Tips for designing a top-notch survey

1. Focus your attention on closed questions

It takes more time and effort to answer open-ended questions (i.e., questions with free answers). Too many of these questions can force respondents to leave the survey earlier than if the survey would contain closed-ended questions instead of open-ended ones.

Try to use no more than 2 open-ended questions and, if possible, place them on separate pages at the end of the survey. Thus, even if the respondent leaves the survey, you will still have their answers on the previous pages.

2. Use neutral questions in your survey.

Adding your opinion to a question (or using "guiding questions") can influence respondents, and you will receive answers that do not reflect their actual views.

Let's say you are asking a leading question:

“We consider our customer service representatives to be highly qualified specialists. How professional are they in your opinion? "

This question already contains a definite opinion, which you seem to impose on the respondents. You could formulate the question more objectively, something like this:

"How helpful or unhelpful do you think our customer service representatives are?"

3. Maintain a balanced set of response options

For our last point, respondents need to be provided with a way to communicate honest and thoughtful feedback. Otherwise, the veracity of their answers will be questionable.

The predefined answer choices can also influence the answers. Suppose we asked the following question: "How helpful or unhelpful do you think our customer service representatives are?" and indicated the following answer options:

Extremely helpful

Very helpful

Useful

As you can see, there is simply no way for respondents here to report that the customer service representatives are not helpful. To get an objective picture, you need to add a more balanced set of answer options:

Very helpful

Useful

I am at a loss to answer

Useless

Completely useless

4. Don't ask about two things at the same time.

Confusing respondents is just as harmful as influencing their answers. In both cases, they may choose answers that do not correspond to their real opinions and preferences.

A common cause of confusion is the use of ambiguous questions in which respondents are required to rate two different things at the same time. For example:

"How do you rate the performance of our support team and the reliability of our products?"

Service desk performance and product reliability are two separate categories. Including them in one question can cause the respondent to either rate only one category, or skip the question altogether.

Fortunately, this problem is easy enough to fix. Just split this ambiguous question into two simple closed questions:

"How do you rate the work of our support service?"

AND...

"How do you rate the reliability of our products?"

5. Don't use similar questions.

Imagine someone asking you the same question over and over.

You might feel annoyed, right?

This is how respondents may feel when you repeatedly ask questions that are based on the same text or choice of answers. It makes respondents either throw survey or, equally bad, to participate in it in a slipshod manner , not too pondering the meaning of the questions.

You can fix this problem in advance by changing the types of questions, the way you ask them, and by making gaps between questions that seem the same.

6. Make most of your questions optional

Perhaps the survey contains questions that respondents cannot answer, or questions that they find uncomfortable to answer.

Keep both of these points in mind when deciding which questions require mandatory answers. When you are not sure which questions should be required and which are optional, it is better to make them optional. We found that asking for answers to some questions can lead to the fact that respondents either leave the survey, or simply choose the first available answers .

7. Conduct a mock survey

For survey creators, there is no whiter feeling than discovering errors in a survey after it has already been submitted.

Prevent these situations by sending your surveys to friends and colleagues ahead of time . It never hurts to have another pair of watchful eyes when proofreading a survey draft.

Designing a good survey involves using questions that can test the sincerity of the respondents. At the same time, you must make it easy to take the survey.

The better your polls are, the better the answers will be. Apply these best practices to your survey today!

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