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16 survey inquiries to clients

There are several reasons why survey questions are important for market research. You can:

  • Give your company a good idea of ​​who your target market is.
  • Give a clear answer to how well your branding is working.
  • Help increase sales by increasing foot traffic and online traffic.

Keeon Yazdani, Chief Marketing Officer of WE R CBD, offers several other benefits.

"Surveys are extremely important for market research," writes Yazdani. "This is because they enable a company to get feedback on how consumers rate their products and customer service. Product feedback from customer surveys can help a company make the adjustments needed to improve its products."

This article discusses the different types of survey questions and how they are used. It also explains what you need to avoid when compiling survey questions. Finally, the last section contains answers to the most frequently asked questions. Getting it right is important to keep customers happy and develop good products and services.

Types of survey questions

What types of survey questions should you use? There are a few things to consider here, including answering various questions. It is important to keep them different and not to ask two things at the same time. Take some time to ask the questions so that they are neutral and do not lead.

Ultimately, the question types of the survey depend on the time frame, the goals and the target group of your survey.

"Keep the question text short," writes Nicole R Rodriguez, director of Interdependence Public Relations. "Get to the point and don't use many words to clarify your point of view or explain instructions. Keep the answer lists short to reduce the tendency for long lists that don't fit on the screen.

1. Open survey questions

Unanswered questions are common. These enable respondents to respond in a free forum. These are not based on statistics and there are no fixed answer options. The questions are open and subjective. The type of answer here leaves the door open for further questions.

In short, open questions leave room for more comprehensive answers. These cannot be answered with a simple yes or no. This includes questions such as: "What do you like best about working for your manager?" Or a question like "How do you determine your company's needs? This works for sales teams.

When are open questions to be used?

These types of questions are most effective if you know how to use them. Here are some examples of when these questions should be used for survey purposes.

They work well when you start surveying. A new company or startup needs to find out about customer needs. The open answer options help you to improve customer satisfaction. These types of questions also highlight where you need to improve.

Survey questions like this have a dark side.

  • They try harder to answer. Remember that there are no fixed answer options and no scale questions. The answer options here require more consideration. For this reason, the respondents tend to shy away from it.
  • It takes longer to analyze the answers you get back than the multiple choice variant.

Morgan Molnar, director of product marketing at SurveyMonkey Market Research Solutions, gave some other examples.

2. Screening questions

"If you have to reach a certain target group with your survey, screening questions are your best friend," she writes. "On most survey platforms, you can add disqualification logic to take out people who are not relevant to your survey.

A good example is:

  • "Can you tell me something about your experience?"

When are screening questions used?

"You are always at the very beginning of your market research survey," says Molnar.

3. Firmographical questions

"When doing B2B research, you should include firmographic questions to understand things like job title, level, department, company size, or industry of your respondents," says Molnar.

4. Questions about the final survey

There are other types of survey questions to consider. Closed questions are an easier option. These are defined answer options. The type of answer that is found here is often multiple choice. However, they can include the following:

  • Questions about the rating scale. It is best to include some positive and some negative options. These are pretty much multiple choice questions. A common example would ask respondents to vote on a rating scale from one to ten.
  • Nominal questions. These are well suited for diagrams because only a few answers are available. An example of this type of question could be: What is your favorite browser? This has a number of multiple choice options like Google, Safari or Chrome.

One of these could be:

  • Did you find our service useful?

When are closed survey questions used?

These are good at the beginning of the polls. They are easy to answer and motivate people to go through the rest of the survey. These are good if you are looking for statistics to create charts.

5. The question of the evaluation scale

Questions about the evaluation scale have a numerical value. A good example are questions where you need to rate customer service from 1 to 10. These are ideal for uncovering trends. Getting people to answer questions like this improves engagement.

When is the rating scale question used?

The Net Promoter Score is important. It is a customer satisfaction and retention tool based on such questions and answers.

