1. Open-ended survey questions
Open-ended survey questions are questions that allow the respondent to write out their answer. Including open-ended survey questions is important because it gives your respondents free rein to express their feelings and concerns. These types of questions encourage honesty, which is ultimately what you want from your surveys.
To craft effective open-ended questions, you want to keep the question brief at first and then potentially follow up with some more in-depth questions. For example, your first question can be “How do you feel about (product name)?” and your second question can be “If necessary, how do you think we can improve that product?”.
Asking these questions in two parts is less intimidating for the respondent and encourages them to write more, so you can better assess their thoughts and feelings.
Some other examples of open-ended questions include:
- How can we improve your experience with the company?
- What's working for you and why?
- What can our employees do better?
- Why did you choose our product over a competitor’s?
- What would be one word you’d use to describe us and why?
2. Binary survey questions
Binary survey questions are the opposite of open-ended questions and offer only two options for answers, which are typically “yes” and “no.” By asking yes/no questions, you can quickly gather feedback without having to take the time to read through long responses. Binary questions will give you a general sense of how your customers feel based on a simple yes or no.
Because binary survey questions don’t provide as much insight into your respondent’s feelings as open-ended questions, you want to limit the number of these you include in your surveys. Only having two options for answers can make your respondents feel boxed in and like they don’t have another choice. With that said, binary questions can provide useful information that can be applied to your business.
Some examples of binary survey questions include:
- Were you satisfied with your experience with us? Yes/No
- Did you find what you were looking for today? Yes/No
- Is there anything else you need from us? Yes/No
3. Demographic survey questions
It’s crucial to include demographic survey questions in a customer survey so that you can better understand your audience. Asking demographic questions is essential so that businesses can create buyer personas that represent their target audience. When you have an idea of your buyer persona, you can create more effective marketing efforts that are targeted specifically to your target audience.
Asking these questions can help give you an idea of what audiences you’re performing well with, and what audiences you’re lacking. However, your respondents shouldn’t be required to answer demographic questions, so make sure to include that they’re optional.
Some examples of demographic survey questions include:
- What is your name?
- What is your phone number?
- Where do you live?
- What gender do you identify as?
- What is your email?
- What is your employment status?
- What is your marital status and do you have children?
- What is your education level?
4. Likert scale survey questions
Likert scale survey questions provide respondents with a variety of answers that range from one extreme to another, such as extremely unsatisfied to extremely satisfied. Likert scale questions will typically also include a neutral option for the answer.
Likert scale survey questions are good to incorporate in a customer survey because they’re easy to understand and give the respondent an option to be neutral. With this type of question, businesses can easily collect important, quantifiable data, like consumer beliefs and attitudes, without having to observe the consumer in action.
Some examples of Likert scale survey questions include:
- How satisfied are you with our service?
- Very satisfied
- Moderately satisfied
- Neither satisfied nor dissatisfied
- Moderately dissatisfied
- Very dissatisfied
If you choose to include Likert scale survey questions in your customer survey, make sure you remain consistent with your rating scales. The more options you have for answers, the more confusing it can be to analyze your data. Aim to keep your rating scales as consistent as possible to make things easier for both you and your respondent.
5. Multiple-choice questions
Multiple-choice questions are a very straightforward way to assess your customer’s opinions. Multiple-choice questions are easy for the customer to understand and answer, and the answers are easy for the business to analyze. With multiple-choice questions, you can provide more answer options than with a binary question or Likert scale, but your respondents can’t go as in-depth as they can with an open-ended question.
Some examples of multiple-choice questions include: