyzing poll results.
• Research Edition
• InsightsHub
• Case Studies
• AI in Market Research
• Quiz Templates
• Qualtrics Alternative Explore the list of features that QuestionPro has compared to Qualtrics and learn how you can get more, for less.
• SurveyMonkey Alternative
• VisionCritical Alternative
• Medallia Alternative
• Likert Scale Complete Likert Scale Questions, Examples and Surveys for 5, 7 and 9 point scales. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations.
• Conjoint Analysis
• Net Promoter Score (NPS) Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example.
• Offline Surveys
• Employee Survey Software Employee survey software & tool to create, send and analyze employee surveys. Get real-time analysis for employee satisfaction, engagement, work culture and map your employee experience from onboarding to exit!
• Market Research Survey Software Real-time, automated and advanced market research survey software & tool to create surveys, collect data and analyze results for actionable market insights.
• GDPR & EU Compliance
• Employee Experience
• Customer Journey
• Executive Team
• In the news
• Testimonials
• Advisory Board

QuestionPro in your language

• Encuestas Online
• Pesquisa Online
• Umfrage Software
• برامج للمسح

Awards & certificates

The experience journal.

Find innovative ideas about Experience Management from the experts

• © 2021 QuestionPro Survey Software | +1 (800) 531 0228
• Privacy Statement
• Terms of Use
• Cookie Settings

Summer is here, and so is the sale. Get a yearly plan with up to 65% off today! 🌴🌞

• Form Builder
• Survey Maker
• AI Form Generator
• AI Survey Tool
• AI Quiz Maker
• Store Builder
• WordPress Plugin

HubSpot CRM

Google Sheets

Google Analytics

Microsoft Excel

• Popular Forms
• Job Application Form Template
• Rental Application Form Template
• Hotel Accommodation Form Template
• Online Registration Form Template
• Employment Application Form Template
• Application Forms
• Booking Forms
• Consent Forms
• Contact Forms
• Donation Forms
• Customer Satisfaction Surveys
• Employee Satisfaction Surveys
• Evaluation Surveys
• Feedback Surveys
• Market Research Surveys
• Personality Quiz Template
• Geography Quiz Template
• Math Quiz Template
• Science Quiz Template
• Vocabulary Quiz Template

Try without registration Quick Start

Read engaging stories, how-to guides, learn about forms.app features.

Inspirational ready-to-use templates for getting started fast and powerful.

Spot-on guides on how to use forms.app and make the most out of it.

See the technical measures we take and learn how we keep your data safe and secure.

• Integrations
• Help Center
• Sign In Sign Up Free
• 50+ Must-ask questions for your market research surveys

Şeyma Beyazçiçek

Market research is an essential part of finding answers to your questions. For this reason, market research surveys have a big importance. So, market study survey questions, too . These types of questions help you get essential data about the target audience, conduct competitive analysis, get new ones, or protect existing customers .

We have gathered the most essential data to help you gather information on the target market or target customer. In this article, you will find 50+ market research survey questions and examples about customers, products, social media, etc. You need to seriously consider these business survey questions for market research and learn more!

• What is a market research survey?

A market research survey is a document that asks demographic questions or any type of market research questions that aim to collect vital customer feedback to make you better in marketing . The critical point of a market research survey is to learn customer experience and make marketing plans according to it.

A report by Statista shows that since 2008 , the market research sector’s global revenue has increased by more than twice, surpassing $81 billion in 2022 . So, the importance of market research is getting more realized, and you need market analysis survey questions. Good survey questions for market research collect data to help you create definite strategies for a better marketing plan.

• 50+ Market research survey questions you must ask in your surveys

Each company has its own unique priorities and needs. For this reason, companies should choose questions carefully for their survey. 50+ market research survey questions might differ according to the needs and requirements of a company. Nevertheless, we have gathered the most essential and basic ones to make you grow faster. 

If you want to access all these privileges we have discussed so far, you need to have a look at these 50+ must-ask questions for your market research surveys:

Customer survey questions for market research questions

The primary reason for selling a product or service is for customers . Finding the target audience for your company is one of the most important parts of your market research survey. For that reason, you need to have a look at these customer survey questions for market research questions: 

1. How often do you shop from us?

• Once a week
• Twice a week
• Once a month
• Twice a month
• Once every two months
• Once every three months
• Once every six months
• Once a year

2. What is your favorite product/service?

3. What is your least favorite product/service?

4. Why do you choose us?

• Your reputation for quality products and services
• Your competitive pricing
• Your commitment to customer service
• Your convenient location
• Your wide selection of products and services
• Your knowledgeable staff
• Your experience in the industry
• Your commitment to innovation
• Your commitment to sustainability

5. Would you recommend us to your friends/family?

6. Since when do you choose us?

• Two Years Ago
• Three Years Ago

7. Overall, from 1-10, how do you rate us?

An opinion scale question example about satisfaction

Market research questions for a product

A market research question for a product is an excellent helper for companies to understand and collect data about existing. If you want to learn how your customers are satisfied with your exciting product, you only need to ask them these questions. Here are your market research questions for a product: 

8. Have you ever heard of this product before?

9. From 1-10, how would you rate this product?

10. Do you believe this product is useful/helpful for you? 

11. What is the likelihood of buying this product again?

• Very Likely
• Very Unlikely

12. What do you like about this product?

• It is easy to use
• It is cost-effective
• It is reliable
• It has great customer service
• It has a wide range of features

13. What do you dislike about this product?

• Functionality

14. Would you recommend this product to your friends or family?

You can replace the word “ product”  with the name of your own product.

A question example about purchasing behavior

New product market research survey questions

New product market research survey questions are perfect for your company if you plan for a new product. Imagine that you are about to launch a new product. You can take fewer risks if you ask questions about the new product before launching it. So you might need these market research questionnaire questions for your new product: 

15. Have you seen a similar product? 

16. How likely are you to use this product for your business activities?

17. What do you think is the best feature of this new product?

18. What do you think is the least favorite feature of this new product?

19. Do you find the price reasonable?

20. Are you excited about this product?

21. Overall, from 1-10, how do you rate this new product?

A question example about later use

Social media survey questions for market research

Social media is an excellent way of collecting helpful data from your customers because, today, nearly everybody has a social media account. You can have insightful data as long as you know which platform to use and how to use it. So, here are your social media survey questions for market research: 

22. Which social media platforms do you use? ( you can choose more than 1 )

23. In which social media platforms do you spend time the most?

24. Do you follow us on your social media accounts?

25. What do you think about our company’s social media account? 

• It's great!
• It could use some improvement.
• I haven't seen it

26. Do you believe we can use social media effectively?

27. What can we do to improve our social media accounts?

• Post regularly
• Run contests and giveaways
• Use relevant hashtags
• Optimize profile information
• Respond to comments
• Collaborate with influencers

28. Which influencers do you relate to us the most?

A market research survey question example about social media

Market research questions to ask potential customers

As much as trying to hold your existing customers, you should also try to find potential customers and expand your network. Because only in this way you can grow your business. When you have good market research questions to ask potential customers, as given below, you can easily get what you need: 

29. Have you ever heard us before?

30. When you think of our brand, what comes to your mind first? 

31. Who is our rival for you?

32. What is your minimum budget?

33. What is your maximum budget?

34. Would you consider choosing our product/service?

35. What are your best aspects, you think?

Market research questions for B2B companies

Just like any sector, B2B companies need to do their best to run market research. As for their market research survey, the questions will be different because they need to aim at businesses directly. If you need them, here are your market research questions for B2B companies: 

36 . Who is your ideal customer?

37. What really matters to your ideal customer?  

38. Do you think you know your customers?

39. How can you know your customers better?

40. What is your customers’ annual income? 

41. What do your customers do in their free time?

42. What attracts your customer?

Demographic questions for your market research survey

Demographic questions allow your company to understand your customer’s background better. Also, if you want to understand the certain characteristics of your target audience, demographic questions are the best option for you. Have a look at these demographic questions for your market research survey: 

43. What gender do you identify as?

• Genderfluid

44. How old are you?

• 65 or Above

45. What is your marital status?

46. Can you please specify your ethnicity?

• African American
• Asian American
• Hispanic/Latino
• Native American
• Pacific Islander
• White/Caucasian

47. Where are you located?

• United States
• United Kingdom

48. What is your education level?

• High School
• Associate's Degree
• Bachelor's Degree
• Master's Degree
• Doctorate Degree

49. What is your annual income?

• $0 - $25,000
• $25,001 - $50,000
• $50,001 - $75,000
• $75,001 - $100,000
• $100,001 - $150,000
• $150,001 - $200,000
• $200,001 and above

50. What is your current employment situation? 

• Employed full-time
• Employed part-time
• Self-employed
• Not looking for work

A market research survey question example about income

• How can I create a market research survey?

In order to collect essential data for your market research, if you want to handle it the fastest way, you will need an online form builder. Also, if you want to build your form with lots of options and create just like you wish and want to do all of them for free, there is only one option left: forms.app .

As long as you follow some basic steps, you can easily create your market research survey and here are the steps: 

1. Login or create an account

Firstly, you should log in to your existing account if you do not have one; no worries, you can easily and quickly create an account . Also, do not forget that you have the opportunity to log in via Google, Facebook, and Apple accounts. 

2. Start from scratch, choose a temple, or generate with AI

You have access to a wide range of options thanks to forms.app . You must begin from scratch if you wish to pick every aspect of your survey. The site offers pre-made market research survey templates if you do not want to spend too much time on it. However, if you stay current with the latest technology, artificial intelligence can create your survey in seconds!

3. Add your market research survey questions

Based on your company’s primary needs and essential requirements, you should choose your market research survey questions very carefully. Each company’s priorities can differ. For that reason, you need to pay attention while adding them. 

4. Customize your survey form

In this step, you can easily change and personalize your online survey . To give an example, you can change the size and type of the font, colors, and order of questions, add your brand’s logo, etc. 

5. Share your market research survey

In the final step, you can share your survey with your target via many platforms . You can choose the link to be public, limited, or private while sharing. Additionally, you can preview the link to see whether it has any meta titles, descriptions, or images. 

• How can I write good market research questions?

One can randomly create market research questions for the survey; however, if you want to be one step ahead of your rivals and be good at writing market research questions, you need to follow the points given below:

• Consider your company’s needs : You need to have a moment and consider what your company needs the most. What are your priorities or urgent needs? Or what are your urgent deficiencies to be covered? After answering these questions, you can create better questions. 
• Think like the customer: The key point is listening to your customers and trying to think like them. When you think like them, you can come up with better market research questions and collect more valuable data for your survey. 
• Be direct: Questions asked directly are definitely better , instead of asking too many indirect questions or long and complex sentences that might be confusing. So, you need to pay attention at this point. 
• Key points to take away

As we have discussed so far, the importance of market research is undeniable. If you want to increase your market share and be more successful in your sector, there are some key points for your company to take away. You should not ignore these points:

• Design of the survey: Do not forget that the more you pay attention to your market research survey design, the more you will seem professional. 
• Pay attention to the context: Design is an important factor, but context is the exact reason you run a survey. So, you need to be careful with your questions. 
• Check the result: At the end of the survey, checking and analyzing the results is a key point. If you will not do that, there is no need to share the survey, isn’t it?

Now that you have read so far, you know all the critical points about the issue and where to start. Take action now and start finding your own effective data collection methods for market research !

Şeyma is a content writer at forms.app. She loves art and traveling. She is passionate about reading and writing. Şeyma has expertise in surveys, survey questions, giveaways, statistics, and online forms.

• Market Research
• Form Features
• Data Collection

Table of Contents

Related posts.

