Most of us will be familiar with the format of multiple-choice questions.

Typically they’re used to ask a respondent to select as many items they are aware of, or would purchase etc for example Please select all the sports you play or Please choose from the list below the different supermarkets that you shop from. 

They can also be used as a precursor to a ranking question or a single choice question, where the respondent whittles down a longer, more encompassing list to a shorter list that is more relevant to them. From there they can be asked to choose their top 3 selections or their favourite from the subset of options they’ve selected. 

Where you may be asking a ranking question consider whether it’s sufficient to simply ask the respondent to choose their tope 3 for example or whether you need a clear distinction between their 1st, 2nd and 3rd option. If it’s the latter outcome you require then choose a ranking question type over a multiple choice question. 

In ex-plor

  • One of the simplest and most basic types of questions you can use 
  • It’s intuitive to answer and needs little to no instruction 
  • Can be also be asked in a grid format 
  • You can substitute images for text to present choices in a more engaging fashion or to aid recollection; brand logos are often used for this very reason. 

Top Tips 

  • Whenever you are presenting multiple choice questions it is important that they are simple and easy to understand. Avoid using acronyms, industry term or jargon as it is always dangerous to assume that everyone will understand these. Take a moment to step back from the survey or the subject matter and seek a second opinion.
  • Questions should be objective and avoid opinions which may be leading. 
  • Randomise the order of the options to address bias; it’s common for respondent to more frequently choose options that are shown at the start of list. 
  • Consider whether you may be presenting too many options to choose from; you may wish to think about splitting the question up over multiple screens if it allows
  • It is important that each question only focuses on one thing at a time.  “Which of these supermarkets have you ever shopped from and which do you regularly use?” This would be two questions in one and you will not be able to make a distinction between those every shopped from and the supermarkets they regularly used. 
  • Wherever possible you should try and use a mix of different question types to keep any survey engaging. 

STRAT7 ResearchBods set up and run Insight Communities for some of the biggest brands on the globe.  Request a demo today to see how we can help to put customers at the heart of your organisation.