Questions to ask in a survey Survey

Questions to ask in a survey


Table of Contents

Surveys can yield crucial insights into the customer’s needs and expectations. While designing a survey, it is important to ask the right questions. If relevant questions are not asked, you’re squandering a precious opportunity to get important feedback from the respondents. Survey creators may find themselves contemplating what questions to ask in the surveys. 

We’ll go over the many types of survey questions you may ask, as well as some examples, in this article.

Transform your insight generation process

Create an actionable feedback collection process.

online survey

Open-ended questions

Open-ended questions are often a part of qualitative research. These questions do not restrict the respondent’s answer to a set of predetermined options. Open-ended questions are asked along with a text box where respondents can fill in their feedback in their own words. They assist surveys in gaining insight into respondents’ ideas and opinions on a certain topic.

Benefits of open-ended questions

  • Open-ended questions allow respondents to express themselves freely and without bias. Closed-ended questions only have a few possibilities for answers. Encouraging people to share their thoughts is a great way to know about how they think and feel.
  • Amidst all the closed-ended questions, one open-ended question can shed light on information that businesses may have missed. You can obtain key insights into development opportunities that you may not have explored earlier.
  • Customers want to feel valued. Allowing them to express themselves will help businesses build a connection with them. 

When to use open-ended questions

  • Open-ended questions are the most effective when the target audience is smaller. For example, a company with a small workforce, or a store with a small customer base. If the focus group of a survey is large, analyzing the responses to open-ended questions can be tedious. 
  • Open-ended questions can be used to initiate the surveying process. Researchers often conduct an open-ended question survey targeting a smaller audience. The data acquired  can be used to create precise closed-ended questions for a larger audience.
  • It is always a good idea to conclude a survey using an open-ended question. They’re perfect for following up on a closed-ended question.

Open-ended questions to ask in a survey

  • Customer feedback
  1. Mention 2 features you liked about this product.
  2. Are there any features we could include in the product in the future?
  3. Was there anything you didn’t like about this product?
  • Employee feedback
  1. How would you describe our work culture?
  2. What motivates you to come to work every day?
  3. What do you tell people when they inquire about your job?
  • Education
  1. What can be done to make the classroom more enjoyable?
  2. What are your thoughts on your classmates?
  3. What can the school do to assist you in your education?

Likert Scale Questions

Likert Scale Questions are frequently asked in surveys to measure the extent to which a respondent agrees or disagrees with a specific topic. Businesses can use Likert scale questions to understand the opinions and attitudes of respondents. The range of answers not only includes extremes of opinions but also moderate or neutral opinions. 

Benefits of Likert Scale Questions

  • Likert scale questions are an excellent way to extract quantitative data that can readily be converted into reports and graphs.
  • These questions give a range of options to the respondents. If they do not wish to answer a question, they can stay neutral.
  • The results gathered from Likert scale questions are easy to analyze. 

When to use Likert scale questions

Likert scale questions can be used to determine the satisfaction levels of the customers concerning any product or service. Binary options aren’t appropriate in every situation. If businesses want to delve deeper into the feelings of their customers, a Likert scale can be the best choice. For example, if a brand wants to know what customers think about their product or to what extent they are satisfied with their services, Likert scale questions can be used.  

Likert Scale questions can also be used to look into intricate topics while still receiving quantifiable data. For example, customers may like your product but may not appreciate the customer service. By collecting clear responses, Likert scale surveys can get to the heart of the question.

Examples of Likert Scale questions

  • Restaurant surveys
  1. How often do you visit our restaurant?
  2. How would you rate the ambiance?
  3. Were you satisfied with the reservation process?
  4. How would you rate our food?
  • Customer satisfaction
  1. How satisfied are you with our product?
  2. How likely are you to shop again with us?
  3. How often do you use our products?
  4. How satisfied are you with our delivery?
  • Event
  1. How would you rate the event?
  2. How would you rate the location?
  3. Were you satisfied with the food and beverages?
  4. How would you rate the speaker quality?

Dichotomous Questions

Dichotomous questions are closed-ended questions that give only two options to choose from – Yes/No, True/False, Agree/Disagree. They are used to get a clear contrast between respondents’ perspectives. 

Benefits of dichotomous questions

  • They can easily be used to filter out the respondents as there are just two possible responses to consider.
  • Dichotomous questions are brief and simple, they make the process of data analysis a breeze. 
  • As respondents have to choose from only 2 options, surveys containing dichotomous questions can be filled in quickly. This may improve the response rates.

When to use dichotomous questions

Dichotomous questions can be used as screening questions to separate the respondents who do not fit into the target audience. For example, they are useful in distinguishing between the students who have taken up a certain course and those who haven’t. This allows researchers to create questions that are specific to each group. They can get a review of the course as well as gain insight into why some students did not enroll. 

Dichotomous questions to ask in a survey

  • Employee survey
  1. Would you recommend our company to your friends?
  2. Do you feel that the organization gives you enough opportunities to excel?
  3. Are you happy with the compensation and benefits that are given to you?
  • Customer satisfaction
  1. Are you satisfied with our customer service?
  2. Would you recommend our products to others?
  3. Will you buy from us in the future?

Download Market Research Toolkit

Get market research trends guide, Online Surveys guide, Agile Market Research Guide & 5 Market research Template

Making the most of your B2B market research in 2021 PDF 3 s 1.png

Demographics based questions

Demographics is an umbrella term that includes gender, age, ethnicity, income, etc. Respondents are classified using demographic questions based on a variety of characteristics. The data collected can further be used to identify patterns to indicate how demographic factors influence the choices of an individual. They are used in surveys to understand where the respondents fall into the overall population. 

Benefits of demographic questions

  • Businesses can customize their marketing tactics according to demography. For example, if the majority of the target audience falls into the average income category, the marketing strategies can be tailored to cater to their needs.
  • Demographic questions can be used to track how the choices of customers change over time. It helps to identify trends that can further be used to make predictions about the customers.
  • They can be used by businesses to choose their target audience. A brief survey can be used to determine whether a company’s services meet the needs of a specific demographic group.

How to use demographic questions

Demographic questions related to gender, income, etc can be sensitive. Hence, it is important to ask them in the right way. The options provided in a demographic question should be inclusive. 

It is also advisable to notify customers about why you are collecting demographic information and how the information will be used. You can also allow them to respond anonymously. 

Examples of Demographic questions

  1. What age group do you belong to?
  2. What gender do you identify as?
  3. What is the highest level of education you have attained?
  4. Please select your current employment status.
  5. What is your marital status?

See Voxco survey software in action with a Free demo.

Ranking questions

Ranking questions in a survey ask the respondents to rank a list of objects in their order of preference. Researchers use ranking questions to understand the features or services that are preferred by the respondents. While using ranking questions, it is important to not exhaust the respondents with too many choices. 

The different kinds of ranking questions that can be used in a survey are:

  1. Scale Ranking 
  2. Dropdown scale
  3. Choice option
  4. Star scale
  5. Emoji scale

Ranking questions to ask in a survey

  1. Rank the following sports in order of preference
  • Cricket
  • Football
  • Badminton
  • Boxing
  1. Rate the following in the order of preference while applying for a job.
  • Location
  • Package
  • Benefits
  • Growth opportunities

Explore all the survey question types
possible on Voxco

Read more