10+ Best AI-Powered survey makers to boost success

Yulia Guseva

55+ Remote Work memes that you can absolutely relate to

What is margin of error: Definition, examples & formula

What Are Quantitative Survey Questions? Types and Examples

Learn all about quantitative research surveys, including types of quantitative survey questions, question formats, and quantitative question examples.

quantilope is the Consumer Intelligence Platform for all end-to-end research needs

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!

Latest articles.

Unleash Brand Growth With Our Better Brand Health Tracking Certification

This Certification Course from the quantilope Academy empowers researchers to learn how to effectively grow their brand through Better Bran...

August 15, 2024

Strengthening Our Approach to Data Quality With Pre-Survey Defense

quantilope's Pre-Survey Defense module detects suspicious/fraudulent respondents before they enter a survey - complementing existing data q...

August 13, 2024

Better Brand Health Tracking in the Body Wash Category

Dive into quantilope's Better Brand Health Tracking approach with this body wash category study, including brands like Dove, Nivea, Axe, an...

August 06, 2024

• Customer Feedback Analytics
• Integrations
• Data Sources
• Marketing Intelligence
• Sentiment Analysis
• Ticket Driver Report
• AI Chatbot Preparation
• For Voice of Customer Teams
• For Product Operations Teams
• For Customer Support Teams
• For Customer Experience Teams
• Our Story and Team
• Customer Reviews
• Partner Program
• Start for Free
• Request Demo

130+ effective survey question examples

If you’re putting together a survey or questionnaire, it shows that you truly value customer feedback and have the drive to make your company the best it can be. Surveys are a great way to gather valuable information, improve your product or service, build brand loyalty and a positive reputation, i ncrease your net promoter score, and more.

But what questions should you ask in your survey? Which ones will give you the most actionable information? And how do you analyze all of the responses?

We’re covering everything you need to know about survey questions below, including a list of survey question examples to help you create the best survey for your business.

Before we start, we’d like to inform you that we have a special promotion until August 31, 2024. If you need support with analyzing open-ended survey answers , you can now get Idiomatic 50% off. Try it for free today and get 50% off if you find Idiomatic useful:

Get Idiomatic 50% off with code: SURVEY24

How do you start a survey questionnaire?

What are good questions to ask, demographic survey questions, customer satisfaction survey questions, user experience survey questions, product survey questions, facebook survey questions, training survey questions, employee survey questions, student survey questions, restaurant survey questions, closed-ended question examples:, open-ended question examples:, qualitative survey question examples:, quantitative survey questions examples:, how to write survey questions, how do you ask someone to answer your survey, how do you convince a customer to fill out a survey, how to analyze all of the answers.

Starting a survey questionnaire begins with finding a survey hosting platform that works for your business and the survey recipients. You’ll also need a mailing list of participants who you’re legally allowed to contact and ask for feedback. Most online survey tools send surveys via email, although there are other options if you don’t have a mailing list (e.g. social media surveys or a dedicated landing page). 

Good questions to ask in a survey are ones that help you gather concrete information from participants and help you make smarter business decisions. Understanding exactly what kind of details you’re looking to extract from the audience helps you get clear on your intention with the survey and desired outcome. 

Additionally, be sure to consider the way in which the survey is being delivered. For example, if you’re sending a survey to employees via email, consider asking mostly open-ended questions to gather in-depth insights, but if you’ll be collecting answers through a social media survey, consider asking mostly close-ended questions to keep things brief and increase the chances of people participating and completing the survey.

130+ survey question examples (by category)

We’ve put together a list of over 130 questions for you to use in your surveys. We’ve organized them by the most popular survey categories and within each category, you’re able to click further to dig deeper into that specific category. 

Social media survey questions

Collecting demographic information is one of the first and most important steps in many surveys. Although some surveys may be anonymous and shouldn’t collect names or contact information, you can still collect basic demographic information such as age, gender, income, and more. 

This type of personal information is actually best collected anonymously as people are often more comfortable sharing these details if they’re not associated with their name or identity.

Here is a list of demographic questions you can use for your survey:

• What is your name?
• How old are you?
• What gender do you identify with? 
• What is your ethnicity?
• Where are you located? / What is your city of residence?
• What is your zip code? 
• Are you eligible to vote?
• What education do you have? / What is your highest level of education?
• What is your marital status? 
• How many children do you have?
• What is your household income?
• What type of housing do you reside in?
• What is your current job status?
• What is your job title?
• What department do you work for? 
• What is the name of the company?
• What industry is the company in?
• How many employees work within the company?
• What is the company’s annual revenue?
• What is your email address?
• What is the best number to reach you at?

Customer satisfaction questions are a great way to gauge how happy (or unhappy ) a customer is with your product or service. These types of questions should be asked after an interaction or transaction has been completed. For example, after a customer speaks to a live chat agent or customer service representative over the phone, or after they’ve received a service or purchased a product from you.

Here is a list of customer satisfaction questions you can use for your survey:

• How would you rate your experience with [insert company, product, service, technician, etc.]?
• Did the [product or service] solve your problem?
• How likely are you to refer a friend, family member, or colleague?
• How likely are you to use this product/service again?
• How could your experience with [company, product, or service] be improved?
• Do you have any additional comments, concerns, or feedback you would be willing to share?

User experience (UX) survey questions should be specific to the customer’s online experience (e.g. a website or application), specifically in regards to how easy or pleasing the software was to use. 

Here is a list of user experience questions you can use for your survey:

• How did you learn about the app/website?
• What was your first impression when you entered the app/website?
• How easy was it to navigate?
• Were you able to find what you were looking for quickly?
• Was anything you expected to see missing or not present?
• What did you like most about the experience?
• What did you not like about the experience?
• What is the most important feature to you?
• What is the least important feature to you?
• How was your experience overall?
• Would you recommend this website/app to a friend, family member, or colleague?

If you’ve developed a product, you probably know it inside and out. Sometimes, however, being too close to a product means that we can’t see what those who are new to it see. 

Product survey questions are a great way to understand how your product is seen and used. This information can help with marketing, product tweaks, and future product developments.

Here is a list of product questions you can use for your survey:

• How did you hear about the product?
• How long have you been using the product?
• How often do you use the product?
• Is it an easy process to use the product?
• Does the product help you achieve your goal?
• What is your favorite thing about the product?
• What is your least favorite thing about the product?
• What product feature is the most valuable to you?
• What product feature is the least valuable to you?
• Is there anything you would change about the product?
• What made you choose this product over our competitors?
• How would you rate the product’s value?
• How likely are you to recommend this product to others?

Learn more about product survey questions, formatting, answers, analysis, and more. >>

Social media surveys are a great way to capture feedback in a relaxed and informal setting. Survey questions are displayed on social media platforms such as Facebook, Instagram, LinkedIn, and Twitter. Here you can collect market research information or ask any type of question relating to your company, product, or service.

Here are some examples of social media questions you can use for your survey:

• How often have you come across this product online?  
• Do you prefer to shop online or offline?
• Do reactions and comments on an ad influence your decisions to click on it to learn more?
• To what extent does a brand’s social media presence influence your purchasing decision? 
• What social media channels are you most active on? 
• How often do you check your social media account per day?
• What do you use social media for?
• Which social media platform do you like the most?
• Which social media platform do you like the least?
• Which social media platform do you trust the most?
• Which social media platform do you trust the least?

Similar to social media surveys, Facebook surveys are a great way to capture platform-specific information.

Here are some examples of Facebook questions you can use for your survey:

• How often have you come across this product on Facebook?
• How many purchases have you made from a product you saw on Facebook?
• Do you think Facebook is a useful tool for finding relevant products or services?
• How many times a day do you check your Facebook?
• Do you check Facebook reviews before making your first purchase with a new company?

When your team succeeds, your business succeeds. Proper training is essential for employees to develop the expertise and abilities needed to do their job. Training can be the deciding factor in whether an employee succeeds in their role or not. Knowing the strengths and weaknesses of your training program can be determined by using the right survey questions.

Here is a list of training questions you can use for your survey:

• How would you rate your training experience overall?
• What was your favorite part of training?
• What was your least favorite part of training?
• Were there any barriers to learning? 
• Do you feel like you had all the necessary resources to complete your training?
• Do you feel like you gained enough knowledge through the training to effectively and safely carry out your responsibilities?
• What part(s) of your training have you found most useful in your role so far?
• If you could add or remove anything from the training, what would it be?

Sending surveys to customers is incredibly valuable, but sending surveys internally to your staff can also help your business grow. Employee surveys help you better understand your business from the perspective of those on the inside. These surveys can shed light on circumstances you may be too far removed from to see yourself and give you valuable insights into your business’s day-to-day operations.

Employee surveys can be sent out quarterly, bi-annually, or annually. Try not to send out employee surveys more frequently than every quarter; your employees are busy (both with work and in their personal lives) so try not to bombard them with feedback requests too frequently.

Probe your employees for anything from minute details to big picture ideas. Your team will have plenty of insights to offer—especially if you make the survey anonymous.

Here is a list of employee survey questions you can use for your survey:

• Do you feel this company is a great place to work? 
• What do you like most about working at this company?
• What do you like least about working at this company?
• Do you feel that you have access to resources that allow you to do your job well? 
• Do you feel like you know what you need to do to be successful in your role?
• Do you feel supported by your manager? 
• Do you feel that you have good growth opportunities at this company?
• How could this company be a better place to work? 
• What are the most important things for the company to do in the next year to set ourselves up for long-term success?
• How can we better support innovation and growth?

Polling the student body can give you many insights into how they’re feeling about their experience in school. Whether it be in-person or online, student surveys should include questions about the course work, instructors, facilities, and mental health.

These can be conducted mid-way through a program or at the end. For the sake of the examples, we’ve worded them in the present tense.

Here is a list of student survey questions you can use for your survey:

• What program/course are you studying? 
• What motivated you to take this course?
• What year of study are you in?
• What style of learning do you prefer?
• What style of learning do you struggle with?
• Do you feel like you are lacking any resources to succeed in your studies?
• Is the coursework interesting to you?
• What do you enjoy most about the program?
• What do you enjoy least about the program?
• Do you feel supported by your classmates?
• Do you feel supported by your instructor?
• How would you rate your overall experience with your instructor?
• How would you rate your overall experience with the school?

Customer service is incredibly important when it comes to the restaurant business. Keeping customers happy and generating positive reviews is necessary to bring in new business and repeat customers.

Sending out restaurant surveys will help you better understand how the customers really felt about their dining experience with you. 

Here is a list of restaurant survey questions you can use for your survey:

• How did you hear about our establishment?
• What made you decide to visit?
• How many people were in your party?
• Did you have a reservation?
• Did you have to wait to be seated? If so, how long?
• Were you greeted warmly at the door?
• Did the menu have enough variety to satisfy your table’s needs?
• Do you have any food allergies or sensitivities?
• Did your drinks arrive in a timely manner?
• Did your food arrive in a timely manner?
• What did you order?
• Did you enjoy what you ordered?
• Did you enjoy the music that was playing during your stay?
• Did the wait staff take good care of your table?
• Were dirty dishes bussed (taken away) in a timely manner?
• If you visited the washrooms, were they well-maintained?
• Do you feel the pricing of the items matched their value?
• How likely are you to return?
• How likely are you to recommend this restaurant to family, friends, or colleagues?
• If you could change anything about the experience, what would it be?

