Looking for insights? It’s important to start off on the right foot. The way you get information and the survey questions you use play a big role in a successful survey.
Before you rush into writing your survey questions, ask yourself how you intend to use the answers from your survey. Are you going to ask direct questions? What about categorical questions? Once you know the goals of your survey and the information you’d like to collect, you’ll be able to choose survey question types easily.
Popular types of survey questions
Below are some of the most commonly used survey question types and how they can be used to create a great survey. To see what each type of survey question might look like, visit the sample survey questions page.
Multiple choice questions
Multiple choice questions are the most popular survey question type. They allow your respondents to select one or more options from a list of answers that you define. They’re intuitive, easy to use in different ways, help produce easy-to-analyze data, and provide mutually exclusive choices. Because the answer options are fixed, your respondents have an easier survey-taking experience.
Most importantly, you’ll get structured survey responses that produce clean data for analysis.
Multiple choice questions also come in many different formats. If you’d like to make an engaging survey that also gives you clean data, we suggest getting to know more about the most popular variations of multiple choice questions:
Single answer vs. multiple answer
The most basic variation is the single-answer multiple choice question. Single answer questions use a radio button (circle buttons representing options in a list) format to allow respondents to click only one answer. They work well for binary questions, questions with ratings, or nominal scales.
Multiple-answer multiple choice questions are commonly shown with square checkboxes. They allow respondents to check off all the choices that apply to them. For example, “Which of the following soda brands do you drink?”
The “other” answer option
A common drawback of multiple choice questions is that they force you to limit responses to a predetermined list of options. This can cause bias in your results. What if none of your answer options apply to your respondents? They might just choose a random answer, which could impact the accuracy of your results.
You can solve this problem by adding an “other” answer option or comment field. It should be listed at the end of all your choices. When respondents see it, they know they have the option of answering your question in their own words instead of yours.
In rating scale questions (sometimes referred to as ordinal questions), the question displays a scale of answer options from any range (0 to 100, 1 to 10, etc.). The respondent selects the number that most accurately represents their response.
With ranking questions and numerical rating scales it’s important to give the respondent context. For instance, imagine you asked the question, “how much do you like ice cream?” Without explaining the value of the numbers on your scale, a numerical rating scale might not make much sense.
Chances are you’ve seen this question type before. Likert scale questions are the “do you agree or disagree” questions you often see in surveys, and are used to gauge respondents’ opinions and feelings.
Likert Scale questions give respondents a range of options—for example, starting at “not at all likely” scaling all the way up to “extremely likely”. That’s why they work well to understand specific feedback. For example, customer satisfaction survey questions often use a Likert scale to measure customer opinion or attitudes.
If you want to ask a few questions in a row that have the same response options, matrix questions are your best option. A series of Likert scale questions or a series of rating scale questions can work well as a matrix question. Matrix questions can simplify a lot of content, but it’s important to use them carefully. Very large matrices can be confusing and difficult to take on mobile devices.
The dropdown question is an easy way to display a long list of multiple choice answers without overwhelming your respondents. With it, you can give them a scrollable list of answers to choose from.
Sometimes, showing all answer options at once can offer your respondents useful context about the question. Keep that in mind whenever you consider using more than one dropdown question in your survey.
Open-ended survey questions require respondents to type their answer into a comment box and don’t provide specific pre-set answer options. Responses are then viewed individually or by text analysis tools.
When it comes to analyzing data, open-ended questions aren’t the best option. It’s not easy to quantify written answers which is why text boxes are better for providing qualitative data. Allowing your respondents to offer feedback in their own words could help you uncover opportunities that you may have otherwise overlooked. However, if you’re looking for data to analyze, you may want to engage in some quantitative marketing research and utilize closed questions.
Use demographic survey questions if you’re interested in gathering information about a respondent’s background or income level. When properly used, you’ll be able to gain better insights on your target audience. Demographic questions are powerful tools to segment your audience based on who they are and what they do, allowing you to take an even deeper dive in on your data.
Once you get the hang of survey question types, you’ll quickly get the most out of your data. Learning which survey question type to use helps you focus on the most important information you need from respondents. Until then, you can use our survey creation tools to help you choose the best questions for your survey.