6. A Likert Scale Survey Question

Various scales are available here. They range from four points to seven points and more. This way you can find out what people think about your goods and services


These are used to measure how respondents feel. They often ask if they disagree or agree with comments. These scales can ask whether someone "strongly disagrees, disagrees, agrees, or strongly agrees" with a statement. And they add up the numerical values.

When are Likert survey questions used?

This is a good survey if you are looking for a popular opinion. You can also use it to measure a respondent's beliefs and attitudes. These are important key figures if you want to optimize your goods and services.

7. Questions regarding the multiple choice survey

Scot Chrisman, CEO of The Media House, explains why he likes to use these questions.

“Multiple choice questions are the most common type of questions we use. This is because they give us a clear answer that makes their analysis easier. "

There is one answer with one answer and several answers. For example:

  • What is your favorite salad dressing? You have several options, but the respondents only tick one.
  • Which salad dressing do you like? This type of question allows respondents to give multiple answers.

When Should Multiple Choice Survey Questions Be Used?

These questions are another great way to find out how customers like what you need to sell. The questions with an answer help define a net promoter score. In this way you can measure how well you are addressing your target group.

8. Questions about image selection

These survey questions were referred to as the visual version of Multiple Choice. The respondents can choose from two or more pictures. The following example might be a question:

"What kind of face do you prefer?"

Usually you can either upload an offered image or copy and paste a URL from your device.

Questions about using image selection surveys

They are committed and fun at the same time. This survey format works well when your respondents are different.

9th Slider Survey Questions

With these you can let people react on a sliding scale. The bonus here is answering the questions is fun. It also makes it easier to summarize the answers as a whole.

Here is an example: How would you rate the usefulness of our software on a scale from 1 to 10? "

Questions about using slider surveys

This is the way to go if you want to measure customer reviews at individual and group levels.

Questions about the demographic survey

Gathering questions in a survey template has one goal. Find out more about your target market here. The respondents are the people you want to sell to. The demographic survey is designed to tell you who you are.

How old are you? Is a general example followed by several check boxes. You can also ask another gender and race question.

When is this type of question used?

It is best to make it clear how you use the information before you get respondents to answer it. This type of question is also good for breaking down your target market.

10. Questions about the matrix survey

With this type of question, the questions are put together according to Likert and the evaluation scale. Here is an example of how these work for a computer company.

On the left is a list of questions with stacked topics such as "ease of learning" and "quality of technical support". Respondents can tick boxes that range from "very good" to "bad"


When is the matrix question survey used?

These are ideal for large-scale surveys. At the same time, they can be a bit confusing for mobile devices.

11. Questions about the customer satisfaction survey

Polly Kay, Senior Marketing Manager at English Blinds, explains how they combine different types.

“A customer satisfaction survey is best done with multiple choice questions in the body. A final section where respondents can provide more information also works. "

This open question in the end provides good personal information.

When is the customer satisfaction survey used?

These are good before you launch a new product. If you use this question template, you will learn what needs to be optimized with the old one.

12. The yes or no question

This type is all about simplicity. A frequently asked question concerns a company's service. You have already seen this example.

"Did you find what you were looking for?"

When to use this type of question

These are good if you want to find out why sales are low. Asking respondents to explain themselves in a follow-up question works.

13. The dropdown question

With these questions, your respondents can click on the menu and select from the dropdown menu. If you have many choices, using these menus can give your respondents a perspective.

Using the dropdown question

These are basically multiple choice questions if you have many answers that respondents can choose from. If the respondents have different choices, the list doesn't look overwhelming.

A good example could be asking someone about their age. If you let them choose from different categories such as 18 to 24, 25 to 30, etc., the choices are broken down.

14. Questions about the purchase

You can dig deep into it and ask a number of different things. However, two questions generally do the job.

  • Why did you buy the items in your shopping cart?
  • What other products should we offer?

When is the purchase question used?

