A ranking question in a survey is about ranking various factors of a service in order of their importance. This format of question can be used while assessing a product feature or while describing an experience in a restaurant. In this blog, we will discuss the meaning, examples, types of ranking questions and how to analyze the answers after response collection.
What are Ranking Questions?
A ranking question in a customer feedback survey is designed to collect data on the relative importance or preference of different options from the respondent’s perspective. It requires respondents to arrange a list of items in order of preference, priority, or importance.
How ranking questions work:
- Respondents are given a list of items, such as features of a product or quality of a service.
- They are asked to rank these items in order of importance or preference, typically from most to least.
- Each item must be assigned a unique rank with a clear hierarchy of choices.
Ranking question examples:
3 Types of Survey Ranking Questions
Ranking survey questions have a distinct difference from rating survey questions. This is different from rating each choice on a scale on the basis of “satisfied and unsatisfied” or on a “agree or disagree” scale. Ranking scales are commonly used in market research and online surveys. It provides valuable information about the target audience’s preferences and priorities. Paired comparison rankings and rank order scaling are also popular among researchers. It measures the level of agreement with certain statements related to the product features or brand functionalities.
1. Question template for employees
Two types of ranking questions that can be asked in an employee feedback survey are as follows- paired comparison questions and rating scale questions. Open-ended questions allow employees to give more detailed feedback. This data can be used by employers to make informed decisions regarding employee benefits, policies, and programs.
2. Question template for customer experience
For customers, one can use different types of ranking methods- rank order scaling, paired comparison, and constant sum scaling. Survey respondents can rank a list of items in order of importance or preference. Using this distinct difference between functionality and common scale helps understand the target audience’s outlook towards product features. One can also send these survey questions through email or integrate them into online surveys. CX professionals can use the Merren CX tool to create ranking questions that are compatible across mobile devices and desktop.
3. Question template for market research
In market research, one must understand two types of ranking questions: comparative and non-comparative.
Comparative ranking questions require respondents to rank multiple items in order of preference or importance relative to one another.
Non-comparative ranking questions involve respondents ranking a list of items based on their individual level of preference or importance. Both types help researchers determine what product features or characteristics are most valuable to their target audience. This is done without relying solely on ratings or reviews.
Advantages of Ranking Question in Surveys
The first advantage is that respondents are given a predefined set of options. In this way, they are forced to rank items in order of their preference. This is very specific and allows for clear comparison between metrics (for example a product will have multiple features. A few features might work best for the user). This helps in identifying the most favored or preferred option, so that organisations can prioritize their actions accordingly.
This method of collecting feedback is a structured approach to data collection. Using this standard format of the responses, it becomes easier to analyze and interpret the results. The data obtained from ranking questions can be quantified. This allows for statistical analysis and comparisons across different groups or segments. This is particularly useful when trying to identify patterns, trends, or significant differences in preferences or opinions.
Disadvantages of ranking question in surveys
A major drawback is that the ranking question method of seeking feedback can be closed-ended. It does not allow open-ended expressions to explain the ranking order. It can be assumed that since an item may not be preferred on top, the feature or the item was not useful. Without a space to provide expression based feedback, there can be an assumption based conclusion from this type of survey.
The respondents are forced to make relative comparisons without a more nuanced response on why something is ranked in order of choice. This prevents marketers from getting in-depth responses from a quantitative survey.
One should carefully consider the number of items being ranked: the complexity of the topic, potential trade-offs between response accuracy and respondent burden. Combining ranking questions with other question types can help mitigate these limitations. It can provide a more comprehensive understanding of the subjects under investigation.
How To Analyze Data from Ranking Questions?
There is a step by step guideline on how to understand the ranking data. Here are some steps one can follow to make the best out of the results.
Average ranking
Average ranking is the average of all rankings given, providing a central tendency for preferences or choices being ranked. However, it may not account for the spread of rankings. Depending on context, median or mode may also be useful. Consider the purpose and variables before interpreting results.
Relative ranking
Compare the ranks of different items within individual responses. Look for consistent patterns or discrepancies. For example, if Item A is consistently ranked higher than Item B across responses, it suggests a preference for Item A.
Top ranked items
These are the items that are always ranked the highest. These items are likely to be the most preferred or important according to the respondents.
Segmentation analysis
If you have segment respondents based on demographic factors, consider conducting segmentation analysis. Compare rankings based on different segments (e.g., age groups, gender, location) to identify any variations in preferences.
Visualization analysis
Consider using bar graphs, pie charts or heat maps to identify recurring ranking items to present the data in a clear manner. A visual way to segregate the data is a good way to identify trends and patterns that may not be immediately apparent in raw data.
Total response weight
In a ranking question scale, the options are assigned with a numerical value based on its position in the list. Let us say there are 4 items and each has to be rated on a scale of 1 to 5. So the question can be posed as follows:
Item A- 2, Item B- 4, Item C- 1, Item D- 3. So the total response weight will be calculated as 2+4+1+3 which equals 10 (the sum of all the ranks). Total response weight can be used in a different context when it comes to different survey methods.
4 Tips For Creating Effective Ranking Survey Questions
Here are some ways to create effective ranking questions.
- Ensure clarity by limiting the number of items being ranked and using a consistent scale such as a numerical or Likert scale.
- Incorporate an “other” or “none of the above” option to increase flexibility in answers.
- Before sending out surveys, pre-test them with a small group to validate results.
- Use distinct differences in functionality like checkbox or radio button options while designing survey questions. It is advisable to analyze total response weight while interpreting data. This can help identify important choices among different items on a common scale.
Conclusion
Merren has a host of pre designed survey templates to help you get started with your first survey. Create ranking scales, rating scales and customize templates as per your research goals. Share the surveys via Facebook messenger, WhatsApp messenger, AMP emails and website chatbots. To get started today, sign up for a 14 day free trial and test our facilities to supercharge your customer service protocols and feedback collection.
