The question type is not a cosmetic detail. The same topic, asked two ways, can give two different results.
An example from Pew Research Center
In its guidance on writing survey questions, Pew Research Center describes asking voters in 2008 about the most important issue in two ways. When shown a list that included “the economy”, 58% chose it. When the question was open with no options, only 35% named it. Pew also notes that the order of questions and of answer choices affects responses.
The practical lesson: pick the question type for what you want to learn, and keep the options clear and balanced.
Ranking: when you want priorities
Ask “what matters to you?” with checkboxes and many people tick everything. A ranking question forces a trade-off: what comes first, then second. Use it when you need a decision, such as which features matter most or preferred session times, and keep the options few.
Comparison table: several items on the same scale
When you want several items rated on the same criteria, such as speed, price and quality for several services, a comparison table gathers them into one question instead of ten in a row. Keep the same columns for every row, and keep rows few.
Scales and ratings: intensity, not a choice
When the question is about how satisfied or how much someone agrees, a scale gives you a number you can average and compare over time. Keep the same scale across your surveys so results compare.
And when is a text box still best?
When you do not know the likely answers in advance, or you want the person's own words: “why?” after a low rating, or “what did we miss?” at the end. Use it sparingly, as it is slower to write and to analyse.
In Formza
- Ranking, comparison tables, scales, and star and numeric ratings are all ready question types in the builder.
- The “Other” option adds a text field for people who do not find their answer in the list.
- The analytics page summarises each question: option shares, average rating, the average rank of each option, and the comparison table totalled.
Sources
- Pew Research Center — Writing Survey Questions (pewresearch.org/writing-survey-questions).
