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 requires respondents to choose from a list of options in order of preference, priority, or importance. People will choose options that they prefer the most and ‘rank’ it.
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 a bipolar scale. Ranking scales are commonly used in market research surveys (online and offline). 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
There are two types of ranking questions that can be used for employee feedback surveys: 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 user’s outlook towards product features. Send survey questions through dynamic 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
- Predefined Options: Respondents rank items based on a set list for clarity in preferences.
- Clear Comparison: Helps compare metrics to identify the most favored options, such as product features.
- Prioritization: Enables organizations to focus on what matters most to users.
- Structured Data Collection: Standardized responses make analysis easier.
- Quantifiable Data: Allows for statistical analysis and comparisons across different groups.
- Identifying Trends: Useful for spotting patterns, trends, and significant differences in preferences.
Disadvantages of ranking question
- Closed-Ended Limitation: Does not allow respondents to explain their ranking choices.
- Assumption Risk: Lower-ranked items may be seen as unimportant without context.
- Lack of Nuanced Responses: Respondents compare items without explaining their choices.
- Limited Depth in Insights: Marketers miss detailed feedback from a purely quantitative survey.
- Consideration of Item Count: Too many ranked items can affect response accuracy and burden respondents.
- Mitigation Strategy: Combining ranking questions with other question types enhances data depth and understanding.
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. For example: there are 4 items and each has to be rated on a scale of 1 to 5 rating scale. 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.
- Limit 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 publishing surveys, pre-test it 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 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, and interactive chatbots. Sign up for a 14 day free trial and supercharge your CX with Merren.