The main types of survey questions

Survey questions can be asked in many ways but at the highest level they can be broken down into two categories: 

• Close-ended questions
• Open-ended questions 

1. Close-ended questions

Close-ended questions are those that can only be answered by selecting from a limited number of options. The answer options usually include: 

• One-word answers : These can include answers such as ‘yes’, ‘no’, ‘sometimes’, or straight-forward, one-worded, written answers from the participant.
• Multiple-choice answers : Multiple-choice answers will follow multiple-choice questions, nominal questions, or matrix questions. They offer participants multiple answers to choose from and you can have them select one, all that apply, or all that don’t apply.
• A rating scale : Rating scale answers follow questions such as rating scale questions, ranking questions, ordinal questions, and Likert scale questions. They ask participants to rank a range of items in order of importance or select the rating options that best describe their feelings towards the question.

Close-ended questions are best for sensitive questions within a survey because of their straightforwardness, simplicity, and ease of answering. It’s more likely that the participants will feel comfortable answering sensitive or personal questions if they are asked in a closed-ended format. Close-ended questions don’t just have to be yes or no questions; by creating multiple choice questions, you can gather detailed information in a quick, simple way as shown below.

• Multiple choice: What is the name of the company you work for?
• Multiple choice: Who was your service technician?
• Multiple choice: What product is your favorite?
• Were you offered a discount code at checkout?

2. Open-ended questions

Open-ended questions are questions without predetermined answers. They offer an open space for participants to provide answers in their own words. Open-ended questions help you truly understand customer pain points , reduced feedback friction, and uncover issues that you could be unaware of.

• How did you find out about our company?
• What made you choose this product/service over others?
• Where do you see yourself in five years?

Qualitative vs. quantitative survey questions

Qualitative questions.

Qualitative questions are often open-ended questions and help you understand the “why” of a customer’s experience. They give participants space to provide greater detail about their motivations and reasoning in their own words. Qualitative answers are much more difficult to analyze because they can’t be quantified using concrete numbers.

• How was your experience with our customer support team ?
• What could we have done differently to improve your experience?
• What is your favorite feature of this product and why?

Quantitative questions

Quantitative questions are usually closed-ended questions that result in answers that are easily converted into objective, numbers-based analysis. This type of survey question format can make it easy for people to participate and respond as they usually take less time to complete than open-ended, qualitative questions.

• How long did you have to wait to speak to a customer service representative?
• We’re all of your concerns addressed during your live chat session today?
• Would you recommend this product/service to a family member or friend?

Survey questions should be short, direct, and to the point. You should avoid double-barrelled questions that touch on more than one issue, such as “Have you ever been bullied or harassed online?” In this example, bullying and harassment are two separate ideas, so it’s best to write separate questions even if they’re open-ended, to avoid confusing the participant or congesting the answer section.

You can ask someone to answer a survey by sending them an email, asking them in person, or even through an ad on social media. Be sure to introduce yourself and the survey when making an initial connection and asking participants to fill out a survey. Make it easy for them by providing a clear link to the survey with details on how long the survey will take to complete and clear instructions on how to participate.

Asking someone to take time out of their day to fill out your survey can take some convincing. One way to do this is through incentives. For example, you can offer a discount code, free gift, or gift certificate to those who complete your survey. It can also be beneficial to tell participants why you’re conducting this survey. When people understand your reasoning, they may be inclined to help you come to a conclusion on a certain topic.

Learn more tactics to increase your survey response rate.

After you’ve selected your survey tool, come up with all your questions, sent out the surveys, and received all the answers and feedback, it can be overwhelming to analyze the feedback and turn it into actionable data. 

Idiomatic ’s powerful AI helps businesses and marketers analyze customer feedback data and make data-driven decisions to eliminate pain points and create loyal, lifelong customers. 

Our platform can analyze and quantify thousands of open-ended survey responses and turn them into actionable insights , saving you time, money, and guesswork. Here’s a video that shows how we do it.

Try Idiomatic for free today

If you’d like to learn more about how Idiomatic turns customer feedback such as open-ended survey answers into Voice of Customer within minutes, here’s a quick video for you:

Chris Martinez

Co-Chief Executive Officer | Growth

Chris is obsessed with pushing Idiomatic to move faster in providing value to customers. Prior to Idiomatic, he co-founded Glow (15+ Million users, 40 countries). He has a BS in Math and Computer Science, a JD, and an MBA from Stanford. Outside of work, he can typically be found cooking, playing basketball (or really any other sport), or traveling with his wife and three children. His favorite quote is “fear is the mind-killer” from the novel Dune.

How to write survey questions for research – with examples

• Post author: Marta Costa
• Post published: April 5, 2023
• Post category: Data Collection & Data Quality

A good survey can make or break your research. Learn how to write strong survey questions, learn what not to do, and see a range of practical examples.

The accuracy and relevance of the data you collect depend largely on the quality of your survey questions . In other words, good questions make for good research outcomes.  It makes sense then, that you should put considerable thought and planning into writing your survey or questionnaire.

In this article, we’ll go through what a good survey question looks like, talk about the different kinds of survey questions that exist, give you some tips for writing a good survey question, and finally, we’ll take a look at some examples. 

What is a good survey question?

A good survey question should contain simple and clear language. It should elicit responses that are accurate and that help you learn more about your target audience and their experiences. It should also fit in with the overall design of your survey project and connect with your research objective. There are many different types of survey questions. Let’s take a look at some of them now. 

New to survey data collection? Explore SurveyCTO for free with a 15-day trial.

Types of survey questions

Different types of questions are used for different purposes. Often questionnaires or surveys will combine several types of questions. The types you choose will depend on the overall design of your survey and your aims.  Here is a list of the most popular kinds of survey questions:  

These questions can’t be answered with a simple yes or no. They require the respondent to use more descriptive language to share their thoughts and answer the question. These types of questions result in qualitative data.

Closed-ended

A closed-ended question is the opposite of an open-ended question. Here the respondent’s answers are normally restricted to a yes or no, true or false, or multiple-choice answer. This results in quantitative data.

Dichotomous

This is a type of closed-ended question. The defining characteristic of these questions is that they have two opposing fields. For example, a question that can only be answered with a yes/no answer is a dichotomous question. 

Multiple choice

These are another type of closed-ended question. Here you give the respondent several possible ways, or options, in which they can respond. It’s also common to have an “other” section with a text box where the respondent can provide an unlisted answer.

Rating scale

This is again another type of close-ended question. Here you would normally present two extremes and the respondent has to choose between these extremes or an option placed along the scale.

Likert scale

A Likert scale is a form of a rating scale. These are generally used to measure attitudes towards something by asking the respondent to agree or disagree with a statement. They are commonly used to measure satisfaction. 

Ranking scale 

Here the respondents are given a few options and they need to order these different options in terms of importance, relevance, or according to the instructions.  

Demographic questions

These are often personal questions that allow you to better understand your respondents and their backgrounds. They normally cover questions related to age, race, marital status, education level, etc.

Ready to start creating your surveys? Sign up for a free 15-day trial.

7 Tips for writing a good survey question

The following 7 tips will help you to write a good survey question: 

1. Use clear, simple language

Your survey questions must be easy to understand. When they’re straight to the point, it’s more likely that your respondent will understand what you are asking of them and be able to respond accurately, giving you the data you need. 

2. Keep your questions (and answers) concise

When sentences or questions are convoluted or confusing, respondents might misunderstand the question. If your questions are too long, they may also get bored by the questions. And in your lists of answers for multiple choice questions, make sure your choice lists are concise as well.  If your questions are too long, or if you’ve provided too many options, you may receive responses that are inaccurate or that are not a true representation of how the respondent feels. To limit the number of options a respondent sees, you can use a survey platform like SurveyCTO to filter choice lists and make it easy for respondents to answer quickly. If you have an exceptionally long list of possible responses, like countries, implement search functionality in your list of choices so your respondents can quickly search for their selection.

3. Don’t add bias to your question

You should avoid leading your respondent in any particular direction with your questions, you want their response to be 100% their thoughts without being unduly influenced.  An example of a question that could lead the respondent in a particular direction would be:  How happy are you to live in this amazing area?  By adding the adjective amazing before area, you are putting the idea in the respondent’s head that the area is amazing. This could cloud their judgment and influence the way they answer the question. The word happy together with amazing may also be problematic. A better, less loaded way to ask this question might be something like this:  How satisfied are you living in this area?

4. Ask one question at a time

Asking multiple things in one question is confusing and will lead to inaccuracies in the answer. When you write your question you should know exactly what you want to achieve. This will help you to avoid combining two questions in one. Here is an example of a double-barrelled question that would be difficult for a respondent to answer: Please answer yes or no to the following question: Do you drive to work and do you carry any passengers? In this question, the respondent is being asked two things, yet they only have the opportunity to respond to one. Even then, they don’t know which one they should respond to. Avoid this kind of questioning to get clearer, more accurate data.

5. Account for all possible answer choices

You should give your respondent the ability to answer a question accurately. For instance, if you are asking a demographic question you’ll need to provide options that accurately reflect their experience. Below, you can see there is an “other” option with space where the respondent can answer how they see fit, in the case that they don’t fit into any of the other options. Which gender do you most identify with:

• Prefer not to say
• Other [specify]

6. Plan the question flow and choose your questions carefully

Question writing goes hand-in-hand with questionnaire design. So, when writing survey questions, you should consider the survey as a whole. For example, if you write a close-ended question like:  Were you satisfied with the customer service you received when you bought x product? You might want to follow it up with an open-ended question such as:   Please explain the reason for your answer: This will help you draw out more information from your respondent that can help you assess the strengths and weaknesses of your customer service team.  Making sure your questions flow in a logical order is also important. 

For instance, if you ask a question regarding the total cost of a person’s childcare arrangements, but you’re unaware if they have children, you should first ask if they have children and how many.  It’s also a good idea to start your survey with short, easy-to-answer, non-sensitive questions before moving on to something more complex. This way there is more chance you’ll engage your audience early on and make it more likely that they’ll continue with the survey. You should also consider whether you need qualitative or quantitative data for your research outcomes or a mix of the two. This will help you decide the balance of closed-ended and open-ended questions you use.   With close-ended questions, you get quantitative data. This data will be fairly conclusive and simple to analyze. It can be useful when you need to measure specific variables or metrics like population sizes, education levels, literacy levels, etc. 

On the other hand, qualitative data gained by open-ended questions can be full of insights. However, these questions can be more laborious for the respondent to complete making it more likely for them to skip through or give a token answer. They’re also more complex to analyze.

7. Test your surveys

Before a questionnaire goes anywhere near a respondent, it needs to be checked over. Mistakes in your survey questions can give inaccurate results. They can also waste time and resources.  Having an impartial person check your questions can also help prevent bias. So, not only should you check your work, but you should also share it with colleagues for them to check.  After checking your survey questions, make sure to check the functionality and flow of your survey. If you’re building your form in SurveyCTO, you can use our form testing interface to catch errors, make quick fixes, and test your workflows with real data.

Examples of good survey questions

Now that we’ve gone through some dos and don’ts for writing survey questions, we can move on to more practical examples of how a good survey question should look. To keep these specific to the research world we’ll look at three categories of questions. 

• Household survey questions 
• Monitoring and evaluation survey questions 
• Impact evaluation survey questions

1. Household Survey Questions

2. monitoring and evaluation survey questions , 3. impact evaluation questions .

Strong survey questions lead to better research outcomes

Writing good survey questions is essential if you want to achieve your research aims.  A good survey question should be clear, concise, and contain simple language. They should be free of bias and not lead the respondent in any direction. Your survey questions need to complement each other, engage your audience and connect back to the overall objectives of your research.  Creating survey questions and survey designs is a large part of your research, however, is just a part of the puzzle. When your questions are ready, you’ll need to conduct your survey and then find a way to manage your data and workflow. Take a look at this post to see more ways SurveyCTO can help you beyond writing your research survey questions. 

