sample of research survey questionnaire

Vrnda LeValley , customer training manager at HubSpot, recommends starting with an alignment question like, "Does this class meet your expectations?" because it gives more context to any positive or negative scores that follow. She continues, "If it didn't meet expectations, then there will potentially be negative responses across the board (as well as the reverse)."

3. Keep it brief, when possible.

Most questionnaires don't need to be longer than a page. For routine customer satisfaction surveys, it's unnecessary to ask 50 slightly varied questions about a customer's experience when those questions could be combined into 10 solid questions.

The shorter your questionnaire is, the more likely a customer will complete it. Plus a shorter questionnaire means less data for your team to collect and analyze. Based on the feedback, it will be a lot easier for you to get the information you need to make the necessary changes in your organization and products.

4. Choose a simple visual design.

There's no need to make your questionnaire a stunning work of art. As long as it's clear and concise, it will be attractive to customers. When asking questions that are important to furthering your company, it's best to keep things simple. Select a font that’s common and easy to read, like Helvetica or Arial. Use a text size that customers of all abilities can navigate.

A questionnaire is most effective when all the questions are visible on a single screen. The layout is important. If a questionnaire is even remotely difficult to navigate, your response rate could suffer. Make sure that buttons and checkboxes are easy to click and that questions are visible on both computer and mobile screens.

5. Use a clear research process.

Before planning questions for your questionnaire, you'll need to have a definite direction for it. A questionnaire is only effective if the results answer an overarching research question. After all, the research process is an important part of the survey, and a questionnaire is a tool that's used within the process.

In your research process, you should first come up with a research question. What are you trying to find out? What's the point of this questionnaire? Keep this in mind throughout the process.

After coming up with a research question, it's a good idea to have a hypothesis. What do you predict the results will be for your questionnaire? This can be structured in a simple "If … then …" format. A structured experiment — yes, your questionnaire is a type of experiment — will confirm that you're only collecting and analyzing data necessary to answer your research question. Then, you can move forward with your survey .

6. Create questions with straightforward, unbiased language.

When crafting your questions, it's important to structure them to get the point across. You don't want any confusion for your customers because this may influence their answers. Instead, use clear language. Don't use unnecessary jargon, and use simple terms in favor of longer-winded ones.

You may risk the reliability of your data if you try to combine two questions. Rather than asking, "How was your experience shopping with us, and would you recommend us to others?" separate it into two separate questions. Customers will be clear on your question and choose a response most appropriate for each one.

You should always keep the language in your questions unbiased. You never want to sway customers one way or another because this will cause your data to be skewed. Instead of asking, "Some might say that we create the best software products in the world. Would you agree or disagree?" it may be better to ask, "How would you rate our software products on a scale of 1 to 10?" This removes any bias and confirms that all the responses are valid.

7. Ask only the most important questions.

When creating your questionnaire, keep in mind that time is one of the most valuable commodities for customers. Most aren't going to sit through a 50-question survey, especially when they're being asked about products or services they didn't use. Even if they do complete it, most of these will be half-hearted responses from fatigued customers who simply want to be finished with it.

If your questionnaire has five or 55 questions, make sure each has a specific purpose. Individually, they should be aimed at collecting certain pieces of information that reveal new insights into different aspects of your business. If your questions are irrelevant or seem out of place, your customers will be easily derailed by the survey. And, once the customer has lost interest, it'll be difficult to regain their focus.

8. Ask one question at a time.

Since every question has a purpose, ask them one at a time. This lets the customer focus and encourages them to share a thoughtful response. This is particularly important for open-ended questions where customers need to describe an experience or opinion.

By grouping questions together, you risk overwhelming busy customers who don't have time for a long survey. They may think you're asking them too much, or they might see your questionnaire as a daunting task. You want your survey to appear as painless as possible. Keeping your questions separated will make it more user-friendly.

9. Order your questions logically.

A good questionnaire is like a good book. The beginning questions should lay the framework, the middle ones should cut to the core issues, and the final questions should tie up all loose ends. This flow keeps customers engaged throughout the entire survey.

When creating your questionnaire, start with the most basic questions about demographics. You can use this information to segment your customer base and create different buyer personas.

Next, add in your product and services questions. These are the ones that offer insights into common customer roadblocks and where you can improve your business's offerings. Questions like these guide your product development and marketing teams looking for new ways to enhance the customer experience.

Finally, you should conclude your questionnaire with open-ended questions to understand the customer journey. These questions let customers voice their opinions and point out specific experiences they've had with your brand.

10. Consider your target audience.

Whenever you collect customer feedback, you need to keep in mind the goals and needs of your target audience. After all, the participants in this questionnaire are your active customers. Your questions should be geared toward the interests and experiences they've already had with your company.

You can even create multiple surveys that target different buyer personas. For example, if you have a subscription-based pricing model, you can personalize your questionnaire for each type of subscription your company offers.

11. Test your questionnaire.

Once your questionnaire is complete, it's important to test it. If you don't, you may end up asking the wrong questions and collecting irrelevant or inaccurate information. Start by giving your employees the questionnaire to test, then send it to small groups of customers and analyze the results. If you're gathering the data you're looking for, then you should release the questionnaire to all of your customers.

How Questionnaires Can Benefit Your Customer Service Strategy

Whether you have one customer or 1000 customers, their opinions matter when it comes to the success of your business. Their satisfaction with your offerings can reveal how well or how poorly your customer service strategy and business are meeting their needs. A questionnaire is one of the most powerful, cost-effective tools to uncover what your customers think about your business. When analyzed properly, it can inform your product and service launches.

Use the free questionnaire templates, examples, and best practices in this guide to conduct your next customer feedback survey.

Now that you know the slight difference between a survey and a questionnaire, it’s time to put it into practice with your products or services. Remember, a good survey and questionnaire always start with a purpose. But, a great survey and questionnaire give data that you can use to help companies increase the way customers respond to their products or services because of the questions.

Net Promoter, Net Promoter System, Net Promoter Score, NPS, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.

Editor's note: This post was originally published in July 2018 and has been updated for comprehensiveness.

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• Knowledge Base

Methodology

• Survey Research | Definition, Examples & Methods

Survey Research | Definition, Examples & Methods

Published on August 20, 2019 by Shona McCombes . Revised on June 22, 2023.

Survey research means collecting information about a group of people by asking them questions and analyzing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyze the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyze the survey results, step 6: write up the survey results, other interesting articles, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research : investigating the experiences and characteristics of different social groups
• Market research : finding out what customers think about products, services, and companies
• Health research : collecting data from patients about symptoms and treatments
• Politics : measuring public opinion about parties and policies
• Psychology : researching personality traits, preferences and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and in longitudinal studies , where you survey the same sample several times over an extended period.

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Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• US college students
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18-24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalized to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

Several common research biases can arise if your survey is not generalizable, particularly sampling bias and selection bias . The presence of these biases have serious repercussions for the validity of your results.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every college student in the US. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalize to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions. Again, beware of various types of sampling bias as you design your sample, particularly self-selection bias , nonresponse bias , undercoverage bias , and survivorship bias .

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by mail, online or in person, and respondents fill it out themselves.
• An interview , where the researcher asks a set of questions by phone or in person and records the responses.

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by mail is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g. residents of a specific region).
• The response rate is often low, and at risk for biases like self-selection bias .

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyze.
• The anonymity and accessibility of online surveys mean you have less control over who responds, which can lead to biases like self-selection bias .

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping mall or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g. the opinions of a store’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations and is at risk for sampling bias .

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data: the researcher records each response as a category or rating and statistically analyzes the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analyzed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g. yes/no or agree/disagree )
• A scale (e.g. a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g. age categories)
• A list of options with multiple answers possible (e.g. leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analyzed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an “other” field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic. Avoid jargon or industry-specific terminology.

Survey questions are at risk for biases like social desirability bias , the Hawthorne effect , or demand characteristics . It’s critical to use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no indication that you’d prefer a particular answer or emotion.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by mail, online, or in person.

There are many methods of analyzing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also clean the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organizing them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analyzing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analyzed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyze it. In the results section, you summarize the key results from your analysis.

In the discussion and conclusion , you give your explanations and interpretations of these results, answer your research question, and reflect on the implications and limitations of the research.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Student’s  t -distribution
• Normal distribution
• Null and Alternative Hypotheses
• Chi square tests
• Confidence interval
• Quartiles & Quantiles
• Cluster sampling
• Stratified sampling
• Data cleansing
• Reproducibility vs Replicability
• Peer review
• Prospective cohort study

Research bias

• Implicit bias
• Cognitive bias
• Placebo effect
• Hawthorne effect
• Hindsight bias
• Affect heuristic
• Social desirability bias

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analyzing data from people using questionnaires.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviors. It is made up of 4 or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with 5 or 7 possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyze your data.

The priorities of a research design can vary depending on the field, but you usually have to specify:

• Your research questions and/or hypotheses
• Your overall approach (e.g., qualitative or quantitative )
• The type of design you’re using (e.g., a survey , experiment , or case study )
• Your sampling methods or criteria for selecting subjects
• Your data collection methods (e.g., questionnaires , observations)
• Your data collection procedures (e.g., operationalization , timing and data management)
• Your data analysis methods (e.g., statistical tests  or thematic analysis )

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Creating a Questionnaire

Create the perfect questionnaire and collect actionable data using our online guide!

Table of Contents

• How to Create

Questionnaire Types

• Collecting Responses
• Analyzing Results
• Getting Started

What is a Questionnaire?

Definition: A questionnaire is a convenient way to collect feedback. A questionnaire can be used to measure customer satisfaction, capture employee feedback, or even conduct product research. Responses can be collected via email, web link, QR code, or using a survey panel.

The term "survey" and "questionnaire" are commonly used interchangeably. A questionnaire refers to the questions used to collect feedback (the form itself). A survey relates to the entire research process, including summarizing and analyzing questionnaire data.

Getting Started + Tips

How to make a questionnaire: Keep questions short and focused on one topic at a time. Use multiple-choice questions to fit answers into a specific category. Use an open-ended question to capture comments. A Likert scale or MaxDiff question can be used for market research. Collect responses for your questionnaire using an email collector, an anonymous link, or even a QR code.

The following 6 tips will help you create the perfect questionnaire:

1) Use 10 Questions or Less

The shorter you keep your survey, the higher your completion rates. Longer questionnaires usually tend to have a high drop-off percentage. Keeping your surveys to 10 questions or fewer forces you to draft a study that only includes important questions; you should remove trivial questions during the draft process.

2) One Idea Per Question

Make sure each question only covers one topic. Try to include only one topic at a time. For example, in an employee survey, you would not want to ask, "Do you feel satisfied with your compensation and career advancement?". Instead, you would like to separate "compensation" and "career advancement" into two questions or use a Likert scale , putting each question on a separate row.

3) Group Similar Questions Together

Suppose the survey is more than ten questions; similar questions should be grouped on separate pages. If you don't want to use more than one page, add extra spacing between groups of the question; extra white space can increase the increase the readability of your questionnaire.

4) Use Skip/Display Logic

If you have questions that only apply to certain people, consider using skip or display logic to show those questions conditionally. This will help reduce the length of your survey and boost response rates.

If you have questions that only apply to certain people, consider using skip or display logic to show those questions conditionally. This will help reduce the length of your survey and boost response rates. For example, if you asked, "Are you currently looking for new employment opportunities?". If the answer were "yes," a follow-up question would ask, "Why?"

5) Use Research Questions Like MaxDiff

Research questions are an excellent tool for customer or product questionnaires. Instead of asking multiple questions on which features are essential or what price is desirable, question types like MaxDiff and Conjoint will provide you with high-quality, actionable data that can be used for feature prioritization and product pricing. In addition, these question types will reduce the length of your questionnaire.

6) Keep the Audience in Mind

An employee questionnaire should use an anonymous link to collect responses; this will help boost trust and increase honest answers. If doing a customer study, consider adding custom data to the weblink to help identify responses. A survey panel and current customers can lend fresh perspectives for general market research.

Questionnaire Templates

Adding customer surveys to your Google review strategy will add additional data points to improve customer satisfaction. In addition, surveys are a valuable tool to identify ways to improve, establish internal benchmarks, and conduct pricing and product research to improve your company's products.

While there are numerous types of questionnaires (or survey types), these are the five most common general categories:

1) Customer Satisfaction

Capturing customer feedback is one of the most common uses of questionnaires. A good customer satisfaction survey will always revolve around a Net Promoter Score question. When the Net Promoter Score question results are tallied, one number from -100 is 100 is displayed. This number is ideal for benchmarks. Net Promoter provides quick and actionable feedback when combined with an open-ended text question.

2) Customer Effort

Measuring how easily customers can complete a purchase or take a specific action is crucial for the customer experience strategy. A customer effort score question is a rating scale from 1 to 7 (disagree to agree). Results for this question are averaged; the higher the score, the easier it is for your customers to complete tasks.

3) Employee Satisfaction & Engagement

Employee satisfaction and engagement are often used interchangeably but measure different things. Both types of surveys often use opinion scales to ask questions.

Employee satisfaction measures how satisfied employees are with their job and work environment. Standard measures of employee satisfaction include salary, benefits, and co-worker relationships.

Employee engagement relates to the emotional commitment employees have to an organization. It goes beyond simple satisfaction. Standard measures of engagement include belief in the company mission, opportunities for career growth, and being inspired to perform at a high level.

4) Employee Exit Interviews

When employees leave for new opportunities, sending a questionnaire is a great way to understand why that employee is leaving. The feedback obtained here can be used to improve the workplace and reduce employee turnover.

5) Product Research

MaxDiff is used to identify what is most important to your audience. For example, if building a new mobile application, asking a group of users what they think is least and most important will help guide product strategy; your team should only focus on the important areas.

For pricing a new product, Van Westendorp will give you a range of prices the market is willing to expect. You could price your product too high or too low without a question like this, reducing your market penetration.

Collecting Responses For Your Questionnaire

There are a few different ways to collect feedback for questionnaires. Depending on your needs, each one could have an advantage.

With email distribution, you would upload a list of email addresses, and the platform would automatically place a link to your questionnaire inside the email body. One advantage is sending email reminders to respondents who still need to complete your survey. In addition, the email links are unique for each respondent, so you can track email open and click rates. As a result, email surveys are ideal for customer research.

A web link is a convenient way to collect feedback at your convenience. You can place a web link on social media, your website, or even inside your CRM email program (instead of an email collector with a unique link to each person). Custom data can be included in the link, such as store location. This custom data can be used to segment and filter results.

Anonymous Link

When you want to protect your respondents' identities, you use an anonymous link . Anonymous inks do not store respondent information, IP address, or email address. Because of this, anonymous survey links are perfect for employee surveys.

QR code Surveys

QR code surveys can be placed on paper receipts, product packaging, or flyers. In addition, QR codes are a great way to collect feedback after or during an event or even during in-person focus groups.

Survey Panels

If you're conducting market research and need access to a customer base, using a survey panel will get you the responses required. A good survey panel will allow you to target specific demographics, job titles, or interest levels (such as car enthusiasts). When using survey panels, you'll want to double-check and clean your data for low-quality responses. People who speed through your survey or mark the first answer for all questions should be removed.

How to Analyze Questionnaire Data

When analyzing the data from a questionnaire, consider a few advanced techniques like the ones below. These techniques will give you better insights than just simple graphs and charts.

Creating a segment or a cross-tabulation is the easiest way to dive deeper into your results. For example, if you conducted an employee satisfaction survey, the overall scores for the company could be high. But that might only tell part of the story. For example, if your company has multiple departments, you should create a cross-tabulation for each department. You might notice that there is one department with low scores. or one department with high scores.

If your company conducted its first Net Promoter Score survey and the results were -10, that score would be your benchmark. Each subsequent customer survey you run should be compared against that initial number to improve it each time.

TURF Analysis

This is an advanced research technique but very valuable. TURF analysis analysis stands for "Total Unduplicated Reach and Frequency" and is used to find the combination of items that would provide the highest reach level. For example, suppose you ask, "Which of the following flavor of ice cream would you buy?" If you run a TURF analysis on the results, you could find the top 3 or 4 combinations of flavors that would result in the highest sales.

Unsure Where to Start?

Creating a questionnaire can be a challenging process. However, these three suggestions can help you with the perfect questionnaire strategy.

1) Talk With Your Team

Some departments might want to conduct pricing research and do simple Net Promoter Score surveys. Having your organization aligned on strategy will simplify the process and eliminate any possibility of re-work. An aligned strategy will also mean a shorter study with fewer overlapping questions.

2) Start with a Template

A pre-made template will show you how to format and word questions. Next, try multiple templates to understand the various question types.

3) Look at Competitor Surveys

You might notice competitors asking specific questions - this would be a sign that those questions provide valuable metrics. If you can incorporate the great things your competition does while making it more efficient for respondents, your questionnaire campaigns will have a greater chance of success.

Get Started Now

We have you covered on anything from customer surveys, employee surveys, to market research. Get started and create your first survey for free.

Research survey examples, templates, and types

Research surveys help base your next important decision on data. With our survey research templates and questions, gather valuable data easily and improve your business.

Get started

What are the benefits of survey research?

Providing data that can be relied on. Whether conducting market research or preparing a new product launch, research surveys supply the precise information needed to succeed. Avoid the confusion of conflicting opinions with data analysis that provides a clear picture of what people think.

At SurveyPlanet, we’re committed to making survey research easy to conduct. With our templates, have access to questions that will deliver the data you need.

The wide variety of research survey templates available is how to get useful data quickly—which makes developing more powerful solutions easier. Survey research can provide data you can rely on.

The wide variety of survey templates available helps develop the correct solution. At SurveyPlanet, we're committed to making research surveys easy to conduct and with our templates, we deliver on that promise.

What are research questionnaires?

They are a tool that returns insight about any topic. Just asking friends, family, and coworkers about a new product is not the best approach. Why? To put it simply, they're not a representative sample and may have biases.

What is needed is the opinions of your target audience. At the end of the day, it is their opinion that matters most. This requires a large enough sample to produce statistically significant data. That's where online surveys can play an important role.

Types of research surveys

Research questionnaires are a great tool to gain insights about all kinds of things (and not just business purposes). These surveys play an important role in extracting valuable insights from diverse populations. When thoughtfully designed, they become powerful instruments for informed decision-making and the advancement of knowledge across various domains.

Let's dive deeper into the types of surveys and where to apply them to get the best results.

Market research survey

Most businesses fail because their management believes their products and services are great—while the market thinks otherwise. To sell anything, the opinions of the people doing the buying need to be understood. Market research surveys offer insights about where a business stands with potential customers—and thus its potential market share—long before resources are dedicated to trying to make a product work in the marketplace.

Learn more about market research surveys.

Media consumption research survey

This type of survey explores how different people consume media content. It provides answers about what they view, how often they do so, and what kind of media they prefer. With a media consumption survey, learn everything about people's viewing and reading habits.

Reading preferences research survey

Ever wondered how, why, and what people enjoy reading? With a reading preferences research survey, such information can be discovered. By further analyzing the data, learn what different groups of people read (and the similarities and differences between different groups).

Product research survey

When launching a new product, understanding its target audience is crucial. This type of survey is a great tool that provides valuable feedback and insight that can be incorporated into a successful product launch.

Learn more about product research surveys.

Brand surveys

These help ascertain how customers feel about a brand. People buy from those they connect with; therefore, ask about their experiences and occasionally check in with them to see if they trust your brand.

Learn more about brand surveys.

Path-to-purchase research surveys

A path-to-purchase research survey investigates the steps consumers take from initial product awareness to final purchase. It typically includes questions about the decision-making process, product research, and factors influencing the ultimate purchasing decision. Such surveys can be conducted through various methods, but the best is via online surveys. The results of path-to-purchase surveys help businesses and marketers understand their target audience and develop effective marketing strategies.

Marketing research surveys

These help a company stand out from competitors and tailor marketing messages that better resonate with a target audience. Market research surveys are another type of research that is crucial when launching a new product or service.

Learn more about marketing research surveys.

Academic research surveys

These surveys are instrumental in improving knowledge about a specific subject. Consolidated results can be used to improve the efficiency of decision-making. Reliability is produced using methodologies and tools like questionnaires, surveys, interviews, and structured online forms.

Learn more about academic surveys.

Types of research methods

The three main types of research methods are exploratory, descriptive, and causal research.

Exploratory research

Exploratory research is conducted when a researcher seeks to explore a new subject or phenomenon with limited or no prior understanding. The primary goal of exploratory research is to gain insights, generate ideas, and form initial hypotheses for more in-depth investigation. This type of research is often the first step in the research process and is particularly useful when the topic is not well-defined or when there is a lack of existing knowledge. Researchers often use open-ended questions and qualitative methods to gather data, allowing them to adapt their approach as they learn more about the topic.

Descriptive research

Descriptive research aims to provide an accurate and detailed portrayal of a specific phenomenon or group. Unlike exploratory research, which seeks to generate insights and hypotheses, descriptive research is focused on describing the characteristics, behaviors, or conditions of a subject without manipulating variables.

Causal research

Causal research, also known as explanatory or experimental research, seeks to establish a cause-and-effect relationship between two or more variables. The primary goal of causal research is to determine whether a change in one variable causes a change in another variable. Unlike descriptive research, which focuses on describing relationships and characteristics, causal research involves manipulating one or more independent variables to observe their impact on dependent variables.

The research survey application

Research methods are designed to produce the best information from a group of research subjects (aka, the focus group). Such methods are used in many types of research and studies. They are methodologies that can be used for research study and data collection.

Depending on the kind of research and research methodology being carried out, different types of research survey questions are used, including multiple choice questions , Likert , scale questions , open-ended questions , demographic questions , and even image choice questions .

There are many survey applications that can collect data from many customers quickly and easily—a great way to get information about products, services, customer experiences, and marketing efforts.

Why you should use research questionnaires

The power of research questionnaires lies in their ease of use and cost-effectiveness. They provide answers to the most vital questions. What are the main benefits of these surveys?

• You don't have to wonder WHO, WHAT, and WHY because this type of analysis provides answers to those—and many other—questions.
• With a complete understanding of what's important in a research project, the best inquiries can be incorporated into survey questions.
• Get an unbiased opinion from a target audience and use it to your advantage.
• Collect data that matters and have it at your fingertips at all times.

Advantages and disadvantages of survey research

People use these surveys because they have many advantages compared to other research tools. What are the main advantages?

• Cost-effective.
• Collect data from many respondents.
• Quantifiable results.
• Convenient.
• The most practical solution for gathering data.
• Fast and reliable.
• Easily comparable results.
• Allows for the exploration of any topic.

While such advantages make it a no-brainer to use research questionnaires, it's always good to know their disadvantages:

• Biased responses.
• Cultural differences in understanding questions.
• Analyzing and understanding responses can be difficult.
• Some people won't read the questions before answering.
• Survey fatigue.

However, when these issues are understood, mitigation strategies can be activated. Every research method has flaws, but we firmly believe their benefits outweigh their disadvantages.

To execute a research campaign, the creation of a survey is one of the first steps. This includes designing questions or using a premade template. Below are some of the best research survey examples, templates, and tips for designing these surveys.

20 research survey examples and templates

Specific survey questions for research depend on your goals. A research questionnaire can be conducted about any topic or interest. Here are some of the best questions and ranking prompts:

• How often do you purchase books without actually reading them?
• What is your favorite foreign language film?
• During an average day, how many times do you check the news?
• Who is your favorite football player of all time? Why?
• Have you ever used any of the following travel websites to plan a vacation?
• Do you currently use a similar or competing product?
• On a scale of 1 to 5, how satisfied are you with the product?
• What is your single favorite feature of our product?
• When our product becomes available, are you likely to use it instead of a similar or competing product?
• What improvements would you suggest for our service?
• Please rank the following features in order of importance.
• How often do you consume fruits and vegetables in a typical week?
• How many days per week do you engage in physical activity?
• Do you prefer traditional classroom learning or online learning?
• How many hours a week do you spend studying for your courses?
• What are your career aspirations upon completing your education?
• Please rate our website's user interface from poor to excellent.
• In what ways can we better support you as a customer?
• Please rank the following factors in order of importance when choosing a new car.
• Order the following smartphone features based on your preference.

Of course, you get demographic information like:

• Employment status
• Marital status
• Household income

No matter the research topic, this demographic information will lead to better data-driven conclusions. Interested in knowing more about demographic survey questions? Check out our blog post explaining the advantages of gathering demographic information and how to do it appropriately.

Sign up for SurveyPlanet for free. Conduct your first survey to explore what people think. And don't worry about questions because we have some amazing templates to get you started.

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Survey questions 101: 70+ survey question examples, types of surveys, and FAQs

How well do you understand your prospects and customers—who they are, what keeps them awake at night, and what brought them to your business in search of a solution? Asking the right survey questions at the right point in their customer journey is the most effective way to put yourself in your customers’ shoes.

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This comprehensive intro to survey questions contains over 70 examples of effective questions, an overview of different types of survey questions, and advice on how to word them for maximum effect. Plus, we’ll toss in our pre-built survey templates, expert survey insights, and tips to make the most of AI for Surveys in Hotjar. ✨

Surveying your users is the simplest way to understand their pain points, needs, and motivations. But first, you need to know how to set up surveys that give you the answers you—and your business—truly need. Impactful surveys start here:

❓ The main types of survey questions : most survey questions are classified as open-ended, closed-ended, nominal, Likert scale, rating scale, and yes/no. The best surveys often use a combination of questions.

💡 70+ good survey question examples : our top 70+ survey questions, categorized across ecommerce, SaaS, and publishing, will help you find answers to your business’s most burning questions

✅ What makes a survey question ‘good’ : a good survey question is anything that helps you get clear insights and business-critical information about your customers 

❌ The dos and don’ts of writing good survey questions : remember to be concise and polite, use the foot-in-door principle, alternate questions, and test your surveys. But don’t ask leading or loaded questions, overwhelm respondents with too many questions, or neglect other tools that can get you the answers you need.

👍 How to run your surveys the right way : use a versatile survey tool like Hotjar Surveys that allows you to create on-site surveys at specific points in the customer journey or send surveys via a link

🛠️ 10 use cases for good survey questions : use your survey insights to create user personas, understand pain points, measure product-market fit, get valuable testimonials, measure customer satisfaction, and more

Use Hotjar to build your survey and get the customer insight you need to grow your business.

6 main types of survey questions

Let’s dive into our list of survey question examples, starting with a breakdown of the six main categories your questions will fall into:

Open-ended questions

Closed-ended questions

Nominal questions

Likert scale questions

Rating scale questions

'Yes' or 'no' questions

1. Open-ended survey questions

Open-ended questions  give your respondents the freedom to  answer in their own words , instead of limiting their response to a set of pre-selected choices (such as multiple-choice answers, yes/no answers, 0–10 ratings, etc.). 

