A survey is usually a set of questions that ask for a response to be selected from a list of alternatives, such as A, B, C, D, or a range, such as 1 to 5 or very low to very high. This type of survey is also called a questionnaire. Surveys can easily be given to many people, and are quickly processed and analysed using computer-based methods because the answers can be recorded as ambers as long as close-ended questions are used. Close-ended questions are questions where the answers are either Boolean (yes or no) or ranked on a fixed scale. These types of questions allow for analysis of quantitative data to produce results, which is more efficient than surveys with open-ended questions. > _Did you achieve what you came here to do today?_ > _Do you prefer working on solo or team tasks?_ > _How often do you go to a restaurant? Weekly, monthly, yearly, less than yearly, never._ Open-ended questions are questions that ask for answers in sentences or worded form. This means the number of answers is potentially infinite. These questions tend to ask for opinions, and must undergo analysis of qualitative data to interpret the results. > _How do you like to spend your free time?_ > _If you could improve one thing about our product, what would you change?_ > _What matters most to you in the workplace?_ ## Pros and Cons The advantage of administering a survey is that they are relatively inexpensive to conduct. They can also be delivered digitally, so results can be collected immediately, and the survey can easily be given to a large number of users to complete. The disadvantages are that processing of results can take a lot of time if open-ended questions are asked, users may not necessarily be truthful in their responses and, if the survey is quite lengthy, users may love interest in completing it. ## More types of questions ### Multiple choice [Multiple choice questions](https://www.smartsurvey.co.uk/survey-questions/multiple-choice-questions) are one of the most fundamental question types in a questionnaire, presenting respondents with either single select options or multi-select options (where more than one answer can be chosen from a list). Age range would be an example of single select whilst picking from a list of foods might be multi-select, should more than one response apply. Example multiple choice questions: > _How many devices do you use to browse the internet? 1 | 2 | 3+_ > _Which of these have you visited in the last month (tick all that apply): Cinema | Restaurant | Leisure centre | Gallery | Concert venue_ > _Have you visited a dentist in the past 12 months? Yes | No_ ### Likert scale [Likert scale questions](https://www.smartsurvey.co.uk/survey-questions/likert-scale) capture respondents’ opinions – specifically the extent to which they agree or disagree with a statement. Often based on a 5, 7 or even 10-point scale, responses might range from “strongly agree” to “strongly disagree”, or “very satisfied” to “very unsatisfied” (see also: [semantic differential question](https://www.smartsurvey.co.uk/survey-questions/semantic-differential-scale)). To ensure that those without an opinion are not forced to respond inaccurately, a neutral mid-point choice is also typically included, such as “neither agree nor disagree”. Example Likert scale questions: > _How satisfied are you with your physical workspace?_ > _How likely are you to buy from us again?_ > _How important was parking in your decision to attend?_ ### Rating questions [Rating questions](https://www.smartsurvey.co.uk/survey-questions/rating-questions) are used to enable a comparison of different research items (such as product or service features) using a consistent scale. Participants might be asked to rate a series of choices on a rating scale (say 1-5) where 1 = ‘Not at all important’ and 5 = ‘Very important’. There are a variety of scales these questions can use such as numbers, frequency (daily to annually, never to always), comparative weighting, stars, ‘smiley’ emojis, hearts and more. Example rating questions: > _Out of 5, how would you rate our delivery service?_ > _How many stars would you give the training course overall?_ > _How important is dress code in your choice of employer?_ ### Ranking questions [Ranking questions](https://www.smartsurvey.co.uk/survey-questions/ranking-questions) ask respondents to indicate their preferences between a list of research subjects (such as product attributes, packaging designs, or holiday destinations), to identify which are the most and least favoured. As few as two choices might be presented, whilst a neutral/don’t know answer may or may not be included. Ranking questions are useful for finding out what customers _want_, and work well in conjunction with rating scale questions. Example ranking questions: > _Which of the following bolt-ons would be the most influential in your choice of service provider?_ > _Which of these follow-up sessions would be of the most benefit to you? Please rank from most to least beneficial._ > _Which of the following product features, in ranked order, do you use most frequently?