These are ideal for small businesses that want to optimize their inventory. They offer an excellent opportunity to get in touch with the purchase of customers and your target market.

15. The question about the test user survey

As the name suggests, these test users should get users to log in. Some of the questions are: What kept you from signing up today? Another example could be: "What could convince you to register now?"

Using the Test User Survey

These are useful at the end of a trial period you offer. Small businesses use this to convince test users to stay on subscription or product.

16. The benchmark survey

These compare your answers with similar surveys by other companies. You need to do a little research here. To ask questions, you need to look at some of the other surveys done on the same topic. Or you can use a service like SurveyMonkey. You have a number of these questions at your fingertips.

When is the benchmark survey used?

This is a great way to compare survey-to-survey results. This is a great way to get cross-referenced data. The benchmark survey allows you to narrow the accuracy of your results by comparing them.

Things that should be avoided when writing survey questions

The idea behind writing survey questions is to get accurate answers and good data that you can use. Knowing what to avoid can be as useful as understanding best practices. The following list gives you some of the most common mistakes.

Too many questions

Yaniv Masjedi is CMO at Nextiva. He emphasizes that it is best to keep things short.

"Don't ask too many questions," he writes. “If you ask a lot of questions, readers will be overwhelmed and click away. Just ask a few key questions you need answers to, otherwise you risk not learning anything. "

Using key words

You want the respondents to answer every question in the survey subjectively. Take a look at the ones you have put together. Try to see if they're trying to incline the answer.

Here is an example. "Do you think our service is excellent?"

This is a question that qualifies on the basis of a word. It is obvious that the company considers the service to be excellent and would be happy if you did too. Neutral words and sentences are best. Make sure the questions remain open, such as:

"How would you rate our services?"


Will Ward, CEO of Assistive Listening HQ, adds survey q questions that are loaded with assumptions. He provides the example of "How long and informative was the product video?"

"This presupposes that the product video was" long "," he writes. "This is purely subjective and also implies that lang = informative. Instead, companies can opt for more neutral questions such as “Was the product video useful and informative?”


Using more than one author

Survey questions must have the same tone and style. The respondents switch off when the writing style changes.

Michael Janov, partner at Azurite Consulting, explains why:

"A tone and style from the survey is important," he writes. “Multiple authors offer a great opportunity for multiple styles and languages. Changing the style of writing questions may seem useful. However, this can lead to a lack of interest. "

The solution to keep respondents busy is simple. Use an author, but ask the entire team for input.

Asking Private Questions

Grant Aldrich, founder and CEO of, explains why these questions are bad.

“Be careful not to request private information. High survey opening rates combined with low submission rates are a clear indicator that you are asking overly private questions. "

Avoid questions like, "Do you suffer from anxiety?"

The idea is to ensure that you don't include a question for survey purposes that makes respondents feel vulnerable.

“The survey participants do not want to send this type of information to you via third parties or even directly,” says Aldrich.

Asking questions with two barrels

Zach Reece of Colony Roofers, LLC explains.

"This is one of the easiest ways to get misleading survey responses," he writes. "For example:" What is our customer service and response time like? "

Reece worked for a while at a Deloitte, where he prepared templates for survey questions. He has some other suggestions on the type of question that works best.

Too many questions added to the survey

"Don't include too many choices," he says. "Four, at most five is all you need."

More and the respondents may lose focus and do not end the survey. This applies to those like multiple choice.

Distortion in the survey questions

Erik Rivera, CEO of ThriveTalk, explains.

“A common question about surveys is how to avoid bias in the answers *, he writes. "The random order of answers and questions is a good way to avoid this."

Confuse the order of the question types. Be sure to ask questions to get from general to specific.

Lingo in the survey questions

Scot J. Chrisman is the CEO of the Media House. He suggests a simple language.

"Avoid using jargon that your audience doesn't understand," he writes. "This only leads to inaccurate results. This is because there is a tendency to answer the questions as you understand them. "

He adds that jargon can confuse people. A team that questions survey results can follow.

