So you’re probably familiar with this one. This type of question might be used to ask someone how many items they are aware of, would choose to purchase etc. Examples would be. “Please select all the sports you play” or “Please choose from the list below the different supermarkets that you shop from”.
You might use them as a precursor to a ranking question or single choice question, where the respondent whittles down a longer list to something relevant to them.
Don’t frazzle the respondent’s brain! Make sure your questions are simple and easy to understand. Avoid using acronyms, industry terms or jargon as it is always dangerous to assume that everyone will understand these.
The whole point in multiple choice is that someone should pick multiple! If you are looking for a single answer or asking them to rate/rank something this is not the right question type for you.
Questions should be objective and avoid opinions which may be leading
Answers at the start of the list will get picked more often! Avoid bias by randomising the order of the options. This is easy to do within ex-plor.
Try not to cram in too many options. Think about splitting a question over multiple screens where possible. This could by done by theme or type for example: online retailers vs bricks & mortar retailers.
Focus on one thing at a time. “Which of these supermarkets have you ever shopped from and which do you regularly use?” This is two questions in one! How will you be able to understand which supermarkets they have shopped at, and the ones they have regularly shopped at?
Variety is the spice of life and wherever possible you should try and use a mix of different question types to keep any survey engaging!
