Matrix Questions

Matrix questions present multiple items in a grid format, with each item rated on the same scale. They’re efficient for comparing attributes or evaluating multiple aspects of a topic.

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When to Use Matrix Questions

Matrix questions work well when you need to:

• Compare multiple items on the same criteria
• Gather ratings on several related attributes
• Measure satisfaction across different dimensions
• Evaluate brand or product attributes

Example:

“Rate your satisfaction with each aspect of our service:“

	Very Dissatisfied	Dissatisfied	Neutral	Satisfied	Very Satisfied
Response time	○	○	○	○	○
Staff friendliness	○	○	○	○	○
Problem resolution	○	○	○	○	○
Overall experience	○	○	○	○	○

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Matrix Components

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Rows (Items)

The items being evaluated, listed vertically. Each row is rated independently. Examples of rows:

• Product features
• Service aspects
• Brand attributes
• Competitive products
• Time periods

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Columns (Scale)

The rating scale, shown across the top. All items use the same scale. Common scales:

• Agreement (Strongly Agree → Strongly Disagree)
• Satisfaction (Very Satisfied → Very Dissatisfied)
• Importance (Very Important → Not Important)
• Frequency (Always → Never)
• Quality (Excellent → Poor)

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Creating Matrix Questions

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Best Practices for Rows

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Keep It Short

Limit to 5-10 rows per matrix. Long matrices cause fatigue and lower quality responses.

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Use Clear Labels

Row labels should be concise and unambiguous. Before: “The way the product makes you feel when you use it” After: “Product enjoyment”

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Group Related Items

Items in a matrix should be related enough that the same scale makes sense for all of them. Good grouping: Service aspects (speed, friendliness, resolution) Bad grouping: Mixed topics (service speed, product price, store location)

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Order Thoughtfully

Consider ordering rows:

• Alphabetically (for objectivity)
• By importance (most important first)
• Logically (following a process flow)
• Randomly (to reduce bias)

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Best Practices for Columns

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Balance the Scale

Use balanced scales with equal positive and negative options. Balanced (5-point):

• Strongly Agree | Agree | Neutral | Disagree | Strongly Disagree

Unbalanced (avoid):

• Excellent | Good | Fair | Poor (3 positive, 1 negative)

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Choose the Right Scale Length

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Label All Points

Label every scale point, not just endpoints. This ensures consistent interpretation. Fully labeled (better):

• Very Satisfied | Satisfied | Neutral | Dissatisfied | Very Dissatisfied

Endpoint only (less clear):

• Very Satisfied | | | | Very Dissatisfied

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Include a Neutral Option

For most scales, include a middle option for participants who genuinely feel neutral. Exception: When you want to force a direction (e.g., purchase intent), you might use a 4 or 6-point scale without a neutral option.

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Matrix Settings

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Required Responses

You can require participants to rate all rows or allow skipping.

• Require all: Ensures complete data but may frustrate participants
• Allow skipping: More flexible but may have missing data

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N/A Option

Add a “Not Applicable” column when some items may not apply to all participants.

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Row Randomization

Randomize row order to reduce position bias and order effects.

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Common Matrix Types

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Satisfaction Matrix

“How satisfied are you with each of the following?”

Scale: Very Satisfied → Very Dissatisfied Use for: Customer satisfaction surveys, product evaluations

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Importance Matrix

“How important is each factor in your decision?”

Scale: Extremely Important → Not at all Important Use for: Needs assessment, feature prioritization

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Agreement Matrix

“To what extent do you agree with each statement?”

Scale: Strongly Agree → Strongly Disagree Use for: Attitude measurement, brand perception

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Performance Matrix

“How would you rate our performance on each aspect?”

Scale: Excellent → Poor Use for: Service evaluation, competitive comparison

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Analyzing Matrix Data

Matrix questions provide rich comparative data:

• Mean scores for each row
• Distribution charts across scale points
• Comparison between rows
• Segment analysis (how different groups rate differently)

Your analysis reports will visualize this data automatically.

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Common Mistakes to Avoid

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Alternatives to Matrix

Consider alternatives when:

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Next Steps