Available Question Types
Multiple Choice
Single or multiple selections from a list
Matrix
Rate multiple items on the same scale
Ranking
Order items by preference
Open Text
Free-form written responses
Video & Audio
Rich media responses with transcription
Quick Reference
| Question Type | Best For | Data Type |
|---|---|---|
| Multiple Choice (Single) | Exclusive options, preferences | Quantitative |
| Multiple Choice (Multi) | All that apply, behaviors | Quantitative |
| Matrix | Comparing multiple items | Quantitative |
| Ranking | Priority ordering | Quantitative |
| Open Text | Explanations, ideas, feedback | Qualitative |
| Video/Audio | Rich insights, emotions | Qualitative |
Choosing the Right Type
For Quantitative Data
Use structured question types when you need:- Statistical analysis
- Percentages and counts
- Easy comparison across groups
- Automated reporting
For Qualitative Insights
Use open-ended types when you need:- Deep understanding of “why”
- Unexpected insights
- Rich, contextual responses
- Emotional nuance
Question Type Examples
Measuring Satisfaction
| Approach | Question Type | Example |
|---|---|---|
| Simple rating | Multiple Choice | ”How satisfied are you?” (Very satisfied to Very dissatisfied) |
| Multiple attributes | Matrix | Rate satisfaction with price, quality, service |
| Explanation | Open Text | ”What could we do to improve your satisfaction?” |
Understanding Preferences
| Approach | Question Type | Example |
|---|---|---|
| Top choice | Multiple Choice (Single) | “Which feature is most important to you?” |
| All that matter | Multiple Choice (Multi) | “Which features do you use? (Select all)“ |
| Priority order | Ranking | ”Rank these features from most to least important” |
| In-depth reasoning | Video/Audio | ”Tell us why you prefer this option” |
Gathering Feedback
| Approach | Question Type | Example |
|---|---|---|
| Category | Multiple Choice | ”What type of feedback do you have?” |
| Scale | Matrix | Rate different aspects of experience |
| Details | Open Text | ”Please describe your feedback in detail” |
| Personal story | Video | ”Share your experience with us” |
Common Patterns
Awareness → Evaluation → Intent
1
Awareness (Multiple Choice)
“Which of these brands are you aware of?”
2
Evaluation (Matrix)
“Rate each brand on the following attributes”
3
Intent (Multiple Choice)
“How likely are you to purchase from each brand?”
4
Explanation (Open Text)
“What influenced your preference?”
Behavior → Attitude → Motivation
1
Behavior (Multiple Choice)
“How often do you use this product?”
2
Attitude (Matrix)
“Rate your agreement with these statements”
3
Motivation (Open Text or Video)
“Why do you use this product?”
Tips for Question Type Selection
When in doubt, start simple
When in doubt, start simple
Multiple choice questions are easy to answer and analyze. Use them as your default, adding complexity only when needed.
Match type to analysis needs
Match type to analysis needs
Think about how you’ll analyze the data. If you need percentages, use multiple choice. If you need rankings, use ranking questions.
Consider participant effort
Consider participant effort
Video responses take more effort than clicking options. Save high-effort questions for when you really need rich insights.
Use matrix sparingly
Use matrix sparingly
Matrix questions can feel repetitive. Limit the number of items and use them only when comparison is important.