Erin Reeve | |
October 27, 2017
Associations often use surveys to gather feedback from their constituents (e.g., members, attendees, sponsors, prospects, etc.). These findings are then used to make strategic, consumer-focused decisions that drive revenue. For that reason, it’s important for associations to create effective surveys that ask questions in the most appropriate formats. The question types used in a survey determine the options constituents have when responding, and can have a major impact on a survey’s results and findings. In this post, we’ll review the most common question formats and when to use them.
When it comes to surveys, there are two main types of questions: open-ended questions and closed-ended questions. The best surveys contain a mix of both close-ended and open-ended questions.
- Open-ended questions give respondents the freedom to respond using their own words, removing any bias that may exist from having to select from a predefined list. Though open-ended questions provide valuable, qualitative feedback, analysis can be time consuming – so use sparingly!
Open-ended questions are best used for: persona research, exploratory research, qualitative usability testing, diary studies, etc.
- Close-ended questions, though more subject to bias, are easy to quantify and require less effort and time to analyze. Close-ended questions are best used to highlight trends across a large group of people and to collect demographic information. Additionally, in order to overcome any bias that may exist in providing answers, some surveyors will add an “other” answer field, which allows respondents to answer using their own words.
Close-ended questions are best used: to collect demographic information, to collect quantitative information, to highlight trends amongst large groups (especially when you expect >1000 respondents), and to measure data overtime.
Close-ended questions have many different sub-types, including:
- Multiple choice: respondents select one option from a predefined list.
- Checklist: respondents select all that apply from a predefined list.
- Rating/Likert Scales: respondents indicate their frequency, probability, intensity, amount, and quality of a particular attitude or behavior (e.g., extremely likely to not likely at all).
- Ranking: respondents rank options in a specific order.
- Dichotomous: respondents select one option from a list of two (e.g.,Yes/No;True/False). These are best used when measuring something absolute.
Ready to start setting up your own surveys in ClearVantage Association Management Software? Check out the full user guide to learn how! Please note: you’ll need to login to the Euclid Technology website to access this information.
Resources
- https://blog.cvent.com/events/feedback-surveys/guide-five-types-survey-questions/
- https://surveyanyplace.com/survey-questions-types/
- https://explorable.com/types-of-survey-questions
- https://www.nngroup.com/articles/open-ended-questions/