Surveys are a critical method for gathering feedback on customer experience, measuring customer satisfaction, and improving business strategies. However, the effectiveness of a survey depends on the survey questions. Well-crafted survey questions lead to actionable insights, while poorly designed ones can result in biased or irrelevant data.
In this guide, we will cover everything you need to know including survey question types, best practices, and examples of survey questions to help you design the perfect questionnaire.
What Are Survey Questions?
Survey questions are structured queries used in surveys to collect specific information from respondents. They can be open-ended, multiple-choice, or rating-based, depending on the type of insights you need.
Why do you need well-designed survey questions?
- To get accurate and reliable data
- To improve response rates by being clear and concise
- To reduce bias and prevent misleading results
- To get actionable insights to help businesses make informed decisions
Why are survey questions important?
Survey questions are the basis of any research effort. They determine the quality of data you collect and the insights you gain. Well-crafted questionnaires can help you:
- Understand your audience’s needs and preferences.
- Identify areas where a brand needs polishing.
- Make data-driven decisions on real-world insights.
- Enhance customer or employee satisfaction.
On the other hand, poorly designed questions can lead to confusing or irrelevant responses, rendering your survey ineffective.
Types of Survey Questions for Customer Experience Surveys
There are many ways to craft survey questionnaires to gauge customer experience. The type of question you use also depends on the medium of distribution, the main goal of capturing customer thoughts, and how you will use the combined data. Here are the types of questions marketers most frequently use.
1. Closed-Ended Questions
These questions provide respondents with predefined answer options. They are easy to analyze and ideal for quantitative research. Examples include:
Yes/No questions
Yes/ no question format is known as dichotomous survey question. It is a popular type of question where respondents choose between two answer options. This question type is ideal for collecting clear-cut data for easy analysis. There are only two possible answers: yes/no, agree or disagree etc.
Example: “Did you find our website easy to navigate?” Yes or No.
Multiple-choice survey format
Multiple choice questions (MCQs) offer a pre-defined set of answer options for a particular question. MCQs are used to assess product or software features. It allows respondents to select one or more options.
Example: Q. What influenced your purchase decision( Choose from the options relevant)
- Price
- Quality
- Reviews
- Security
- Others
Rating Scale questions
In rating scale questions, respondents are asked to rate their opinions or experiences on a scale, (Likert Scale or numerical rating scale). Questions are linked to specific topics such as degree of agreeableness, probability of taking an action, and level of concurrence with a given statement.
Example in a 1 to 5 rating scale: “How effective was the service?”.
a. Highly Effective
b. Effective
c. Neutral
d.Ineffective
e. Highly Ineffective
2. Open-Ended Survey Questions
Open-ended survey questions (qualitative) allow respondents to answer questions in their own words. It is often accompanied by closed-ended questions or numerical rating scales. Analyzing open question responses may be time-consuming but very detailed. So it is important to balance the use of open-ended questions with closed-ended questions for quantitative data.
Example:
- What do you like most about our product?
- How can we improve our customer service?
3. Demographic Survey Questions
Demographic survey questions will segment your audience based on characteristics like age, gender, income, or location. It collects personal information about every respondent and their background. Businesses can create a user persona with demographic questions. It is important to be objective and sensitive towards a respondent while framing these survey questions.
Example:
- What is your age group? (18-24, 25-34, 35-44, etc.)
- What is your profession?
4. Likert Scale Survey Question
The Likert scale question measures attitudes ranging from one extreme opinion to another. Popular Likert scale questions include 1 to 10 point rating scale and 1-5 point rating scale. Other common scales include 3-point and 7-point scale.
Example: On a scale of 1-5, how satisfied are you with our service?
- Very unsatisfied
- Unsatisfied
- Neutral
- Satisfied
- Very unsatisfied
5. Ranking Survey Questions
Ranking questions will ask respondents to rank certain features based on how it helped them or their preference. This type of question helps you understand which factors matter most to your audience
Example: Please rank the following features in order of importance to you when choosing a smartphone (1 = most important, 5 = least important):
- Battery Life
- Camera Quality
- Price
- Screen Size
- Brand Reputation
6. Matrix Survey Questions
Matrix questions are used to group similar queries under one framework, commonly displayed as grids. Matrix formats enable multi-dimensional analysis. However, avoid excessive complexity to maintain its practical use. For example:
“Rate the following attributes: (Delivery time, packaging quality, customer support).”
Rated on a scale of Poor to Excellent.
How to Design the Right Survey Questions?
Survey drop-out rate indicates that “50% of respondents drop out of surveys that are unclear, poorly formatted, or excessively long.” If your respondent fails to complete a survey due to confusing or redundant questions, you’re wasting their time—and yours. Designing precise, actionable survey questions not only reduces the risk of drop-offs but also ensures that responses can offer strategic decisions.
1. Define your survey goal
Are you seeking data on customer satisfaction, employee performance, or new product features? For instance, if you’re measuring customer loyalty, a Net Promoter Score (NPS) question would be highly relevant. Make sure to keep it jargon free.
2. Create for your target audience
Tailor your language and question format to suit your audience. For example: A younger demographic may prefer interactive Likert scales with emojis. Meanwhile, business professionals might appreciate simply curated matrix-based questions.
3. Focus on survey length
To capture quick responses, focus on short surveys to get instant customer feedback. Short surveys have 2 to 3 questions that are relevant to the event. Respondents can answer quickly without much cognitive load.
4. Choose the right survey channel
Opt for survey channels that are interactive and have a larger user base. Facebook messenger, WhatsApp and interactive emails are single click platforms. It can bring a high response rate for short customer satisfaction surveys. It prevents users from going into an external browser- which just adds as a friction point.
5. Use a mix of question types
Combine qualitative and quantitative questions to collect both numerical and expressive opinions from customers. Combine closed ended questions with open-ended questions. For example: after a rating scale survey question, let people express the reason behind the rating.
6. Test your survey prior
Before publishing your questionnaire, test your survey with a small group of respondents. Identify any issues with clarity or flow and correct it before sending off the final version.
7. Choose survey templates from Merren
Merren offers pre-designed survey templates that you can customize. These templates are designed to bring high response rates. The survey questions are conversational to solicit responses from customers. Choose from over 150+ survey templates here for free. Customize it for any industry. These templates can be shared via messenger applications.
You can also use this AI survey builder for an instant customer feedback questionnaire.
8. Focus on survey logic
Survey logic enables respondents to answer questions that are relevant to their experience. It makes the survey more personalized.
Conclusion
A good survey design will determine your response rate, compatibility across devices and clarity of questionnaires. It is primarily important that your target audience fully comprehends every question. So keep it free of abbreviations, jargons and complex technical terms. There are different ways to conduct a market research survey. In case you are not sure of where to start, build your own sample survey questions and conduct a pilot test before sharing it to a wider demographic.
If you want instant surveys and templates, sign up for a 14 day free trial. Let our AI do the cognitive heavy lifting and streamline your research efforts.