Examples of open-ended questions:

What other products would you like to see us offer?

If you could change just one thing about our product, what would it be?

When to use open-ended questions in a survey

The majority of example questions included in this post are open-ended, and there are some good reasons for that:

Open-ended questions help you learn about customer needs you didn’t know existed , and they shine a light on areas for improvement that you may not have considered before. If you limit your respondents’ answers, you risk cutting yourself off from key insights.

Open-ended questions are very useful when you first begin surveying your customers and collecting their feedback. If you don't yet have a good amount of insight, answers to open-ended questions will go a long way toward educating you about who your customers are and what they're looking for.

There are, however, a few downsides to open-ended questions:

First, people tend to be less likely to respond to open-ended questions in general because they take comparatively more effort to answer than, say, a yes/no one

Second, but connected: if you ask consecutive open-ended questions during your survey, people will get tired of answering them, and their answers might become less helpful the more you ask

Finally, the data you receive from open-ended questions will take longer to analyze compared to easy 1-5 or yes/no answers—but don’t let that stop you. There are plenty of shortcuts that make it easier than it looks (we explain it all in our post about how to analyze open-ended questions , which includes a free analysis template.)

💡 Pro tip: if you’re using Hotjar Surveys, let our AI for Surveys feature analyze your open-ended survey responses for you. Hotjar AI reviews all your survey responses and provides an automated summary report of key findings, including supporting quotes and actionable recommendations for next steps.

2. Closed-ended survey questions

Closed-end questions limit a user’s response options to a set of pre-selected choices. This broad category of questions includes

‘Yes’ or ‘no’ questions

When to use closed-ended questions

Closed-ended questions work brilliantly in two scenarios:

To open a survey, because they require little time and effort and are therefore easy for people to answer. This is called the foot-in-the-door principle: once someone commits to answering the first question, they may be more likely to answer the open-ended questions that follow.

When you need to create graphs and trends based on people’s answers. Responses to closed-ended questions are easy to measure and use as benchmarks. Rating scale questions, in particular (e.g. where people rate customer service or on a scale of 1-10), allow you to gather customer sentiment and compare your progress over time.

3. Nominal questions

A nominal question is a type of survey question that presents people with multiple answer choices; the answers are  non-numerical in nature and don't overlap  (unless you include an ‘all of the above’ option).

Example of nominal question:

What are you using [product name] for?

Personal use

Both business and personal use

When to use nominal questions

Nominal questions work well when there is a limited number of categories for a given question (see the example above). They’re easy to create graphs and trends from, but the downside is that you may not be offering enough categories for people to reply.

For example, if you ask people what type of browser they’re using and only give them three options to choose from, you may inadvertently alienate everybody who uses a fourth type and now can’t tell you about it.

That said, you can add an open-ended component to a nominal question with an expandable ’other’ category, where respondents can write in an answer that isn’t on the list. This way, you essentially ask an open-ended question that doesn’t limit them to the options you’ve picked.

4. Likert scale questions

The Likert scale is typically a 5- or 7-point scale that evaluates a respondent’s level of agreement with a statement or the intensity of their reaction toward something.

The scale develops symmetrically: the median number (e.g. a 3 on a 5-point scale) indicates a point of neutrality, the lowest number (always 1) indicates an extreme view, and the highest number (e.g. a 5 on a 5-point scale) indicates the opposite extreme view.

Example of a Likert scale question:

When to use Likert scale questions

Likert-type questions are also known as ordinal questions because the answers are presented in a specific order. Like other multiple-choice questions, Likert scale questions come in handy when you already have some sense of what your customers are thinking. For example, if your open-ended questions uncover a complaint about a recent change to your ordering process, you could use a Likert scale question to determine how the average user felt about the change.

A series of Likert scale questions can also be turned into a matrix question. Since they have identical response options, they are easily combined into a single matrix and break down the pattern of single questions for users.

5. Rating scale questions

Rating scale questions are questions where the answers map onto a numeric scale (such as rating customer support on a scale of 1-5, or likelihood to recommend a product from 0-10).

Examples of rating questions:

How likely are you to recommend us to a friend or colleague on a scale of 0-10?

How would you rate our customer service on a scale of 1-5?

When to use rating questions

Whenever you want to assign a numerical value to your survey or visualize and compare trends , a rating question is the way to go.

A typical rating question is used to determine Net Promoter Score® (NPS®) : the question asks customers to rate their likelihood of recommending products or services to their friends or colleagues, and allows you to look at the results historically and see if you're improving or getting worse. Rating questions are also used for customer satisfaction (CSAT) surveys and product reviews.

When you use a rating question in a survey, be sure to explain what the scale means (e.g. 1 for ‘Poor’, 5 for ‘Amazing’). And consider adding a follow-up open-ended question to understand why the user left that score.

Example of a rating question (NPS):

6. ‘Yes’ or ‘no’ questions

These dichotomous questions are super straightforward, requiring a simple ‘yes’ or ‘no’ reply.

Examples of yes/no questions:

Was this article useful? (Yes/No)

Did you find what you were looking for today? (Yes/No)

When to use ‘yes’ or ‘no’ questions

‘Yes’ and ‘no’ questions are a good way to quickly segment your respondents . For example, say you’re trying to understand what obstacles or objections prevent people from trying your product. You can place a survey on your pricing page asking people if something is stopping them, and follow up with the segment who replied ‘yes’ by asking them to elaborate further.

These questions are also effective for getting your foot in the door: a ‘yes’ or ‘no’ question requires very little effort to answer. Once a user commits to answering the first question, they tend to become more willing to answer the questions that follow, or even leave you their contact information.

70+ more survey question examples

Below is a list of good survey questions, categorized across ecommerce, software as a service (SaaS), and publishing. You don't have to use them word-for-word, but hopefully, this list will spark some extra-good ideas for the surveys you’ll run immediately after reading this article. (Plus, you can create all of them with Hotjar Surveys—stick with us a little longer to find out how. 😉)

📊 9 basic demographic survey questions

Ask these questions when you want context about your respondents and target audience, so you can segment them later. Consider including demographic information questions in your survey when conducting user or market research as well. 

But don’t ask demographic questions just for the sake of it—if you're not going to use some of the data points from these sometimes sensitive questions (e.g. if gender is irrelevant to the result of your survey), move on to the ones that are truly useful for you, business-wise. 

Take a look at the selection of examples below, and keep in mind that you can convert most of them to multiple choice questions:

What is your name?

What is your age?

What is your gender?

What company do you work for?

What vertical/industry best describes your company?

What best describes your role?

In which department do you work?

What is the total number of employees in your company (including all locations where your employer operates)?

What is your company's annual revenue?

🚀 Get started: gather more info about your users with our product-market fit survey template .

👥 20+ effective customer questions

These questions are particularly recommended for ecommerce companies:

Before purchase

What information is missing or would make your decision to buy easier?

What is your biggest fear or concern about purchasing this item?

Were you able to complete the purpose of your visit today?

If you did not make a purchase today, what stopped you?

After purchase

Was there anything about this checkout process we could improve?

What was your biggest fear or concern about purchasing from us?

What persuaded you to complete the purchase of the item(s) in your cart today?

If you could no longer use [product name], what’s the one thing you would miss the most?

What’s the one thing that nearly stopped you from buying from us?

👉 Check out our 7-step guide to setting up an ecommerce post-purchase survey .

Other useful customer questions

Do you have any questions before you complete your purchase?

What other information would you like to see on this page?

What were the three main things that persuaded you to create an account today?

What nearly stopped you from creating an account today?

Which other options did you consider before choosing [product name]?

What would persuade you to use us more often?

What was your biggest challenge, frustration, or problem in finding the right [product type] online?

Please list the top three things that persuaded you to use us rather than a competitor.

Were you able to find the information you were looking for?

How satisfied are you with our support?

How would you rate our service/support on a scale of 0-10? (0 = terrible, 10 = stellar)

How likely are you to recommend us to a friend or colleague? ( NPS question )

Is there anything preventing you from purchasing at this point?

🚀 Get started: learn how satisfied customers are with our expert-built customer satisfaction and NPS survey templates .

Set up a survey in seconds

Use Hotjar's free survey templates to build virtually any type of survey, and start gathering valuable insights in moments.

🛍 30+ product survey questions

These questions are particularly recommended for SaaS companies:

Questions for new or trial users

What nearly stopped you from signing up today?

How likely are you to recommend us to a friend or colleague on a scale of 0-10? (NPS question)

Is our pricing clear? If not, what would you change?

Questions for paying customers

What convinced you to pay for this service?

What’s the one thing we are missing in [product type]?

What's one feature we can add that would make our product indispensable for you?

If you could no longer use [name of product], what’s the one thing you would miss the most?

🚀 Get started: find out what your buyers really think with our pricing plan feedback survey template .

Questions for former/churned customers

What is the main reason you're canceling your account? Please be blunt and direct.

If you could have changed one thing in [product name], what would it have been?

If you had a magic wand and could change anything in [product name], what would it be?

🚀 Get started: find out why customers churn with our free-to-use churn analysis survey template .

Other useful product questions

What were the three main things that persuaded you to sign up today?

Do you have any questions before starting a free trial?

What persuaded you to start a trial?

Was this help section useful?

Was this article useful?

How would you rate our service/support on a scale of 1-10? (0 = terrible, 10 = stellar)

Is there anything preventing you from upgrading at this point?

Is there anything on this page that doesn't work the way you expected it to?

What could we change to make you want to continue using us?

If you did not upgrade today, what stopped you?

What's the next thing you think we should build?

How would you feel if we discontinued this feature?

What's the next feature or functionality we should build?

🚀 Get started: gather feedback on your product with our free-to-use product feedback survey template .

🖋 20+ effective questions for publishers and bloggers

Questions to help improve content.

If you could change just one thing in [publication name], what would it be?

What other content would you like to see us offer?

How would you rate this article on a scale of 1–10?

If you could change anything on this page, what would you have us do?

If you did not subscribe to [publication name] today, what was it that stopped you?

🚀 Get started: find ways to improve your website copy and messaging with our content feedback survey template .

New subscriptions

What convinced you to subscribe to [publication] today?

What almost stopped you from subscribing?

What were the three main things that persuaded you to join our list today?

Cancellations

What is the main reason you're unsubscribing? Please be specific.

Other useful content-related questions

What’s the one thing we are missing in [publication name]?

What would persuade you to visit us more often?

How likely are you to recommend us to someone with similar interests? (NPS question)

What’s missing on this page?

What topics would you like to see us write about next?

How useful was this article?

What could we do to make this page more useful?

Is there anything on this site that doesn't work the way you expected it to?

What's one thing we can add that would make [publication name] indispensable for you?

If you could no longer read [publication name], what’s the one thing you would miss the most?

💡 Pro tip: do you have a general survey goal in mind, but are struggling to pin down the right questions to ask? Give Hotjar’s AI for Surveys a go and watch as it generates a survey for you in seconds with questions tailored to the exact purpose of the survey you want to run.

What makes a good survey question?

We’ve run through more than 70 of our favorite survey questions—but what is it that makes a good survey question, well, good ? An effective question is anything that helps you get clear insights and business-critical information about your customers , including

Who your target market is

How you should price your products

What’s stopping people from buying from you

Why visitors leave your website

With this information, you can tailor your website, products, landing pages, and messaging to improve the user experience and, ultimately, maximize conversions .

How to write good survey questions: the DOs and DON’Ts

To help you understand the basics and avoid some rookie mistakes, we asked a few experts to give us their thoughts on what makes a good and effective survey question.

Survey question DOs

✅ do focus your questions on the customer.

It may be tempting to focus on your company or products, but it’s usually more effective to put the focus back on the customer. Get to know their needs, drivers, pain points, and barriers to purchase by asking about their experience. That’s what you’re after: you want to know what it’s like inside their heads and how they feel when they use your website and products.

Rather than asking, “Why did you buy our product?” ask, “What was happening in your life that led you to search for this solution?” Instead of asking, “What's the one feature you love about [product],” ask, “If our company were to close tomorrow, what would be the one thing you’d miss the most?” These types of surveys have helped me double and triple my clients.

✅ DO be polite and concise (without skimping on micro-copy)

Put time into your micro-copy—those tiny bits of written content that go into surveys. Explain why you’re asking the questions, and when people reach the end of the survey, remember to thank them for their time. After all, they’re giving you free labor!

✅ DO consider the foot-in-the-door principle

One way to increase your response rate is to ask an easy question upfront, such as a ‘yes’ or ‘no’ question, because once people commit to taking a survey—even just the first question—they’re more likely to finish it.

✅ DO consider asking your questions from the first-person perspective

Disclaimer: we don’t do this here at Hotjar. You’ll notice all our sample questions are listed in second-person (i.e. ‘you’ format), but it’s worth testing to determine which approach gives you better answers. Some experts prefer the first-person approach (i.e. ‘I’ format) because they believe it encourages users to talk about themselves—but only you can decide which approach works best for your business.

I strongly recommend that the questions be worded in the first person. This helps create a more visceral reaction from people and encourages them to tell stories from their actual experiences, rather than making up hypothetical scenarios. For example, here’s a similar question, asked two ways: “What do you think is the hardest thing about creating a UX portfolio?” versus “My biggest problem with creating my UX portfolio is…” 

The second version helps get people thinking about their experiences. The best survey responses come from respondents who provide personal accounts of past events that give us specific and real insight into their lives.

✅ DO alternate your questions often

Shake up the questions you ask on a regular basis. Asking a wide variety of questions will help you and your team get a complete view of what your customers are thinking.

✅ DO test your surveys before sending them out

A few years ago, Hotjar created a survey we sent to 2,000 CX professionals via email. Before officially sending it out, we wanted to make sure the questions really worked. 

We decided to test them out on internal staff and external people by sending out three rounds of test surveys to 100 respondents each time. Their feedback helped us perfect the questions and clear up any confusing language.

Survey question DON’Ts

❌ don’t ask closed-ended questions if you’ve never done research before.

If you’ve just begun asking questions, make them open-ended questions since you have no idea what your customers think about you at this stage. When you limit their answers, you just reinforce your own assumptions.

There are two exceptions to this rule:

Using a closed-ended question to get your foot in the door at the beginning of a survey

Using rating scale questions to gather customer sentiment (like an NPS survey)

❌ DON’T ask a lot of questions if you’re just getting started

Having to answer too many questions can overwhelm your users. Stick with the most important points and discard the rest.

Try starting off with a single question to see how your audience responds, then move on to two questions once you feel like you know what you’re doing.

How many questions should you ask? There’s really no perfect answer, but we recommend asking as few as you need to ask to get the information you want. In the beginning, focus on the big things:

Who are your users?

What do potential customers want?

How are they using your product?

What would win their loyalty?

❌ DON’T just ask a question when you can combine it with other tools

Don’t just use surveys to answer questions that other tools (such as analytics) can also answer. If you want to learn about whether people find a new website feature helpful, you can also observe how they’re using it through traditional analytics, session recordings , and other user testing tools for a more complete picture.

Don’t use surveys to ask people questions that other tools are better equipped to answer. I’m thinking of questions like “What do you think of the search feature?” with pre-set answer options like ‘Very easy to use,’ ‘Easy to use,’ etc. That’s not a good question to ask. 

Why should you care about what people ‘think’ about the search feature? You should find out whether it helps people find what they need and whether it helps drive conversions for you. Analytics, user session recordings, and user testing can tell you whether it does that or not.

❌ DON’T ask leading questions

A leading question is one that prompts a specific answer. Avoid asking leading questions because they’ll give you bad data. For example, asking, “What makes our product better than our competitors’ products?” might boost your self-esteem, but it won’t get you good information. Why? You’re effectively planting the idea that your own product is the best on the market.

❌ DON’T ask loaded questions

A loaded question is similar to a leading question, but it does more than just push a bias—it phrases the question such that it’s impossible to answer without confirming an underlying assumption.

A common (and subtle) form of loaded survey question would be, “What do you find useful about this article?” If we haven’t first asked you whether you found the article useful at all, then we’re asking a loaded question.

❌ DON’T ask about more than one topic at once

For example, “Do you believe our product can help you increase sales and improve cross-collaboration?”

This complex question, also known as a ‘double-barreled question’, requires a very complex answer as it begs the respondent to address two separate questions at once:

Do you believe our product can help you increase sales?

Do you believe our product can help you improve cross-collaboration?

Respondents may very well answer 'yes', but actually mean it for the first part of the question, and not the other. The result? Your survey data is inaccurate, and you’ve missed out on actionable insights.

Instead, ask two specific questions to gather customer feedback on each concept.

How to run your surveys

The format you pick for your survey depends on what you want to achieve and also on how much budget or resources you have. You can

Use an on-site survey tool , like Hotjar Surveys , to set up a website survey that pops up whenever people visit a specific page: this is useful when you want to investigate website- and product-specific topics quickly. This format is relatively inexpensive—with Hotjar’s free forever plan, you can even run up to 3 surveys with unlimited questions for free.

Use Hotjar Surveys to embed a survey as an element directly on a page: this is useful when you want to grab your audience’s attention and connect with customers at relevant moments, without interrupting their browsing. (Scroll to the bottom of this page to see an embedded survey in action!) This format is included on Hotjar’s Business and Scale plans—try it out for 15 days with a free Ask Business trial .

Use a survey builder and create a survey people can access in their own time: this is useful when you want to reach out to your mailing list or a wider audience with an email survey (you just need to share the URL the survey lives at). Sending in-depth questionnaires this way allows for more space for people to elaborate on their answers. This format is also relatively inexpensive, depending on the tool you use.

Place survey kiosks in a physical location where people can give their feedback by pressing a button: this is useful for quick feedback on specific aspects of a customer's experience (there’s usually plenty of these in airports and waiting rooms). This format is relatively expensive to maintain due to the material upkeep.

Run in-person surveys with your existing or prospective customers: in-person questionnaires help you dig deep into your interviewees’ answers. This format is relatively cheap if you do it online with a user interview tool or over the phone, but it’s more expensive and time-consuming if done in a physical location.

💡 Pro tip: looking for an easy, cost-efficient way to connect with your users? Run effortless, automated user interviews with Engage , Hotjar’s user interview tool. Get instant access to a pool of 200,000+ participants (or invite your own), and take notes while Engage records and transcribes your interview.

10 survey use cases: what you can do with good survey questions

Effective survey questions can help improve your business in many different ways. We’ve written in detail about most of these ideas in other blog posts, so we’ve rounded them up for you below.

1. Create user personas

A user persona is a character based on the people who currently use your website or product. A persona combines psychographics and demographics and reflects who they are, what they need, and what may stop them from getting it.

Examples of questions to ask:

Describe yourself in one sentence, e.g. “I am a 30-year-old marketer based in Dublin who enjoys writing articles about user personas.”

What is your main goal for using this website/product?

What, if anything, is preventing you from doing it?

👉 Our post about creating simple and effective user personas in four steps highlights some great survey questions to ask when creating a user persona.

🚀 Get started: use our user persona survey template or AI for Surveys to inform your user persona.

2. Understand why your product is not selling

Few things are more frightening than stagnant sales. When the pressure is mounting, you’ve got to get to the bottom of it, and good survey questions can help you do just that.

What made you buy the product? What challenges are you trying to solve?

What did you like most about the product? What did you dislike the most?

What nearly stopped you from buying?

👉 Here’s a detailed piece about the best survey questions to ask your customers when your product isn’t selling , and why they work so well.

🚀 Get started: our product feedback survey template helps you find out whether your product satisfies your users. Or build your surveys in the blink of an eye with Hotjar AI.

3. Understand why people leave your website

If you want to figure out why people are leaving your website , you’ll have to ask questions.

A good format for that is an exit-intent pop-up survey, which appears when a user clicks to leave the page, giving them the chance to leave website feedback before they go.

Another way is to focus on the people who did convert, but just barely—something Hotjar founder David Darmanin considers essential for taking conversions to the next level. By focusing on customers who bought your product (but almost didn’t), you can learn how to win over another set of users who are similar to them: those who almost bought your products, but backed out in the end.

Example of questions to ask:

Not for you? Tell us why. ( Exit-intent pop-up —ask this when a user leaves without buying.)

What almost stopped you from buying? (Ask this post-conversion .)

👉 Find out how HubSpot Academy increased its conversion rate by adding an exit-intent survey that asked one simple question when users left their website: “Not for you? Tell us why.”

🚀 Get started: place an exit-intent survey on your site. Let Hotjar AI draft the survey questions by telling it what you want to learn.

I spent the better half of my career focusing on the 95% who don’t convert, but it’s better to focus on the 5% who do. Get to know them really well, deliver value to them, and really wow them. That’s how you’re going to take that 5% to 10%.

4. Understand your customers’ fears and concerns

Buying a new product can be scary: nobody wants to make a bad purchase. Your job is to address your prospective customers’ concerns, counter their objections, and calm their fears, which should lead to more conversions.

👉 Take a look at our no-nonsense guide to increasing conversions for a comprehensive write-up about discovering the drivers, barriers, and hooks that lead people to converting on your website.

🚀 Get started: understand why your users are tempted to leave and discover potential barriers with a customer retention survey .

5. Drive your pricing strategy

Are your products overpriced and scaring away potential buyers? Or are you underpricing and leaving money on the table?

Asking the right questions will help you develop a pricing structure that maximizes profit, but you have to be delicate about how you ask. Don’t ask directly about price, or you’ll seem unsure of the value you offer. Instead, ask questions that uncover how your products serve your customers and what would inspire them to buy more.

How do you use our product/service?

What would persuade you to use our product more often?

What’s the one thing our product is missing?

👉 We wrote a series of blog posts about managing the early stage of a SaaS startup, which included a post about developing the right pricing strategy —something businesses in all sectors could benefit from.

🚀 Get started: find the sweet spot in how to price your product or service with a Van Westendorp price sensitivity survey or get feedback on your pricing plan .

6. Measure and understand product-market fit

Product-market fit (PMF) is about understanding demand and creating a product that your customers want, need, and will actually pay money for. A combination of online survey questions and one-on-one interviews can help you figure this out.

What's one thing we can add that would make [product name] indispensable for you?

If you could change just one thing in [product name], what would it be?

👉 In our series of blog posts about managing the early stage of a SaaS startup, we covered a section on product-market fit , which has relevant information for all industries.

🚀 Get started: discover if you’re delivering the best products to your market with our product-market fit survey .

7. Choose effective testimonials

Human beings are social creatures—we’re influenced by people who are similar to us. Testimonials that explain how your product solved a problem for someone are the ultimate form of social proof. The following survey questions can help you get some great testimonials.

What changed for you after you got our product?

How does our product help you get your job done?

How would you feel if you couldn’t use our product anymore?

👉 In our post about positioning and branding your products , we cover the type of questions that help you get effective testimonials.

🚀 Get started: add a question asking respondents whether you can use their answers as testimonials in your surveys, or conduct user interviews to gather quotes from your users.

8. Measure customer satisfaction

It’s important to continually track your overall customer satisfaction so you can address any issues before they start to impact your brand’s reputation. You can do this with rating scale questions.

For example, at Hotjar, we ask for feedback after each customer support interaction (which is one important measure of customer satisfaction). We begin with a simple, foot-in-the-door question to encourage a response, and use the information to improve our customer support, which is strongly tied to overall customer satisfaction.

How would you rate the support you received? (1-5 scale)

If 1-3: How could we improve?

If 4-5: What did you love about the experience?

👉 Our beginner’s guide to website feedback goes into great detail about how to measure customer service, NPS , and other important success metrics.

🚀 Get started: gauge short-term satisfaction level with a CSAT survey .

9. Measure word-of-mouth recommendations

Net Promoter Score is a measure of how likely your customers are to recommend your products or services to their friends or colleagues. NPS is a higher bar than customer satisfaction because customers have to be really impressed with your product to recommend you.

Example of NPS questions (to be asked in the same survey):

How likely are you to recommend this company to a friend or colleague? (0-10 scale)

What’s the main reason for your score?

What should we do to WOW you?

👉 We created an NPS guide with ecommerce companies in mind, but it has plenty of information that will help companies in other industries as well.

🚀 Get started: measure whether your users would refer you to a friend or colleague with an NPS survey . Then, use our free NPS calculator to crunch the numbers.

10. Redefine your messaging

How effective is your messaging? Does it speak to your clients' needs, drives, and fears? Does it speak to your strongest selling points?

Asking the right survey questions can help you figure out what marketing messages work best, so you can double down on them.

What attracted you to [brand or product name]?

Did you have any concerns before buying [product name]?

Since you purchased [product name], what has been the biggest benefit to you?

If you could describe [brand or product name] in one sentence, what would you say?

What is your favorite thing about [brand or product name]?

How likely are you to recommend this product to a friend or colleague? (NPS question)

👉 We talk about positioning and branding your products in a post that’s part of a series written for SaaS startups, but even if you’re not in SaaS (or you’re not a startup), you’ll still find it helpful.

Have a question for your customers? Ask!

Feedback is at the heart of deeper empathy for your customers and a more holistic understanding of their behaviors and motivations. And luckily, people are more than ready to share their thoughts about your business— they're just waiting for you to ask them. Deeper customer insights start right here, with a simple tool like Hotjar Surveys.

Build surveys faster with AI🔥

Use AI in Hotjar Surveys to build your survey, place it on your website or send it via email, and get the customer insight you need to grow your business.

FAQs about survey questions

How many people should i survey/what should my sample size be.

A good rule of thumb is to aim for at least 100 replies that you can work with.

You can use our  sample size calculator  to get a more precise answer, but understand that collecting feedback is research, not experimentation. Unlike experimentation (such as A/B testing ), all is not lost if you can’t get a statistically significant sample size. In fact, as little as ten replies can give you actionable information about what your users want.

How many questions should my survey have?

There’s no perfect answer to this question, but we recommend asking as few as you need to ask in order to get the information you want. Remember, you’re essentially asking someone to work for free, so be respectful of their time.

Why is it important to ask good survey questions?

A good survey question is asked in a precise way at the right stage in the customer journey to give you insight into your customers’ needs and drives. The qualitative data you get from survey responses can supplement the insight you can capture through other traditional analytics tools (think Google Analytics) and behavior analytics tools (think heatmaps and session recordings , which visualize user behavior on specific pages or across an entire website).

The format you choose for your survey—in-person, email, on-page, etc.—is important, but if the questions themselves are poorly worded you could waste hours trying to fix minimal problems while ignoring major ones a different question could have uncovered. 

How do I analyze open-ended survey questions?

A big pile of  qualitative data  can seem intimidating, but there are some shortcuts that make it much easier to analyze. We put together a guide for  analyzing open-ended questions in 5 simple steps , which should answer all your questions.

