Close ended questions have a specific purpose- to collect measurable and goal-oriented answers. This method is useful when you need to collect bite-sized information from your audience. It is extensively used in customer feedback surveys or to measure experiences at various interactions. In this blog we will discuss the meaning of close-ended survey questions, the types and its benefits in market research.
What are Close-Ended Questions?
Close-ended questions, also known as quantitative questions, come with a predetermined set of options (example rating scale surveys, 5-point rating scale survey, customer satisfaction metrics, dichotomous questions etc). Unlike open-ended questions, close-ended questions aim to gather precise, actionable data that is easier to analyze quantitatively.
Here are the primary features to note:
- Close ended questions offer a numerical view of customer satisfaction and ratings.
- Numerical metrics are easier to calculate with specific formulas across categories.
- Close ended questions compliment open ended questions even though they are opposite to one another.
- Close-ended survey questions can spot trends, patterns with quick numerical analysis.
Examples of close-ended questions
- Multiple choice: “Which of the following describes your preferred mode of transport?”
- Car
- Public Transport
- Bicycle
- Walking
- Likert Scale: “How satisfied are you with our service?”
- Very Satisfied
- Satisfied
- Neutral
- Dissatisfied
- Very Dissatisfied
- Dichotomous Yes/No scale: “Did you find what you were looking for today?”
- 5-point rating scale: “Rate your experience on a scale of 1 to 5, where 1 is poor and 5 is excellent.”
Types of Close Ended Questions (+ Examples)
Close-ended survey questions are an effective way to collect quantifiable data in market research surveys, questionnaires, and interviews. Here are some examples:
1. Dichotomous (yes/no) question:
Dichotomous or binary questions offer only two answer options: yes or no. Analysing a binary question response can result in quantifiable data with a statistical significance. Dichotomous questions are easier to answer for most people. A simple yes or no question can give a high response rate.
For example:
“Are you currently employed? Yes/No”
2. Multiple choice questions:
Multiple-choice questions offer predefined answer choices such as single or multiple answers. Multiple choice questions can collect more information than a binary scale. For example, in a product feature survey, there can be multiple features that can appeal to the user.
- “Choose the features that best suit your needs”
☐ Wireless charging,
☐ Security functions,
☐ Touchscreen,
☐ Portability,
☐ Dolby sound
3. 5-point Likert scale questions:
Likert type rating scale questions can measure a respondents’ perceptions towards different products and concepts. For example, a company might ask the users if the product fulfils the need gap. The rating scale would be from a number from 1 to 5 ranging from ‘highly effective’ to ‘highly ineffective’.
4. Customer satisfaction metrics:
There are three most important customer satisfaction metrics.
Net Promoter Score (NPS), Customer Satisfaction Score(CSAT) and Customer Effort Score (CES). The metrics are standardized and extensively used across touchpoints to gauge customer loyalty, satisfaction and unhappy users. It is accompanied by an open-ended survey question so that respondents can share their reason for choosing a certain rating.
This method is frequently used for in-app surveys, post-transaction, after a customer service interaction, across journey touchpoints or after an experience with a brand.
5. Rank order survey question:
Rank order questions ask respondents to rank answers in order of importance. Respondents can compare items and rank them according to their priority levels and preferences. To avoid confusion, keep the number of answer choices manageable.
6. Checklist-style survey question:
Checklist style format will ask customers to choose options that will fit the criteria. For example a product (washing machine) will have certain features. They would require customers to choose the features relevant for them.
‘Which of these features are useful to you?’ . Answers could be along the lines of ‘quick wash’, ‘segregates fabrics’, ‘water temperature adjustments’ etc.
When to Use Close-Ended Questions for Surveys?
Here are some of the use cases when marketers can use a close-ended question in a survey.
To gauge customer experiences at touchpoints:
There are multiple touchpoints in a customer’s shopping journey. Common touch points include customer onboarding, purchasing and post-purchase experience. Quantitative analysis seeks instant feedback from people about their experiences. Since experiences are short lived, people can share their feedback via instant close-ended surveys. This can be done via CSAT surveys, Net Promoter Score survey or rating scales via in-app survey.
To compare experiences of various people:
People can have varied responses. Survey results can be anywhere from an extreme dislike to a delightful experience. Quantitative insights help marketers compare various experiences of customers within a certain time frame. People can rate an experience ranging from 1 to 5 (1- extremely poor to 5-extremely delightful).
To capture response from a greater sample size:
When sharing a survey to a larger group of people, it is ideal to restrict the question to a quantitative method. This allows marketers to pinpoint on experiences and get results that are easy to measure. Larger very specific data can help gather reasonable statistical significance. This can help marketing professionals come to a reasonable conclusion based on numerical data.