Using Absolutes

Morgan Molnar provides another trap to avoid.

"Don't use words like" always "," all "," all "," always "," never "etc. in your question text," she says.

Frequently asked questions about survey questions

You must question your survey selection. Understanding what kind of questions you are going to ask is the beginning. After that, you need to deal with meat and potatoes and put the words together. Here are some common questions that people ask about.

What if I'm not sure about a question?

"If you have any doubts as to whether or not to include a question in a survey, the best thing to do is remove it," writes Grant Aldrich, founder and CEO of

“Another option is to make questions optional. As a final fallback, create a second survey that contains the question in question and split your surveys to optimize them. "

How long should my survey take?

Corina Burri, Senior Marketing Manager, explains:

Don't take surveys that are too long, ”she writes. “The concentration ranges of the customers are short. Get straight to the point. "

Scroll down here to find useful information.

Now that I know the types of questions, what should I ask?

What you ask in your surveys depends heavily on your goals. Understanding your target market is one of the first steps to get it right. If you ask your survey questions correctly, you can concentrate on your marketing and product development. If you're a startup, a good survey can even help you define who you're selling to. Here are some of the questions you'd like to ask with an example.

  1. How did you find out about our goods and services? This is the first example because it is a very common question. It can help you understand what works in your marketing toolbox.
  2. How do you rate our customer service? If you show that you take this aspect seriously, customer loyalty increases. It's a good check of how motivated your employees are.
  3. How do you like the goods and services that we sell? This is a great way to get personal feedback from your target market. This is a good example of a method of customer retention
  4. Are there any changes you would like to see in our products or services? This is another example of how you can go straight to the source for feedback. You can ask here what changes your customers want to see.
  5. Do you know the other products we offer for sale? This is an example of pitching products. This is another great way to keep track of what works and what doesn't with marketing.

You can have as many or as few questions as you like. However, you don't want to burden your customers with too many. According to many experts, the sweet spot is to ask between 10 and 30 questions.

Which tool should I use to create my survey?

There are a number of solid platforms on which you can create, distribute, collect and analyze your surveys. These are some top options when it comes to putting together effective survey questions.


Jacob Sapochnick is an immigration lawyer and social media influencer. He likes how to tailor questions.

"This is a website where you can conduct surveys online," he writes. “You can hire your respondents according to the requirements of your research. This is a big help for me, because if your surveys are lost, they have an online backup. "

Another example of why this tool is popular comes from Aldrich:

"A major advantage of SurveyMonkey is that it tracks IPs," he writes. "They register unique submissions and add a layer of security to prevent competitor spam attacks."

Get expertly written questions. Choose whether you want to track respondents via email and mobile apps.

Zoho Survey

This tool has several advantages over the competition. It offers more than 25 different types of questions. In addition, each survey is mobilized so that respondents can get an answer on any device. There are 250 templates to choose from. It also translates into over 70 different languages.

Use this tool for international survey needs. It also works with North American requirements. However, the translation function distinguishes it from the competition if you do business abroad

Gizmo survey

Survey participants do not always have to be interested. With SurveyGizmo, you can ask questions about your employees that support the workflow in your company. They offer good integration tools and a free trial version. A good example of business software that you can use in different ways.

More options can be found at:


A survey is a useful tool for various reasons. It can help you decide what works with marketing and what needs to be optimized. This is a great way to improve customer service. They can even help you add or remove inventory with the data you receive.

It takes some time to put together a good survey. When you get input from your marketing team and employees, you get great results. Remember that you learn a lot of little tricks along the way. For example, it is important to make most of the answers optional.

Not all people reading the survey know how to answer a question. Others feel uncomfortable with some things you may ask. It's a good idea to make sure that you can skip some questions and continue to answer others.

Surveys are a great way for small businesses to collect data. With the numbers they receive, they can make important business decisions about marketing, products and how to proceed.


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