But the fastest way to analyze open questions is to use the automated summary report with Hotjar AI in Surveys . AI turns the complex survey data into:

Key findings

Actionable insights

Will sending a survey annoy my customers?

Honestly, the real danger is  not  collecting feedback. Without knowing what users think about your page and  why  they do what they do, you’ll never create a user experience that maximizes conversions. The truth is, you’re probably already doing something that bugs them more than any survey or feedback button would.

If you’re worried that adding an on-page survey might hurt your conversion rate, start small and survey just 10% of your visitors. You can stop surveying once you have enough replies.

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Home » Questionnaire – Definition, Types, and Examples

Questionnaire – Definition, Types, and Examples

Table of Contents

Questionnaire

Definition:

A Questionnaire is a research tool or survey instrument that consists of a set of questions or prompts designed to gather information from individuals or groups of people.

It is a standardized way of collecting data from a large number of people by asking them a series of questions related to a specific topic or research objective. The questions may be open-ended or closed-ended, and the responses can be quantitative or qualitative. Questionnaires are widely used in research, marketing, social sciences, healthcare, and many other fields to collect data and insights from a target population.

History of Questionnaire

The history of questionnaires can be traced back to the ancient Greeks, who used questionnaires as a means of assessing public opinion. However, the modern history of questionnaires began in the late 19th century with the rise of social surveys.

The first social survey was conducted in the United States in 1874 by Francis A. Walker, who used a questionnaire to collect data on labor conditions. In the early 20th century, questionnaires became a popular tool for conducting social research, particularly in the fields of sociology and psychology.

One of the most influential figures in the development of the questionnaire was the psychologist Raymond Cattell, who in the 1940s and 1950s developed the personality questionnaire, a standardized instrument for measuring personality traits. Cattell’s work helped establish the questionnaire as a key tool in personality research.

In the 1960s and 1970s, the use of questionnaires expanded into other fields, including market research, public opinion polling, and health surveys. With the rise of computer technology, questionnaires became easier and more cost-effective to administer, leading to their widespread use in research and business settings.

Today, questionnaires are used in a wide range of settings, including academic research, business, healthcare, and government. They continue to evolve as a research tool, with advances in computer technology and data analysis techniques making it easier to collect and analyze data from large numbers of participants.

Types of Questionnaire

Types of Questionnaires are as follows:

Structured Questionnaire

This type of questionnaire has a fixed format with predetermined questions that the respondent must answer. The questions are usually closed-ended, which means that the respondent must select a response from a list of options.

Unstructured Questionnaire

An unstructured questionnaire does not have a fixed format or predetermined questions. Instead, the interviewer or researcher can ask open-ended questions to the respondent and let them provide their own answers.

Open-ended Questionnaire

An open-ended questionnaire allows the respondent to answer the question in their own words, without any pre-determined response options. The questions usually start with phrases like “how,” “why,” or “what,” and encourage the respondent to provide more detailed and personalized answers.

Close-ended Questionnaire

In a closed-ended questionnaire, the respondent is given a set of predetermined response options to choose from. This type of questionnaire is easier to analyze and summarize, but may not provide as much insight into the respondent’s opinions or attitudes.

Mixed Questionnaire

A mixed questionnaire is a combination of open-ended and closed-ended questions. This type of questionnaire allows for more flexibility in terms of the questions that can be asked, and can provide both quantitative and qualitative data.

Pictorial Questionnaire:

In a pictorial questionnaire, instead of using words to ask questions, the questions are presented in the form of pictures, diagrams or images. This can be particularly useful for respondents who have low literacy skills, or for situations where language barriers exist. Pictorial questionnaires can also be useful in cross-cultural research where respondents may come from different language backgrounds.

Types of Questions in Questionnaire

The types of Questions in Questionnaire are as follows:

Multiple Choice Questions

These questions have several options for participants to choose from. They are useful for getting quantitative data and can be used to collect demographic information.

• a. Red b . Blue c. Green d . Yellow

Rating Scale Questions

These questions ask participants to rate something on a scale (e.g. from 1 to 10). They are useful for measuring attitudes and opinions.

• On a scale of 1 to 10, how likely are you to recommend this product to a friend?

Open-Ended Questions

These questions allow participants to answer in their own words and provide more in-depth and detailed responses. They are useful for getting qualitative data.

• What do you think are the biggest challenges facing your community?

Likert Scale Questions

These questions ask participants to rate how much they agree or disagree with a statement. They are useful for measuring attitudes and opinions.

How strongly do you agree or disagree with the following statement:

“I enjoy exercising regularly.”

• a . Strongly Agree
• c . Neither Agree nor Disagree
• d . Disagree
• e . Strongly Disagree

Demographic Questions

These questions ask about the participant’s personal information such as age, gender, ethnicity, education level, etc. They are useful for segmenting the data and analyzing results by demographic groups.

• What is your age?

Yes/No Questions

These questions only have two options: Yes or No. They are useful for getting simple, straightforward answers to a specific question.

Have you ever traveled outside of your home country?

Ranking Questions

These questions ask participants to rank several items in order of preference or importance. They are useful for measuring priorities or preferences.

Please rank the following factors in order of importance when choosing a restaurant:

• a. Quality of Food
• c. Ambiance
• d. Location

Matrix Questions

These questions present a matrix or grid of options that participants can choose from. They are useful for getting data on multiple variables at once.

Dichotomous Questions

These questions present two options that are opposite or contradictory. They are useful for measuring binary or polarized attitudes.

Do you support the death penalty?

How to Make a Questionnaire

Step-by-Step Guide for Making a Questionnaire:

• Define your research objectives: Before you start creating questions, you need to define the purpose of your questionnaire and what you hope to achieve from the data you collect.
• Choose the appropriate question types: Based on your research objectives, choose the appropriate question types to collect the data you need. Refer to the types of questions mentioned earlier for guidance.
• Develop questions: Develop clear and concise questions that are easy for participants to understand. Avoid leading or biased questions that might influence the responses.
• Organize questions: Organize questions in a logical and coherent order, starting with demographic questions followed by general questions, and ending with specific or sensitive questions.
• Pilot the questionnaire : Test your questionnaire on a small group of participants to identify any flaws or issues with the questions or the format.
• Refine the questionnaire : Based on feedback from the pilot, refine and revise the questionnaire as necessary to ensure that it is valid and reliable.
• Distribute the questionnaire: Distribute the questionnaire to your target audience using a method that is appropriate for your research objectives, such as online surveys, email, or paper surveys.
• Collect and analyze data: Collect the completed questionnaires and analyze the data using appropriate statistical methods. Draw conclusions from the data and use them to inform decision-making or further research.
• Report findings: Present your findings in a clear and concise report, including a summary of the research objectives, methodology, key findings, and recommendations.

Questionnaire Administration Modes

There are several modes of questionnaire administration. The choice of mode depends on the research objectives, sample size, and available resources. Some common modes of administration include:

• Self-administered paper questionnaires: Participants complete the questionnaire on paper, either in person or by mail. This mode is relatively low cost and easy to administer, but it may result in lower response rates and greater potential for errors in data entry.
• Online questionnaires: Participants complete the questionnaire on a website or through email. This mode is convenient for both researchers and participants, as it allows for fast and easy data collection. However, it may be subject to issues such as low response rates, lack of internet access, and potential for fraudulent responses.
• Telephone surveys: Trained interviewers administer the questionnaire over the phone. This mode allows for a large sample size and can result in higher response rates, but it is also more expensive and time-consuming than other modes.
• Face-to-face interviews : Trained interviewers administer the questionnaire in person. This mode allows for a high degree of control over the survey environment and can result in higher response rates, but it is also more expensive and time-consuming than other modes.
• Mixed-mode surveys: Researchers use a combination of two or more modes to administer the questionnaire, such as using online questionnaires for initial screening and following up with telephone interviews for more detailed information. This mode can help overcome some of the limitations of individual modes, but it requires careful planning and coordination.

Example of Questionnaire

Title of the Survey: Customer Satisfaction Survey

Introduction:

We appreciate your business and would like to ensure that we are meeting your needs. Please take a few minutes to complete this survey so that we can better understand your experience with our products and services. Your feedback is important to us and will help us improve our offerings.

Instructions:

Please read each question carefully and select the response that best reflects your experience. If you have any additional comments or suggestions, please feel free to include them in the space provided at the end of the survey.

1. How satisfied are you with our product quality?

• Very satisfied
• Somewhat satisfied
• Somewhat dissatisfied
• Very dissatisfied

2. How satisfied are you with our customer service?

3. How satisfied are you with the price of our products?

4. How likely are you to recommend our products to others?

• Very likely
• Somewhat likely
• Somewhat unlikely
• Very unlikely

5. How easy was it to find the information you were looking for on our website?

• Somewhat easy
• Somewhat difficult
• Very difficult

6. How satisfied are you with the overall experience of using our products and services?

7. Is there anything that you would like to see us improve upon or change in the future?

…………………………………………………………………………………………………………………………..

Conclusion:

Thank you for taking the time to complete this survey. Your feedback is valuable to us and will help us improve our products and services. If you have any further comments or concerns, please do not hesitate to contact us.

Applications of Questionnaire

Some common applications of questionnaires include:

• Research : Questionnaires are commonly used in research to gather information from participants about their attitudes, opinions, behaviors, and experiences. This information can then be analyzed and used to draw conclusions and make inferences.
• Healthcare : In healthcare, questionnaires can be used to gather information about patients’ medical history, symptoms, and lifestyle habits. This information can help healthcare professionals diagnose and treat medical conditions more effectively.
• Marketing : Questionnaires are commonly used in marketing to gather information about consumers’ preferences, buying habits, and opinions on products and services. This information can help businesses develop and market products more effectively.
• Human Resources: Questionnaires are used in human resources to gather information from job applicants, employees, and managers about job satisfaction, performance, and workplace culture. This information can help organizations improve their hiring practices, employee retention, and organizational culture.
• Education : Questionnaires are used in education to gather information from students, teachers, and parents about their perceptions of the educational experience. This information can help educators identify areas for improvement and develop more effective teaching strategies.

Purpose of Questionnaire

Some common purposes of questionnaires include:

• To collect information on attitudes, opinions, and beliefs: Questionnaires can be used to gather information on people’s attitudes, opinions, and beliefs on a particular topic. For example, a questionnaire can be used to gather information on people’s opinions about a particular political issue.
• To collect demographic information: Questionnaires can be used to collect demographic information such as age, gender, income, education level, and occupation. This information can be used to analyze trends and patterns in the data.
• To measure behaviors or experiences: Questionnaires can be used to gather information on behaviors or experiences such as health-related behaviors or experiences, job satisfaction, or customer satisfaction.
• To evaluate programs or interventions: Questionnaires can be used to evaluate the effectiveness of programs or interventions by gathering information on participants’ experiences, opinions, and behaviors.
• To gather information for research: Questionnaires can be used to gather data for research purposes on a variety of topics.

When to use Questionnaire

Here are some situations when questionnaires might be used:

• When you want to collect data from a large number of people: Questionnaires are useful when you want to collect data from a large number of people. They can be distributed to a wide audience and can be completed at the respondent’s convenience.
• When you want to collect data on specific topics: Questionnaires are useful when you want to collect data on specific topics or research questions. They can be designed to ask specific questions and can be used to gather quantitative data that can be analyzed statistically.
• When you want to compare responses across groups: Questionnaires are useful when you want to compare responses across different groups of people. For example, you might want to compare responses from men and women, or from people of different ages or educational backgrounds.
• When you want to collect data anonymously: Questionnaires can be useful when you want to collect data anonymously. Respondents can complete the questionnaire without fear of judgment or repercussions, which can lead to more honest and accurate responses.
• When you want to save time and resources: Questionnaires can be more efficient and cost-effective than other methods of data collection such as interviews or focus groups. They can be completed quickly and easily, and can be analyzed using software to save time and resources.

Characteristics of Questionnaire

Here are some of the characteristics of questionnaires:

• Standardization : Questionnaires are standardized tools that ask the same questions in the same order to all respondents. This ensures that all respondents are answering the same questions and that the responses can be compared and analyzed.
• Objectivity : Questionnaires are designed to be objective, meaning that they do not contain leading questions or bias that could influence the respondent’s answers.
• Predefined responses: Questionnaires typically provide predefined response options for the respondents to choose from, which helps to standardize the responses and make them easier to analyze.
• Quantitative data: Questionnaires are designed to collect quantitative data, meaning that they provide numerical or categorical data that can be analyzed using statistical methods.
• Convenience : Questionnaires are convenient for both the researcher and the respondents. They can be distributed and completed at the respondent’s convenience and can be easily administered to a large number of people.
• Anonymity : Questionnaires can be anonymous, which can encourage respondents to answer more honestly and provide more accurate data.
• Reliability : Questionnaires are designed to be reliable, meaning that they produce consistent results when administered multiple times to the same group of people.
• Validity : Questionnaires are designed to be valid, meaning that they measure what they are intended to measure and are not influenced by other factors.

Advantage of Questionnaire

Some Advantage of Questionnaire are as follows:

• Standardization: Questionnaires allow researchers to ask the same questions to all participants in a standardized manner. This helps ensure consistency in the data collected and eliminates potential bias that might arise if questions were asked differently to different participants.
• Efficiency: Questionnaires can be administered to a large number of people at once, making them an efficient way to collect data from a large sample.
• Anonymity: Participants can remain anonymous when completing a questionnaire, which may make them more likely to answer honestly and openly.
• Cost-effective: Questionnaires can be relatively inexpensive to administer compared to other research methods, such as interviews or focus groups.
• Objectivity: Because questionnaires are typically designed to collect quantitative data, they can be analyzed objectively without the influence of the researcher’s subjective interpretation.
• Flexibility: Questionnaires can be adapted to a wide range of research questions and can be used in various settings, including online surveys, mail surveys, or in-person interviews.

Limitations of Questionnaire

Limitations of Questionnaire are as follows:

• Limited depth: Questionnaires are typically designed to collect quantitative data, which may not provide a complete understanding of the topic being studied. Questionnaires may miss important details and nuances that could be captured through other research methods, such as interviews or observations.
• R esponse bias: Participants may not always answer questions truthfully or accurately, either because they do not remember or because they want to present themselves in a particular way. This can lead to response bias, which can affect the validity and reliability of the data collected.
• Limited flexibility: While questionnaires can be adapted to a wide range of research questions, they may not be suitable for all types of research. For example, they may not be appropriate for studying complex phenomena or for exploring participants’ experiences and perceptions in-depth.
• Limited context: Questionnaires typically do not provide a rich contextual understanding of the topic being studied. They may not capture the broader social, cultural, or historical factors that may influence participants’ responses.
• Limited control : Researchers may not have control over how participants complete the questionnaire, which can lead to variations in response quality or consistency.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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• Doing Survey Research | A Step-by-Step Guide & Examples

Doing Survey Research | A Step-by-Step Guide & Examples

Published on 6 May 2022 by Shona McCombes . Revised on 10 October 2022.

Survey research means collecting information about a group of people by asking them questions and analysing the results. To conduct an effective survey, follow these six steps:

• Determine who will participate in the survey
• Decide the type of survey (mail, online, or in-person)
• Design the survey questions and layout
• Distribute the survey
• Analyse the responses
• Write up the results

Surveys are a flexible method of data collection that can be used in many different types of research .

Table of contents

What are surveys used for, step 1: define the population and sample, step 2: decide on the type of survey, step 3: design the survey questions, step 4: distribute the survey and collect responses, step 5: analyse the survey results, step 6: write up the survey results, frequently asked questions about surveys.

Surveys are used as a method of gathering data in many different fields. They are a good choice when you want to find out about the characteristics, preferences, opinions, or beliefs of a group of people.

Common uses of survey research include:

• Social research: Investigating the experiences and characteristics of different social groups
• Market research: Finding out what customers think about products, services, and companies
• Health research: Collecting data from patients about symptoms and treatments
• Politics: Measuring public opinion about parties and policies
• Psychology: Researching personality traits, preferences, and behaviours

Surveys can be used in both cross-sectional studies , where you collect data just once, and longitudinal studies , where you survey the same sample several times over an extended period.

Prevent plagiarism, run a free check.

Before you start conducting survey research, you should already have a clear research question that defines what you want to find out. Based on this question, you need to determine exactly who you will target to participate in the survey.

Populations

The target population is the specific group of people that you want to find out about. This group can be very broad or relatively narrow. For example:

• The population of Brazil
• University students in the UK
• Second-generation immigrants in the Netherlands
• Customers of a specific company aged 18 to 24
• British transgender women over the age of 50

Your survey should aim to produce results that can be generalised to the whole population. That means you need to carefully define exactly who you want to draw conclusions about.

It’s rarely possible to survey the entire population of your research – it would be very difficult to get a response from every person in Brazil or every university student in the UK. Instead, you will usually survey a sample from the population.

The sample size depends on how big the population is. You can use an online sample calculator to work out how many responses you need.

There are many sampling methods that allow you to generalise to broad populations. In general, though, the sample should aim to be representative of the population as a whole. The larger and more representative your sample, the more valid your conclusions.

There are two main types of survey:

• A questionnaire , where a list of questions is distributed by post, online, or in person, and respondents fill it out themselves
• An interview , where the researcher asks a set of questions by phone or in person and records the responses

Which type you choose depends on the sample size and location, as well as the focus of the research.

Questionnaires

Sending out a paper survey by post is a common method of gathering demographic information (for example, in a government census of the population).

• You can easily access a large sample.
• You have some control over who is included in the sample (e.g., residents of a specific region).
• The response rate is often low.

Online surveys are a popular choice for students doing dissertation research , due to the low cost and flexibility of this method. There are many online tools available for constructing surveys, such as SurveyMonkey and Google Forms .

• You can quickly access a large sample without constraints on time or location.
• The data is easy to process and analyse.
• The anonymity and accessibility of online surveys mean you have less control over who responds.

If your research focuses on a specific location, you can distribute a written questionnaire to be completed by respondents on the spot. For example, you could approach the customers of a shopping centre or ask all students to complete a questionnaire at the end of a class.

• You can screen respondents to make sure only people in the target population are included in the sample.
• You can collect time- and location-specific data (e.g., the opinions of a shop’s weekday customers).
• The sample size will be smaller, so this method is less suitable for collecting data on broad populations.

Oral interviews are a useful method for smaller sample sizes. They allow you to gather more in-depth information on people’s opinions and preferences. You can conduct interviews by phone or in person.

• You have personal contact with respondents, so you know exactly who will be included in the sample in advance.
• You can clarify questions and ask for follow-up information when necessary.
• The lack of anonymity may cause respondents to answer less honestly, and there is more risk of researcher bias.

Like questionnaires, interviews can be used to collect quantitative data : the researcher records each response as a category or rating and statistically analyses the results. But they are more commonly used to collect qualitative data : the interviewees’ full responses are transcribed and analysed individually to gain a richer understanding of their opinions and feelings.

Next, you need to decide which questions you will ask and how you will ask them. It’s important to consider:

• The type of questions
• The content of the questions
• The phrasing of the questions
• The ordering and layout of the survey

Open-ended vs closed-ended questions

There are two main forms of survey questions: open-ended and closed-ended. Many surveys use a combination of both.

Closed-ended questions give the respondent a predetermined set of answers to choose from. A closed-ended question can include:

• A binary answer (e.g., yes/no or agree/disagree )
• A scale (e.g., a Likert scale with five points ranging from strongly agree to strongly disagree )
• A list of options with a single answer possible (e.g., age categories)
• A list of options with multiple answers possible (e.g., leisure interests)

Closed-ended questions are best for quantitative research . They provide you with numerical data that can be statistically analysed to find patterns, trends, and correlations .

Open-ended questions are best for qualitative research. This type of question has no predetermined answers to choose from. Instead, the respondent answers in their own words.

Open questions are most common in interviews, but you can also use them in questionnaires. They are often useful as follow-up questions to ask for more detailed explanations of responses to the closed questions.

The content of the survey questions

To ensure the validity and reliability of your results, you need to carefully consider each question in the survey. All questions should be narrowly focused with enough context for the respondent to answer accurately. Avoid questions that are not directly relevant to the survey’s purpose.

When constructing closed-ended questions, ensure that the options cover all possibilities. If you include a list of options that isn’t exhaustive, you can add an ‘other’ field.

Phrasing the survey questions

In terms of language, the survey questions should be as clear and precise as possible. Tailor the questions to your target population, keeping in mind their level of knowledge of the topic.

Use language that respondents will easily understand, and avoid words with vague or ambiguous meanings. Make sure your questions are phrased neutrally, with no bias towards one answer or another.

Ordering the survey questions

The questions should be arranged in a logical order. Start with easy, non-sensitive, closed-ended questions that will encourage the respondent to continue.

If the survey covers several different topics or themes, group together related questions. You can divide a questionnaire into sections to help respondents understand what is being asked in each part.

If a question refers back to or depends on the answer to a previous question, they should be placed directly next to one another.

Before you start, create a clear plan for where, when, how, and with whom you will conduct the survey. Determine in advance how many responses you require and how you will gain access to the sample.

When you are satisfied that you have created a strong research design suitable for answering your research questions, you can conduct the survey through your method of choice – by post, online, or in person.

There are many methods of analysing the results of your survey. First you have to process the data, usually with the help of a computer program to sort all the responses. You should also cleanse the data by removing incomplete or incorrectly completed responses.

If you asked open-ended questions, you will have to code the responses by assigning labels to each response and organising them into categories or themes. You can also use more qualitative methods, such as thematic analysis , which is especially suitable for analysing interviews.

Statistical analysis is usually conducted using programs like SPSS or Stata. The same set of survey data can be subject to many analyses.

Finally, when you have collected and analysed all the necessary data, you will write it up as part of your thesis, dissertation , or research paper .

In the methodology section, you describe exactly how you conducted the survey. You should explain the types of questions you used, the sampling method, when and where the survey took place, and the response rate. You can include the full questionnaire as an appendix and refer to it in the text if relevant.

Then introduce the analysis by describing how you prepared the data and the statistical methods you used to analyse it. In the results section, you summarise the key results from your analysis.

A Likert scale is a rating scale that quantitatively assesses opinions, attitudes, or behaviours. It is made up of four or more questions that measure a single attitude or trait when response scores are combined.

To use a Likert scale in a survey , you present participants with Likert-type questions or statements, and a continuum of items, usually with five or seven possible responses, to capture their degree of agreement.

Individual Likert-type questions are generally considered ordinal data , because the items have clear rank order, but don’t have an even distribution.

Overall Likert scale scores are sometimes treated as interval data. These scores are considered to have directionality and even spacing between them.

The type of data determines what statistical tests you should use to analyse your data.

A questionnaire is a data collection tool or instrument, while a survey is an overarching research method that involves collecting and analysing data from people using questionnaires.

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90 Survey Question Examples + Best Practices Checklist

What makes a good survey question, what is the importance of asking the right questions, 9 types of survey questions + examples, how to conduct surveys effectively, make surveys easier with fullsession, fullsession pricing plans, install your first website survey today, faqs about survey questions.

An effective survey is the best way to collect customer feedback. It will serve as your basis for multiple functions, such as improving your product, supplementing market research, creating new marketing strategies, and much more. But what makes an effective survey?

The answer is simple–you have to ask the right questions. Good survey questions gather concrete information from your audience and give you a solid idea of what you need to do next. However, the process of creating a survey is not that easy–you want to make every question count.

In this article we’ll cover everything you need to know about survey questions, with 90 examples and use cases.

Understanding the anatomy of a good survey question can transform your approach to data collection, ensuring you gather information that’s both actionable and insightful. Let’s dive deeper into the elements that make a survey question effective:

• Clarity is Key:  Questions should be straightforward and leave no room for interpretation, ensuring uniform understanding across all respondents.
• Conciseness Matters:  Keep questions short and to the point. Avoid unnecessary wording that could confuse or disengage your audience.
• Bias-Free Questions:  Ensure questions are neutral and do not lead respondents toward a particular answer. This maintains the integrity of your data.
• Avoiding Ambiguity:  Specify the context clearly and ask questions in a way that allows for direct and clear answers, eliminating confusion.
• Ensuring Relevance:  Each question should have a clear purpose and be directly related to your survey’s objectives, avoiding any irrelevant inquiries.
• Easy to Answer:  Design questions in a format that is straightforward for respondents to understand and respond to, whether open-ended, multiple-choice, or using a rating scale.

Keep these points in mind as you prepare to write your survey questions. It also helps to refer back to these goals after drafting your survey so you can see if you hit each mark.

The primary goal of a survey is to collect information that would help meet a specific goal, whether that be gauging customer satisfaction or getting to know your target audience more. Asking the right survey questions is the best way to achieve that goal. More specifically, a good survey can help you with:

Informed Decision-Making

A solid foundation of data is essential for any business decision, and the right survey questions point you in the direction of the most valuable information.

Survey responses serve as a basis for the strategic decisions that can propel a business forward or redirect its course to avoid potential pitfalls. By understanding what your audience truly wants or needs, you can tailor your products or services to meet those demands more effectively.

Uncovering Customer Preferences

Today’s consumers have more options than ever before, and their preferences can shift with the wind. Asking the right survey questions helps you tap into the current desires of their target market, uncovering trends and preferences that may not be immediately obvious.

This insight allows you to adapt your products, services, and marketing messages to resonate more deeply with the target audience, fostering loyalty and encouraging engagement.

Identifying Areas for Improvement

No product, service, or customer experience is perfect, but the path to improvement lies in understanding where the gaps are. The right survey questions can shine a light on these areas, offering a clear view of what’s working and what’s not.

This feedback is invaluable for continuous improvement, helping you refine your products and enhance the customer experience. In turn, this can lead to increased satisfaction, loyalty, and positive word-of-mouth.

Reducing Churn Rate

Churn rate is the percentage of customers who stop using your service or product over a given period. High churn rates can be a symptom of deeper issues, such as dissatisfaction with the product or service, poor customer experience, or unmet needs. Including good survey questions can help you identify the reasons behind customer departure and take proactive steps to address them.

For example, survey questions that explore customer satisfaction levels, reasons for discontinuation, or the likelihood of recommending the service to others can pinpoint specific factors contributing to churn.

Minimizing Website Bounce Rate

Bounce rate  is the percentage of visitors leaving a website after viewing just one page. High bounce rates may signal issues with a site’s content, layout, or user experience not meeting visitor expectations.

Utilizing surveys to ask about visitors’ web experiences can provide valuable insights into website usability, content relevance, and navigation ease. Effectively, well-crafted survey questions aimed at understanding the user experience can lead to strategic adjustments, improving overall website performance, and fostering a more engaged audience.

A good survey consists of two or more types of survey questions. However, all questions must serve a purpose. In this section, we divide survey questions into nine categories and include the best survey question examples for each type:

1. Open Ended Questions

Open-ended questions  allow respondents to answer in their own words instead of selecting from pre-selected answers.

“What features would you like to see added to our product?”

“How did you hear about our service?”

“What was your reason for choosing our product over competitors?”

“Can you describe your experience with our customer service?”

“What improvements can we make to enhance your user experience?”

“Why did you cancel your subscription?”

“What challenges are you facing with our software?”

“How can we better support your goals?”

“What do you like most about our website?”

“Can you provide feedback on our new product launch?”

When to use open-ended questions: Using these survey questions is a good idea when you don’t have a solid grasp of customer satisfaction yet. Customers will have the freedom to express all their thoughts and opinions, which, in turn, will let you have an accurate feel of how customers perceive your brand.

2. Multiple Choice Questions

Multiple-choice questions offer a set of predefined answers, usually three to four. Businesses usually use multiple-choice survey questions to gather information on participants’ attitudes, behaviors, and preferences.

“Which of the following age groups do you fall into? (Under 18, 19-25, 26-35, 36-45, 46-55, 56+)”

“What is your primary use of our product? (Personal, Business, Educational)”

“How often do you use our service? (Daily, Weekly, Monthly, Rarely)”

“Which of our products do you use? (Product A, Product B, Product C, All of the above)”

“What type of content do you prefer? (Blogs, Videos, Podcasts, eBooks)”

“Where do you usually shop for our products? (Online, In-store, Both)”

“What is your preferred payment method? (Credit Card, PayPal, Bank Transfer, Cash)”

“Which social media platforms do you use regularly? (Facebook, Twitter, Instagram, LinkedIn)”

“What is your employment status? (Employed, Self-Employed, Unemployed, Student)”

“Which of the following best describes your fitness level? (Beginner, Intermediate, Advanced, Expert)”

When to use multiple-choice questions: Asking multiple-choice questions can help with market research and segmentation. You can easily divide respondents depending on what pre-determined answer they choose. However, if this is the purpose of your survey, each question must be based on behavioral types or customer personas.

3. Yes or No Questions

Yes or no questions are straightforward, offering a binary choice.

“Have you used our product before?”

“Would you recommend our service to a friend?”

“Are you satisfied with your purchase?”

“Do you understand the terms and conditions?”

“Was our website easy to navigate?”

“Did you find what you were looking for?”

“Are you interested in receiving our newsletter?”

“Have you attended one of our events?”

“Do you agree with our privacy policy?”

“Have you experienced any issues with our service?”

When to use yes/no questions: These survey questions are very helpful in market screening and filtering out certain people for targeted surveys. For example, asking “Have you used our product before?” helps you separate the people who have tried out your product, a.k.a. the people who qualify for your survey.

4. Rating Scale Questions

Rating scale questions ask respondents to rate their experience or satisfaction on a numerical scale.

“On a scale of 1-10, how would you rate our customer service?”

“How satisfied are you with the product quality? (1-5)”

“Rate your overall experience with our website. (1-5)”

“How likely are you to purchase again? (1-10)”

“On a scale of 1-10, how easy was it to find what you needed?”

“Rate the value for money of your purchase. (1-5)”

“How would you rate the speed of our service? (1-10)”

“Rate your satisfaction with our return policy. (1-5)”

“How comfortable was the product? (1-10)”

“Rate the accuracy of our product description. (1-5)”

When to use rating scale questions: As you can see from the survey question examples above, rating scale questions give you excellent  quantitative data  on customer satisfaction.

5. Checkbox Questions

Checkbox questions allow respondents to select multiple answers from a list. You can also include an “Others” option, where the respondent can answer in their own words.

“Which of the following features do you value the most? (Select all that apply)”

“What topics are you interested in? (Select all that apply)”

“Which days are you available? (Select all that apply)”

“Select the services you have used. (Select all that apply)”

“What types of notifications would you like to receive? (Select all that apply)”

“Which of the following devices do you own? (Select all that apply)”

“Select any dietary restrictions you have. (Select all that apply)”

“Which of the following brands have you heard of? (Select all that apply)”

“What languages do you speak? (Select all that apply)”

“Select the social media platforms you use regularly. (Select all that apply)”

When to use checkbox questions: Checkbox questions are an excellent tool for collecting  psychographic data , including information about customers’ lifestyles, behaviors, attitudes, beliefs, etc. Moreover, survey responses will help you correlate certain characteristics to specific market segments.

6. Rank Order Questions

Rank order questions ask respondents to prioritize options according to their preference or importance.

“Rank the following features in order of importance to you. (Highest to Lowest)”

“Please rank these product options based on your preference. (1 being the most preferred)”

“Rank these factors by how much they influence your purchase decision. (Most to Least)”

“Order these services by how frequently you use them. (Most frequent to Least frequent)”

“Rank these issues by how urgently you think they need to be addressed. (Most urgent to Least urgent)”

“Please prioritize these company values according to what matters most to you. (Top to Bottom)”

“Rank these potential improvements by how beneficial they would be for you. (Most beneficial to Least beneficial)”

“Order these content types by your interest level. (Most interested to Least interested)”

“Rank these brands by your preference. (Favorite to Least favorite)”

“Prioritize these activities by how enjoyable you find them. (Most enjoyable to Least enjoyable)”

When to use rank order questions: Respondents must already be familiar with your brand or products to answer these questions, which is why we recommend using these for customers in the middle or bottom of your  conversion funnel .

7. Likert Scale Questions

Likert scale questions measure the intensity of feelings towards a statement on a scale of agreement or satisfaction. Usually, these survey questions use a 5 to 7-point scale, ranging from “Strongly Agree” to “Strongly Disagree” or something similar.

• “I am satisfied with the quality of customer service. (Strongly Agree, Agree, Neutral, Disagree, Strongly Disagree)”
• “The product meets my needs. (Strongly Agree to Strongly Disagree)”
• “I find the website easy to navigate. (Strongly Agree to Strongly Disagree)”
• “I feel that the pricing is fair for the value I receive. (Strongly Agree to Strongly Disagree)”
• “I would recommend this product/service to others. (Strongly Agree to Strongly Disagree)”
• “I am likely to purchase from this company again. (Strongly Agree to Strongly Disagree)”
• “The company values customer feedback. (Strongly Agree to Strongly Disagree)”
• “I am confident in the security of my personal information. (Strongly Agree to Strongly Disagree)”
• “The product features meet my expectations. (Strongly Agree to Strongly Disagree)”
• “Customer service resolved my issue promptly. (Strongly Agree to Strongly Disagree)”

When to use Likert scale questions: You can use these survey question examples in different types of surveys, such as customer satisfaction (CSAT) surveys. Likert scale questions give you precise measurements of how satisfied respondents are with a specific aspect of your product or service.

8. Matrix Survey Questions

Matrix survey questions allow respondents to evaluate multiple items using the same set of response options. Many companies combine matrix survey questions with Likert scales to make the survey easier to do.

• “Please rate the following aspects of our service. (Customer support, Product quality, Delivery speed)”
• “Evaluate your level of satisfaction with these website features. (Search functionality, Content relevance, User interface)”
• “Rate the importance of the following factors in your purchasing decision. (Price, Brand, Reviews)”
• “Assess your agreement with these statements about our company. (Innovative, Ethical, Customer-focused)”
• “Rate your satisfaction with these aspects of our product. (Ease of use, Durability, Design)”
• “Evaluate these aspects of our mobile app. (Performance, Security, Features)”
• “Rate how well each of the following describes our brand. (Trustworthy, Innovative, Responsive)”
• “Assess your satisfaction with these elements of our service. (Responsiveness, Accuracy, Friendliness)”
• “Rate the effectiveness of these marketing channels for you. (Email, Social Media, Print Ads)”
• “Evaluate your agreement with these workplace policies. (Flexibility, Diversity, Wellness initiatives)”

When to use matrix survey questions: Ask matrix survey questions when you want to make your survey more convenient to answer, as they allow multiple questions on various topics without repeating options. This is particularly helpful when you want to cover many points of interest in one survey.

9. Demographic Questions

Lastly, demographic questions collect basic information about respondents, aiding in data segmentation and analysis.

• “What is your age?”
• “What is your gender? (Male, Female, Prefer not to say, Other)”
• “What is your highest level of education completed?”
• “What is your employment status? (Employed, Self-employed, Unemployed, Student)”
• “What is your household income range?”
• “What is your marital status? (Single, Married, Divorced, Widowed)”
• “How many people live in your household?”
• “What is your ethnicity?”
• “In which city and country do you currently reside?”
• “What is your occupation?”

When to use demographic questions: From the survey question examples, you can easily tell that these questions aim to collect information on your respondents’ backgrounds, which will be helpful in creating buyer personas and improving market segmentation.

Surveys can help you accomplish many things for your business, but only if you do it right. Creating the perfect survey isn’t just about crafting the best survey questions, you also have to:

1. Define Your Objectives

Before crafting your survey, be clear about what you want to achieve. Whether it’s understanding customer satisfaction, gauging interest in a new product, or collecting feedback on services, having specific objectives will guide your survey design and ensure you ask the right questions.

2. Know Your Audience

Understanding who your respondents are will help tailor the survey to their interests and needs, increasing the likelihood of participation. Consider demographics, behaviors, and preferences to make your survey relevant and engaging to your target audience.

3. Choose the Right Type of Survey Questions

Utilize a mix of the nine types of survey questions to gather a wide range of data. Balance open-ended questions for qualitative insights with closed-ended questions for easy-to-analyze quantitative data. Ensure each question aligns with your objectives and is clear and concise.

4. Keep It Short and Simple (KISS)

Respondents are more likely to complete shorter surveys. Aim for a survey that takes 5-10 minutes to complete, focusing on essential questions only. A straightforward and intuitive survey design encourages higher response rates.

5. Use Simple Language

Avoid technical jargon, complex words, or ambiguous terms. The language should be accessible to all respondents, ensuring that questions are understood as intended.

6. Ensure Anonymity and Confidentiality

Assure respondents that their answers are anonymous and their data will be kept confidential. This assurance can increase the honesty and accuracy of the responses you receive.

7. Test Your Survey

Pilot your survey with a small group before full deployment. This testing phase can help identify confusing questions, technical issues, or any other aspects of the survey that might hinder response quality or quantity.

8. Choose the Right Distribution Channels

Select the most effective channels to reach your target audience. This could be via email, social media, your website, or in-app notifications, depending on where your audience is most active and engaged.

9. Offer Incentives

Consider offering incentives to increase participation rates. Incentives can range from discounts, entry into a prize draw, or access to exclusive content. Ensure the incentive is relevant and appealing to your target audience.

10. Analyze and Act on the Data

After collecting the responses, analyze the data to extract meaningful insights. Use these insights to make informed decisions, implement changes, or develop strategies that align with your objectives. Sharing key findings and subsequent actions with respondents can also demonstrate the value of their feedback and encourage future participation.

11. Follow Up

Consider following up with respondents after the survey, especially if you promised to share results or if you’re conducting longitudinal studies. A follow-up can reinforce their importance to your research and maintain engagement over time.

12. Iterate and Improve

Surveys are not a one-time activity. Regularly conducting surveys and iterating based on previous feedback and results can help you stay aligned with your audience’s changing needs and preferences.

These survey question examples are a great place to start in creating efficient and effective surveys. Why not take it a step further by integrating a  customer feedback tool  on your website?

FullSession  lets you collect instant visual feedback with an intuitive in-app survey. With this tool, you can:

• Build unique surveys
• Target feedback based on users’ devices or specific pages
• Measure survey responses

Aside from FullSession’s customer feedback tool, you also gain access to:

• Interactive heat maps: A  website heat map  shows you which items are gaining the most attention and which ones are not, helping you optimize UI and UX.
• Session recordings: Watch  replays  or live sessions to see how users are navigating your website and pinpoint areas for improvement.
• Funnels and conversions: Analyze funnel data to figure out what’s causing  funnel drops  and what contributes to successful conversions.

The FullSession platform offers a  14-day free trial.  It provides two paid plans—Basic and Business. Here are more details on each plan.

• The Basic plan costs $39/month and allows you to monitor up to 5,000 monthly sessions.
• The Business plan costs $149/month and helps you to track and analyze up to 25,000 monthly sessions.
• The Enterprise plan starts from 100,000 monthly sessions and has custom pricing.

If you need more information, you can  get a demo.

It takes less than 5 minutes to set up your first website or app survey form, with  FullSession , and it’s completely free!

How many questions should I include in my survey?

Aim for 10-15 questions to keep surveys short and engaging, ideally taking 5-10 minutes to complete. Focus on questions that directly support your objectives.

How can I ensure my survey questions are not biased?

Use neutral language, avoid assumptions, balance answer choices, and pre-test your survey with a diverse group to identify and correct biases.

How do I increase my survey response rate?

To boost response rates, ensure your survey is concise and relevant to the audience. Use engaging questions, offer incentives where appropriate, and communicate the value of respondents’ feedback. Choose the right distribution channels to reach your target audience effectively.

Enhance Your Insights With Richer User Behavior Data

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• TemplateLab

Questionnaire Templates

30+ questionnaire templates (word).

If you’re looking to gain insights on your audience or customers, a questionnaire or social survey is a reliable method used to collect standardized data from large numbers of people. (All of the information is collected in the exact same way. Questionnaires are often used by the government to find out more information about geographic areas, the lifestyles of its citizens, and assess which programs get funded . Many government entities rely on questionnaires to run programs or fund certain initiatives. This is because surveys are a favorite way to collect data in a statistical form.

Table of Contents

• 1 Questionnaire Templates
• 2.1 What Kinds of Surveys Work Best?
• 3.1 Choosing Your Template By The Questions Your Survey Asks
• 3.2 Choosing Your Questions Carefully
• 4.1 Getting the Answers and Responses You Need For Your Research
• 4.2 Why Are Questionnaires Better than Focus Groups?
• 4.3 What Factors Affect The Response Rate of Your Questionnaires?
• 4.4 Get the Most Out Of Your Questionnaire and Survey Templates

A questionnaire is a powerful tool that provides the important function of eliciting the feelings, beliefs, perceptions, or attitudes of a group of individuals. In other words, to collect valuable and previously unknown data.

The questionnaire is most frequently a very concise, preplanned set of questions designed to yield specific information to meet a particular need for research information about a pertinent topic. The research information is attained from respondents normally from a related interest area. The dictionary definition gives a clearer definition: A questionnaire is a written or printed form used in gathering information on some subject or subjects consisting of a list of questions to be submitted to one or more persons.

How Do Businesses Use Questionnaires and Surveys?

Using a questionnaire to find out more about your customers or other stakeholders, as a business or organization, is essential to adequate audience research. You can use this information to get to know your audience better, plan communication with them, and even orchestrate campaigns tailored to the ideas you’ve surveyed them about.

How do you put this into practice, anyway? Well, let’s say, for example, Ted is a small business owner that sells upscale, designed umbrellas on his website. He has a few colorful designs, but he want to raise he prices in order to carry more choices of designer umbrellas. He also wants to sell a raincoat line and Tom wonders if his target customers will think it’s all too fancy.

In order to put his “feelers” out, Tom decides to incentivize a survey on his website asking questions from people who have previously purchased from him. All of the survey respondents will be entered into a raffle worth $100 on his website. Because of this, he gets over 200 responses. He’s able to ask the questions he needs about the potential product line he wants to add. When the response is overwhelmingly positive, he knows that the quantitative data he acquires is worth the wait.

Are you ready to get started? We have several Excel questionnaire templates available for download on this page as well as questionnaire templates for Word. They’re free to help you get started.

Or, alternatively, keep reading to learn more about how to put these templates to best use.

What Kinds of Surveys Work Best?

If you want to gather unique and powerful information about an audience, a survey can help you tailor your questions and gauge their reactions accordingly. The kind of information you are seeking will help you determine the type of surveys you want to put into motion.

Basically, there are three types of surveys that are used for research purposes. There are factual surveys, which are used to collect descriptive information, such as demographic information that is used by the government to collect data. Attitude surveys, often called opinion polls, attempt to collect and measure people’s attitudes and opinions.  Explanatory surveys go a step further in seeking out opinions. They’re designed to test theories and hypothesis as well as form new theories.

Essentially, the type of survey or questionnaire you choose will be tailored to your project. If you’re looking to capture the attitudes of young voters across America, then you may want to offer multiple-choice questions to allow them to explain their levels of interest and involvement in certain issues.

Researchers usually use questionnaires to make data-driven generalizations about attitudes, opinions, and behaviors. Because of this, you must be very careful when choosing whom you will be surveying, such as your customers or donors. These carefully selected samples should reflect the diversity of your base in order to be as accurate as possible. In fact, most often, a survey therefore, the surveys are usually based on carefully selected samples.  

There are also many types of questionnaire templates for Excel and Word that may fit your purposes. We have several templates available for free download on this page.  

 Questionnaire Examples 

Choosing Your Template By The Questions Your Survey Asks

If you’re getting ready to design a questionnaire, you will want to know some of the basics about survey design. The type of questions you will be asking your participants will decide the design of your survey and questionnaires, in part. Keep in mind that a neat, clean document design is also important for practical purposes; after all, a disorganized survey can be a pain for both the participants as well as the researcher.

There are basically two kinds of questionnaires that are used by researchers. Closed or restricted form surveys, which simply ask  “yes” or “no” answers, or multiple choice-type questions, are known for being fairly easy to interpret and summarize. The second type of questionnaire, called an open or unrestricted survey, allows respondents to answer freely as they see fit. While these types of surveys are great for learning in-depth about the users and their thoughts, they can also be difficult to interpret and summarize.    

Restricted surveys will work great with our Excel Questionnaire templates, while you may choose a Microsoft Word questionnaire template to ask users open-ended questions.

Choosing Your Questions Carefully

A questionnaire template is only as good as the questions you are asking. Sometimes a survey will include what is essentially a “loaded question”, meant to skew the results one way or another. This is often used by biased news sources or politicians who want to portray a public opinion that aligns with their views. This is great for propaganda purposes, but for actual, scientifically sound research on opinions, you’ll want to use questions that can be answered in a way that will truly reflect the views of your respondents.

When writing out the questions you will ask, keep the following questions in mind for yourself:

• Is each question you’re asking truly necessary?
• How will the answers to the questions be used?
• How will the answers to your questionnaire be analyzed, and interpreted?
• How many questions are truly needed? (Anything over 10 may have a high drop-out rate)
• Do questionnaire respondents have the information/experience necessary to answer your questions?
• Is the question written in a clear way, with no bias or emotional overtones?
• Will the survey respondents feel comfortable answering the question honestly?
• Could the wording of the question possibly offend or put-off respondents?
• Are you going to ask direct or indirect questions?
• If a checklist is used , do you have a wide range of answers to choose from? Or are you forcing opinions on somebody?
• Is the answer to any of your questions likely to be influenced by prior questions you’ve asked? (If so, you may want to change the order up to keep participants from drawing conclusion.)

Your questionnaires should all be exactly alike, unless you’re testing the survey itself to see which one gets the most responses. Questionnaires used on a template should consist of the same set of questions, asked in the same order every time.

Questionnaire Samples

Getting the Answers and Responses You Need For Your Research

When conducting research, you can either have the participants fill out the surveys themselves, or you can have researchers interview participants over the phone or face-to-face.

If you’re having your respondents fill out the questionnaire, you may want to incentivize filling it out and returning it. Consider giving a coupon reward or holding a raffle for a gift certificate . Each person who returns their form by a certain date will get a chance at these rewards. Also consider which mode of deliver you find most useful.

Postal questionnaires can be used, but you’ll want to make sure you can count on the group returning their answers and to the researcher by a specified time and date. Telephone questionnaires can be set up to robocall, but most people find them annoying so they tend to be ineffective. You could also use your printed questionnaire to administer the questions to a group. For example, you may want to survey members of a certain club or organization. If you choose this option, be aware that groups tend to hold a bias when they fill out questionnaires in the same room together and tend to also have trouble concentrating on the task at hand when in the presence of their social circle.

Some forms of surveys will be done on the Internet with a link emailed to the questions. This is a very simple way to do our research. You can keep this data tabulated in a structured way by using an Excel questionnaire template, or you can choose to use a plain old pen and paper to tabulate your responses.

Another way to conduct surveys and questionnaires is to have the questions asked in a structured and formal way by an interviewer in a setting where each participant is interviewed one at a time. The greatest advantage of this type of research is that the interviewer can clarify any ambiguous-sounding questions and help if the respondent is confused in any way.

Why Are Questionnaires Better than Focus Groups?

Many marketers will use questionnaires and surveys to get vital information about their customer to use in their future marketing campaigns. Questionnaires are a great way to make audience segmentation easier; as long as you know which questions you need answer. They’re also much cheaper in comparison to other data-gathering methods.

Questionnaires and surveys are more economical than training interviewers and holding focus groups. Most focus groups will require some sort of compensation and there is always a chance of interview bias involved in them. Sometimes these groups can veer off-topic as well. For this reason, having respondents fill out their own surveys gives you, as a researcher, more control over the results and guaranteed answers to your question.

When you design your questionnaire in Word, you’ll want to pay attention to the uniformity of the questions. Through this, questionnaires may give you more data than most in=person meetings or interviews. You can still guide the readers toward an answer if you are not careful, but at least make sure that the questionnaires are uniform, asking the same questions, in the same order, in the same way.  If the questions are highly structured, and you provide multiple choice answers, then the survey you are working with is standardize and therefore more likely to answer the deeper questions surrounding the research h you are doing.

Please keep in mind, when designing your surveys and using Word or Excel templates, that a random sampling is the best way to distribute a survey. By asking a random group of customers or people in a certain demographic or geographic area, you will be able to rule out biased samples. If you are using incentives to entice people to respond to your survey, then you should realize that some people might only be participating in your survey to get the “prize”. Because of this, your survey may fall short and have biased respondents who may not even be totally honest about their opinions.

What Factors Affect The Response Rate of Your Questionnaires?

There are several factors to keep in mind as you begin to fill out your survey or questionnaire templates. There are a few things that can affect the outcome of a mailing or other campaign asking a sampling of people to respond. Ask yourself the following questions before doing any mailing, postal or email :

• What is the length of the questionnaire? Is it too long and consuming for most people to answer? Keep it to one page or less than ten questions to optimize responses.
• What is the reputation of the business or organization sending out the survey? If you’re a political organization known for a right or left-leaning ideology, you will likely have people who oppose your ideology that may ignore your survey or skew it on purpose.
• Are the questions too complex or have you simplified them to eliminate any ambiguities?
• Are the questions on a subject that the respondent may find important? Can you change the wording to reflect more urgency? When a respondent feels that their opinion is truly needed and important, they are more likely to answer your questions.
• What time of year are you sending your surveys out? Think about the timing of your mailing in relation to national and religious holidays. Don’t send a survey out to parents in the middle of summer vacation. It will sit unopened if they are out of town.
• Are you asking questions that only your sampling group can answer? Don’t overlap with publicly available information such as demographic data that can be easily found in free government sources such as the census.

Get the Most Out Of Your Questionnaire and Survey Templates

A good questionnaire deals with a topic that the recipient will feel is important and has opinions on. Each survey you send out should have an accompanying letter that explains why it’s important to spend time completing it. For example, if you’re a nonprofit surveying the community to decide where you will allocate funds this year within the community, you should explain how the answers would shape new programs that will provide vital services. The importance of the answers should be stated clearly and the cover letter should make a compelling introduction to the needs you have for the information.

Are you ready to get started with your own survey or questionnaire? We have free Word and Excel templates ready for you to download and start customizing today.

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Opinion Stage » survey » Survey Questions

16 Types of Survey Questions, with 100 Examples

Good survey questions will help your business acquire the right information to drive growth. Surveys can be made up of different types of questions. Each type has a unique approach to gathering data. The questions you choose and the way you use them in your survey will affect its results.

These are the types of survey questions we will cover:

• Open-Ended Questions
• Closed-Ended Questions
• Multiple Choice Questions
• Dichotomous Questions
• Rating Scale Questions
• Likert Scale Questions
• Nominal Questions
• Demographic Questions
• Matrix Table Questions
• Side-by-Side Matrix Questions
• Data Reference Questions
• Choice Model Questions
• Net Promoter Score Questions
• Picture Choice Questions
• Image Rating Questions
• Visual Analog Scale Questions

But before we go into the actual question types, let’s talk a little about how you should use them.

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How to Use Survey Questions in Market Research

First, you need to make sure it’s a survey you’re after. In some cases, you may find that it’s actually a questionnaire that you need (read more here to learn the difference:  Survey Vs. Questionnaire ), or a research quiz. In any case, though, you will need to use the right type of questions.

To determine the right type of questions for your survey, consider these factors:

• The kind of data you want to gather
• The depth of the information you require
• How long it takes to answer the survey

Regardless of the size of your business, you can use surveys to learn about potential customers, research your product market fit, collect customer feedback or employee feedback, get new registrations, and improve retention.

Surveys can help you gather valuable insights into critical aspects of your business. From brand awareness to customer satisfaction, effective surveys give you the data you need to stay ahead of the competition.

So, how should you use surveys for your market research?

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Identify Customer Needs and Expectations

Perhaps the idea of using customer surveys in this advanced era of data analytics seems quaint. But one of the best ways to find out what consumers need and expect is to go directly to the source and ask. That’s why surveys still matter. All companies and online businesses can benefit from using market research surveys to determine the needs of their clients.

Determine Brand Attributes

A market research survey can also help your company identify the attributes that consumers associate with your brand. These could be tangible or intangible features that they think of when they see your brand. By determining your brand attributes, you can identify other brands in the same niche. Additionally, you can gain a clear understanding of what your audience values.

Understand Your Market’s Supply and Demand Chain

Surveying existing and potential customers enables you to understand the language of supply and demand. You can understand the measure of customer satisfaction and identify opportunities for the market to absorb new products. At the same time, you can use the data you collect to build customer-centric products or services. By understanding your target market, you can minimize the risks involved in important business ventures and develop an amazing customer experience.

Acquire Customer Demographic Information

Before any campaign or product launch, every company needs to determine its key demographic. Online surveys make it so much easier for marketers to get to know their audience and build effective user personas. With a market research survey, you can ask demographic survey questions to collect details such as family income, education, professional background, and ethnicity. It’s important to be careful and considerate in this area since questions that seem matter-of-fact to you may be experienced as loaded questions or sensitive questions by your audience.

Strategize for New Product Launches

Businesses of all sizes can use customer surveys to fine-tune products and improve services. Let’s say there’s a product you want to launch. But you’re hesitant to do so without ensuring that it will be well-received by your target audience. Why not send out a survey? With the data you gather from the survey responses, you can identify issues that may have been overlooked in the development process and make the necessary changes to improve your product’s success.

Develop a Strategic Marketing Plan

Surveys can be used in the initial phases of a campaign to help shape your marketing plan. Thanks to in-depth analytics, a quick and easy survey that respondents can finish within minutes can give you a clear idea of what potential consumers need and expect.