_ ### Matrix questions [Matrix questions](https://www.smartsurvey.co.uk/survey-questions/matrix-questions) are closed-ended (limited set of answers) and present respondents with a number of questions laid out in rows but using the same selection of column choices. Checkboxes are typically used, with users selecting one option per row, for example a rating scale from “very poor” to “excellent”, with each row using that same scale. Example matrix question: > _Following your recent exhibition visit, please rate your levels of happiness with each of these criteria:_ > ![[image 1.png]] ### Demographics [Demographic questions](https://www.smartsurvey.co.uk/survey-questions/demographics) are those that look to categorise the identity of the survey participants based on factors such as their age, gender, ethnicity, marital status, household income, employment, education level and location. Capturing this information allows a better understanding of how respondents fit into the general population. Some demographic questions can be sensitive, however, and so need to be asked with care. Example demographic question: > _What is your marital status? > Single | Married or domestic partnership | Widowed | Divorced | Separated_ ### Dichotomous questions [Dichotomous questions](https://www.smartsurvey.co.uk/survey-questions/dichotomous-questions) are commonly used to elicit a Yes or No, Agree or Disagree, or True or False response. By offering two possible answers they are a useful way to clarify opinions and understanding, and to direct participants to relevant next questions. But they should also be used with care to avoid frustration or compromised results. Dichotomous question examples: > _Are you planning an overseas holiday in the next 12 months? Yes | No_ > _I understand the relationship between my Q4 sales target and bonus payment: Agree | Disagree_ > _Did you find what you were looking for on this web page? Yes | No_ ### Hypothetical questions [Hypothetical questions](https://www.smartsurvey.co.uk/survey-questions/hypothetical-questions) are those based on an imagined situation rather than facts or actual experience. As such they can be used to capture participants’ opinions and beliefs about something that hasn’t happened, but could. The survey must set the parameters or criteria for the scenario being explored. Hypothetical questions assume certain conditions exist (experience, understanding, opinions) and so can be problematic. one of the least used types of questions in a questionnaire, hypotheticals are generally avoided. If used, they should be implemented with great care. Example hypothetical questions: > _How would you approach a task that made you dissatisfied with your job?_ > _If you could have any product feature that doesn’t currently exist what would it be?_ > _If our keynote speaker were to talk on a topic of your choice, what subject area would they cover?_ ### Follow-up questions [Follow-up questions](https://www.smartsurvey.co.uk/survey-questions/follow-up-questions) are those that are asked in response to a participant's initial answer, seeking to clarify, elaborate, or delve deeper into their response. These questions are crucial for uncovering additional insights that the initial question may not have fully captured. By probing further, follow-up questions help to reveal the reasons behind opinions, behaviours, and experiences, providing richer and more nuanced data. Follow-up questions require careful crafting to ensure they are relevant, non-leading, and easy for participants to understand. While they add significant value by offering deeper insights, poorly designed follow-up questions can lead to survey fatigue or skewed data. Therefore, they should be used thoughtfully and selectively. Example follow-up questions: > _Can you explain what led to your dissatisfaction with our service?_ > _What specific features did you find most useful in our product?_ > _Could you provide more details about your experience at the event?_ ## **Combining Survey Questions** Combining the different types of survey questions we just discussed to get to the details you seek is just as much an art as it is a science. Let us consider a few examples. ### **Combining Survey Questions for Greater Specificity**  When considering how to ask for the information you are seeking, it’s easy to fall into the trap of asking the question _exactly_ how you’re thinking about it. For example: if you want to understand how much people spend on toilet paper per roll, this is likely too specific of a question. Instead, you might want to: 1. Start by asking “Which of the following products have you purchased in the last six months?” (Multi-Select) 2. Get confirmation of the metric needed with “Of these products you’ve purchased, of which do you recall the details of their price?” (Multi-Select) 3. Assume the respondent has selected “Toilet Paper” in the above questions and then ask, “What count do you typically purchase when buying toilet paper?” (Single Select) 4. Wrap up with pricing: “On average, how much do you spend on toilet paper per purchase?” (Single Select) ### **Combining Different Multi-Select Questions** Another good combination is employing different multi-select questions — one in the form of ranking. Say you need to understand which payroll software is favored by small businesses. You would conduct the survey among small businesses, of course, but when you get to the ranking of potential options, there are a few choices. 1. **Provide respondents with a full list of payroll software solutions and have them rank each with respect to the full list.** This could be a cumbersome solution, requiring precious time for the respondent, and it is unlikely to provide the best data. If the respondent is aware of only a fourth of the solutions, the person would be guessing at the remainder of the rankings, skewing your data. 2. **Provide respondents with a full list of payroll software solutions and have them rank their top three based on perception or experience**. While this is more efficient than ranking in respect to the full list, you could be missing out on additional insights if the respondent is aware of more than three of the solutions. 3. **Split this into two questions.** First, provide the full list asking respondents to select all payroll software solutions they are aware of. Second, have them rank based on perception or experience only those software solutions they flagged in question one. This will cut down on time to complete the question and will provide a well-rounded data set due to the familiarity with the software brands. There are many combinations that prove to be useful depending on your needs. The opportunities are endless. Just make sure each question flows into the next and is easily understandable. This leads to our general rules of thumb for writing survey questions. ## **Best Practices for Survey Questions** There are several things to consider when writing survey questions, some more important than others. Below are a few paramount aspects of question writing that should be considered when designing a survey. 1. **Make sure the respondents will be able to answer the question**. For example, you want to make sure that A) the respondent will be able to share the information — i.e., the responses do not include proprietary information and B) they will actually know the answer. The information should be relevant to the individual’s expected knowledge or experience. 2. **Ask questions in a straightforward format**. The questions should be the most basic questions possible. You know exactly what you are asking for, but the respondent might not. This is especially important when dealing with complex topics. 3. **Ask only for what you truly need**. Keeping the survey concise and direct will help ensure quality and coherent data. # Sample Questions related to software ### **1. Multiple Choice Questions** _Used to determine platform support and current habits._ - **Which devices would you primarily use to access this software? (Select all that apply)** - [ ] Desktop Computer / Laptop - [ ] Smartphone - [ ] Tablet - [ ] Smart Watch / Wearable - **How do you currently manage [specific task, e.g., inventory tracking]?** - [ ] Spreadsheets (Excel / Google Sheets) - [ ] Pen and paper - [ ] Email threads - [ ] A different software tool - [ ] I don't currently track this ### **2. Likert Scale Questions** _Used to measure dissatisfaction with the current process to identify high-priority fixes._ - **"My current method for finding customer information is quick and intuitive."** - Strongly Disagree | Disagree | Neutral | Agree | Strongly Agree - **"I often feel overwhelmed by the amount of manual data entry required in my daily tasks."** - Strongly Disagree | Disagree | Neutral | Agree | Strongly Agree ### **3. Rating Questions** _Used to quantify the necessity of specific requirements._ - **How critical is the ability to work without an internet connection (Offline Mode)?** - 1 (Not useful) to 5 (Absolutely essential) - **Rate the importance of integrating this software with your email calendar:** - ⭐ (Don't need it) to ⭐⭐⭐⭐⭐ (Must have it) ### **4. Ranking Questions** _Used to prioritize feature development (MoSCoW method)._ - **Please rank the following potential features in order of value to your daily work (1 being most valuable):** - [ ] Automated Report Generation - [ ] Real-time Chat / Collaboration - [ ] Mobile App Access - [ ] Customizable Dashboard - **Rank these current "pain points" from most frustrating to least frustrating:** - [ ] Slow system speed - [ ] Remembering multiple passwords - [ ] Difficulty searching for old files - [ ] Generating accurate invoices ### **5. Matrix Questions** _Used to identify which specific parts of a workflow are the most difficult._ - **Please rate the difficulty of the following tasks in your _current_ workflow:** |Task|Very Easy|Easy|Neutral|Difficult|Very Difficult| |---|---|---|---|---|---| |Uploading files|[ ]|[ ]|[ ]|[ ]|[ ]| |Sharing data with team|[ ]|[ ]|[ ]|[ ]|[ ]| |Approving requests|[ ]|[ ]|[ ]|[ ]|[ ]| |Finding contact info|[ ]|[ ]|[ ]|[ ]|[ ]| Export to Sheets ### **6. Demographics** _Used to design the User Interface (UI) appropriately for the audience's skill level._ - **How would you describe your confidence level with learning new technology?** - Very Low (I need step-by-step help) - Low - Moderate - High - Very High (I figure things out on my own) - **Which department do you primarily work in?** - Sales | HR | Operations | Finance | Marketing ### **7. Dichotomous Questions** _Used to set hard technical constraints._ - **Do you require the software to support multiple languages?** - Yes | No - **Do you work in an environment where audio alerts/sounds would be disruptive?** - Yes | No - **Do you need to share data with people outside of your organization (e.g., clients or vendors)?** - Yes | No ### **8. Hypothetical Questions** _Used to gauge adoption likelihood._ - **If this software could automate 50% of your data entry, would you be willing to spend 30 minutes a week maintaining the system settings?** - Yes, definitely - Maybe / It depends - No, I want it fully automated - **If we removed the "Export to PDF" feature to make the app faster, would that prevent you from doing your job?** - Yes, I need PDF export | No, I don't use it ### **9. Open-Ended & Follow-up Questions** _Used to discover requirements you haven't thought of yet._ - **Describe the "bottleneck" in your day—the one task that slows everything else down.** - (Paragraph answer) - _(Follow-up)_: **If you had a magic wand to fix that bottleneck, what would the solution look like?** - (Paragraph answer) - **Is there any specific terminology or jargon we should use in the software to match your industry?** - (Short answer)