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As the name itself is pretty self-explanatory, an image rating question is a close-ended question. It has a list or options of images from which the respondent chooses single or multiple options they feel are the most relevant.
Image rating questions are similar to other multiple-choice questions, only difference is here the options are in the form of images. Image rating questions are commonly used in order to engage the respondents and give them a better understanding of what the option really means. Image rating questions can be adapted to whichever device the person is taking the survey, and it is understandable.
Another reason to use image rating surveys is to spice up the survey experience for the audience. Long and wordy surveys can get really boring after a while. Including image options to the questions will help respondents process things quickly and give them a fun experience throughout the survey process.
Conducting exploratory research seems tricky but an effective guide can help.