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Types of Survey Questions

No matter the purpose of your survey, the questions you ask will be crucial to its success. For this reason, it’s best to set the goal of your survey and define the information you want to gather before writing the questions.

Ask yourself: What do I want to know? Why do I want to know this? Can direct questions help me get the information I need? How am I going to use the data I gather?

Once you have a clear goal in mind, you can choose the best questions to elicit the right kind of information. We’ve made a list of the most common types of survey questions to help you get started.

1. Open-Ended Questions

If you prefer to gather qualitative insights from your respondents, the best way to do so is through an open-ended question. That’s because this survey question type gives respondents more opportunity to say what’s on their minds. After all, an open question doesn’t come with pre-set answer choices that respondents can select. Instead, it uses a text box where respondents can leave more detailed responses.

Ideally, you should ask such questions when you’re doing expert interviews or preliminary research. You may also opt to end surveys with this type of question. This is to give respondents a chance to share additional concerns with you. By letting respondents give answers in their own words, even to a single question, you can identify opportunities you might have overlooked. At the same time, it shows that you appreciate their effort to answer all your questions.

Since quantifying written answers isn’t easy to do, opt to use these questions sparingly, especially if you’re dealing with a large population.

Examples of open-ended questions:

• What can you tell us about yourself? (Your age, gender, hobbies, interests, and anything else you’re willing to share)
• How satisfied or dissatisfied are you with our service?
• What has kept you from signing up for our newsletter?

2. Closed-Ended Questions

Consumers want surveys they can answer in a jiffy. Closed-ended questions are ideal for market research for that reason. They come with a limited number of options, often one-word responses such as yes or no, multiple-choice, or a rating scale. Compared to open-ended questions, these drive limited insights because respondents only have to choose from pre-selected choices.

Ask closed-ended questions if you need to gather quantifiable data or to categorize your respondents. Furthermore, you can use such questions to drive higher response rates. Let’s say your audience isn’t particularly interested in the topic you intend to ask them about. You can use closed-ended questions to make it easier for them to complete the survey in minutes.

Close-ended question examples:

• Which of the following are you most likely to read? (a) a series of blog posts (b) a novel (c) the daily news (d) I don’t read on a regular basis
• How would you rate our service on a 5-point scale, with 1 representing bad service, and 5 representing great service?
• How likely are you to recommend us on a scale of 0 to 10?

3. Multiple Choice Questions

Multiple-choice questions are a basic type of closed-ended survey question that give respondents multiple answers to choose from. These questions can be broken down into two main categories:

• Single-answer questions – respondents are directed to choose one, and only one answer from a list of answer options.
• Multiple answer questions – where respondents can select a number of answers in a single question.

When designed correctly they can be very effective survey questions since they’re relatively simple questions to answer, and the data is easy to analyze.

Multiple-choice sample questions:

• It’s exceptional
• Could be better
• It’s terrible
• Whole-grain rice
• Gluten-free noodles
• Suger-free soft drinks
• Lactose-free ice cream

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4. Dichotomous Questions

Dichotomous questions are a type of close-ended questions with only two answer options that represent the opposite of each other. In other words, yes/no questions, or true/false questions. They’re often used as screening questions to identify potential customers since they’re so quick and easy to answer and require no extra effort.

They’re also good for splitting your audience into two groups, enabling you to direct each group to a different series of questions. This can be done quite easily using skip logic which sends people on different survey paths based on their answers to previous questions.

Examples of questions:

Do you have experience working with Google Analytics? Yes/no Google Analytics is used for tracking user behavior. True/false Google Analytics has a steep learning curve for the average user. Agree/disagree

5. Rating Scale Questions

Also called ordinal questions, these questions help researchers measure customer sentiment in a quantitative way. This type of question comes with a range of response options. It could be from 1 to 5 or 1 to 10.

In a survey, a respondent selects the number that accurately represents their response. Of course, you have to establish the value of the numbers on your scale for it to be effective.

Rating scales can be very effective survey questions, however, the lack of proper survey scaling could lead to bad survey questions that respondents Don’t know how to answer. And even if they think you do, the results won’t be reliable because every respondent could interpret the scale differently. So, it’s important to be clear.

If you want to know how respondents experienced your customer service, you can establish a scale from 1 to 10 to measure customer sentiment. Then, assign the value of 1 and 10. The lowest number on the scale could, for instance, mean “very disappointed” while the highest value could represent “very satisfied”.

Examples of rating scale questions:

• On a scale of 0 to 10, how would you rate your last customer support interaction with us? (0=terrible, 10=amazing)
• How likely are you to recommend our company to a friend or colleague on a scale of 1 to 5? 1=very unlikely, 5=very likely
• How would you rate your shopping experience at our online business on a scale of 1 to 7? 1=bad, 4=ok, 7=amazing

6. Likert Scale Questions

These questions can either be unipolar or bipolar. Unipolar scales center on the presence or absence of quality. Moreover, they don’t have a natural midpoint. For example, a unipolar satisfaction scale may have the following options: extremely satisfied, very satisfied, moderately satisfied, slightly satisfied, and not satisfied.

Bipolar scales, on the other hand, are based on either side of neutrality. That means they have a midpoint. A common bipolar scale, for instance, may have the following options: extremely unsatisfied, very unsatisfied, somewhat unsatisfied, neither satisfied nor dissatisfied, somewhat satisfied, very satisfied, or extremely satisfied.

Likert scale questions can be used for a wide variety of objectives. They are great for collecting initial feedback. They can also help you gauge customer sentiment, among other things.

Likert scale sample questions:

• How important is it that you can access customer support 24/7? (Choices: Very Important, Important, Neutral, Low Importance, and Not Important At All)
• How satisfied are you after using our products? (Choices: Very Satisfied, Moderately Satisfied, Neutral, Slightly Unsatisfied, and Very Unsatisfied)
• How would you rate our customer care representative’s knowledge of our products? (Choices: Not at All Satisfactory, Low Satisfactory, Somewhat Satisfactory, Satisfactory, and Very Satisfactory)

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7. Nominal Questions

Also a type of measurement scale, nominal questions come with tags or labels for identifying or classifying items. For these questions, you can use non-numeric variables. You can also assign numbers to each response option, but they won’t actually have value.

On a nominal scale, you assign each number to a unique label. Especially if the goal is identification, you have to stick to a one-to-one correlation between the numeric value and the label. Much like cars on a race track, numbers are assigned to identify the driver associated with the car. It doesn’t represent the characteristics of the vehicle.

However, when a nominal scale is used for classification, the numerical values assigned to each descriptor serve as a tag. This is for categorizing or arranging the objects in a class. For example, you want to know your respondents’ gender. You can assign the letter M for males and F for females in the survey question.

Examples of nominal questions:

• What is your hair color? (Choices: 1 – Black, 2 – Blonde, 3 – Brown, 4 – Red, 5 – Other)
• How old are you? (Choices: 1 – Under 25, 2 – 25-35, 3 – Over 35)
• How do you commute to work? (Choices: 1- Car, 2 – Bus, 3 – Train, 4 – Walk, 5 – Other)

8. Demographic Questions

As its name suggests, this question type is used for gathering information about a consumer. From their background to income level, these simple questions can provide you with deeper insights into your target market. They’re also used as screening questions since they can help you to identify the population segments you’re targeting.

Demographic questions  help you understand your target market. By collecting customer data, you can identify similarities and differences between different demographics. Then, you can make buyer personas and classify them based on who they are or what they do.

Some demographic topics can lead to quite loaded survey questions. When writing your demographic survey, try to identify the loaded questions and ask yourself if someone could find the question, the answer choices, or the lack of a certain answer choice offensive. Do your best to phrase them sensitively and respectfully, and if you can’t consider leaving them out.

With every single question that you write, it’s important to place yourself in the shoes of your respondents. If you want to ask students about their income, your response options should range below $20,000 per year, because most of them are probably not making more than that. But if your respondents are affluent, your choices should have a range higher than $100,000.

Examples of demographic questions:

• How old are you?
• What is your level of education?
• What is your marital status?
• What’s your current employment status?

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9. Matrix Table Questions

If you need to ask a series of questions that require the same response options, you can group them together in a matrix table instead of breaking them into separate questions.

While these bundled questions are convenient, you have to use them carefully. Visually, large matrix tables can seem overwhelming. In addition, online survey questions of this sort aren’t always mobile-friendly. Having too many questions or choices may even trigger undesirable survey-taking behavior such as straight-lining. This is when respondents select the same options without carefully considering each one. Sometimes, they do that because the actual experience feels like a complicated matrix and they just want to finish it.

Example of a matrix table:

How satisfied or dissatisfied are you with the following?

Interaction with sales staff

Product selection

Marketing messages

Pricing structure

Then, you can make a brief list of response options. There should be no more than five options.

10. Side-by-Side Matrix Questions

A side-by-side matrix is similar to your regular matrix table in that it allows you to group together questions that require simple response options. However, a matrix table only lets you collect data from a single variable. A side-by-side matrix, on the other hand, enables you to gather data on two or more dimensions.

For example, let’s say you want to ask respondents about the importance of different services and their satisfaction with each. You can group them together in a side-by-side matrix. By organizing questions in tables, your respondents can easily fill out the survey in minutes.

Much like a regular matrix table, you shouldn’t overwhelm consumers. Avoid adding too many variables to your table. Moreover, you should keep the response options short.

Examples of side-by-side matrix questions:

Example of side-by-side matrix:

How would you rate our shopping services?

Identify the variables. They can be customer support, packaging, and punctuality. Next, you should add different dimensions such as importance and satisfaction level. On each table, you should add a similar scale. You can start with 1, which could mean Not Important and Not Satisfied.

11. Data Reference Questions

Use data reference questions to gather validated data against standardized databases. For example, direct respondents to enter their postal code or zip code in a small text box. The value entered will then be cross-referenced with the database. If it is correct, their city or state will be displayed, and they can proceed with the survey. And if it is incorrect, they’ll be asked to enter a valid postal code or zip code.

Examples of data reference questions:

• What is your five-digit zip code?
• What is your postal code?

12. Choice Model Questions

Choice model questions enable you to understand the essential aspects of consumers’ decision-making process. This involves a quantitative method called Conjoint Analysis. It helps you grasp your users’ preferences, the features they like, and the right price range your target market can afford. More importantly, it enables you to understand if your new products will be accepted by your target market.

These questions also involve Maximum Difference Scaling, a method that allows the ranking of up to 30 elements. This can include product features, benefits, opportunities for potential investment, and possible marketing messages for an upcoming product.

Example of a choice model question:

• If you were to buy a sandwich, which ingredient combination would you choose?

Let’s say you want to know about consumers’ bread, filling, and sauce preferences. In your survey, you can give them three sandwich options. You can, for instance, offer three kinds of bread: grain wheat, parmesan oregano, and Italian. As for the sauces, you can make them choose between ranch, blue cheese, and mustard. Finally, you need to suggest three types of filling, for example, chicken, veggies, and meatballs.

Respondents will see unique combinations of these ingredients in your survey. Then, they will have to choose the one that they like best.

13. Net Promoter Score Questions

A net promoter score (NPS) survey question measures brand shareability, as well as customer satisfaction levels. It helps you get reliable customer insights and gauge the likelihood of respondents recommending your company to friends or colleagues (i.e. prospective customers). The scoring model involves a scale of 0 to 10, which is divided into three sections. Respondents who give a 9 to 10 score are considered Promoters. Passives give a 7 to 8 score, while the rest are considered Detractors.

Once you’ve gathered all the data, the responses per section are calculated. Then, the net value of promoters is shown. This type of survey question offers a useful form of initial feedback. It helps you understand why promoters are leaving high ratings so you can work on enhancing those strengths. At the same time, it enables you to determine weaknesses. It illustrates why detractors are leaving such low ratings.

Examples of net promoter score questions:

• On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague? (0 = Not at all Likely and 10 = Very Likely)
• Would you encourage friends to work at our company?
• How likely are you to recommend (specific name of the product) to friends?

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14. Picture Choice Questions

It’s no secret that people respond to visual content more than plain text. This applies to surveys as well – visual content can boost user experience.

Think of these as alternate questions to multiple-choice questions. Users can pick one or many from a visual list of options. You can use picture choice questions to make your survey more engaging.

Keep in mind, that it’s very easy to unintentionally create a leading question by using images that get a specific reaction from people. For example, if you’re asking about food preferences and one of the images is more attractive than others, people may see it as the perfect answer even if it doesn’t represent their favorite dish because it looks most attractive. So when you’re illustrating a variety of answers with images make sure their quality and attractiveness is similar.

Picture choice examples:

• What is your favorite pizza topping?
• Which color should we choose for our logo?
• What other products would you like to see in our online store?

Opinion Stage has an online  survey maker  tool that can help you design image-based survey questions in minutes. Choose from hundreds of professionally-designed templates, and tailor them to fit your needs, or design them from scratch.

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15. Image Rating Questions

Another way to incorporate images in questions is through image ratings. Let’s say you want to know how satisfied consumers are with your products. You can display all of the items you want respondents to rate. Under each item, provide a shortlist of options (e.g. very unsatisfied, unsatisfied, neutral, satisfied, very unsatisfied).

You could also use a rank order question to let your respondents rank their favorite products. Simply give them multiple options, and then, ask them for their top three or five favorites. Or you could ask them to organize a series of answers by ranking.

For example, if it’s an employee engagement survey question you could ask your employees to rank a series of office activities from their least favorite to their most favorite. There are many ways to do this visually. Some tools use dropdown menus, and others let you move the answer options around, but the simplest way is to use numbers like in the example below.

Rank order questions should work well on mobile devices. After all, respondents only have to tap on their favorite items to participate.

Example of image rating questions:

• What are your 5 favorite desserts?

16. Visual Analog Scale Questions

Another type of scale you can use in a survey is the visual analog scale, which displays your questions in a more engaging manner. For instance, you can use text sliders or numeric sliders to ask respondents to rate the service they’ve received from your company and let them select an image line that best illustrates their answer.

You can also use pictures to depict each option. Smiley ratings are commonly used in surveys nowadays because they’re simple questions, easy on the eyes, and quite fun. Star ratings are also effective survey questions that require no extra effort.

Examples of visual analog scale questions:

• How would you rate the overall quality of our customer service?
• What do you think of our website’s interface?
• How satisfied are you with the way our service works in offline mode?

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The Fundamentals of Good Survey Questions

There is an art to writing effective questions for your survey. Regardless of the kind of survey you plan to deploy, there are a few practices that you should adhere to.

Use Clear and Simple Language

Always choose clear and simple words when writing your online survey questions. In doing so, you can keep the questions short yet specific.

Complex phrasing, too many words, acronyms, and specialized jargon require extra effort and could cause confusion. Make it easy for your respondents to help you. Keep it simple.

Moreover, avoid  double-barreled questions , they will frustrate your respondents and skew your customer insights.  Here’s an example of a double-barreled question: “Did you find our new search feature helpful and easy to use? yes/no” Such a question might be simple to understand, but it isn’t easy to answer because it covers two issues. How could someone respond if they found the search feature helpful but difficult to understand? It would make more sense to separate it into two questions, i.e. did you find the new search feature helpful? Was the new search feature easy for you to use?

Focus on the Consumer

Make the survey engaging. Use the second-person (i.e., ‘you’ format) to address your respondents directly, and use the first-person (i.e., ‘we’ format) to refer to your company. This makes the survey more personal and helps respondents recall prior experiences with your company. In turn, it leads to quicker and more accurate answers.

Ask for Feedback

Get initial feedback from external people that fit the profile of your average user before sending your survey out. It’s like a user testing tool, you need someone who isn’t you to take a look and tell you if your survey is clear and friendly.

Require Minimal Effort to Answer

There’s no reason to ask people questions that aren’t essential to you. Ask people questions that really matter to you, and try to keep it down to the minimum number, so as not to waste their time. The more succinct a survey is, the more likely a respondent is to complete it. So, let them know that you value their time by designing a survey they can finish within minutes.

Stay Free From Bias

Survey question mistake #1 is to ask leading or biased questions. Don’t plant opinions in your respondents’ heads before they can formulate their own. Don’t ask people questions like “How good was your in-store experience today?” Phrase it in a neutral way like “On a scale of 1 to 10, how would you rate your in-store experience?”

Keep the Purpose of the Survey Vague

Sometimes, respondents have a tendency to give you the answers you want to hear. One of the simplest ways to prevent that is by keeping the purpose of your survey vague. Instead, you should give a general description of your survey.

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Sample Survey Questions

Below are sample questions for different market research needs. You can use many of them as close-ended questions as well as open questions, depending on your need and preference.

Brand Awareness Questions

• When was the last time you used (a type of product)?
• What brands come to mind as your top choice when you think of buying this product type?
• What factors do you consider when selecting a vendor? (rank by importance)
• Which of the following brands have you heard of? (please select all that apply)
• Where have you seen or heard of our brand in the last three months? (please select all that apply)
• How often have you heard people talking about our brand in the past three months?
• How familiar are you with our company?
• On a scale of 1 to 10, how likely are you to recommend our brand to a friend?

Customer Demographic Questions

• What gender do you identify as?
• Where were you born?
• Are you married?
• What is your annual household income?
• Do you support children under the age of 18?
• How many children under the age of 18 reside in your household?
• What category best describes your employment status?
• Which general geographic area of the state do you reside in?
• What is your current employment status?
• Which of the following languages can you speak fluently?

Brand & Marketing Feedback Questions

• Have you purchased from our company before?
• How long have you been a customer?
• Which best describes your latest experience with our brand? (please select all that apply)
• Which of the following attributes do you associate with our brand? (please select all that apply)
• What kind of feelings do you associate with our brand?
• Which of these marketing messages represents us best in your opinion?
• How would you rate your level of emotional attachment to our brand?
• What five words would you use to describe our brand to a friend or colleague?
• On a scale of 1 to 10, how likely are you to recommend our brand to a friend or colleague? (1 being Not at All Likely at 10 being Extremely Likely)

Product & Package Testing Questions

• What is your first impression of the product?
• How important are the following features to you?
• How would you rate the product’s quality?
• If the product was already available, how likely are you to purchase it?
• How likely are you to replace an old product with this one?
• How likely would you recommend this product to a friend or colleague?
• What did you like best about this product?
• What are the features that you want to see improved?
• Based on the value for money, how would you rate this product compared to the competition?
• What is your first impression of the product packaging?
• How satisfied or dissatisfied are you with the following features? (Visual appeal, Quality, and Price)
• How similar or different is the packaging from the competition?
• Does the packaging have too little or too much information?
• How likely are you to purchase the product based on its packaging?
• What did you like best about the packaging?
• What did you dislike about the packaging?
• How would you like the packaging to be improved?

Pricing Strategy Testing Questions

• How often do you purchase this type of product?
• What brands do you usually purchase? (Please select all that apply).
• On a scale of 1 to 5, how satisfied are you with the pricing of this type of product? (1 being Not at All Satisfied at 5 being Extremely Satisfied)
• What is the ideal price for this type of product?
• What price range would make you consider that the product is too expensive?
• At what price is the product too cheap that its quality is questionable?
• How much does the price for our product compare to other products on the market?
• If the product was available, how likely would you be to purchase it?

Customer Satisfaction Questions

• How would you rate the following products/services at (name of company)?
• Which of the following attributes would you use to describe our product/service? Please select all that apply.
• Would you recommend our company to a friend or colleague? (1 being Very Unlikely and 10 being Very Likely)
• How responsive has our support team been to your questions and concerns?
• How likely are you to purchase from our company again?
• What other comments, concerns, or questions do you have for us?

Brand Performance Questions

• When was the last time you used this type of product?
• When you think of our brand, what words come to mind?
• Which of the following are important to your decision-making process?
• How well do our products perform based on the following categories? (Price, Quality, Design, etc.)
• How well does our product meet your needs?
• What was missing or disappointing about your experience with our brand?
• What did you like most about your experience with our brand?
• How can we improve your experience?

Customer Behavior Questions

• In the household, are you the primary decision maker when it comes to purchasing this type of product?
• When was the last time you purchased this product type?
• How do you find out about brands offering this product type? Please select all that apply.
• When you think of this product type, which of the following are the top three brands that come to mind?
• How much of your purchasing decisions are influenced by social media?

Save time and choose a customizable survey template

How to Improve Survey Response Rates

Every market research survey needs to be designed carefully in order to drive higher response rates. As a result, you can acquire the right data to inform the decision-making process.

Here are a few survey ideas to boost response rates:

Make It Personal

Write a survey as if it’s a conversation between you and your respondents. For example, use first-person pronouns to make your surveys feel more personal and customer-centric. In addition, stick with simple and specific language to better connect with respondents. Simply put, write your questions as you’d use them in a conversation with consumers.

Make It Engaging

Gathering data from consumers is essential to any business, but market research surveys don’t have to be dull. You can engage and connect with respondents on a human level through an interactive survey. As a result, you can obtain thorough responses and maximize the number of respondents that complete the entire survey.

Don’t Waste Their Time

No one wants to answer a survey with 50 questions because it takes too long to complete. Hence, you should narrow down your list to the most important ones. Only ask questions that will lead to actionable insights. As for the rest, you can get rid of them.

Offer Incentives

There are two types of incentives you can offer: monetary or non-monetary. Either way, you need to make sure that the incentive provides value to your target audience. In addition, you must choose between promised or prepaid incentives. In other words, you have to decide if you want to offer everyone or a small group of people some incentives.

Providing respondents with incentives to finish the survey can increase response rates—but not always. Customer satisfaction surveys, for example, won’t always need incentives because it might affect the quality of the results.

Make It Responsive

Perhaps the easiest way to gain respondents is to make your surveys responsive and mobile-optimized. In doing so, it will perform well and look amazing on all devices. It should also enable you to reach consumers during their daily commute or lunch break. Thus, make sure your survey is optimized for different kinds of devices, especially for mobile.

Offer Surveys in Multiple Channels

If a survey is optimized for all device types, it should be easily accessed on social media. So, take advantage of your platforms and share your survey on different social media channels to increase participation rates.

Designing surveys doesn’t have to be challenging. On the contrary, you can easily create interactive surveys with Opinion Stage. Create a survey from scratch, or choose one of our many professionally-made templates to complete it within minutes. Through Opinion Stage, you can drive higher response rates and evaluate results from a powerful analytics dashboard.

It’s important to be familiar with the different types of survey questions and when to use them. Getting to know each survey question type will help you improve your research. Not to mention, you can gain high-quality data when you design a survey with the right types of questions .

In addition, you should leverage the right tool to create engaging surveys in minutes. With an online survey maker like Opinion Stage, you can customize your surveys to fit your brand image. Or, you can choose from professionally-made templates. Either way, it can help boost response rates.

Last but not least, check your survey design before deploying it. Make sure to see what your survey will look like to your respondents. See opportunities for improvement, then apply the necessary changes.

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Research Questionnaire

Questionnaire generator.

When a researcher creates a research paper using the scientific method they will need to use a gathering method that is adjacent to the research topic. This means that the researcher will use a quantitative research method for a quantitive topic and a qualitative method for a qualitative  one.  The research questionnaire is one of the quantitative data-gathering methods a researcher can use in their research paper.

1. Market Research Questionnaire Template Example

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2. Market Research Questionnaire Example

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3. Research Questionnaire Example

4. Sample Market Research Questionnaire

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5. Research Survey Questionnaire

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6. Research Survey Questionnaire Construction

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7. Research Questionnaire Survey of Consumers

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8. Guide to the Design of Research Questionnaires

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9. Planning Survey Research Questionnaires

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10. Climate Change Survey Questionnaires

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11. Survey Questionnaire Design

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12. Developing Questionnaires for Educational Research

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13. Graudate Research Student Questionnaires

14. Sample Research Survey Questionnaires

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15. Market Research Questionnaire Example

16. Research Survey Questionnaire Example

17. Product X Research Study Questionnaire Example

What Is a Research Questionnaire?

A research questionnaire is a physical or digital questionnaire that researchers use to obtain quantitative data. The research questionnaire is a more in-depth version of a survey   as its questions often delve deeper than survey questions .

How to Write a Research Questionnaire

A well-made research questionnaire can effectively and efficiently gather data from the population. Creating a good research questionnaire does not require that many writing skills , soft skills , or hard skills , it just requires the person to properly understand the data set they are looking for.

Step 1: Select a Topic or Theme for the Research Questionnaire

Begin by choosing a topic or theme   for the research questionnaire as this will provide much-needed context for the research questionnaire. Not only that but the topic will also dictate the tone of the questions in the questionnaire.

Step 2: Obtain or Use a Research Questionnaire Outline

You may opt to use a research questionnaire outline or outline format for your research questionnaire. This outline will provide you with a structure you can use to easily make your research questionnaire.

Step 3: Create your Research Questionnaire

Start by creating questions that will help provide you with the necessary data to prove or disprove your research question. You may conduct brainstorming sessions to formulate the questions for your research questionnaire.

Step 4: Edit and Have Someone Proofread the Questionnaire

After you have created and completed the research questionnaire, you must edit the contents of the questionnaire. Not only that but it is wise to have someone proofread the contents of your questionnaire before deploying the questionnaire. 

How does a research questionnaire help businesses?

A successful business or company utilizes research questionnaires to not only obtain data from their customers but also to gather data about the performance and quality of the employees in the business. The research questionnaire provides the business or company with actionable data, which they can use to improve the product, service, or commodity to obtain more customers.

Do I need to provide a consent form when I ask someone to answer the research questionnaire?

Yes, consent is very important as without this the data you have gathered from your questionnaires or surveys are useless. Therefore it is important to provide a consent form with your research questionnaire when you are asking a participant to answer the document.

What type of answers are allowed in the research questionnaire?

Research questionnaires can host a multitude of types of questions each with its specific way of answering.  A questionnaire can use multiple-choice questions, open-ended questions, and closed questions. Just be sure to properly pace the questions as having too many different types of answering styles can demotivate or distract the target audience, which might lead to errors.

A research questionnaire is a data-gathering document people can use to obtain information and data from a specific group of people. Well-made and crafted research questionnaires will provide much-needed information one can use to answer a specific research question.

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Create a fun quiz to find out which historical figure you're most like in your study habits

Design a survey to discover students' favorite school subjects and why they love them.

How to write survey questions for research – with examples

• Post author: Marta Costa
• Post published: April 5, 2023
• Post category: Data Collection & Data Quality

A good survey can make or break your research. Learn how to write strong survey questions, learn what not to do, and see a range of practical examples.

The accuracy and relevance of the data you collect depend largely on the quality of your survey questions . In other words, good questions make for good research outcomes.  It makes sense then, that you should put considerable thought and planning into writing your survey or questionnaire.