Close-Ended vs. Open-Ended Questions
Feature | Close-Ended Questions | Open-Ended Questions |
Definition | Predefined answer options | Customers provide free-form answers |
Data type | Quantitative | Qualitative |
Ease of analysis | Simple to analyze | Requires manual review |
Use case | Large-scale surveys, statistical insights | Exploratory research, capturing detailed opinions |
Response time | Short | Longer |
Benefits of Close-Ended Survey Questions
Let us discuss the benefits of using close-ended survey questions:
1. Standardized responses
Participants choose from a set of predefined answer options. These questions save time for both respondents and analysts. Researchers can easily measure and compare responses since everyone will have similar choices.
2. Quantitative data collection
Closed-ended questions can expedite the process of data collection and analysis. Respondents can promptly choose the most applicable answer. Additionally, evaluating close-ended data typically requires less time as compared to open-ended answers. The information can be effortlessly quantified and condensed.
3. Comparability and benchmarking
Close-ended questions help researchers compare different response groups directly. It is easier to benchmark and compare across demographics, time periods, or other factors. This approach reveals patterns, trends, and differences, leading to more insightful conclusions.
4. Reduced bias
Limited options can minimize survey response bias by restricting the range of possible answers. Respondents are less likely to inject personal biases. This approach can result in more dependable and impartial information.
5. Comparative insights
Close-ended formats allow for benchmarking. Comparing data across demographics or time becomes seamless when responses are standardized. The answers can be summarized, tabulated, and presented in numerical or graphical formats. This simplifies statistical analysis, allowing researchers to make conclusions, detect correlations, or conduct more quantitative research.
Disadvantages of Close Ended Questions
1. Limits answers and opinions
People are expressive. A limited set of questions cannot capture vivid experiences of customers or users. This is where you can supplement this question type with an open-ended survey question.
2. Brings biased results
Some options can be irrelevant for the user. They may be forced to choose from the existing options when there may be no space to explain the reasons. People can be forced to answer if there is no suitable response.
Applications of Close-Ended Questions
Close-ended questions excel in situations requiring clarity and precision:
- Market research: Gauge product preferences or brand awareness.
- Customer feedback: Track metrics like NPS (brand advocacy), CSAT (customer satisfaction).
- Employee surveys: Understand workplace sentiment across departments in a quantitative manner.
- Product usage feedback: Numerical metrics can streamline feedback on various product features.
- Healthcare feedback: Evaluate patient satisfaction and service quality on 5-point or 7-point rating scale.
How to Craft Close-Ended Questions Effectively?
1. Be specific
It is recommended to avoid double- barelled questions. Keep questions directly related to the survey’s objectives.
Instead of asking, “Did you like the product?” ask, “How satisfied were you with the product’s quality?”
2. Use balanced scales
Include a range of responses that cover all possible opinions. For instance:
- Unbalanced Scale: Very Good, Good, Poor
- Balanced Scale (5-point scale): Very Good, Good, Neutral, Poor, Very Poor
3. Avoid complex words
Avoid jargon or complex words. Even when translating, make sure the words are simple for people to comprehend in their native language.
4. Test your survey
Run a pilot survey among a small group of respondents. This will ensure that the questions are easy to comprehend. This will also ensure that the surveys are compatible across multiple devices and operating systems. Merren surveys are compatible across devices and platforms of android and iOS.
5. Combine with open-ended question
Use a mix of question types to capture both quantitative and qualitative data.
For example:”How satisfied are you with our service? (Close-ended)
What can we do to improve? (Open-ended)
How Merren Enhances Close-Ended Surveys
Merren leverages WhatsApp surveys to drive higher engagement and response rates for close-ended questions. By integrating surveys into a familiar messaging platform, it simplifies the user experience, ensuring better data quality.
Features of Merren’s close-ended surveys
- Interactive design: Use of buttons and dropdowns for seamless interaction.
- Real-time responses: Immediate feedback aids quick decision-making.
- Quantitative insights: Automated analytics streamline reporting.
Omnichannel close-ended surveys for CX professionals
CX professionals can seamlessly publish closed-ended customer feedback surveys via multi-channel platforms. These are WhatsApp surveys, website chatbots, Facebook messenger surveys.
AI survey builder for closed-ended questions
Use this AI survey builder to help you create quantitative survey questions in a few clicks.
Conclusion
Merren makes it easy for the modern day CX professional to capture the latest insights. Ask the right questions at the right time. Opt for pulse surveys and get responses at a superfast speed. Closed-ended questions make it easier to measure and quantify data. What’s more? Let Merren CX do the cognitive lifting while you can automate customer feedback surveys at touchpoints. We help you with the process so that you can focus on the larger metrics.
To learn how you can collect quantitative insights at a speed, sign up for our 14 day free trial. For a hands-free process, check out our AI Survey Builder here.