Your next steps: Explore more resources

To keep reading about how SurveyCTO can help you design better surveys, take a look at these resources:  

• Sign up here to get notified about our monthly webinars, where organizations like IDinsight  share best practices for effective surveys.
• Check out previous webinars from SurveyCTO about survey forms, like this one on high-frequency checks for monitoring surveys. 
• Sign up for a free trial of SurveyCTO for your next survey project.

To see how SurveyCTO can help you with your survey needs, start a free 15-day trial today. No credit card required. 

Marta Costa

Senior Product Specialist

Marta is a member of the Customer Success team for Dobility. She helps users working at NGOs, nonprofits, survey firms, universities and research institutes achieve their objectives using SurveyCTO, and works on new ways to help users get the most out of the platform.

Marta has worked in international development consultancy and research, supporting and coordinating impact evaluations, monitoring and evaluation projects, and data collection processes at the national level in areas such as education, energy access, and financial inclusion.

You Might Also Like

SurveyCTO Webinar Series: Update your household rosters over time

New SurveyCTO Collect call management features for phone surveys

Android App: Getting Started with SurveyCTO Collect

Numbers, Facts and Trends Shaping Your World

Read our research on:

Full Topic List

Regions & Countries

• Publications
• Our Methods
• Short Reads
• Tools & Resources

Read Our Research On:

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.

[View more Methods 101 Videos ]

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.

U.S. Surveys

Other research methods.

901 E St. NW, Suite 300 Washington, DC 20004 USA (+1) 202-419-4300 | Main (+1) 202-857-8562 | Fax (+1) 202-419-4372 |  Media Inquiries

Research Topics

• Email Newsletters

ABOUT PEW RESEARCH CENTER  Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of  The Pew Charitable Trusts .

© 2024 Pew Research Center

• Help Center
• اَلْعَرَبِيَّةُ
• Deutsch (Schweiz)
• Español (Mexico)
• Bahasa Indonesia
• Bahasa Melayu
• Português (Brasil)
• Tiếng việt

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!

Think one step ahead.

Step into a bright future with our simple online survey tool

Open Source

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.

Sign up now

Free unlimited surveys, questions and responses.

WPForms Blog

The Best Survey Questions to Ask + Examples (2024 Guide)

Senior Writer

Content Manager

Do you need help thinking of survey questions for your website?

I alwas like to run surveys to get a feel for what site visitors and customers are thinking. It’s important to ask the right questions so you have actionable data at the end.

I’ve put together an example of survey questions you can ask to obtain meaningful responses from your audience.

Build Your Survey With Custom Questions

The Best Survey Questions Examples

In This Article

Multiple Choice/Radio Field Examples

Dropdown questions, nps rating scale example, likert scale example, open-ended question example, frequently asked questions on surveys.

• Are you currently employed?
• Do you own or rent your home?
• Have you ever purchased a product from our website?
• How often do you work out?
• How did you discover our website?

Multiple choice questions (also known as the radio field) allow respondents to select one of several options.

It’s one of the most basic types of questions you can ask in a survey to collect zero-party data , and it’s also one of the easiest to respond to.

When to use:   Multiple choice questions can be used when you want to give 2 or more possible answer choices, each being mutually exclusive. They’re commonly used to obtain information about demographics, product or service usage, behavioral tendencies, user preferences, and the like.

⚡ Try This: WPForms is a great solution for feedback forms. It allows you to add images or icons to Multiple Choice questions. If your choices can be easily represented as images, adding image choices to your form can help make the survey stand out and aid in easier completion.

• What’s your age?
• Tell us your highest level of education?
• What’s your household income?
• What industry do you work in?
• How many people live in your household?

Dropdown questions are another type of close-ended questions commonly used in surveys. They’re similar to Multiple Choice questions but are more visually concise.

When to use: Dropdowns are excellent for demographic questions. They’re particularly useful for wordy choices or when a long list of options might otherwise make a survey appear longer if presented as multiple choice.

💡 Pro Tip:  In WPForms, the Dropdown field accepts one option at a time by default, like the Multiple Choices field. However, you can also let users choose multiple options by going to the Advanced settings of the Dropdown field and clicking on the Multiple Options Selection toggle button.

Checkbox Question Examples

• What factors influence your purchasing decisions?
• Which features do you use regularly on our app?
• What activities would you be interested in at the retreat?
• What aspects of your job do you find most satisfying?
• What are your preferred types of travel accommodation?

Checkbox questions are excellent when you need to allow respondents to select any number of options for the question. The ability to select more than one option is what distinguishes a Checkbox field type from a Radio or Multiple Choice field.

When to use:  Checkbox questions make survey completion faster for respondents and minimize the effort required. Respondents can simply click all the options that apply and move on to the next steps. This format is usually used when the surveyor wants to collect information about user interests and preferences.

• How likely are you to recommend our store to a friend or family member?
• How likely are you to recommend our software to a colleague or peer?
• Based on your recent stay, how likely are you to suggest our hotel to someone else?
• How likely are you to recommend our clinic to friends and family?
• How likely are you to recommend our university to prospective students?

Rating scale questions like NPS surveys usually have only one purpose – to learn if your customers are likely to spread positive word about you based on their experience. It’s a good measure of a customer’s loyalty to your brand too.

NPS questions are usually paired with a follow-up question to gather insights about why the respondent chose to give you a particular score.

For example, let’s say you’re asking about the quality of your customer service and someone rates it at a 2 out of 10. You can set up your form so that it automatically displays a question focused on learning where you went wrong and how you can improve.

With WPForms, you can easily set up conditional logic to ask different questions based on how low or high a particular rating is.

When to use:  NPS questions are great for feedback forms and customer surveys. Use these to evaluate customer loyalty, gather post-event feedback, conduct a period relationship check with customers, and more.

• The product meets my needs.
• How much do you feel valued by your company?
• I’d recommend this company to friends and family.
• I’m happy with the service I received.
• How effective was the onboarding process?

Likert scales, another form of rating scale questions, are great to use on many types of WordPress surveys . You’re probably already familiar with these “do you agree or disagree” type of questions. They’re sometimes called matrix questions .

An effective Likert scale will include a series of questions with around 5-7 balanced responses users can choose their answers from. It often comes with a ‘neutral’ midpoint.

Unlike most other types of question formats, a Likert scale question doesn’t have to be written in an interrogative form. It can simply be a statement with options for the respondent to indicate their level of agreement or disagreement with it.

When to use:  Likert scales are ideal for measuring the attitudes and opinions of your customers. They’re also very useful for assessing the satisfaction levels in a more nuanced way than simple “Yes or No” radio fields.

To set up a Likert scale, head over to how to add a likert scale to your WordPress forms .

• What improvements would you like to see in our product?
• What do you like most about our product?
• What are the biggest challenges you face in your role?
• Provide your thoughts on the effectiveness of our recent marketing campaign.
• How do you think our company can better support your needs?

Open-ended questions play an important role in every survey. These are the questions that invite more complex answers than what you can capture with a simpler close-ended field like a Dropdown or Multiple Choices.

To get around this, you can run open questions in a pilot survey, then turn them into closed questions when you run the real survey. Our article on questionnaire examples and templates talks about this in more detail .

When to use:  These work great as follow-ups to close-ended questions, giving respondents a chance to elaborate on their choices.

Open-ended questions can be easily created by simply turning a Paragraph text field into any question you’d like. But be careful not to ask ambiguous questions or bad survey questions, which we review next in our FAQ.

The world of online surveys can be overwhelming, but we’re here to make it simple for you. Here are some answers to the most frequently asked questions about asking survey questions on the web.

What are some good demographic questions to ask?

• What’s your date of birth?
• Which gender are you?
• What’s your ethnicity?
• Tell us your highest level of education.
• What’s your current employment status?
• Where do you live? (City, State, Country, etc)
• What’s your marital status?
• Tell us your household income.

Demographic survey questions are some of the most effective basic survey questions to ask people. Online surveys aren’t done in person, so sometimes you need to ask the user obvious questions about themselves for your data.

However, some of these can be sensitive questions, so ask for only what you absolutely need. Keep in mind you can also use Google Analytics to find out some of these demographic details about your visitors, but not specific ones.

How Do You Write a Good Survey Question?

If you’re looking for a good way to find out more about your products and services, you’ll want to create a survey online . But, you want to make sure you write good survey questions.

One way to do this is to use a survey template. WPForms Pro has survey templates that follow the rules and examples in this post. It makes it super easy for anyone to run a survey on their WordPress website.

But to write a good survey question, here are some general rules to stick to when you’re coming up with ideas:

• Ask specific questions — If you want to get good data from people, you need to be as precise and specific as possible to lead them to an honest and helpful answer.
• Be clear and concise — Be direct and get to the point so you don’t lose your visitors’ attention.
• Avoid subjective verbiage — How often is ‘regularly’ in the question “Do you exercise regularly?”
• Don’t force answers — Be selective about which questions you require on your surveys, so you don’t lose respondents who are looking for privacy or want to skip a question.
• Avoid double-barreled questions — An example of this would be  “Was this the fastest and friendliest customer service you’ve ever received?”
• Lean toward closed-ended questions — Try and keep it to less than 3 open-ended questions on longer surveys like multi-step surveys , and 1-2 on shorter ones.
• Avoid leading questions — Don’t set up a question with bias like “How much fun was that event?!”
• Don’t make questions too similar — Make sure you’re using the survey taker’s time wisely by asking a variety of questions.

What Is a Bad Survey?

In some ways, a bad survey is subjective. But when you’re running a website and a business online, a bad survey is one that doesn’t convert well and doesn’t get you good data.

This is most often caused by asking too many bad survey questions, and not enough good survey questions. Let’s take a look at some examples of bad survey questions next, so you know which ones to avoid.

What Are Some Examples of Bad Survey Questions?

Here are some examples of bad survey questions to watch out for:

“Why are we the best t-shirt company on the planet?”

This is a leading question and should be avoided, even if you feel the statement is true. Leading questions are a bad idea to put on your surveys. It shows bias which will end up giving you poor data.

“What is your age and your birthday?”

Don’t ask for the same thing more than once. This could be considered a waste of time by the person taking your survey. Make sure to only ask for the data you need.

“How would you rate our product and our customer service?”

Try to avoid asking double-barrelled questions that ask for more than one thing at a time.

“If you could pick our next product, what would it be, what would it do, what would you call it, how much would it cost, and what color would it be?”

Did you even finish reading that sentence? Don’t ask long-winded questions and remember to keep your survey tight, concise, and to the point.

“What do you think of our website?”

This is a pretty vague and ambiguous question, so make sure you get way more specific on your survey.

“Is your favorite color blue or green?” 

Don’t offer too few options for people when way more options exist. If you don’t know the other options, include an ‘other’ box with a line text field to let people input their answers. You may end up getting more accurate answers than you would’ve if you hadn’t included the other field.

What Are Ambiguous Questions?

If you’re expecting respondents to answer ambiguous questions, you are going to be surprised when you check out your reporting dashboard . You might see a lot of traffic on your site but few responses to your survey.

That’s because ambiguous questions, which are vague and have more than one meaning, are confusing. They break one of the biggest rules about writing a good survey and they aren’t concise or direct.

How Do You Analyze the Results?

You can analyze survey results in different ways depending on the question fields that you used. Closed questions are normally easier to analyze than open questions.

If you use Likert scales, it’s a good idea not to use tons of answer choices so you can draw a stronger conclusion.

If you need help, we have some pro tricks on how to write survey results summary  that will help you to present your findings in the best way.