In this article, we’ll go through what a good survey question looks like, talk about the different kinds of survey questions that exist, give you some tips for writing a good survey question, and finally, we’ll take a look at some examples. 

What is a good survey question?

A good survey question should contain simple and clear language. It should elicit responses that are accurate and that help you learn more about your target audience and their experiences. It should also fit in with the overall design of your survey project and connect with your research objective. There are many different types of survey questions. Let’s take a look at some of them now. 

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Types of survey questions

Different types of questions are used for different purposes. Often questionnaires or surveys will combine several types of questions. The types you choose will depend on the overall design of your survey and your aims.  Here is a list of the most popular kinds of survey questions:  

These questions can’t be answered with a simple yes or no. They require the respondent to use more descriptive language to share their thoughts and answer the question. These types of questions result in qualitative data.

Closed-ended

A closed-ended question is the opposite of an open-ended question. Here the respondent’s answers are normally restricted to a yes or no, true or false, or multiple-choice answer. This results in quantitative data.

Dichotomous

This is a type of closed-ended question. The defining characteristic of these questions is that they have two opposing fields. For example, a question that can only be answered with a yes/no answer is a dichotomous question. 

Multiple choice

These are another type of closed-ended question. Here you give the respondent several possible ways, or options, in which they can respond. It’s also common to have an “other” section with a text box where the respondent can provide an unlisted answer.

Rating scale

This is again another type of close-ended question. Here you would normally present two extremes and the respondent has to choose between these extremes or an option placed along the scale.

Likert scale

A Likert scale is a form of a rating scale. These are generally used to measure attitudes towards something by asking the respondent to agree or disagree with a statement. They are commonly used to measure satisfaction. 

Ranking scale 

Here the respondents are given a few options and they need to order these different options in terms of importance, relevance, or according to the instructions.  

Demographic questions

These are often personal questions that allow you to better understand your respondents and their backgrounds. They normally cover questions related to age, race, marital status, education level, etc.

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7 Tips for writing a good survey question

The following 7 tips will help you to write a good survey question: 

1. Use clear, simple language

Your survey questions must be easy to understand. When they’re straight to the point, it’s more likely that your respondent will understand what you are asking of them and be able to respond accurately, giving you the data you need. 

2. Keep your questions (and answers) concise

When sentences or questions are convoluted or confusing, respondents might misunderstand the question. If your questions are too long, they may also get bored by the questions. And in your lists of answers for multiple choice questions, make sure your choice lists are concise as well.  If your questions are too long, or if you’ve provided too many options, you may receive responses that are inaccurate or that are not a true representation of how the respondent feels. To limit the number of options a respondent sees, you can use a survey platform like SurveyCTO to filter choice lists and make it easy for respondents to answer quickly. If you have an exceptionally long list of possible responses, like countries, implement search functionality in your list of choices so your respondents can quickly search for their selection.

3. Don’t add bias to your question

You should avoid leading your respondent in any particular direction with your questions, you want their response to be 100% their thoughts without being unduly influenced.  An example of a question that could lead the respondent in a particular direction would be:  How happy are you to live in this amazing area?  By adding the adjective amazing before area, you are putting the idea in the respondent’s head that the area is amazing. This could cloud their judgment and influence the way they answer the question. The word happy together with amazing may also be problematic. A better, less loaded way to ask this question might be something like this:  How satisfied are you living in this area?

4. Ask one question at a time

Asking multiple things in one question is confusing and will lead to inaccuracies in the answer. When you write your question you should know exactly what you want to achieve. This will help you to avoid combining two questions in one. Here is an example of a double-barrelled question that would be difficult for a respondent to answer: Please answer yes or no to the following question: Do you drive to work and do you carry any passengers? In this question, the respondent is being asked two things, yet they only have the opportunity to respond to one. Even then, they don’t know which one they should respond to. Avoid this kind of questioning to get clearer, more accurate data.

5. Account for all possible answer choices

You should give your respondent the ability to answer a question accurately. For instance, if you are asking a demographic question you’ll need to provide options that accurately reflect their experience. Below, you can see there is an “other” option with space where the respondent can answer how they see fit, in the case that they don’t fit into any of the other options. Which gender do you most identify with:

• Prefer not to say
• Other [specify]

6. Plan the question flow and choose your questions carefully

Question writing goes hand-in-hand with questionnaire design. So, when writing survey questions, you should consider the survey as a whole. For example, if you write a close-ended question like:  Were you satisfied with the customer service you received when you bought x product? You might want to follow it up with an open-ended question such as:   Please explain the reason for your answer: This will help you draw out more information from your respondent that can help you assess the strengths and weaknesses of your customer service team.  Making sure your questions flow in a logical order is also important. 

For instance, if you ask a question regarding the total cost of a person’s childcare arrangements, but you’re unaware if they have children, you should first ask if they have children and how many.  It’s also a good idea to start your survey with short, easy-to-answer, non-sensitive questions before moving on to something more complex. This way there is more chance you’ll engage your audience early on and make it more likely that they’ll continue with the survey. You should also consider whether you need qualitative or quantitative data for your research outcomes or a mix of the two. This will help you decide the balance of closed-ended and open-ended questions you use.   With close-ended questions, you get quantitative data. This data will be fairly conclusive and simple to analyze. It can be useful when you need to measure specific variables or metrics like population sizes, education levels, literacy levels, etc. 

On the other hand, qualitative data gained by open-ended questions can be full of insights. However, these questions can be more laborious for the respondent to complete making it more likely for them to skip through or give a token answer. They’re also more complex to analyze.

7. Test your surveys

Before a questionnaire goes anywhere near a respondent, it needs to be checked over. Mistakes in your survey questions can give inaccurate results. They can also waste time and resources.  Having an impartial person check your questions can also help prevent bias. So, not only should you check your work, but you should also share it with colleagues for them to check.  After checking your survey questions, make sure to check the functionality and flow of your survey. If you’re building your form in SurveyCTO, you can use our form testing interface to catch errors, make quick fixes, and test your workflows with real data.

Examples of good survey questions

Now that we’ve gone through some dos and don’ts for writing survey questions, we can move on to more practical examples of how a good survey question should look. To keep these specific to the research world we’ll look at three categories of questions. 

• Household survey questions 
• Monitoring and evaluation survey questions 
• Impact evaluation survey questions

1. Household Survey Questions

2. monitoring and evaluation survey questions , 3. impact evaluation questions .

Strong survey questions lead to better research outcomes

Writing good survey questions is essential if you want to achieve your research aims.  A good survey question should be clear, concise, and contain simple language. They should be free of bias and not lead the respondent in any direction. Your survey questions need to complement each other, engage your audience and connect back to the overall objectives of your research.  Creating survey questions and survey designs is a large part of your research, however, is just a part of the puzzle. When your questions are ready, you’ll need to conduct your survey and then find a way to manage your data and workflow. Take a look at this post to see more ways SurveyCTO can help you beyond writing your research survey questions. 

Your next steps: Explore more resources

To keep reading about how SurveyCTO can help you design better surveys, take a look at these resources:  

• Sign up here to get notified about our monthly webinars, where organizations like IDinsight  share best practices for effective surveys.
• Check out previous webinars from SurveyCTO about survey forms, like this one on high-frequency checks for monitoring surveys. 
• Sign up for a free trial of SurveyCTO for your next survey project.

To see how SurveyCTO can help you with your survey needs, start a free 15-day trial today. No credit card required. 

Marta Costa

Senior Product Specialist

Marta is a member of the Customer Success team for Dobility. She helps users working at NGOs, nonprofits, survey firms, universities and research institutes achieve their objectives using SurveyCTO, and works on new ways to help users get the most out of the platform.

Marta has worked in international development consultancy and research, supporting and coordinating impact evaluations, monitoring and evaluation projects, and data collection processes at the national level in areas such as education, energy access, and financial inclusion.

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Types of Questionnaires

Questionnaires generally differ in format depending on the nature of their questions. Some of the commonly used questionnaire types used in business and academic settings are as follows:

Structured Questionnaire: These questionnaires are common in sales and marketing . They contain a fixed set of questions with answers that respondents can choose from. This method makes it easier for respondents to supply answers that are the same or closely similar to their own.

Unstructured Questionnaire: Contrary to the previous type, this questionnaire gives respondents the chance to provide answers based on personal facts or opinions. This makes the data collected more accurate and reliable to analyze for your study.

Hand-Delivered Questionnaire: These are pre-written questions distributed to respondents directly during a face-to-face encounter, such as most research questionnaires , allowing you to explain the purpose and meaning of those questions with ease.

Mailed Questionnaire: This is a simple type of questionnaire that you can send to respondents from far-flung areas via mail. Instructions are also available along with the questionnaire for guidance.

Download Well-structured Questionnaires

Whether it’s for a research survey or a statistical study, questionnaires are the perfect research instrument for obtaining data from a targeted population. But if you’re new to the experience, we’ve compiled a series of questionnaire samples in different types and file formats for your reference. These questionnaires are easily editable for your convenience, so feel free to download what you need to meet your research objectives in a snap!

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12 Examples of Customer Satisfaction Surveys

The customer satisfaction survey is a tool through which the degree of your customers' satisfaction is evaluated. It also allows understanding how to improve the quality of your offerings.

What is a good customer satisfaction survey?

Why conduct a customer satisfaction survey, examples of questions to ask in a customer survey, 12 examples of satisfaction surveys by sector, how to launch a satisfaction survey after a call, customer satisfaction faq.

The satisfaction survey is a tool that helps you collect opinions, needs, and expectations of your customers in order to refine your products, services, and the relationship with your clientele. How to develop an effective customer satisfaction questionnaire ? What questions should be included? And what survey models should be followed? This detailed guide provides all the necessary information to design successful satisfaction surveys that will help strengthen customer loyalty . You will also find 12 examples of satisfaction surveys specifically designed for various fields of activity. You can use these templates to create your own custom satisfaction questionnaire, perfectly tailored to your sector and objectives.

A good satisfaction questionnaire is essential for reliably and relevantly measuring your customers' satisfaction. It must be specifically designed according to your sector of activity, what you offer, and your objectives. This questionnaire must also follow certain standards in terms of design and distribution to ensure a high response rate and useful feedback. To effectively design your questionnaire, consider these five key tips:

• Set a precise objective for your survey: Define what you want to understand, identify who will answer your survey, and determine the period you want to evaluate.
• Choose the appropriate medium and time to distribute your questionnaire: Whether by VoIP phone , professional email , website, or text message , consider your clients' profile, their availability, and their preferences. It is crucial to choose the right time to gather their opinions, ideally after a purchase, delivery, or service provision.
• Organize your questionnaire logically: Start with general questions and then progress to more detailed and specific questions. Group questions by categories to avoid confusion and ensure smoothness by avoiding sudden transitions.
• Ensure your questions are clear, concise, and relevant: Avoid ambiguous, too long, too complex, or too personal questions. Steer clear of closed questions that limit possible answers or those suggesting a response. Prefer open-ended questions, multiple-choice questions, or those based on a scale.
• Limit the length of your questionnaire: Respect your clients' time and commitment by avoiding too long and laborious surveys. Focus on essential questions to your objective, eliminating any superfluous or repetitive elements.

By following these valuable tips, you will be able to create an effective satisfaction questionnaire that will provide you with essential data to improve your products or services and strengthen your customer relationship.

Get Closer to Your Customers

Find out what your customers are really thinking thanks to surveys powered by Ringover.

A satisfaction questionnaire offers multiple benefits for both your business and your customers. It is an essential tool for:

• Precisely understanding your customers' needs and expectations: This allows you to adjust your product or service offerings to better meet their preferences and resolve their issues.
• Identifying satisfying and dissatisfying elements: You can thus amplify what works well and improve less effective aspects to increase customer satisfaction.
• Observing the evolution of customer satisfaction and the impact of your improvement efforts: This helps you evaluate the relevance of your customer satisfaction strategy and adjust your initiatives based on the feedback received.
• Actively listening to your customers: This strengthens trust and creates a closer relationship with them, showing that you value their opinion and well-being.
• Effectively communicating with your customers: You enhance your brand image and encourage the sharing of positive experiences on social media or review platforms.
• Supporting your decisions with concrete data: Objective and reliable feedback from your customers provides a solid foundation to guide your strategic and operational decisions.
• Strengthening loyalty and retention: By raising the level of customer satisfaction and recommendation, you help reduce the customer churn rate.
• Anticipating market trends: You can identify new trends and opportunities, thus adapting to changes in your customers' behavior and demands.

To develop an effective satisfaction questionnaire, it is crucial to choose questions adapted to your objectives, your target audience, and what you offer. Although there is no fixed model, some types of questions are commonly used to assess customer satisfaction:

• Socio-demographic questions: These questions help you understand who your respondents are. You can classify the collected data according to various criteria such as age, gender, profession, and location. Examples: What is your age group? What is your current job? What is your gender?
• Overall satisfaction question: This question is designed to assess the general satisfaction level of your customers with your company, product, or service. Example: On a scale of 1 to 5, how would you rate your satisfaction with our products/services?
• Specific questions about products and services: These allow evaluating various aspects such as quality, performance, design, and value for money of your offerings. Examples: What rating would you give to the quality of our products/services? What do you think are the strengths and weaknesses of our products/services?
• Dissatisfaction questions: These aim to identify the reasons for your customers' dissatisfaction to help you intervene effectively. Examples: What disappointed you about our products/services? What improvements would you like to see in our products/services?
• Open-ended questions: These offer your customers the freedom to express their opinions, suggestions, expectations, and needs without being limited to predefined choices. Examples: What do you particularly value in our products/services? Do you have any suggestions to help us improve?

The above examples are not exhaustive, but they can be adjusted according to the context and sector of your business. The important thing is to ask simple, clear, and relevant questions that will provide valuable data to strengthen your customers' satisfaction.

🔥Ringover Tip

An AI-driven conversation platform makes creating and distributing customer satisfaction surveys a cinch!

This section aims to offer you 12 examples of satisfaction surveys specific to various sectors. These templates will serve as inspiration for designing your custom satisfaction survey.

1. E-commerce Satisfaction Survey

For online store owners, it is crucial to assess customer satisfaction regarding different aspects such as the website, catalog, order process, delivery times, and after-sales service. Here is a template you can adapt:

• How did you discover our site?
• How often do you visit our site?
• What factors led you to make a purchase on our site?
• How would you rate the ease of navigation on our site?
• What is your appreciation of the quality of information available about our products?
• How do you evaluate the variety of our product offerings?
• What is your opinion on the value for money of our products?
• Is the order process on our site simple?
• Are you satisfied with the delivery speed?
• How would you rate the quality of the packaging?
• What is your opinion on our after-sales service?
• What do you think are the strengths and weaknesses of our site?
• Do you have any suggestions to help us improve our site?
• Would you recommend our site to your acquaintances?

2. Physical Store Satisfaction Survey

For retail businesses, measuring customer satisfaction regarding the reception, advice, atmosphere, product range, prices, and loyalty is essential. Here is a questionnaire template:

• How did you learn about our store?
• How many times have you visited our store?
• What prompted you to make a purchase from us?
• How do you evaluate the in-store reception?
• Are you satisfied with the advice provided?
• What is your overall impression of the store's atmosphere?
• How do you find the diversity of our products?
• What is your opinion on our value for money?
• How do you rate our loyalty program?
• What are the strengths and weaknesses of our store?
• Do you have any recommendations for improving our store?
• Would you recommend our store to your friends and family?

3. Recruitment Agency Satisfaction Survey

For recruitment agencies, it is important to evaluate client satisfaction regarding the service, responsiveness, professionalism, listening, and follow-up. Below is a sample questionnaire:

• How did you hear about our agency?
• What was your initial need?
• How do you evaluate our understanding of your need?
• Are you satisfied with our responsiveness?
• How do you rate our professionalism?
• How would you rate the quality of the candidates proposed?
• Are you satisfied with the follow-up of the mission by our team?
• Did you find our respect for deadlines satisfactory?
• What is your opinion on the value for money of our service?
• What do you think are our strengths and weaknesses?
• Do you have any suggestions for improving our services?
• Would you recommend our services to your network?

4. Insurance Company Satisfaction Survey

For an , it is crucial to evaluate customer satisfaction with the offer, pricing, contract terms, claims processing, compensation, and customer relationship. Here is a sample questionnaire:

• How did you discover our insurance company?
• What type of insurance did you subscribe to?
• How do you evaluate the clarity of our offer?
• Are you satisfied with our prices?
• Does our contract seem clear and simple to you?
• Have you had to file a claim?
• If so, was the procedure easy?
• How do you rate the speed of our claims processing?
• What is your appreciation of the compensation received?
• How do you evaluate our customer relationship?
• What are our strengths and areas for improvement according to you?
• Do you have any suggestions for us?
• Would you recommend our insurance company to your acquaintances?

5. Insurance Broker Satisfaction Survey

This questionnaire is a key tool for any insurance broker wanting to evaluate customer satisfaction on various aspects such as advice, support, comparison, and follow-up of offers. Here is a template to consider:

• How did you discover our firm?
• What was your specific need during your first visit?
• How do you rate the advice provided by our firm?
• How do you evaluate our support throughout the process?
• Were you satisfied with our ability to compare and present the best offers?
• How do you find the clarity and precision of the information given?
• How do you assess our responsiveness and availability?
• What is your appreciation of the follow-up after the subscription of your contract?
• What do you consider to be our strengths and weaknesses?
• Do you have any suggestions for improving our service?
• Would you recommend our brokerage firm to your network?

6. Fitness Center Satisfaction Survey

For a fitness center, it is important to measure client satisfaction on the reception, facilities, equipment, courses, schedules, cleanliness, and ambiance. Here is a template to use:

• How did you discover our fitness center?
• How often do you come to our fitness center?
• What motivated you to join our fitness center?
• How do you rate the reception at the entrance?
• How do you evaluate the quality and availability of our facilities?
• Are you satisfied with the variety and quality of our equipment?
• How do you find our course schedule?
• What is your opinion on the professionalism of our coaches?
• How do you evaluate the cleanliness of our premises?
• What is your overall impression of the atmosphere in the fitness center?
• What are our strengths and weaknesses in your opinion?
• Would you recommend our fitness center to your friends?

7. Restaurant Satisfaction Survey

For restaurants, measuring customer satisfaction with the reception, menu, dishes, service, ambiance, cleanliness, and prices is crucial. Here is a sample questionnaire:

• How did you hear about our restaurant?
• How often do you visit our restaurant?
• How do you rate the reception upon your arrival?
• How do you evaluate the diversity and originality of our menu?
• How do you rate the quality and presentation of our dishes?
• How do you find the professionalism and friendliness of our staff?
• What is your opinion on the waiting time between order and service?
• How do you rate the cleanliness of our premises?
• What is your appreciation of the ambiance in our restaurant?
• Do you have any suggestions for improving our restaurant?
• Would you recommend our restaurant to your acquaintances?

8. Hotel Satisfaction Survey

For hotels, evaluating customer satisfaction regarding the reception, room quality, cleanliness, facilities, services, and ambiance is essential. Here is a sample survey:

• How did you discover our hotel?
• How often do you stay in our hotel?
• How do you evaluate the quality and comfort of our rooms?
• How do you rate the cleanliness of the premises?
• What is your opinion on the quality and diversity of our facilities?
• How do you find the efficiency and friendliness of our staff?
• What is your opinion on the speed and quality of our services?
• How do you rate the ambiance and decoration of our hotel?
• Would you recommend our hotel to your friends?

9. Bank Satisfaction Survey

For banks, it is crucial to measure customer satisfaction with the reception, offers, pricing, service, responsiveness, and relationship. Here is a sample questionnaire:

• How did you discover our bank?
• How long have you been a customer of our bank?
• How do you rate the reception at our branches?
• How do you evaluate the diversity and relevance of our offers?
• What is your opinion on the clarity of the information provided?
• How do you rate the pricing of our services?
• How do you evaluate the responsiveness and availability of our advisors?
• What is your appreciation of our online services?
• How do you find the efficiency and speed of our processes?
• What is your opinion on the quality of our customer relationship?
• What are our strengths and areas for improvement in your opinion?
• Would you recommend our bank to your acquaintances?

10. Telecom Company Satisfaction Survey

For telecom companies, evaluating customer satisfaction with the reception, offers, pricing, service, network quality, and after-sales service is important. Here is a sample questionnaire:

• How did you discover our telecom company?
• How long have you been a customer of our company?
• How do you evaluate the quality and reliability of our network?
• How do you find the efficiency and speed of our customer service?
• What is your appreciation of our after-sales service?
• Would you recommend our telecom company to your friends?

11. Beauty Salon Satisfaction Survey

For beauty salons, measuring customer satisfaction with the reception, facilities, treatments, products, and ambiance is crucial. Here is a sample survey:

• How did you discover our beauty salon?
• How often do you visit our salon?
• How do you evaluate the quality and comfort of our facilities?
• How do you rate the professionalism and friendliness of our staff?
• What is your opinion on the variety and quality of our treatments?
• How do you find the quality of the products used?
• What is your appreciation of the cleanliness of our premises?
• How do you evaluate the ambiance in our salon?
• Would you recommend our beauty salon to your acquaintances?

12. Car Dealership Satisfaction Survey

For car dealerships, evaluating customer satisfaction with the reception, offers, pricing, service, vehicle quality, and after-sales service is important. Here is a sample survey:

• How did you discover our dealership?
• How often do you visit our dealership?
• How do you rate the pricing of our vehicles?
• How do you evaluate the quality and reliability of our vehicles?
• Would you recommend our dealership to your acquaintances?

These satisfaction survey templates are adaptable according to your activity and specifics. The important thing is to ask direct, simple, and targeted questions to obtain constructive feedback for improving the customer experience.

Launching a post-call satisfaction survey is essential for gathering the opinions of customers who have interacted with your customer service by phone. This tool helps you assess their satisfaction, identify areas for improvement, and consolidate customer loyalty. To set up a satisfaction survey, the use of a sophisticated telephony solution such as Ringover is recommended. Ringover , a cloud telephony solution , facilitates the management of your professional calls from various devices (computer, smartphone, etc.) while offering multiple features. With Ringover, the creation and distribution of satisfaction surveys is simple, thanks to the following features :

• Customize the content of your questionnaire: the name of the questions, the rating scale, their quantity, etc.
• Create your announcements directly in the online studio using the available voices
• Create an end message
• Analyze the responses obtained

By opting for Ringover, you can easily deploy post-call satisfaction surveys, providing you with key data to constantly improve the customer experience.

At this stage, you have all the necessary information to effectively develop and distribute a satisfaction survey. You understand the importance of a well-designed satisfaction questionnaire, know the types of relevant questions to include, and have learned how to launch a satisfaction survey after a call. To achieve this, you can opt for an advanced communication platform such as Ringover. This tool offers you the ability to create and share automatic satisfaction questionnaires, while allowing you to analyze the responses in real-time. It's time to act and take advantage of the free trial offered by Ringover to significantly improve your customer service.

What questions should be asked in a satisfaction survey?

The questions to include in a satisfaction survey should be adapted to the type of product or service being evaluated and the company's objectives. Here are some universal questions, customizable according to your needs:

• What is your overall level of satisfaction with our product/service?
• Would you recommend our product/service to a friend or colleague?
• What are the strengths and weaknesses of our product/service?
• How can we improve your experience as a customer?
• What are your expectations and needs regarding our product/service?

How to build a satisfaction survey?

To develop an effective satisfaction survey, follow these key steps:

• Clearly define the objectives and identify the target of your survey to collect the desired data on customer satisfaction.
• Select the type and number of questions, favoring clear, simple, and direct formulations, adapted to the distribution channel (phone, email, web, etc.).
• Formulate precise questions and response options to avoid biases and ambiguities, offering measurement scales or multiple choices.
• Test the questionnaire with a representative sample of your clientele to verify its comprehension and relevance.
• Analyze the collected responses using satisfaction indicators and statistical tools to draw useful conclusions.

What is the objective of the satisfaction survey?

The main objective of a satisfaction survey is to measure the degree of customer contentment with a product, service, or experience. It also serves to understand the needs, preferences, and viewpoints of customers to identify the positive aspects and areas for improvement of the offering.

What questions should be asked to customers?

The choice of questions to ask customers varies according to the context and specifics of the product or service. Here are some generic questions to understand needs and expectations:

• What are your short- and long-term goals?
• What challenges or problems are you currently facing?
• How do you evaluate the solutions considered for these problems?
• What criteria do you prioritize in choosing a product or service?
• What are your budget constraints, availability, and decision-making processes?

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• Survey Bias Types

What is survey bias?

How can survey bias influence my research/results, which survey type is most likely to be affected by survey bias, what are the 3 types of survey bias, how can qualtrics prevent survey bias, try qualtrics for free, survey bias types that researchers need to know about.

23 min read You’re ready to start a new research project, but how can you ensure you get the best and most accurate results? In this article, we tackle the most common types of survey bias, and provide best-practice advice on how to address them to ensure you get honest, accurate answers from your research.

When it comes to understanding your audience at scale, few options are as good as a  market research  report or offline or online survey.

Having information on customer preferences,  behaviours , likes and dislikes, income, and  demographics  — the list goes on — helps businesses to create more tailored products and services, as well as captivating experiences.

But even if you create and distribute the surveys, how can you ensure that they’re fair, unbiased, and contain questions that are easy for respondents to answer? This is where ‘bias’ comes in — and reducing it is key to creating great surveys that gather data, encourage honest responses, and benefit your business.

Bias is  defined  as a “deviation of results or inferences from the truth, or processes leading to such a deviation” and it occurs in every survey. It’s impossible to  eradicate bias  as each person’s opinion is subjective. This includes the researcher, who thinks up the questions and plans the research, and the participants, who answer the questions and share their thoughts.

There are several ways survey bias can influence the accuracy and integrity of interviews, as well as the answers provided by participants. For example:

• Selection:  How was the survey sample selected? How many participants completed the survey? Was the sample broad enough to capture the most valuable insights?
• Response:  How are participants swayed by leading factors from the interviewer? Such as the questions asked, their format, and the respondent’s desires to be socially accepted?
• Interviewer:  Is the interviewer unconsciously sending signals to participants that could alter their answers?  Are the interviewers biased ? Are the survey questions tailored towards specific outcomes?

These are just a few ways survey response biases can creep into research projects. In this guide, we’ll share a few examples of the above and how you can reduce sampling bias and survey bias. First, how can survey bias influence your survey data,  response rate , and survey results?

Free eBook: The Qualtrics Handbook of Question Design

Survey bias can cause a plethora of problems for researchers, including:

Data issues:  The data produced doesn’t accurately reflect the opinions of participants, as there are less than truthful responses, extreme responses, or inaccurate answers. This data won’t help you reach your goals.

