Effective market research is an absolute necessity when it comes to understanding your consumer base better. It not only helps you identify your target audience but also helps you navigate and stay afloat through any fluctuations that the market faces. Despite the amount of care that goes into formulating the perfect strategy, we have seen big brands like Kodak falling prey to the consequences of ignoring market trends.
Asking the right questions in your market research survey and gaining insights that are accurate, unbiased, and actionable is therefore, the best way to ensure that your market research strategy is bullet-proof.
But, before you rush into choosing your survey questions, let us dive deeper into understanding the various aspects of choosing the right type of survey questions and why is it important.
What are Survey Questions?
These are questions which are designed to extract specific information mainly to assess the respondent’s feelings, thoughts, and opinions. They can be close-ended or open-ended and can be used to gather feedback from a host of respondents.
Stages of planning a Survey Questionnaire
In the process of planning, keeping in mind the “Why”, “What” and “How” of your market research is key to avoid going astray and getting reliable and actionable results.
Importance of choosing the right question type
While it is essential for you to stay true to your survey’s main goal, you cannot ignore the importance of choosing the right survey question type. Responses are heavily reliant on external variables like- response bias, fatigue, attention, distress, etc. Every question type is designed to suit a specific type of research study. Using them interchangeably can lead to confusion and a false perception of success.
Given how integral market research is for any brand, there is absolutely no room for error. Do not rely on intuition and guesswork, trust your data. Just imagine if brands like Netflix or Amazon Prime would not conduct effective surveys, you would still be watching a set genre of shows and movies!
Types of Survey Questions
A crucial aspect of designing a survey is choosing the right type of survey questions. But it is very easy to get overwhelmed with the multitude of options available. Let us help you narrow it down by looking at the question types that you cannot miss in 2022!
1) Multiple Choice Question Type
It is one of the most used survey question types which allows the respondent to choose one or multiple options from a list of possible answers. Entropik Tech allows you to choose multiple choice questions with a grid, a single valid answer and multiple answer format.
When to use: If you are looking to gather data that is quick and simple to gather, analyze and draw conclusions from, Multiple Choice Questions are a good choice for your questionnaire.
2) Image & Video Selection Question Types
Entropik Tech’s Image & Video Selection questions allow respondents to choose from the images and videos displayed based on what the brand wants to test. It can be tested using a star rating, multiple choice, or checkbox format.
When to use: If you are looking to gather data based on visual qualities, such as a poster, package design, static or dynamic advertisement, logo, trailers etc. Image & Video Choice Questions are a good choice for your questionnaire.
3) Checkbox Question Type
This question type lets respondents select multiple answers from a list of choices. Entropik Tech allows you to choose checkbox questions with a grid and multiple answer format.
When to use: If you want to offer more flexibility to your respondents and/or gather more data, Checkbox Questions are a good choice for your questionnaire.
4) Star Rating Question Type
In this type of question, the respondent can give their feedback in terms of the number of stars, where the maximum stars could be 5 or 10.
Entropik Tech also allows you to choose star ratings in a matrix format as well. You can also add media while asking this type of question, allowing greater flexibility during conducting surveys.
When to use: If you are looking to make your survey quick but engaging for the respondents, Star Rating Questions are a good choice for your questionnaire.
5) Paragraph and Short Answer Question Types
These two question types are subjective in nature and allow respondents the freedom to give their feedback without being restricted by predefined choices. The only difference between these two is the word limit. A brand can choose how detailed they want an answer to be and can accordingly choose Short Answer Question Type (for responses with few words) or Paragraph Question Type (for responses with many words).
When to use: If you are looking to gather data which is detailed and the number of respondents is low, Short Answer and Paragraph Question Types are a good choice for your questionnaire.
6) Net Promoter Score
The Net Promoter Score (NPS) question lets you measure customer loyalty with a single question. The score shows the net percentage of your respondents who would be promoters of your brand.
When to use: When you are looking to conduct a survey to analyze brand loyalty, NPS Question Type is a good choice for your questionnaire.
7) Rating Scale Question Types
This is a close-ended question type, which is used to gather information from respondents mostly to analyse their level of satisfaction and comprehension. Entropik Tech allows you to choose this question type in the Linear, Slider and Max Diff format.
When to use: When you are looking to conduct a survey to analyze the respondent’s preferences and the essential areas of your product, Rating Scale Question Type is a good choice for your questionnaire.
Key Takeaway
Choosing a survey question type might look easy, but it can make or break your survey. It is important to consider factors like your target audience, main goal, volume, TAT, and bandwidth of resources amongst others, to decide which survey question type will best suit your market research strategy.
Entropik Tech offers you the flexibility of conducting quantitative and qualitative surveys with added features like facial coding, eye tracking and voice tonality mapping so that you can get accurate, reliable, and unbiased insights every time. You will be spoilt for choice with 22 question types, and you will not only get access to the question types listed here but also to- dropdown, date, numeric slider, smiley rating, text slider and thumbs up/down question types.
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