And there it is! Examples of the best survey questions to ask. Hopefully, this post helped you fine-tune your survey strategies for your small business website and find the best types of survey questions for you.

Next, Learn About Survey Design Best Practices

Now that you know what questions to ask, you should also consider taking a look at the survey design best practices to boost your conversions and user engagement.

Also, chatbots are becoming more popular lately for collecting feedback. If you’re wondering if you should use one over a web form, we recommend reading our guide on choosing between chatbots vs forms .

You may also want to check out our post on exit survey questions you need to ask .

Ready to build your survey? Get started today with the easiest WordPress form builder plugin. WPForms Pro includes lots of free templates and offers a 14-day money-back guarantee.

If this article helped you out, please follow us on Facebook and Twitter for more free WordPress tutorials and guides.

Disclosure : Our content is reader-supported. This means if you click on some of our links, then we may earn a commission. See how WPForms is funded, why it matters, and how you can support us .

Osama Tahir

Osama is a Senior Writer at WPForms. He specializes in taking WordPress plugins apart for testing and sharing his insights with the world. Learn More

The Best WordPress Drag and Drop Form Builder Plugin

Easy, Fast, and Secure. Join over 6 million website owners who trust WPForms.

Popular on WPForms Right Now!

WordPress Invoicing: 2 Ways to Bill Smarter, Not Harder

Do you need a WordPress invoicing solution for your small business? There are tons of invoicing tools out there for bonafide eCommerce businesses, but they’re often too large, too complicated, and too expensive for a small business that doesn’t sell quite as much online. If this is you, and you just need a convenient way […]

Build Smarter Forms Faster: Conditional Logic for the Layout Field

With the latest WPForms 1.9 update, we’ve enhanced our form-building toolkit with two significant updates.

Now you can apply conditional logic to entire form sections using the Layout field, streamlining the creation of dynamic, adaptive forms.

We’ve also bolstered our spam protection measures, automatically strengthening your forms against unwanted submissions.

2 comments on “ The Best Survey Questions to Ask + Examples (2024 Guide) ”

If was had the questions: * How would you rate your ability to read and comprehend the English language? and the check box was “Not at All” to “Fluently”. What would be 3 more middle ratings?

Hi Robin, to achieve this I would recommend adding a fluency scaling as:

Not at all Beginner Intermediate Expert

In case it helps, please know that you can add scale to your choice and here is our great article on the same .

I hope this helps!

Add a Comment Cancel reply

We're glad you have chosen to leave a comment. Please keep in mind that all comments are moderated according to our privacy policy , and all links are nofollow. Do NOT use keywords in the name field. Let's have a personal and meaningful conversation.

Your Comment

Your Full Name

Your Email Address

Save my name, email, and website in this browser for the next time I comment.

This form is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Add Your Comment

• Testimonials
• FTC Disclosure
• Online Form Builder
• Conditional Logic
• Conversational Forms
• Form Landing Pages
• Entry Management
• Form Abandonment
• Form Notifications
• Form Templates
• File Uploads
• Calculation Forms
• Geolocation Forms
• Multi-Page Forms
• Newsletter Forms
• Payment Forms
• Post Submissions
• Signature Forms
• Spam Protection
• Surveys and Polls
• User Registration
• HubSpot Forms
• Mailchimp Forms
• Brevo Forms
• Salesforce Forms
• Authorize.Net
• PayPal Forms
• Square Forms
• Stripe Forms
• Documentation
• Plans & Pricing
• WordPress Hosting
• Start a Blog
• Make a Website
• WordPress Forms for Nonprofits

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, generate accurate citations for free.

• Knowledge Base

Methodology

• Questionnaire Design | Methods, Question Types & Examples

Questionnaire Design | Methods, Question Types & Examples

Published on July 15, 2021 by Pritha Bhandari . Revised on June 22, 2023.

A questionnaire is a list of questions or items used to gather data from respondents about their attitudes, experiences, or opinions. Questionnaires can be used to collect quantitative and/or qualitative information.

Questionnaires are commonly used in market research as well as in the social and health sciences. For example, a company may ask for feedback about a recent customer service experience, or psychology researchers may investigate health risk perceptions using questionnaires.

Table of contents

Questionnaires vs. surveys, questionnaire methods, open-ended vs. closed-ended questions, question wording, question order, step-by-step guide to design, other interesting articles, frequently asked questions about questionnaire design.

A survey is a research method where you collect and analyze data from a group of people. A questionnaire is a specific tool or instrument for collecting the data.

Designing a questionnaire means creating valid and reliable questions that address your research objectives , placing them in a useful order, and selecting an appropriate method for administration.

But designing a questionnaire is only one component of survey research. Survey research also involves defining the population you’re interested in, choosing an appropriate sampling method , administering questionnaires, data cleansing and analysis, and interpretation.

Sampling is important in survey research because you’ll often aim to generalize your results to the population. Gather data from a sample that represents the range of views in the population for externally valid results. There will always be some differences between the population and the sample, but minimizing these will help you avoid several types of research bias , including sampling bias , ascertainment bias , and undercoverage bias .

Receive feedback on language, structure, and formatting

Professional editors proofread and edit your paper by focusing on:

• Academic style
• Vague sentences
• Style consistency

See an example

Questionnaires can be self-administered or researcher-administered . Self-administered questionnaires are more common because they are easy to implement and inexpensive, but researcher-administered questionnaires allow deeper insights.

Self-administered questionnaires

Self-administered questionnaires can be delivered online or in paper-and-pen formats, in person or through mail. All questions are standardized so that all respondents receive the same questions with identical wording.

Self-administered questionnaires can be:

• cost-effective
• easy to administer for small and large groups
• anonymous and suitable for sensitive topics

But they may also be:

• unsuitable for people with limited literacy or verbal skills
• susceptible to a nonresponse bias (most people invited may not complete the questionnaire)
• biased towards people who volunteer because impersonal survey requests often go ignored.

Researcher-administered questionnaires

Researcher-administered questionnaires are interviews that take place by phone, in-person, or online between researchers and respondents.

Researcher-administered questionnaires can:

• help you ensure the respondents are representative of your target audience
• allow clarifications of ambiguous or unclear questions and answers
• have high response rates because it’s harder to refuse an interview when personal attention is given to respondents

But researcher-administered questionnaires can be limiting in terms of resources. They are:

• costly and time-consuming to perform
• more difficult to analyze if you have qualitative responses
• likely to contain experimenter bias or demand characteristics
• likely to encourage social desirability bias in responses because of a lack of anonymity

Your questionnaire can include open-ended or closed-ended questions or a combination of both.

Using closed-ended questions limits your responses, while open-ended questions enable a broad range of answers. You’ll need to balance these considerations with your available time and resources.

Closed-ended questions

Closed-ended, or restricted-choice, questions offer respondents a fixed set of choices to select from. Closed-ended questions are best for collecting data on categorical or quantitative variables.

Categorical variables can be nominal or ordinal. Quantitative variables can be interval or ratio. Understanding the type of variable and level of measurement means you can perform appropriate statistical analyses for generalizable results.

Examples of closed-ended questions for different variables

Nominal variables include categories that can’t be ranked, such as race or ethnicity. This includes binary or dichotomous categories.

It’s best to include categories that cover all possible answers and are mutually exclusive. There should be no overlap between response items.

In binary or dichotomous questions, you’ll give respondents only two options to choose from.

White Black or African American American Indian or Alaska Native Asian Native Hawaiian or Other Pacific Islander

Ordinal variables include categories that can be ranked. Consider how wide or narrow a range you’ll include in your response items, and their relevance to your respondents.

Likert scale questions collect ordinal data using rating scales with 5 or 7 points.

When you have four or more Likert-type questions, you can treat the composite data as quantitative data on an interval scale . Intelligence tests, psychological scales, and personality inventories use multiple Likert-type questions to collect interval data.

With interval or ratio scales , you can apply strong statistical hypothesis tests to address your research aims.

Pros and cons of closed-ended questions

Well-designed closed-ended questions are easy to understand and can be answered quickly. However, you might still miss important answers that are relevant to respondents. An incomplete set of response items may force some respondents to pick the closest alternative to their true answer. These types of questions may also miss out on valuable detail.

To solve these problems, you can make questions partially closed-ended, and include an open-ended option where respondents can fill in their own answer.

Open-ended questions

Open-ended, or long-form, questions allow respondents to give answers in their own words. Because there are no restrictions on their choices, respondents can answer in ways that researchers may not have otherwise considered. For example, respondents may want to answer “multiracial” for the question on race rather than selecting from a restricted list.

• How do you feel about open science?
• How would you describe your personality?
• In your opinion, what is the biggest obstacle for productivity in remote work?

Open-ended questions have a few downsides.

They require more time and effort from respondents, which may deter them from completing the questionnaire.

For researchers, understanding and summarizing responses to these questions can take a lot of time and resources. You’ll need to develop a systematic coding scheme to categorize answers, and you may also need to involve other researchers in data analysis for high reliability .

Question wording can influence your respondents’ answers, especially if the language is unclear, ambiguous, or biased. Good questions need to be understood by all respondents in the same way ( reliable ) and measure exactly what you’re interested in ( valid ).

Use clear language

You should design questions with your target audience in mind. Consider their familiarity with your questionnaire topics and language and tailor your questions to them.

For readability and clarity, avoid jargon or overly complex language. Don’t use double negatives because they can be harder to understand.

Use balanced framing

Respondents often answer in different ways depending on the question framing. Positive frames are interpreted as more neutral than negative frames and may encourage more socially desirable answers.

Use a mix of both positive and negative frames to avoid research bias , and ensure that your question wording is balanced wherever possible.

Unbalanced questions focus on only one side of an argument. Respondents may be less likely to oppose the question if it is framed in a particular direction. It’s best practice to provide a counter argument within the question as well.

Avoid leading questions

Leading questions guide respondents towards answering in specific ways, even if that’s not how they truly feel, by explicitly or implicitly providing them with extra information.

It’s best to keep your questions short and specific to your topic of interest.

• The average daily work commute in the US takes 54.2 minutes and costs $29 per day. Since 2020, working from home has saved many employees time and money. Do you favor flexible work-from-home policies even after it’s safe to return to offices?
• Experts agree that a well-balanced diet provides sufficient vitamins and minerals, and multivitamins and supplements are not necessary or effective. Do you agree or disagree that multivitamins are helpful for balanced nutrition?

Keep your questions focused

Ask about only one idea at a time and avoid double-barreled questions. Double-barreled questions ask about more than one item at a time, which can confuse respondents.

This question could be difficult to answer for respondents who feel strongly about the right to clean drinking water but not high-speed internet. They might only answer about the topic they feel passionate about or provide a neutral answer instead – but neither of these options capture their true answers.

Instead, you should ask two separate questions to gauge respondents’ opinions.

Strongly Agree Agree Undecided Disagree Strongly Disagree

Do you agree or disagree that the government should be responsible for providing high-speed internet to everyone?

You can organize the questions logically, with a clear progression from simple to complex. Alternatively, you can randomize the question order between respondents.

Logical flow

Using a logical flow to your question order means starting with simple questions, such as behavioral or opinion questions, and ending with more complex, sensitive, or controversial questions.

The question order that you use can significantly affect the responses by priming them in specific directions. Question order effects, or context effects, occur when earlier questions influence the responses to later questions, reducing the validity of your questionnaire.

While demographic questions are usually unaffected by order effects, questions about opinions and attitudes are more susceptible to them.

• How knowledgeable are you about Joe Biden’s executive orders in his first 100 days?
• Are you satisfied or dissatisfied with the way Joe Biden is managing the economy?
• Do you approve or disapprove of the way Joe Biden is handling his job as president?