Poor strategies and investment:  As management and senior leaders base future business decisions on market research and survey insights, survey bias can affect how they invest money, time, and resources — potentially taking the wrong course of action.

Low return on investment:  Poor insights lead to poor product performance. When you’re targeting the wrong customers as a result of survey biases, e.g. leading questions, you won’t get the information you need to improve your offerings and the overall experience.

Dissatisfaction:  Stakeholders and investors will be dissatisfied with performance levels and may reduce market research budgets over the long term.

Inconclusive research:  Surveys may need to be repeated to test whether the data or the researchers are at fault, which takes time, money, and resources.

Ultimately, good actions, progress, and innovation are based on good data quality. If the management can’t rely on or trust the research results for accuracy, then it’s a lose-lose situation for all people involved.

There is no single survey type that experiences more bias than another. Bias can affect all survey types, including:

• Panel interviews
• One-on-one fact-to-face interviews
• Group interviews
• Telephone interviews
• Webinar or video polls

Survey bias is a universal issue that researchers should be aware of and plan for before every research project. The best thing to do is to think about survey design and use the right survey tools to empower respondents to answer honestly. This way, you can get accurate, valuable survey results.

1. Selection bias

Selection bias creates inaccurate or unrepresentative data. This is because it’s gained in an unfair way that’s detrimental to the accuracy and goals of the research.

For example, you could select a non-random sample, a sample that has a crucial market segment unaccounted for, or a sample that doesn’t engage can all affect data results by providing too much, not enough, or the wrong kind of feedback. You could also choose to focus on samples that validate your own viewpoints and perspectives (confirmation bias), offering no new insights for your teams to act on.

Sampling bias

Sampling bias, also known as selection bias, is when your sample is unrepresentative and will not provide the right feedback to support the goals of the survey research.

Some samples forget to include the right target customer market segment. This can lead to inaccurate data results. For example, if your brand makes toys for children and you’re wondering about their aesthetic appeal, surveying a sample made up of parents would tell you why the parents buy the toy, but not why the toy is considered appealing to children.

Sampling bias can also occur when the researcher creates a one-sided sample because they believe they know who the survey should target.

But while they might be correct, creating a one-sided sample may overstate the importance of respondents’ feedback, as well as miss the diverse viewpoints of other non-customer segments that may want to use your product or service.

Examples of sampling bias

• Certain population groups aren’t covered in polling or survey sampling, leading to skewed sample data results.
• Non-probability  sampling methods  are used incorrectly. Non-probability sampling methods don’t offer the same bias-removal benefits as probability sampling (which use a random sample).

Non-response bias

Even with a perfect sample selection (no sampling bias), respondents may not answer the survey. But why?

Well, they may not like filling in surveys, or their email could be inactive (so make sure to keep your data up to date). They might not  like your brand  or don’t understand the purpose of your survey. Or they might just hang up the phone, or throw the survey in the bin.

Whatever the reason, your results won’t be indicative of the full sample. This means that, because of unresponsive sample members, you may miss out on crucial data that would help you analyse trends or identify correlations.

For every survey, there will be those who don’t answer. The idea is to keep this to a minimum, ideally a small percentage of the full sample survey size. If the percentage of unresponsive sample members is higher than average, you know that your results have a non-response bias.  

Examples of non-response bias

• A survey that is aimed at finding out the views of criminals or closed-off groups would more than likely have low participation from these groups as they don’t want to share their illegal activities or share the information they know. Therefore, the remaining responses would be from participants that might not best represent the target market of the research.
• A survey that can be filled in and posted may have more responses than an electronic survey done over the phone if respondents live in an area with poor signal coverage.

Survivorship bias

What if your sample is in itself filled with the wrong kind of people, just because the right kind of people are no longer available to speak to (e.g. you’ve no longer got their details)? Survivorship bias is where you target the right customer market segment, but due to natural turnover, you only have the people who are left — the ‘survivors’.

These ‘survivors’ are more likely to be favourable and biased in their results. But to get the full picture, you have to hear from the people who are not around anymore, as they represent the full picture.

Example of survivorship bias

A brand is looking to understand why employee turnover is so high, so they do research with their current employees. However, the people that will give them the insights as to why they left are those that have left the organisation. As they aren’t part of the research sample, the results will have survivorship bias.

2. Response bias

Response bias is when your sample provides responses based on the survey questions, but the answers they provide aren’t what they really believe or think. Instead, participants’ survey responses are based on the  structure and language of the questions , leading them to answer in a particular way.

Some examples of response bias in action are:

• Asking about  customer satisfaction  but only providing two positive responses and one negative, e.g. Very Satisfied, Satisfied and Dissatisfied. To balance the survey questions, consider adding two positive and two negative options.
• Taking an emotional approach to questions  — e.g. “Your parents are getting old and would like to see their grandchildren. Would you consider having a child soon?”

Extreme response bias

For this response bias, some participants will choose an extreme answer value to answer a question that has a scale as an answer (e.g. Likert scale). This will increase the response bias if the question is phrased in a way that suggests that the right answer is an extreme-ended one.

This is more common where the researcher has failed to make the question neutral, or if the question has a ‘closed’ yes or no response that forces you to be extreme in your approach.  

Examples of extreme bias

• The question: ‘Is it okay to spank your children as a form of rearing education?’ would elicit a strong response bias in favour or against the practice of physical discipline.
• The question: ‘Should a family member have the right to end their own life if they have a terminal illness?’ is an emotive topic that forces a participant to think of a stressful scenario and decide on a strong position.

Neutral response bias

This type of response bias occurs when the researcher creates questions that are not specific enough, or don’t evoke a strong enough response for respondents to pick an extreme either way.

As a result, participants pick a neutral position on a Likert answer scale. This doesn’t help the overall results of the research, as you would like to have a mixture of extreme and neutral responses that tell you more about your participants’ varied views.

Example of neutral bias

On a scale of 1 to 5, how do you feel about these animals?

Dog, cat, bear, lion, goldfish

(Scale of 1-5, where 1 is Hate and 5 is Love)

For pet owners, or non-pet owners, the answers will be neutral as, without experience of owning each one, it’s unlikely they’ll have an extreme view.

Acquiescence bias

Acquiescence bias (also known as the yes bias, the friendliness bias, and the confirmation bias) tends to be one of the more commonly recognised response biases by researchers.

This bias is the tendency for survey respondents to agree with the survey questions, without their response being a true reflection of their own position or beliefs. This is because it’s easier to say yes and agree — to please a researcher or complete a survey — than to hold a disagreeable position.

This occurs when the question is phrased in a way that asks the participant to confirm a statement, or when the question is answered with opposing pairs, such as ‘Agree / disagree’, ‘True / false’, and ‘Yes / no’.

Examples of acquiescence bias

• ‘When you have your coffee, do you enjoy it with milk or without?’ This question presumes that the participant has and enjoys coffee. They may dislike coffee and enjoy another beverage instead.
• ‘Do you consider yourself a good person?’ This question would ultimately end in a ‘yes’ answer as participants are unlikely to answer in a way that makes them look unfavourable. This is an example of a leading question, one that leads you towards a particular answer.

Question order bias

Question order bias , or order-effects bias, occurs when related questions are placed in a certain order. For example, once a participant answers one question positively or negatively, the participants feel they have to answer any follow-on, related questions the same way.

This is a bias based on the participant’s desire to be consistent with their answers, whereas, in reality, there could be different answers to a set of questions on one topic.

Examples of question order bias

• Asking the primary question in a loaded way, for example: ‘Do you want kids?’ and then following up with questions about the perception of motherhood or fatherhood. The former question sets up the participant for an extreme answer (yes or no). The second question could relate to the participant’s view of their own parents, though the order of the questions suggests that this is a follow-on question to be answered similarly.
• Another example is double-barrelled questions that ask two things at the same time, implying that they’re linked. For example, What do you think of this clothing brand and the management?’

Social desirability bias or conformity bias

Survey takers may want to appear more socially desirable or attractive to the interviewer as people are careful about how they appear to others. From a survey perspective, this could be respondents answering uncharacteristically or lying to appear in a positive light.

The researcher’s choice of topic could be the source of the issue, or it could be the participant’s insecurity or comfort with the topic that affects their answers.

Examples of social desirability bias

• If participants are influenced by societal ‘norms’ for behaviour and appearance, e.g. how a person ‘should’ appear or act, this can affect their answers. For example, drinking can lead to binge drinking and health problems, yet it’s an acceptable social norm for workers and teams.
• Social desirability bias may also cause participants to go over the top and inflate their own status to seem more successful or progressive than they actually are. For example, lying about their annual income or level of education.

3. Interviewer bias

The last type of survey bias is  created by the actions of the interviewer . The way that a question is asked, or the way the interviewer makes a participant feel in the survey, can impact what results they receive back.

As the reliability of the data is on the line, the interviewer owes it to themselves to do their best to remove bias, though they may not even realize what they’re doing.

Demand characteristic bias

When a participant is doing a survey, they are aware that they’re in an interview setting and may act differently because of that. If you recall how nerve-wracking interviews are for a new job, you’ll see why you might say something that wasn’t accurate or wholly true because of the pressure on you.

As such, researchers will get biased responses from surveys that are incredibly formal or hosted in an uncomfortable setting. To help respondents and get accurate data and valuable data — researchers need to help participants forget that they are being interviewed and asked survey questions.

Examples of demand characteristic bias

• If the survey starts without a good introduction, the participant doesn’t understand the purpose of the study and spends time trying to figure it out, while still being asked questions at the same time. This can lead to pressure and stress, and you won’t get the best answers out of them during this time.
• If the setting of the interviews is unwelcoming and you don’t do your best to keep the participant comfortable, the discomfort the participant feels may come through into the way they answer their questions — rushed or anxiously.

Reporting bias

Reporting bias arises when the research team decides on the publication of the research based on the positive or negative outcome, from the analysis of the data.

Examples of reporting bias

A healthcare research team found that they can’t make a case that their medical painkiller cream decreases pain when used on test participants. The brand may choose not to publish the results sharing this information, which is unethical and doesn’t represent the facts based on the research.

How to prevent survey bias

Given how prevalent bias in surveys is, what can you do about it to protect your survey work, but to make sure you get the right answers back from survey takers? Answers based on their beliefs,  needs , and views?

Here are some suggestions that will help prevent survey response bias:

Selection bias

• Add in a ‘don’t know’ or ‘not applicable’ option in answers so that the participant doesn’t feel the need to answer a question incorrectly or not at all.
• Ensure you have an up-to-date participant list that covers the right target audiences and is a random sample. If you need help knowing what is a good sample size, try our  free sample calculator tool .
• Ask non-respondents to participate in a follow-up survey. Sometimes, people are busy and miss the email invitation. A second round may provide more ‘yeses’ that will help create a better picture of results.
• Consider the best way to reach your target audience so you can connect with them. This means that you won’t get survivorship bias where the longest-serving participants are the only ones available to interview.

Response bias

• Avoid phrasing questions emotionally or using emotional topics, unless you’re trained to provide guidance and support for participants that react badly or are emotionally triggered by the questions.
• Write questions in a neutral way that doesn’t indicate a preference for one answer or another. For example, ‘Do you like coffee?’ becomes ‘How do you feel about coffee?’
• Avoid simple ‘yes and no’ questions that don’t allow for elaboration or mixed viewpoints. Instead, use a scale or multiple choice answers.
• Ask someone in your company to review the questions for bias. A fresh pair of eyes can really help identify issues and areas for improvement.
• Provide incentives for participants to complete the survey. This will help keep them focussed and engaged with the survey until the end.
• Ask one question at a time to avoid double-barrelled questions that might confuse participants or make them respond a certain way.
• Mix topics questions up so that there are no linked groups on a topic that occur one after the other, preventing question order bias.
• Avoid emotionally charged language to prevent extreme response bias.
• If you’re always getting a lot of ‘yes’ responses, try an answer scale range that doesn’t encourage acquiescence bias. For example, “Definitely will not, Probably will not, Don’t know, Probably will and Definitely will.”
• If your participants are not happy to be interviewed for the survey, you can  try suggesting anonymous feedback  so that you’re able to  collect key insights  that you wouldn’t have gotten otherwise.

Interviewer bias

• Stay neutral and professional as you survey, so that you don’t unconsciously show a preference for one answer over another. This allows for unbiased responses that aren’t fed by unconscious body language or tone of voice.
• Provide a clear welcome and introduction without telling the participants about what’s coming up as questions. This means participants won’t have time to stress about the survey questions coming up and can take each question at a time.
• Be nice to the participants and thank them for their time. Your participants want to know their time is being taken seriously. A warm manner can help them feel at ease.

You might have sampling bias in your marketing list, or you might have inadvertently created questions that lead the participant to a specific answer. But why take the risk when you can see the hundreds of questions on offer with our  free survey templates ?

But you can go one step further. With our integrated all-in-one solutions, you can get all your surveys, customer and participant data in one place.

With the ability to improve your survey quality using AI and create research surveys by just dragging and dropping the right modules, you have everything you need. What’s more, you’ll benefit from analytics and dashboard reporting, giving you both an at-a-glance and comprehensive view of responses.

Our survey and panel management tools can help you reach the right audiences around the world, right when you need them. And with the inbuilt intelligence assisting with personalisation, you can boost response rates and show the customer that they’re front of mind.

After all, 13,000 of the world’s best brands that use our software can’t be all wrong!

But if you want to know where to start with your survey questions, we can help. Find out what kind of questions our experts have created for use in your surveys to reduce the risk of survey bias.

eBook: The Qualtrics Handbook of Question Design

Related resources

Thematic analysis 11 min read, post event survey questions 10 min read, choosing the best survey tools 16 min read, survey app 11 min read, close-ended questions 7 min read, survey vs questionnaire 12 min read, likert scales 14 min read, request demo.

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To identify the research trends in studies related to STEM Clubs, 56 publications that met the inclusion and extraction criteria were identified from the online databases ERIC and WoS in this study. These studies were analysed by using the descriptive content analysis research method based on the Paper Classification Form (PCF), which includes publishing years, keywords, research methods, sample levels and sizes, data collection tools, data analysis methods, durations, purposes, and findings. The findings showed that, the keywords in the studies were used under six different categories: disciplines, technological concepts, academic community, learning experiences, core elements of education, and psychosocial factors (variables). Case studies were frequently employed, with middle school students serving as the main participants in sample groups ranging from 11–15, 16–20, and 201–250. Surveys, questionnaires, and observations were the primary methods of data collection, and descriptive analysis was commonly used for data analysis. STEM Clubs had sessions ranging from 2 to 16 weeks, with each session commonly lasting 60 to 120 min. The study purposes mainly focused on four themes: the impact of participation on various aspects such as attitudes towards STEM disciplines, career paths, STEM major selection, and academic achievement; the development and implementation of a sample STEM Club program, including challenges and limitations; the examination of students' experiences, perceptions, and factors influencing their involvement and choice of STEM majors; the identification of some aspects such as attitudinal effects and non-academic skills; and the comparison of STEM experiences between in-school and out-of-school settings. The study results mainly focused on three themes: the increase in various aspects such as academic achievement, STEM major choice, engagement in STEM clubs, identity, interest in STEM, collaboration-communication skills; the design of STEM Clubs, including sample implementations, design principles, challenges, and factors affecting their success and sustainability; and the identification of factors influencing participation, motivation, and barriers. Overall, this study provides a comprehensive understanding of STEM Clubs, leading the way for more targeted and informed future research endeavours.

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Introduction

Worldwide, STEM education, which integrates the disciplines of science, technology, engineering, and math, is gaining popularity in K-12 settings due to its capacity to enhance 21st-century skills such as adaptability, problem-solving, and creative thinking (National Research Council [NRC], 2015 ). In STEM lessons, students are frequently guided by the engineering design process, which involves identifying problems or technical challenges and creating and developing solutions. Furthermore, higher achievement in STEM education has been linked to increased enrolment in post-secondary STEM fields, offering students greater opportunities to pursue careers in these domains (Merrill & Daugherty, 2010 ). However, STEM activities require dedicated time and the restructuring of integrated curricula, necessitating careful organization of lessons. Recognizing the complexity of developing 21st-century STEM proficiency, schools are not expected to tackle this challenge alone. In addition to regular STEM classes, there exists a diverse range of extended education programs, activities, and out-of-school learning environments (Baran et al., 2016 ; Kalkan & Eroglu, 2017 ; Schweingruber et al., 2014 ). In this paper, out-of-school learning environments, informal learning environments, extended education, and afterschool programs were used synonymously. It is worth noting that the literature lacks a universally accepted definition for out-of-school learning environments, leading to the use of various interchangeable terms (Donnelly et al., 2019 ). Some of these terms include informal learning environments, extended education, afterschool programs, all-day school, extracurricular activities, out-of-school time learning, extended schools, expanded learning, and leisure-time activities. These terms refer to optional programs and clubs offered by schools that exist outside of the standard academic curriculum (Baran et al., 2016 ; Cooper, 2011 ; Kalkan & Eroglu, 2017 ; Schweingruber et al., 2014 ).

Out-of-school learning, in contrast to traditional in-school learning, offers greater flexibility in terms of time and space, as it is not bound by the constraints of the school schedule, national or state standards, and standardized tests (Cooper, 2011 ). Out-of-school learning experiences typically involve collaborative engagement, the use of tools, and immersion in authentic environments, while school environments often emphasize individual performance, independent thinking, symbolic representations, and the acquisition of generalized skills and knowledge (Resnick, 1987 ). They encompass everyday activities such as family discussions, pursuing hobbies, and engaging in daily conversations, as well as designed environments like museums, science centres, and afterschool programs (Civil, 2007 ; Hein, 2009 ). On the other hand, extended education refers to intentionally structured learning and development programs and activities that are not part of regular classes. These programs are typically offered before and after school, as well as at locations outside the school (Bae, 2018 ). As a result, out-of-school learning environments encompass a wide range of experiences, including social, cultural, and technical excursions around the school, field studies at museums, zoos, nature centres, aquariums, and planetariums, project-based learning, sports activities, nature training, and club activities (Civil, 2007 ; Donnelly et al., 2019 ; Hein, 2009 ). At this point, STEM clubs are a specialized type of extracurricular activity that engage students in hands-on projects, experiments, and learning experiences related to scientific, technological, engineering, and mathematical disciplines. STEM Clubs, described as flexible learning environments unconstrained by time or location, offer an effective approach to conducting STEM studies outside of school (Blanchard et al., 2017 ; Cooper, 2011 ; Dabney et al., 2012 ).

Out-of-school learning environments, extended education or afterschool programs, hold tremendous potential for enhancing student learning and providing them with a diverse and enriching educational experience (Robelen, 2011 ). Extensive research supports the notion that these alternative educational programs not only contribute to students' academic growth but also foster their social, emotional, and intellectual development (NRC, 2015 ). Studies have consistently shown that after-school programs play a vital role in boosting students' achievement levels (Casing & Casing, 2024 ; Pastchal-Temple, 2012 ; Shernoff & Vandell, 2007 ), and contributing to positive emotional development, including improved self-esteem, positive attitudes, and enhanced social behaviour (Afterschool Alliance, 2015 ; Durlak & Weissberg, 2007 ; Lauer et al., 2006 ; Little et al., 2008 ). Moreover, engaging in various activities within these programs allows students to develop meaningful connections, expand their social networks, enhance leadership skills (Lipscomb et al., 2017 ), and cultivate cooperation, effective communication, and innovative problem-solving abilities (Mahoney et al., 2007 ).

Implementing STEM activities in out-of-school learning environments not only supports students in making career choices and fostering meaningful learning and interest in science, but also facilitates deep learning experiences (Bybee, 2001 ; Dabney et al., 2012 ; Sahin et al., 2018 ). Furthermore, STEM Clubs enhance students' emotional skills, such as a sense of belonging and peer-to-peer communication, while also fostering 21st-century skills, facilitating the acquisition of current content, and promoting career awareness and interest in STEM professions (Blanchard et al., 2017 ). In summary, engaging in STEM activities through social club activities not only addresses time constraints but also complements formal education and contributes to students' overall development. Hence, STEM Clubs, which are part of extended education, can be defined as dynamic and flexible learning environments that provide an effective approach to conducting STEM studies beyond traditional classroom settings. These clubs offer flexibility in terms of time and location, with intentionally structured programs and activities that take place outside of regular classes. They provide students with unique opportunities to explore and deepen their understanding of STEM subjects through collaborative engagement, hands-on use of tools, and immersive experiences in authentic environments (Bae, 2018 ; Blanchard, et al., 2017 ; Bybee, 2001 ; Cooper, 2011 ; Dabney et al., 2012 ). STEM Clubs have gained immense popularity worldwide, providing students with invaluable opportunities to explore and cultivate their interests and knowledge in these crucial fields (Adams et al., 2014 ; Bell et al., 2009 ). According to America After 3PM, nearly 75% of afterschool program participants, around 5,740,836 children, have access to STEM learning opportunities (Afterschool Alliance, 2015 ).

STEM Clubs as after-school programs come in various forms and provide diverse tutoring and instructional opportunities. For instance, the Boys and Girls Club of America (BGCA) operates in numerous cities across the United States, annually serving 4.73 million students (Boys and Girls Club of America, 2019 ). This program offers students the chance to engage in activities like sports, art, dance, field trips, and addresses the underrepresentation of African Americans in STEM. Another example is the Science Club for Girls (SCFG), established by concerned parents in Cambridge to address gender inequity in math, science, and technology courses and careers. SCFG brings together girls from grades K–7 through free after-school or weekend clubs, science explorations during vacations, and community science fairs, with approximately 800 to 1,000 students participating each year. The primary goal of these clubs is to increase STEM literacy and self-confidence among K–12 girls from underrepresented groups in these fields. More examples can be found in the literature, such as the St. Jude STEM Club (SJSC), where students conducted a 10-week paediatric cancer research project using accurate data (Ayers et al., 2020 ), and After School Matters, based in Chicago, offers project-based learning that enhances students' soft skills and culminates in producing a final project based on their activities (Hirsch, 2011 ).

The Purpose of The Study

The literature on STEM Clubs indicates a diverse range of such clubs located worldwide, catering to different student groups, operating on varying schedules, implementing diverse activities, and employing various strategies, methodologies, experiments, and assessments (Ayers et al., 2020 ; Blanchard et al., 2017 ; Boys and Girls Club of America, 2019 ; Hirsch, 2011 ; Sahin et al., 2018 ). However, it was previously unknown which specific sample groups were most commonly studied, which analytical methods were used frequently, and which results were primarily reported, even though the overall topic of STEM Clubs has gained significant attention. Therefore, organizing and categorizing this expansive body of literature is necessary to gain deeper insights into the current state of knowledge and practices in STEM Clubs. By systematically reviewing and synthesizing the diverse range of studies on this topic, we can develop a clearer understanding of the focus areas, methodologies, and key findings that have emerged from the existing research (Fraenkel et al., 2012 ). At this point, using a content analysis method is appropriate for this purpose because this method is particularly useful for examining trends and patterns in documents (Stemler, 2000 ). Similarly, some previous research on STEM education has conducted content analyses to examine existing studies and construct holistic patterns to understand trends (Bozkurt et al., 2019 ; Chomphuphra et al., 2019 ; Irwanto et al., 2022 ; Li et al., 2020 ; Lin et al., 2019 ; Martín-Páez et al., 2019 ; Noris et al., 2023 ). However, there is a lack of content analysis specifically focused on studies of STEM Clubs in the literature and showing the trends in this topic. Analysing research trends in STEM Clubs can help build upon existing knowledge, identify gaps, explore emerging topics, and highlight successful methodologies and strategies (Fraenkel et al., 2012 ; Noris et al., 2023 ; Stemler, 2000 ). This information can be valuable for researchers, educators, and policymakers to stay up-to-date and make informed decisions regarding curriculum design (Bozkurt et al., 2019 ; Chomphuphra et al., 2019 ; Irwanto et al., 2022 ; Li et al., 2020 ; Lin et al., 2019 ; Martín-Páez et al., 2019 ; Noris et al., 2023 ), the development of effective STEM Club programs, resource allocation, and policy formulation (Blanchard et al., 2017 ; Cooper, 2011 ; Dabney et al., 2012 ). Therefore, the identification of research trends in STEM Clubs was the aim of this study.

To identify research trends, studies commonly analysed documents by considering the dimensions of articles such as keywords, publishing years, research designs, purposes, sample levels, sample sizes, data collection tools, data analysis methods, and findings (Bozkurt et al., 2019 ; Chomphuphra et al., 2019 ; Irwanto et al., 2022 ; Li et al., 2020 ; Sozbilir et al., 2012 ). Using these dimensions as a framework is a useful and common approach in content analysis because this framework allows researchers to systematically examine the key aspects of existing studies and uncover patterns, relationships, and trends within the research data (Sozbilir et al., 2012 ). Hence, since the aim of this study is to identify and analyse research trends in STEM Clubs, it focused on publishing years, keywords, research designs, purposes, sample levels, sample sizes, data collection tools, data analysis methods, and findings of the studies on STEM Clubs.

As a conclusion, the main problem of this study is “What are the characteristics of the studies on STEM Clubs?”. The following sub-questions are addressed in this study:

What is the distribution of studies on STEM Clubs by year?

What are the frequently used keywords in studies on STEM Clubs?

What are the commonly employed research designs in studies on STEM Clubs?

What are the typical purposes explored in studies on STEM Clubs?

What are the commonly observed sample levels in studies on STEM Clubs?

What are the commonly observed sample sizes in studies on STEM Clubs?

What are the commonly utilized data collection tools in studies on STEM Clubs?

What are the commonly utilized data analysis methods in studies on STEM Clubs?

What are the typical durations reported in studies on STEM Clubs?

What are the commonly reported findings in studies on STEM Clubs?

In this study, the descriptive content analysis research method was employed, which allows for a systematic and objective examination of the content within articles, and description of the general trends and research results in a particular subject matter (Lin et al., 2014 ; Suri & Clarke, 2009 ; Sozbilir et al., 2012 ; Stemler, 2000 ). Given the aim of examining research trends in STEM Clubs, the utilization of this method was appropriate, as it provides a structured approach to identify patterns and trends (Gay et al., 2012 ). To implement the content analysis method, this study followed the three main phases proposed by Elo and Kyngäs ( 2008 ): preparation, organizing, and reporting. In the preparation phase, the unit of analysis, such as a word or theme, is selected as the starting point. So, in this study, the topic of STEM Clubs was carefully selected. During the organizing process, the researcher strives to make sense of the data and to learn "what is going on" and obtain a sense of the whole. So, in this study, during the analysis process, the content analysis framework (sample levels, sample sizes, data collection tools, research designs, etc.) was used to question the collected studies. Finally, in the reporting phase, the analyses are presented in a meaningful and coherent manner. So, the analyses were presented meaningfully with visual representations such as tables, graphs, etc. By adopting the content analysis research method and following the suggested phases, this study aimed to gain insights into research trends in STEM Clubs, identify recurring themes, and provide a comprehensive analysis of the collected data.

