5) Side-By-Side Matrix
This one is very similar to the Matrix Table but allows you to organize a detailed survey of learning importance and satisfaction levels of the services you offer to users. Define multiple options simultaneously, creating a table with two opposite scales (five answer options for each).
The side-by-side matrix allows getting accurate results with no additional resources. You will see what changes are necessary for your product to satisfy customers’ needs and what are your advantages to maintain even better business results.
Again, for mobile users, it is advised to tone down questions and limit topics per screen.
Long Story Short:
Survey accuracy can be manipulated with a lot of survey question types, and you are welcome to consider different ones to get feedback from customers on the issues that interest you. Just remember: the accuracy of your survey will depend on the quality of questions you choose and distribute.
In his book, The Complete Guide to Writing Questionnaires, David Harris wrote, “If we make questions clear, answerable, easy and unbiased, we can reduce the survey length, improve the respondent experience, completion rates and the quality of data.”
So given that no universal guidelines for perfect survey questions exist, simply design yours in the context of your marketing goals and customers. Depending on a type of data you need, questions may differ as well.
The more question types you know, the more chances you’ll have to get necessary insights from your respondents. Commonly used questions such as closed- and open-ended ones are great, but they have some disadvantages:
- You risk frustrating respondents if they don’t find a preferable answer variant in your survey.
- The data you get will need additional analysis for more accurate results.
Alternative types of questions are what can help you influence the accuracy of surveys. Once you determine the business goal of your survey and see that matrix table or semantic differential scaling are the best variants to design a questionnaire – do your best to create and distribute a survey accordingly.
And don’t forget about technologies such as Survey Anyplace to captivate responders’ attention and create the experience they expect from you.