It’s important to minimize order effects because they can be a source of systematic error or bias in your study.

Randomization

Randomization involves presenting individual respondents with the same questionnaire but with different question orders.

When you use randomization, order effects will be minimized in your dataset. But a randomized order may also make it harder for respondents to process your questionnaire. Some questions may need more cognitive effort, while others are easier to answer, so a random order could require more time or mental capacity for respondents to switch between questions.

Step 1: Define your goals and objectives

The first step of designing a questionnaire is determining your aims.

• What topics or experiences are you studying?
• What specifically do you want to find out?
• Is a self-report questionnaire an appropriate tool for investigating this topic?

Once you’ve specified your research aims, you can operationalize your variables of interest into questionnaire items. Operationalizing concepts means turning them from abstract ideas into concrete measurements. Every question needs to address a defined need and have a clear purpose.

Step 2: Use questions that are suitable for your sample

Create appropriate questions by taking the perspective of your respondents. Consider their language proficiency and available time and energy when designing your questionnaire.

• Are the respondents familiar with the language and terms used in your questions?
• Would any of the questions insult, confuse, or embarrass them?
• Do the response items for any closed-ended questions capture all possible answers?
• Are the response items mutually exclusive?
• Do the respondents have time to respond to open-ended questions?

Consider all possible options for responses to closed-ended questions. From a respondent’s perspective, a lack of response options reflecting their point of view or true answer may make them feel alienated or excluded. In turn, they’ll become disengaged or inattentive to the rest of the questionnaire.

Step 3: Decide on your questionnaire length and question order

Once you have your questions, make sure that the length and order of your questions are appropriate for your sample.

If respondents are not being incentivized or compensated, keep your questionnaire short and easy to answer. Otherwise, your sample may be biased with only highly motivated respondents completing the questionnaire.

Decide on your question order based on your aims and resources. Use a logical flow if your respondents have limited time or if you cannot randomize questions. Randomizing questions helps you avoid bias, but it can take more complex statistical analysis to interpret your data.

Step 4: Pretest your questionnaire

When you have a complete list of questions, you’ll need to pretest it to make sure what you’re asking is always clear and unambiguous. Pretesting helps you catch any errors or points of confusion before performing your study.

Ask friends, classmates, or members of your target audience to complete your questionnaire using the same method you’ll use for your research. Find out if any questions were particularly difficult to answer or if the directions were unclear or inconsistent, and make changes as necessary.

If you have the resources, running a pilot study will help you test the validity and reliability of your questionnaire. A pilot study is a practice run of the full study, and it includes sampling, data collection , and analysis. You can find out whether your procedures are unfeasible or susceptible to bias and make changes in time, but you can’t test a hypothesis with this type of study because it’s usually statistically underpowered .

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

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

Closed-ended, or restricted-choice, questions offer respondents a fixed set of choices to select from. These questions are easier to answer quickly.

Open-ended or long-form questions allow respondents to answer in their own words. Because there are no restrictions on their choices, respondents can answer in ways that researchers may not have otherwise considered.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviors. It is made up of 4 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 5 or 7 possible responses, to capture their degree of agreement.

You can organize the questions logically, with a clear progression from simple to complex, or randomly between respondents. A logical flow helps respondents process the questionnaire easier and quicker, but it may lead to bias. Randomization can minimize the bias from order effects.

Questionnaires can be self-administered or researcher-administered.

Researcher-administered questionnaires are interviews that take place by phone, in-person, or online between researchers and respondents. You can gain deeper insights by clarifying questions for respondents or asking follow-up questions.

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

Bhandari, P. (2023, June 22). Questionnaire Design | Methods, Question Types & Examples. Scribbr. Retrieved August 21, 2024, from https://www.scribbr.com/methodology/questionnaire/

Is this article helpful?

Pritha Bhandari

Other students also liked, survey research | definition, examples & methods, what is a likert scale | guide & examples, reliability vs. validity in research | difference, types and examples, "i thought ai proofreading was useless but..".

I've been using Scribbr for years now and I know it's a service that won't disappoint. It does a good job spotting mistakes”

• How it works

Quantitative Research Questionnaire – Types & Examples

Published by Alvin Nicolas at August 20th, 2024 , Revised On August 21, 2024

Research is usually done to provide solutions to an ongoing problem. Wherever the researchers see a gap, they tend to launch research to enhance their knowledge and to provide solutions to the needs of others. If they want to research from a subjective point of view, they consider qualitative research. On the other hand, when they research from an objective point of view, they tend to consider quantitative research.

There’s a fine line between subjectivity and objectivity. Qualitative research, related to subjectivity, assesses individuals’ personal opinions and experiences, while quantitative research, associated with objectivity, collects numerical data to derive results. However, the best medium to collect data in quantitative research is a questionnaire.

Let’s discuss what a quantitative research questionnaire is, its types, methods of writing questions, and types of survey questions. By thoroughly understanding these key essential terms, you can efficiently create a professional and well-organised quantitative research questionnaire.

What is a Quantitative Research Questionnaire?

Quantitative research questionnaires are preferably used during quantitative research. They are a well-structured set of questions designed specifically to gather specific, close-ended participant responses. This allows the researchers to gather numerical data and obtain a deep understanding of a particular event or problem.

As you know, qualitative research questionnaires contain open-ended questions that allow the participants to express themselves freely, while quantitative research questionnaires contain close-ended and specific questions, such as multiple-choice and Likert scales, to assess individuals’ behaviour.

Quantitative research questionnaires are usually used in research in various fields, such as psychology, medicine, chemistry, and economics.

Let’s see how you can write quantitative research questions by going through some examples:

• How much do British people consume fast food per week?
• What is the percentage of students living in hostels in London?

Types of Quantitative Research Questions With Examples

After learning what a quantitative research questionnaire is and what quantitative research questions look like, it’s time to thoroughly discuss the different types of quantitative research questions to explore this topic more.

Dichotomous Questions

Dichotomous questions are those with a margin for only two possible answers. They are usually used when the answers are “Yes/No” or “True/False.” These questions significantly simplify the research process and help collect simple responses.

Example: Have you ever visited Istanbul?

Multiple Choice Questions

Multiple-choice questions have a list of possible answers for the participants to choose from. They help assess people’s general knowledge, and the data gathered by multiple-choice questions can be easily analysed.

Example: Which of the following is the capital of France?

Multiple Answer Questions

Multiple-answer questions are similar to multiple-choice questions. However, there are multiple answers for participants to choose from. They are used when the questions can’t have a single, specific answer.

Example: Which of the following movie genres are your favourite?

Likert Scale Questions

Likert scale questions are used when the preferences and emotions of the participants are measured from one extreme to another. The scales are usually applied to measure likelihood, frequency, satisfaction, and agreement. The Likert scale has only five options to choose from.

Example: How satisfied are you with your job?

Semantic Differential Questions

Similar to Likert scales, semantic differential questions are also used to measure the emotions and attitudes of participants. The only difference is that instead of using extreme options such as strongly agree and strongly disagree, opposites of a particular choice are given to reduce bias.

Example: Please rate the services of our company.

Rank Order Questions

Rank-order questions are usually used to measure the preferences and choices of the participants efficiently. In this, multiple choices are given, and participants are asked to rank them according to their perspective. This helps to create a good participant profile.

Example: Rank the given books according to your interest.

Matrix Questions

Matrix questions are similar to Likert scales. In Likert scales, participants’ responses are measured through separate questions, while in matrix questions, multiple questions are compiled in a single row to simplify the data collection method efficiently.

Example: Rate the following activities that you do in daily life.

How To Write Quantitative Research Questions?

Quantitative research questions allow researchers to gather empirical data to answer their research problems. As we have discussed the different types of quantitative research questions above, it’s time to learn how to write the perfect quantitative research questions for a questionnaire and streamline your research process.

Here are the steps to follow to write quantitative research questions efficiently.

Step 1: Determine the Research Goals

The first step in writing quantitative research questions is to determine your research goals. Determining and confirming your research goals significantly helps you understand what kind of questions you need to create and for what grade. Efficiently determining the research goals also reduces the need for further modifications in the questionnaire.

Step 2: Be Mindful About the Variables

There are two variables in the questions: independent and dependent. It is essential to decide what would be the dependent variable in your questions and what would be the independent. It significantly helps to understand where to emphasise and where not. It also reduces the probability of additional and vague questions.

Step 3: Choose the Right Type of Question

It is also important to determine the right type of questions to add to your questionnaire. Whether you want Likert scales, rank-order questions, or multiple-answer questions, choosing the right type of questions will help you measure individuals’ responses efficiently and accurately.

Step 4: Use Easy and Clear Language

Another thing to keep in mind while writing questions for a quantitative research questionnaire is to use easy and clear language. As you know, quantitative research is done to measure specific and simple responses in empirical form, and using easy and understandable language in questions makes a huge difference.

Step 5: Be Specific About The Topic

Always be mindful and specific about your topic. Avoid writing questions that divert from your topic because they can cause participants to lose interest. Use the basic terms of your selected topic and gradually go deep. Also, remember to align your topic and questions with your research objectives and goals.

Step 6: Appropriately Write Your Questions

When you have considered all the above-discussed things, it’s time to write your questions appropriately. Don’t just haste in writing. Think twice about the result of a question and then consider writing it in the questionnaire. Remember to be precise while writing. Avoid overwriting.

Step 7: Gather Feedback From Peers

When you have finished writing questions, gather feedback from your researcher peers. Write down all the suggestions and feedback given by your peers. Don’t panic over the criticism of your questions. Remember that it’s still time to make necessary changes to the questionnaire before launching your campaign.

Step 8: Refine and Finalise the Questions

After gathering peer feedback, make necessary and appropriate changes to your questions. Be mindful of your research goals and topic. Try to modify your questions according to them. Also, be mindful of the theme and colour scheme of the questionnaire that you decided on. After refining the questions, finalise your questionnaire.

Types of Survey Questionnaires in Quantitative Research

Quantitative research questionnaires have close-ended questions that allow the researchers to measure accurate and specific responses from the participants. They don’t contain open-ended questions like qualitative research, where the response is measured by interviews and focus groups. Good combinations of questions are used in the quantitative research survey .

However, here are the types of surveys in quantitative research:

Descriptive Survey

The descriptive survey is used to obtain information about a particular variable. It is used to associate a quantity and quantify research variables. The questions associated with descriptive surveys mostly start with “What is” and “How much”.

Example: A descriptive survey to measure how much money children spend to buy toys.

Comparative Survey

A comparative survey is used to establish a comparison between one or more dependable variables and two or more comparison groups. This survey aims to form a comparative relation between the variables under study. The structure of the question in a comparative survey is, “What is the difference in [dependable variable] between [two or more groups]?”.

Example: A comparative survey on the difference in political awareness between Eastern and Western citizens.

Relationship-Based Survey

Relationship-based survey is used to understand the relationship or association between two or more independent and dependent variables. Cause and effect between two or more variables is measured in the relationship-based survey. The structure of questions in a relationship-based survey is, “What is the relation [between or among] [independent variable] and [dependable variable]?”.

Example: What is the relationship between education and lifestyle in America?

Advantages & Disadvantages of Questionnaires in Quantitative Research

Quantitative research questionnaires are an excellent tool to collect data and information about the responses of individuals. Quantitative research comes with various advantages, but along with advantages, it also has its disadvantages. Check the table below to learn about the advantages and disadvantages of a quantitative research questionnaire.

Quantitative Research Questionnaire Example

Here is an example of a quantitative research questionnaire to help you get the idea and create an efficient and well-developed questionnaire for your research:

Warm welcome, and thank you for participating in our survey. Please provide your response to the questions below. Your esteemed response will significantly help us to achieve our research goals and provide effective solutions to society.