Search and Selection Process

The online databases ERIC and Web of Science were searched using keywords derived from a database thesaurus. These databases were chosen because of their widespread recognition and respect in the fields of education and academic research, and they offer a substantial amount of high-quality, peer-reviewed literature. The search process involved several steps. Firstly, titles, abstracts, and keywords were searched using Boolean operators for the keywords "STEM Clubs," "STEAM Clubs," "science-technology-engineering-mathematics clubs," "after school STEM program" and "extracurricular STEM activities" in the databases (criterion-1). Secondly, studies were collected beginning from November to the end of December 2023. So, the studies published until the end of December 2023 were included in the search, without a specific starting date restriction (criterion-2). Thirdly, the search was limited to scientific journal articles, book chapters, proceedings, and theses, excluding publications such as practices, letters to editors, corrections, and (guest) editorials (criterion-3). Fourthly, studies published in languages other than English were excluded, focusing exclusively on English language publications (criterion-4). Fifthly, duplicate articles found in both databases were identified and removed. Next, the author read the contents of all the studies, including those without full articles, with a particular focus on the abstract sections. After that, studies related to after school program and extracurricular activities that did not specifically involve the terms STEM or clubs were excluded, even though “extracurricular STEM activities” and “after school STEM program” were used in the search process, and there were studies related to after school program or extracurricular activities but not STEM (criterion-5). Additionally, studies conducted in formal and informal settings within STEM clubs were included, while studies conducted in settings such as museums or trips were excluded (criterion-6). Because STEM Clubs are a subset of informal STEM education settings, which also include museums and field trips, the main focus of this study is to show the trends specifically related to STEM Clubs. Moreover, studies focusing solely on technology without incorporating other STEM components were also excluded (criterion-7). Finally, 56 publications that met the inclusion and extraction criteria were identified. These publications comprised two dissertations, seven proceedings, and 47 articles from 36 different journals. By applying these criteria, the search process aimed to ensure the inclusion of relevant studies while excluding those that did not meet the specified criteria as shown in Fig.  1 .

Flowchart of article process selection

Data Analysing Process

Two different approaches were followed in the content analysis process of this study. In the first part, deductive content analysis was used, and a priori coding was conducted as the categories were established prior to the analysis. The categorization matrix was created based on the Paper Classification Form (PCF) developed by Sozbilir et al. ( 2012 ). The coding scheme devised consisted of eight classification groups for the sections of publication years, keywords, research designs, sample levels, sample sizes, data collection tools, data analysis methods, and durations, with sub-categories for each section. For example, under the research designs section, the sub-categories included qualitative and quantitative methods, case study, design-case study, comparative-case study, ethnographic study, phenomenological study, survey study, experimental study, mixed and longitudinal study, and literature review study. These sub-categories were identified prior to the analysis. Coding was then applied to the data using spreadsheets in the Excel program, based on the categorization matrix. Frequencies for the codes and categories created were calculated and presented in the findings section with tables. Line charts were used for the publication years section, while word clouds, which visually represent word frequency, were used for the keywords section. Word clouds display the most frequently used words in different sizes and colours based on their frequencies (DePaolo & Wilkinson, 2014 ). So, in this part, the analysis was certain since the studies mostly provided related information in their contents.

In the second part, open coding and the creation of categories and abstraction phases were followed for the purposes and findings sections. Firstly, the stated purposes and findings of the studies were written as text. The written text was then carefully reviewed, and any necessary terms were written down in the margins to describe all aspects of the content. Following this open coding, the lists of categories were grouped under higher order headings, taking into consideration their similarities or dissimilarities. Each category was named using content-characteristic words. The abstraction process was repeated to the extent that was reasonable and possible. In this coding process, two individuals independently reviewed ten studies, considering the coding scheme for the first part and conducting open coding for the second part. They then compared their notes and resolved any differences that emerged during their initial checklists. Inter-rater reliability was calculated as 0.84 using Cohen's kappa analysis. Once coding reliability was ensured, the remaining articles were independently coded by the author. After completing the coding process, consensus was reached through discussions regarding any disagreements among the researchers regarding the codes, as well as the codes and categories constructed for the purpose and findings sections. At this point, there were mostly agreements in the coding process since the studies had already clearly stated their key characteristics, such as research design, sample size, sample level, and data collection tools. Additionally, when coding the studies' stated purposes and results, the researchers closely referred to the original sentences in the studies, which led to a high level of consistency in the coded content between the two raters.

Studies related to the STEM Clubs were initially conducted in 2009 (Fig.  2 ). The noticeable increase in the number of studies conducted each year is remarkable. It can be seen that the majority of the 47 articles that were examined (56 articles) were published after 2015, despite a decrease in the year 2018. Additionally, it was observed that the articles were most frequently published (8) in the years 2019 and 2022, least frequently (1) in the years 2009, 2010, and 2014, and there were no publications in 2012.

Number of articles by years

Word clouds were utilized to present the most frequently used keywords in the articles, as shown in Fig.  3 . However, due to the lack of reported keywords in the ERIC database, only 30 articles were included for these analyses. The keywords that exist in these studies were represented in a word cloud in Fig.  3 . The most frequently appearing keywords, such as "STEM," "education" and "learning" were identified. Additionally, by using a content analysis method, these keywords were categorized into six different groups: disciplines, technological concepts, academic community, learning experiences, core elements of education, and psychosocial factors (variables) in Table  1 .

Word cloud of the keywords used in articles

The purposes of the identified studies identified were classified into six main themes: “effects of participation in STEM Clubs on” (25), “evolution of a sample program for STEM Clubs and its implementation” (25), “examination of” (11), “identification of” (3), “comparison of in-school and out-school STEM experiences” (2) and “others” (6). Table 2 presents the distribution of the articles’ purposes based on the classification regarding these themes. Therefore, it can be seen that purposes of “effects of participation in STEM Clubs on,” and “evolution of a sample program for STEM Clubs and its implementation” were given the highest and equal consideration, while the purposes related to "identification of" (3) and "comparison of in-school and out-of-school STEM experiences" (2) were given the least consideration among them.

Within the theme of "effects of participation in STEM Clubs on" there are 11 categories. The aims of the studies in this section are to examine the effect of participation in STEM Clubs on various aspects such as attitudes towards STEM disciplines or career paths, STEM major choice/career aspiration, achievement in math, science, STEM disciplines, or content knowledge, perception of scientists, strategies used, value of clubs, STEM career paths, enjoyment of physics, use of complex and scientific language, interest in STEM, creativity, critical thinking about STEM texts, images of mathematics, or climate-change beliefs/literacy. It is evident that the majority of research in this section focuses on the effects of participation in STEM Clubs on STEM major choice/career aspiration (5), achievement (4), perception of something (4), and interest in STEM (3).

Within the theme of "evolution of a sample program for STEM Clubs and its implementation" there are three categories: development of program/curriculum/activity (14), identification of program's challenges and limitations (3), and implementation of program/activity (8). The studies in this section aim to develop a sample program for STEM Clubs and describe its implementation. It can be seen that the most preferred purpose among them is the development of program/curriculum/activity (14), while the least preferred purpose is the identification of program's challenges and limitations (3). In addition, studies that focus on the development of the program, curriculum, or activity were classified under the "general" category (10). Sub-categories were created for studies specifically expressing the development of the program with a focus on a particular area, such as the maker movement or Arduino-assisted robotics and coding. Similarly, studies that explicitly mentioned the development of the program based on presented ideas and experiences formed another sub-category. Furthermore, the category related to the implementation of program/activity was divided into eight sub-categories, each indicating the specific centre of implementation, such as problem-based learning-centred and representation of blacks-centred.

The theme of "examination of" refers to studies that aim to examine certain aspects, such as the experiences and perceptions of students (7) and the factors influencing specific subjects (4). Studies focusing on examining the experiences and perceptions of students were labelled as "general" (4), while studies exploring their experiences and perceptions regarding specific content, such as influences and challenges to participation in STEM clubs (2) and assessment (1), were labelled accordingly. Additionally, studies that focused on examining factors affecting the choice of STEM majors (2), participation in STEM clubs (1), and motivation to develop interest in STEM (1) were categorized in line with their respective focuses. As shown in Table  2 , it is evident that studies focusing on examining the experiences and perceptions of students (7) were more frequently conducted compared to studies focusing on examining the factors affecting specific subjects (4).

The theme of "identification of" refers to studies that aim to identify certain aspects, such as the types of attitudinal effects (1), types of changes in affect toward engineering (1), and non-academic skills (1). Additionally, the theme of "comparison of in-school and out-of-school STEM experiences" (2) refers to studies that aim to compare STEM experiences within school and outside of school. Lastly, studies that did not fit into the aforementioned categories were included in the "others" theme (6) as no clear connection could be identified among them.

Research Designs

The research designs employed in the examined articles were identified as follows: qualitative methods (36), including case study (20), design-case study (6), comparative-case study (4), ethnographic study (2), phenomenological study (2), and survey study (2); quantitative methods (7), including survey study (4) and experimental study (3); mixed methods and longitudinal studies (10); and literature review (3), as illustrated in Table  3 . It can be observed that among these methods, case study was the most commonly utilized. Furthermore, it is evident that quantitative methods (7) and literature reviews (3) were employed less frequently compared to qualitative (36) and mixed methods (10). Additionally, survey studies were utilized in both quantitative and qualitative studies.

Sample Levels

The frequencies and percentages of sample levels in the examined articles are presented in Table  4 . The studies involved participants at different educational levels, including elementary school (8), middle school (23), high school (14), pre-service teachers or undergraduate students (6), teachers (4), parents (3), and others (1). It is apparent that middle school students (23) were the most commonly utilized sample among them, while high school students (14) were more frequently chosen compared to elementary school students (8). It should be noted that while grade levels were specified for both elementary and middle school students, separate grade levels were not identified for high school students in these studies. Additionally, studies that involved mixed groups were labelled as 3-5th and 6-8th grades. However, when the mixed groups included participants from different educational levels such as elementary, middle, or high school, teachers, parents, etc., they were counted as separate levels. Furthermore, the studies conducted with participants such as pre-service teachers, undergraduates, teachers, and parents were less frequently employed compared to K-12 students.

Sample Sizes

The frequencies of sample sizes in the examined articles are presented in Table  5 . It was observed that in 15 studies, the number of sample sizes was not provided. The intervals for the sample size were not equally separated; instead, they were arranged with intervals of 5, 10, 50, and 100. This choice was made to allow for a more detailed analysis of smaller samples, as smaller intervals can provide a more granular examination of data instead of cumulative amounts. The analysis reveals that the studies primarily prioritized sample groups with 11–15 (f:8) participants, followed by groups of 16–20 (f:4) and 201–250 (f:4). Additionally, it is evident that sample sizes of 6–10, 21–25, 41–50, 50–100, and more than 2000 (f:1) were the least commonly studied.

Data Collection Tools

The frequencies and percentages of data collection tools in the examined articles are presented in Table  6 . The analysis reveals that the studies primarily employed survey or questionnaires (31.6%) and observations (30.5%) as data collection methods, followed by interviews (15.8%), documents (13.7%), tests (4.2%), and field notes (4.2%). Regarding survey/questionnaires, Likert-type scales (f:23) were more commonly employed compared to open-ended questions (f:7). Tests were predominantly used as achievement tests (f:2) and assessments (f:2), representing the least preferred data collection tools. Furthermore, the table illustrates that multiple data collection tools were frequently employed, as the total number of tools (95) is nearly twice the number of studies (56).

Data Analysing Methods

The frequencies and percentages of data analysing methods in the examined articles are presented in Table  7 . The table reveals that the studies predominantly employed descriptive analysis (f:33, 41.25%), followed by inferential statistics (f:16, 20%), descriptive statistics (f:15, 18.75%), content analysis (f:14, 17.5%), and the constant-comparative method (f:2, 2.5%). It is notable that qualitative methods (f:49, 61.25%) were preferred more frequently than quantitative methods (f:31, 38.75%) in the examined studies related to STEM Clubs. Within the qualitative methods, descriptive analysis (f:33) was utilized nearly twice as often as content analysis (f:14), while within the quantitative methods, descriptive statistics (f:15) and inferential statistics (f:16), including t-tests, ANOVA, regression, and other methods, were used with comparable frequency.

The durations of STEM Clubs in the examined studies are presented in Table  8 . Based on the analysis, there are more studies (f:37) that do not state the duration of STEM Clubs than studies (f:19) that do provide information on the durations. Additionally, among the studies that do state the durations, there is no common period of time for STEM Clubs, as they were implemented for varying numbers of weeks and sessions, with session durations ranging from several minutes. Therefore, it can be observed that STEM Clubs were conducted over the course of 3 semesters (academic year and summer), 5 months, 2 to 16 weeks, with session durations ranging from 60 to 120 min. Furthermore, the durations of "3 semesters," "10 weeks with 90-min sessions per week," and "unknown weeks with 60-min sessions per week" were used more than once in the studies.

The content analysis of the findings of the identified examined articles are presented by their frequencies in Table  9 . Although the studies cover a diverse range of topics, the analysis indicates that the results can be broadly classified into three themes, namely, the "development of or increase in certain aspects" (f:68), "design of STEM Clubs" (f:17), and "identification of various aspects" (f:16). Based on the analysis, the findings in the studies are associated with the development of certain aspects such as skills or the increase in specific outcomes like academic achievement. Furthermore, the studies explore the design of STEM Clubs through the description of specific cases, such as sample implementations and challenges. Additionally, the studies focus on the identification of various aspects, such as factors and perceptions.

It is evident from the findings that the studies predominantly yield results related to the development of or increase in certain aspects (f:68). Within this theme, the most commonly observed result is the development of STEM or academic achievement or STEM competency (f:11). This is followed by an increase in STEM major choice or career aspiration (f:9), an increase in engagement or participation in STEM clubs (f:5), the development of identity including STEM, science, engineering, under-representative groups (f:5), the development of interest in STEM (f:4), an increase in enjoyment (f:4), and the development of collaboration, leadership, or communication skills (f:4). Furthermore, it can be observed that there are some results, such as the development of critical thinking, perseverance and the teachers’ profession, that were yielded less frequently (f:1). The results of 16 studies were found with a frequency of 1.

Within the design of STEM Clubs, the sample implementation or design model for different purposes such as the usage of robotic program or students with disabilities (f:7), design principles or ideas for STEM clubs, activities or curriculum (f:4), challenges or factors effecting STEM Clubs success and sustainability (f:3) were presented as a result. Additionally, the comparison was made between in-school and out-of-school learning environments (f:3), highlighting the contradictions of STEM clubs and science classes, as well as the differences in STEM activities and continues-discontinues learning experiences in mathematics. Within the identification of various aspects, the most commonly gathered result was the identification of factors affecting participation or motivation to STEM clubs (f:5). This was followed by the identification of barriers to participation (f:2). The identification of other aspects, such as parents' roles and perspectives on STEM, was comparatively less frequent.

Considering the wide variety of STEM Clubs found in different regions around the world, this study aimed to investigate the current state of research on STEM Clubs. It is not surprising to observe an increase in the number of studies conducted on STEM Clubs over the years. This can be attributed to the overall growth in research on STEM education (Zhan et al., 2022 ), as STEM education often includes activities and after-school programs as integral components (Blanchard et al., 2017 ). Identifying relevant keywords and incorporating them into a search strategy is crucial for conducting a comprehensive and rigorous systematic review (Corrin et al., 2022 ). To gain a broader understanding of keyword usage in the context of STEM Clubs, a word cloud analysis was performed (McNaught & Lam, 2010 ). Additionally, based on the content analysis method, six different categories for keywords were immerged: disciplines, technological concepts, academic community, learning experiences, core elements of education, and psychosocial factors (variables). The analysis revealed that the keyword "STEM" was used most frequently in the studies examined. This may be because authors want their studies to be easily found and widely searchable by others, so they use "STEM" as a general term for their studies (Corrin et al., 2022 ). Similarly, the frequent use of keywords like "education" and "learning" from the "core elements of education" category could be attributed to authors' desire to use broad, searchable terms to make their studies more discoverable (Corrin et al., 2022 ). Additionally, it was observed that from the STEM components, only "science" and "engineering" were used as keywords, while "mathematics" and "technology" were not present. This finding aligns with claims in the literature that mathematics is often underemphasized in STEM integration (Fitzallen, 2015 ; Maass et al., 2019 ; Stohlmann, 2018 ). Although the specific term "technology" did not appear in the word cloud, technology-related keywords such as "arduino," "robots," "coding," and "innovative" were present. Furthermore, the analysis revealed that authors preferred to use keywords related to their sample populations, such as "middle (school students)," "elementary (students)," "high school students," or "teachers." Additionally, keywords describing learning experiences, such as "extracurricular," "informal," "afterschool," "out-of-school," "social," "clubs," and "practice" were commonly used. This preference may stem from the fact that STEM clubs are often part of informal learning environments, out-of-school programs, or afterschool activities, and these concepts are closely related to each other (Baran et al., 2016 ; Cooper, 2011 ; Kalkan & Eroglu, 2017 ; Schweingruber et al., 2014 ). Moreover, the analysis showed that keywords related to psychosocial factors (variables), such as "disabilities," "skills," "interest," "attainment," "enactment," "expectancy-value," "self-efficacy," "engagement," "motivation," "career," "gender," "cognitive," and "identity" were also prevalent. This suggests that the articles investigated the effects of STEM club practices on these psychosocial variables. To sum up, by using these keywords, researchers can gain valuable insights and effectively search for relevant articles related to STEM clubs, enabling them to locate appropriate resources for their research (Corrin et al., 2022 ).

The popularity of case studies as a research design, based on the analysis, can be attributed to the fact that studies on STEM Clubs were conducted in diverse learning environments, highlighting sample implementation designs (Adams et al., 2014 ; Bell et al., 2009 ; Robelen, 2011 ). At this point, case studies offer the opportunity to present practical applications and real-world examples (Hamilton & Corbett-Whittier, 2012 ), which is highly valuable in the context of STEM Clubs. Additionally, the observation that quantitative methods were not as commonly utilized as qualitative methods in studies related to STEM Clubs contrasts with the predominant reliance on quantitative methods in STEM education research (Aslam et al., 2022 ; Irwanto et al., 2022 ; Lin et al., 2019 ). This suggests a lack of quantitative studies specifically focused on STEM Clubs, indicating a need for more research in this area employing quantitative approaches. Therefore, it is important to prioritize and conduct additional quantitative studies to further enhance our understanding of STEM Clubs and their impact. In studies on STEM Club, there is a higher frequency of research involving K-12 students, particularly middle school students, parallel to some studies on literature (Aslam et al., 2022 ), compared to other groups such as pre-service teachers, undergraduate students, teachers, and parents. This can be attributed to the fact that STEM Clubs are designed for K-12 students, and middle school is a crucial period for introducing them to STEM concepts and careers. Middle school students are developmentally ready for hands-on and inquiry-based learning, commonly used in STEM education. Additionally, time constraints, especially for high school students preparing for university, may limit their involvement in extensive STEM activities. Furthermore, STEM Clubs were primarily employed with sample groups ranging from 11–15, 16–20, and 201–250 participants. The preference for 11–20 participants, rather than less than 10, may be attributed to the collaborative nature of STEM activities, which often require a larger team for effective teamwork and group dynamics (Magaji et al., 2022 ). Utilizing small groups as samples can result in the case study research design being the most frequently employed approach due to its compatibility with smaller sample sizes. On the other hand, the inclusion of larger groups (201–250) is suitable for survey studies, as this number can represent the total student population attending STEM Clubs throughout a semester with multiple sessions (Boys & Girls Club of America, 2019 ).

According to studies on STEM Clubs, surveys or questionnaires and observations were predominantly used as data collection methods. This preference can be attributed to the fact that surveys or questionnaires allow researchers to gather data on diverse aspects, including students' attitudes, perceptions, and experiences related to STEM Clubs, facilitating generalization and comparison (McLafferty, 2016 ). Furthermore, observations were frequently employed because they can offer a deeper understanding of the lived experiences and actual practices within STEM Clubs (Baker, 2006 ). Along with data collection tools, descriptive analysis was predominantly utilized in studies on STEM Clubs, with quantitative methods including descriptive statistics and inferential statistics being used to a similar extent. The preference for descriptive analysis may arise from its effectiveness in describing activities, experiences, and practices within STEM Clubs. Given the predominance of case study research in the analysed studies, it is not surprising to observe a high frequency of descriptive statistics in the findings. On the other hand, the extensive use of quantitative analysing methods can be attributed to the need for statistical analysis of surveys and questionnaires (Young, 2015 ). Consequently, future studies on STEM Clubs could benefit from considering the use of tests and field notes as additional data collection tools, along with surveys, observations and interviews. Additionally, the development of tests specifically designed to assess aspects related to STEM could provide valuable insights (Capraro & Corlu, 2013 ; Grangeat et al., 2021 ). Moreover, increasing the utilization of content analysis and constant comparative analysis methods could further enhance the depth and richness of data analysis in STEM Club research (White & Marsh, 2006 ). In the studies on STEM Clubs, the duration and scheduling of the clubs varied considerably. While there was no common period of time for STEM Clubs, they were implemented for different numbers of weeks and sessions, with session durations ranging from several minutes to 60 to 120 min. However, it was observed that STEM Clubs were predominantly conducted over the course of three semesters, including the academic year and summer, or for durations of 2 to 16 weeks. This scheduling pattern can be attributed to the fact that STEM Clubs were often implemented as after-school programs, and they were designed to align with the academic semesters and summer school periods to effectively reach students. Additionally, the number of weeks in these studies may have been arranged according to the duration of academic semesters, although some studies were conducted for less than a semester (Gutierrez, 2016 ). The most common use of multiple sessions with a time range of 60 to 120 min can be attributed to the nature of the activities involved in STEM Clubs. These activities often require more time than regular class hours, and splitting them into separate sessions allows students to effectively concentrate on their work and engage in more in-depth learning experiences (Vennix et al., 2017 ).

The purposes of the studies on STEM Clubs were mostly related to effects of participation in STEM Clubs on various aspects such as attitudes towards STEM disciplines or career paths, STEM major choice/career aspiration, achievement etc., evolution of a sample program for STEM Clubs and its implementation including the development of program/activity, identification of program's challenges and limitations, and implementation of it, followed by the examination of certain aspects such as the experiences and perceptions of students and the factors influencing specific subjects, identification of such as the types of attitudinal effects and non-academic skills, and comparison of in-school and out-school STEM experiences. Therefore, the results of the studies parallel to the purposes were mostly related to development of or increase in certain aspects such as STEM or academic achievement or STEM competency STEM major choice or career aspiration engagement or participation in STEM Clubs, identity, interest in STEM, enjoyment, collaboration, communication skills, critical thinking, the design of STEM Clubs including the sample implementation or design model for different purposes such as the usage of robotic program or students with disabilities, design principles or ideas for STEM clubs or activities, challenges or factors effecting STEM Clubs success and sustainability, and the comparison between in-school and out-of-school learning environments. Also, they are related to the identification of various aspects such as factors affecting participation or motivation to STEM clubs, barriers to participation. At this point, it is evident that these identified categories align with the findings of studies in the literature. These studies claim that after-school programs, such as STEM Clubs, have positive impacts on students' achievement levels (NRC, 2015 ; Kazu & Kurtoglu Yalcin, 2021 ; Shernoff & Vandell, 2007 ), communication, and innovative problem-solving abilities (Mahoney et al., 2007 ), leadership skills (Lipscomb et al., 2017 ), career decision-making (Bybee, 2001 ; Dabney et al., 2012 ; Sahin et al., 2018 ; Tai et al., 2006 ), creativity (Wan et al., 2023 ), 21st-century skills (Hirsch, 2011 ; Zeng et al., 2018 ), interest in STEM professions (Blanchard et al., 2017 ; Chittum et al., 2017 ; Wang et al., 2011 ), and knowledge in STEM fields (Adams et al., 2014 ; Bell et al., 2009 ). Furthermore, it can be inferred that the studies on STEM Clubs paid significant attention to the design descriptions of programs or activities (Nation et al., 2019 ). This may be because there is a need for studies that focus on designing program models for different cases (Calabrese Barton & Tan, 2018 ; Estrada et al., 2016 ). These studies can serve as examples and provide guidance for the development of STEM clubs in various settings. By creating sample models, researchers can contribute to the improvement and expansion of STEM clubs across different environments (Cakir & Guven, 2019 ; Estrada et al., 2016 ).

In conclusion, as the studies on the trends in STEM education (Bozkurt et al., 2019 ; Chomphuphra et al., 2019 ; Irwanto et al., 2022 ; Li et al., 2020 ; Lin et al., 2019 ; Martín-Páez et al., 2019 ; Noris et al., 2023 ), the analysis of prevailing research trends specifically in STEM Clubs, which are implemented in diverse environments with varying methods and purposes, can provide a comprehensive understanding of these clubs as a whole.

It can also serve as a valuable resource for guiding future investigations in this field. By identifying common approaches and identifying gaps in methods and results, a holistic perspective on STEM Clubs can be achieved, leading to a more informed and targeted direction for future research endeavours.

Recommendations

Future research on STEM Clubs should consider the trends identified in the study and address methodological gaps. For instance, there is a lack of research in this area that employs quantitative approaches. Therefore, it is important for future studies to incorporate quantitative methods to enhance the understanding of STEM Clubs and their impact. This includes exploring underrepresented populations, investigating the long-term impacts of STEM Clubs, and examining the effectiveness of specific pedagogical approaches or interventions within these clubs. Researchers should conduct an analysis to identify common approaches used in STEM Clubs across different settings. This analysis can help uncover effective strategies, best practices, and successful models that can be replicated or adapted in various contexts. By undertaking these efforts, researchers can contribute to a more comprehensive understanding of STEM Clubs, leading to advancements in the field of STEM education.

Limitations

It is important to consider the limitations of the study when interpreting its findings. The study's findings are based on the literature selected from two databases, which may introduce biases and limitations. Additionally, the study's findings are constrained by the timeframe of the literature review, and new studies may have emerged since the cut-off date, potentially impacting the representation and generalizability of the research trends identified. Another limitation lies in the construction of categories during the coding process. The coding scheme used may not have fully captured or represented all relevant terms or concepts. Some relevant terms may have been inadequately represented or identified using different words or phrases, potentially introducing limitations to the analysis. While efforts were made to ensure validity and reliability, there is still a possibility of unintended biases or inconsistencies in the categorization process.

Data Availability

The datasets (documents, excel analysis) utilized in this article are available upon request from the corresponding author.

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