17-20 21-24 25-28 29-32 ii) What is your gender? Male Female Other Prefer not to say ii) Have you graduated? Yes No iii) Are you employed? iv) Are you married? Yes No   Part 2: Provide your honest response.  Question 1: I have tried online shopping. Strongly Disagree Disagree Neutral  Agree Strongly Agree Question 2: I have good experience with online shopping. Strongly Disagree Disagree Neutral Agree Strongly Agree Question 3: I have a bad experience with online shopping. Question 4: I received my order on time.  Question 5: I like physical shopping more.  Frequently Asked Questions What is a quantitative research questionnaire. A quantitative research questionnaire is a well-structured set of questions designed specifically to gather specific and close-ended participant responses. What is the difference between qualitative and quantitative research? The difference between qualitative and quantitative research is subjectivity and objectivity. Subjectivity is associated with qualitative research, while objectivity is associated with quantitative research.  What are the advantages of a quantitative research questionnaire? It is quick and efficient. There is less risk of research bias and subjectivity. It is particular and simple. You May Also Like A meta-analysis is a formal, epidemiological, quantitative study design that uses statistical methods to generalise the findings of the selected independent studies. Disadvantages of primary research – It can be expensive, time-consuming and take a long time to complete if it involves face-to-face contact with customers. A survey includes questions relevant to the research topic. The participants are selected, and the questionnaire is distributed to collect the data. USEFUL LINKS LEARNING RESOURCES COMPANY DETAILS How It Works Mastering Open-Ended Questions for Interviews, Surveys, and Conversations by Alice Ananian August 22, 2024 Imagine you’re an archaeologist, carefully brushing away layers of sand to reveal hidden treasures beneath. Now, picture your words as that delicate brush, and the treasures as the thoughts, feelings, and insights buried within the minds of those you speak with. This is the power of open-ended questions – they are the tools that allow us to unearth rich, nuanced information in any conversation. Communication is key in every aspect of our lives, whether you’re conducting an interview, leading a survey, or simply having a meaningful conversation. One powerful tool that can transform the way you interact and gather information is the art of asking open-ended questions. In this article, we’ll explore what open-ended questions are, how they differ from closed-ended questions, and provide practical examples and tips on using them effectively. By the end, you’ll be equipped with the knowledge to enhance your communication skills and derive deeper insights from every interaction. Understanding Open-Ended Questions Open-ended questions are designed to elicit more detailed and expansive responses than closed-ended questions . Instead of getting a simple “yes” or “no,” these questions encourage the respondent to share their thoughts, feelings, and experiences in a more comprehensive manner. This can lead to richer, more nuanced conversations and valuable insights. The primary purpose of open-ended questions is to foster discussion and exploration. They allow respondents to express themselves freely, providing context and depth that might be missed with more restrictive queries. This is particularly useful in interviews, surveys, and training sessions where understanding the respondent’s perspective is crucial. In essence, open-ended questions are about opening the door to a broader range of responses, making them a versatile tool in various communication settings. They invite the respondent to elaborate, offering a more complete picture of their views and experiences. Open-Ended vs Closed-Ended Questions To truly appreciate the power of open-ended questions, it’s essential to understand the distinction between open-ended and closed-ended questions. Closed-ended questions typically result in short, definitive answers, such as “yes” or “no.” These questions are useful for gathering specific information or confirming facts but can limit the depth of the conversation. For example: Closed-Ended Question: “Did you enjoy the event?” Open-Ended Question: “What did you enjoy most about the event?” The open-ended question prompts the respondent to provide more detail, potentially revealing insights that the interviewer might not have considered. This difference underscores the utility of open-ended questions in gaining a deeper understanding of the respondent’s thoughts and feelings. While both types of questions have their place, open-ended questions are particularly valuable when the goal is to explore complex issues, gather qualitative data , or foster a richer dialogue. In contrast, closed-ended questions are more suited for situations where specific, straightforward answers are needed. Definition Designed to elicit detailed and expansive responses Typically results in short, definitive answers Purpose Foster discussion and exploration Gather specific information or confirm facts Response Type Encourages sharing thoughts, feelings, and experiences comprehensively Often results in “yes” or “no” answers Use Cases Interviews, surveys, training sessions, understanding perspectives Fact-checking, quick information gathering Collect Insights From Your True Customers Examples of Open-Ended Questions Open-ended questions can be tailored to suit a wide variety of contexts, making them incredibly versatile tools for gathering information and insights. Whether in professional interviews, casual conversations, or educational settings, these questions encourage deeper engagement and more thoughtful responses. Here are some examples across different scenarios, along with explanations of their significance: Professional Interviews “Can you describe a challenging project you worked on and how you managed it?”    This question not only assesses a candidate’s problem-solving skills but also allows them to showcase their experience and resilience.  “What motivates you to perform well in your role?”    Understanding a candidate’s motivators can reveal their work ethic and alignment with the company’s values and culture. “How do you handle conflict within a team?”    This question provides insight into a candidate’s interpersonal skills and their approach to collaboration in a professional setting. “What are your thoughts on our new product design?”    Asking for feedback not only helps in improving the product but also makes customers feel valued and heard. “How do you feel about the customer service you received?”    This question addresses customer satisfaction and can highlight areas for improvement in service delivery. “What suggestions do you have for improving our services?”    Inviting suggestions fosters a sense of partnership with customers and can lead to innovative ideas for enhancement. Education and Training “What are your main takeaways from today’s lesson?”    This question encourages students to reflect on their learning, reinforcing key concepts and promoting retention. “How would you apply this concept in a real-world scenario?”    Encouraging practical application helps students connect theoretical knowledge with real-life situations, enhancing their understanding. “What challenges have you faced while learning this material?”    This inquiry can reveal potential obstacles in the learning process, allowing educators to tailor their teaching methods accordingly. Everyday Conversations “What was the highlight of your weekend?”    This question not only opens a dialogue but also allows individuals to share positive experiences, fostering connection. “How do you feel about the recent changes at work?”    Engaging in discussions about workplace dynamics can help uncover employee sentiments and promote a supportive work environment. “What are your thoughts on the current state of the world?”    This question invites a broader discussion that can encompass diverse perspectives and opinions, enriching the conversation. These examples demonstrate the versatility of open-ended questions and how they can be adapted to various situations. By encouraging more detailed and meaningful responses, they facilitate richer interactions and deeper understanding in conversations across all contexts. How to Ask Open-Ended Questions Crafting effective open-ended questions requires careful consideration of phrasing and context, as well as an understanding of the dynamics of communication. Here are some tips to help you get started: Be Clear and Concise Ensure that your questions are easy to understand and not overly complex. Clear and concise questions are more likely to elicit thoughtful responses, allowing the respondent to focus on providing detailed insights rather than deciphering what is being asked. When formulating your questions, aim for simplicity while still encompassing the core of what you want to learn. Use Open-Ended Starters Start your questions with words and phrases like “how,” “what,” “why,” or “describe.” These question starters naturally lead to more detailed answers, encouraging respondents to elaborate on their thoughts and feelings. For example, instead of asking, “Did you like the event?” consider asking, “What did you think about the event?” This approach invites a broader range of responses and engages the respondent’s creativity. Avoid Leading Questions Leading questions suggest a particular answer and can bias the respondent, which may limit the authenticity of the responses you receive. Instead, aim for neutral phrasing that allows the respondent to share their perspective freely. For instance, instead of asking, “Don’t you agree that this solution is the best?” rephrase it to, “What are your thoughts on this solution?” This encourages open dialogue and a more genuine exchange of ideas. Provide Context When necessary, provide context to help the respondent understand what you’re asking. This can be particularly important in professional or technical settings where clarity is crucial. Offering background information can guide the respondent and ensure their answers are relevant and informed. For instance, if you’re discussing a project, you might say, “Considering the recent changes in our project timeline, what challenges do you foresee?” Practice Active Listening Active listening involves paying close attention to the respondent’s answers and asking follow-up questions to dig deeper into their thoughts. This shows that you value their input and are genuinely interested in their perspective. Techniques such as nodding, paraphrasing their points, or asking clarifying questions can enhance the quality of the conversation and foster a more engaging dialogue. By following these guidelines, you can craft open-ended questions that encourage rich, informative responses and foster deeper connections. This approach not only enhances communication but also builds trust, making it easier for individuals to open up and share their insights. When to Use Open-Ended Questions Open-ended questions are powerful tools, but knowing when to use them is equally important. Here are some situations where they can be particularly effective: In job interviews, open-ended questions allow candidates to showcase their skills, experiences, and personality. They provide a fuller picture of the candidate’s qualifications and how they might fit into the company culture. Surveys and Feedback Open-ended questions in surveys can uncover insights that quantitative data might miss. They help capture the respondent’s feelings, opinions, and suggestions in their own words, providing valuable feedback for improvement. Educational Settings Teachers and trainers can use open-ended questions to engage students, encourage critical thinking, and assess comprehension. They promote active participation and deeper understanding of the material. Customer Service In customer service interactions, open-ended questions help identify the root cause of issues and understand the customer’s needs. This leads to more personalized and effective solutions. In today’s fast-paced work environment, developing personalized and effective solutions is crucial for success. Tailoring approaches to meet the specific needs of clients or projects not only enhances satisfaction but also drives better outcomes. This involves understanding the unique challenges faced by individuals or teams and crafting strategies that align with their goals and circumstances. Team Meetings During team meetings, incorporating open-ended questions can significantly enhance collaboration, spark innovation, and improve problem-solving capabilities. These types of questions encourage team members to express their thoughts, ideas, and perspectives freely, creating an inclusive atmosphere where everyone feels valued. By fostering a culture of open dialogue, teams can uncover diverse viewpoints that may lead to more creative and effective solutions. Identifying the right moments to employ open-ended questions is key to maximizing their impact. For instance, after presenting a new idea or strategy, asking team members how they feel about it or what challenges they foresee can drive more meaningful interactions. This practice not only helps in gathering valuable feedback but also promotes a sense of ownership and engagement among team members, ultimately leading to better decision-making and enhanced team cohesion. By integrating open-ended questions into regular discussions, teams can cultivate a more dynamic and collaborative work environment. Open-ended questions are a valuable tool for enhancing communication skills in professional, educational, and everyday settings. By understanding their nature and benefits and learning to use them effectively, you can build deeper connections, gain better insights, and improve your interactions. Mastering open-ended questions requires practice and active listening. Start using them in your conversations today and see the difference they can make. If you’re ready to elevate your communication skills, consider booking a session with one of our expert trainers. They’ll provide personalized guidance and practical tips to help you become a more effective communicator. Don’t miss this chance to refine your skills and achieve your goals. Alice Ananian Alice has over 8 years experience as a strong communicator and creative thinker. She enjoys helping companies refine their branding, deepen their values, and reach their intended audiences through language. Related Articles A Comprehensive Guide to Pet Industry Market Research June 25, 2024 All About the Emerging Electric Bike Market by Iskouhie Poladian October 12, 2023 This page could not be found. The National Recreation and Parks Association NRPA's monthly magazine Demographic survey questions best practices. August 22, 2024, Department, by Dianne Palladino, Ph.D. For an enhanced digital experience,  read this story in the ezine . Key for understanding equity and inclusion Successful efforts to assess and support equity depend on understanding data with respect to the different characteristics and cultures of communities served. Survey designers also must understand how to construct demographic questions to maximize inclusion of community members in response options. Whether gathering community feedback for decision making, assessing the equitable and just distribution of funding for parks and recreation, or filtering the characteristics of your desired sample of respondents for your survey, careful, clear and consistent demographic questions that foster the ability for everyone to answer them are essential. In June 2024 at an NRPA Sandbox, titled “Surveying for Park and Recreation Success,” members asked about best practices for incorporating survey demographic questions. This column highlights some common guidance. Considering Demographics to Collect Selecting the demographic data to collect in a survey must be considered carefully. Common possible respondent characteristics may include race/ethnicity, primary language, gender identity, sexual orientation, pronouns, age, disability status, location, education, employment status, marital status, annual household income, family makeup, political alignment, religion and others. The first step to selecting demographic questions for your survey requires a clear understanding of why you are administering the survey. Clarify the Survey’s Goal What is the topic of your survey? What demographic data do you need to ensure your respondents are representative of your target community? What demographic data are necessary for filtering or logic within the survey or for grouping data during analysis? After answering these questions, select the minimal set needed. Selecting too few demographic questions may hinder your ability to make certain decisions from the data; selecting too many may cause survey-taker fatigue or uneasiness from perceptions that the survey is asking too many personal questions. Achieving the optimal balance is not easy, but it is an essential early step. Format Questions for Inclusion Pay careful attention to the way your demographic questions are formatted to ensure inclusivity and the ability of survey takers to opt out of the questions. Few things are more frustrating to a survey taker than not finding a response that applies to them, thus stopping their ability or desire to continue the survey or, worse, forcing them to select an inaccurate answer. Two actions can virtually ensure this will not happen to your respondents: (1) providing an opt-out option, and (2) providing a write-in option. The opt-out option is simple. At NRPA, we use the phrase, “I prefer not to answer,” as an option for sensitive questions. Even if the question is mandatory, respondents may select this option to continue with the next question. Respondents should not be required to share personal information they do not prefer to share, and you may lose data from that individual who might otherwise be willing to share. Although you should attempt to include all possible demographic response options, survey designers are rarely fully aware of trending changes to demographic nomenclature and cultural trends. Because of this, the best practice is to include a write-in option. One preferred way to label this option is using “Not Listed” with a write-in box. Any data collected in this box may provide deeper insights into how people in your community identify themselves. As important, providing both this option and an opt-out alternative should allow all respondents to answer the question and continue with the survey. Think of the Final Dataset Every dataset requires some cleaning before analysis, but much better is to design demographic survey questions to preemptively reduce or eliminate unusable data. Consider your question formats carefully. Most demographic questions are best designed as multiple-choice or check-box questions. Using these formats allows you to define how to break the options into ranges (e.g., age, income) or as stand-alone selection options (e.g., pronouns, zip code, race/ethnicity). Use multiple-choice questions when only one answer is applicable for the category (e.g., number of people in household, marital status). Use check boxes when multiple answers may be true for the category (e.g., race/ethnicity, primary job responsibilities). Position Demographic Questions Carefully Unless you need to use demographic information to determine survey eligibility or to use logic within your survey, demographic questions typically are best suited for the end of your survey. Respondents sometimes stop partially through surveys. If they drop out, it is preferable for them to have responded to the questions that are most important. Similarly, this practice is less likely to discourage those who prefer not to answer sensitive questions. If they drop off before the demographic questions, you will have collected the data that is most related to your topic. Aim for Consistency Ensure question formats are consistent. Once you have determined a format for each of your potential demographic questions, create a document listing them as standards. Try to use standard format questions for all surveys. If others in your organization collect demographic information, it may be useful to collaborate on a department-wide (or even wider) standard format for all demographic questions, especially if you anticipate needing to compare or aggregate data across departments or longitudinally from multiple sources. Involve the Community For some demographic categories, requesting community input about response choices and which demographics to collect may help determine if the questions are relevant to those who may participate in the survey. The more community members can relate to the questions you are asking, the more likely you will achieve your desired survey participation. Be Aware of Demographic Trends At NRPA, we attempt to align our demographic question formats to U.S. Census data whenever possible. In March 2024, the Office of Management and Budget (OMB) published the 2024 Statistical Policy Directive No. 15 , which set a new federal standard on how they collect, present and maintain race/ethnicity data in all federal datasets. Race and ethnicity previously were maintained as two separate categories, but because of the need to improve data accuracy and usefulness, they are now combined into one question. The directive offers three different formats (i.e., long, short with examples, short only) to use for collecting race/ethnicity data, depending on needs. All park and recreation professionals can benefit from being aware of these trends and determining whether to adjust any established demographic survey question or response option standards. Collecting demographic data through surveys takes thought and consideration to ensure proper data are available to understand and report accurate equity- and inclusion-related findings. Each agency should examine their circumstances and create demographic questions and tools tailored to their project and community needs. What other questions do you have about collecting demographic information or about surveys in general? Share on NRPA Connect or email us at [email protected] . Dianne Palladino, Ph.D. , is the Interim Director of Research and Evaluation at NRPA. 326 IMAGES Marketing Research Questionnaire 30+ Questionnaire Templates (Word) 30+ Questionnaire Templates (Word) ᐅ TemplateLab Free 48 Examples Of Survey Forms In Ms Word Pdf FREE 75+ Questionnaire Samples in PDF, Word, Pages Survey COMMENTS How to write great survey questions (with examples) For example, "With the best at the top, rank these items from best to worst". Be as specific as you can about how the respondent should consider the options and how to rank them. For example, "thinking about the last 3 months' viewing, rank these TV streaming services in order of quality, starting with the best". 16 Types of Survey Questions, with 100 Examples 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. Survey Questions: 70+ Survey Question Examples & Survey Types 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 ... Survey Questions: 250+ Good Examples, Types & Best Practices Here's a complete guide to survey questions. Browse through ready-to-use 250+ sample survey questions for different types of scenarios. (855) 776-7763; Get a Demo; Training Maker. Projects. All Products ... a seasoned market research professional, specializes in employee engagement, survey administration, and data management. ... 90 Survey Question Examples [+ How to Create Customer Feedback Form] 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. Sample survey questions and examples Get examples of survey questions and learn how to build successful surveys with our most popular questions. ... Purpose-built solutions for all of your market research needs. INDUSTRIES. Healthcare. Education. Technology. Government. Financial Services. See more Industries. ROLES. Marketing. Customer Experience. Product. Human Resources. 150+ Free Questionnaire Examples & Sample Survey Templates Corporate Legal Training Quiz Template. All our sample survey template questions are expert-certified by professional survey methodologists to make sure you ask questions the right way-and get reliable results. You can send out our templates as is, choose separate variables, add additional questions, or customize our questionnaire templates ... Good Survey Questions: Question Types, Examples + Tips Types of effective survey questions. Effective survey questions are essential for obtaining valuable and reliable data. Here are some types of good survey questions to consider: 01. Dichotomous questions. These are close-ended questions with only two possible answers, typically " yes " or " no .". Survey Questions 101: Types of Surveys & Survey Question Examples Likert Scale Survey Question Example. Here is an example of a Likert scale question from our free survey template library. As you can see, it allows you to rate a few aspects of a company's offer, all in a single view. You could opt for such a survey to keep track of the overall customer experience health. Survey Questions to Ask Your Customers: Types and Examples 2. Multiple choice questions. Multiple choice questions ask survey respondents to choose an answer from a predefined list that they feel suits them best. These types of questions can help your team discover sentiment quickly. They are also easy to analyze and extrapolate data from. Survey Questions: Examples and Sample Survey Questions Data reference survey question example: 17. Upload data This type allows users to upload documents, images, and more to their survey responses. Upload data question example: 18. Net Promoter Score (NPS) A Net Promoter Score survey research questions measure brand shareability and customer satisfaction. It asks respondents to rate whether they ... Sample Survey Questions and Survey Examples Choose a template below to preview sample questions. Most templates are available in English only: Customer satisfaction. Employee satisfaction template. Customer service template. Market research template. Public school survey. 360 degree employee evaluation. K-12 parent survey (in collaboration with Harvard) 50+ Must-ask questions for your market research surveys Market research is an essential part of finding answers to your questions. For this reason, market research surveys have a big importance. So, market study survey questions, too.These types of questions help you get essential data about the target audience, conduct competitive analysis, get new ones, or protect existing customers.. We have gathered the most essential data to help you gather ... What Are Quantitative Survey Questions? Types and Examples Types of quantitative survey questions - with examples . Quantitative questions come in many forms, each with different benefits depending on your market research objectives. Below we'll explore some of these quantitative survey question types, which are commonly used together in a single survey to keep things interesting for respondents. 130+ effective survey question examples 130+ survey question examples (by category) We've put together a list of over 130 questions for you to use in your surveys. We've organized them by the most popular survey categories and within each category, you're able to click further to dig deeper into that specific category. Demographic survey questions. Writing Effective Survey Questions Examples of good survey questions. Now that we've gone through some dos and don'ts for writing survey questions, we can move on to more practical examples of how a good survey question should look. To keep these specific to the research world we'll look at three categories of questions. Household survey questions Writing Survey Questions [View more Methods 101 Videos]. 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. Survey Research 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 ... Research survey 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 ... The Best Survey Questions to Ask + Examples (2024 Guide) Tell us your household income. Demographic survey questions are some of the most effective basic survey questions to ask people. Online surveys aren't done in person, so sometimes you need to ask the user obvious questions about themselves for your data. However, some of these can be sensitive questions, so ask for only what you absolutely ... 10 Research Question Examples to Guide your Research Project The first question asks for a ready-made solution, and is not focused or researchable. The second question is a clearer comparative question, but note that it may not be practically feasible. For a smaller research project or thesis, it could be narrowed down further to focus on the effectiveness of drunk driving laws in just one or two countries. Survey Questions: Examples & Expert Tips Explore common survey questions and learn how to create effective surveys that yield the best results! ... Purpose-built solutions for all of your market research needs. INDUSTRIES. Healthcare. Education. Technology. Government. Financial Services. See more Industries. ROLES. Marketing. Customer Experience. Product. Human Resources. Questionnaire Design Questionnaires vs. surveys. A survey is a research method where you collect and analyze data from a group of people. A questionnaire is a specific tool or instrument for collecting the data.. Designing a questionnaire means creating valid and reliable questions that address your research objectives, placing them in a useful order, and selecting an appropriate method for administration. Quantitative Research Questionnaire Let's discuss what a quantitative research questionnaire is, its types, methods of writing questions, and types of survey questions. By thoroughly understanding these key essential terms, you can efficiently create a professional and well-organised quantitative research questionnaire. ... Types of Quantitative Research Questions With Examples. Mastering Open-Ended Questions for Interviews, Surveys, and Examples of Open-Ended Questions. Open-ended questions can be tailored to suit a wide variety of contexts, making them incredibly versatile tools for gathering information and insights. Whether in professional interviews, casual conversations, or educational settings, these questions encourage deeper engagement and more thoughtful responses. 15 of the Best Survey Questions for Brand Perception 15 Brand Perception Questions to Ask. Here are 15 of the best survey questions to gauge brand perception. These questions cover various aspects of brand perception, including awareness, image, value, and emotional connection. Brand Awareness. How familiar are you with our brand? Not at all familiar; Slightly familiar; Moderately familiar; Very ... Demographic Survey Questions Best Practices As important, providing both this option and an opt-out alternative should allow all respondents to answer the question and continue with the survey. Think of the Final Dataset. Every dataset requires some cleaning before analysis, but much better is to design demographic survey questions to preemptively reduce or eliminate unusable data. Sample Size for Feasibility Survey Get help with your research. Join ResearchGate to ask questions, get input, and advance your work. ... but a common benchmark in survey research is to aim for a response rate of 60-70%. This means ... essay homework paper phd project resume review speech study thesis