The respondent answers by choosing an option from a list of predefined options. The answer is single or multiple. The only risk is not proposing the complete list of all possible answers.
The respondent answers freely in writing. Here, the constraint involves limiting the scope of the open question as much as possible so that the respondent’s answer will reflect the main issue.
Try to be as precise as possible when presenting this type of question. Don’t use words like “comments” or “suggestions”; otherwise, you will obtain answers that are far removed from what you want.
There is no “best” scale; there are scales for each type of study. You can use two types of scales for collecting opinions.
“What do you think about our product quality?”
“Are you satisfied with our After-Sales Service?”
Advantages | Disadvantages |
|---|---|
Esay to administer on Internet. | Doesn’t reflect shades of opinion well with only four or five possible answers |
No ambiguity in terms of interpretation. | Encourages bunching answers |
Can be used for multi-country | Strong inertia in results; not much |
“What grade out of a maximum of 10 would you give to our phone service?”
“What grade out of a maximum of 20 would you give to the technical skills of our sales reps?”
Advantages | Disadvantages |
|---|---|
Takes more fully into account the shades of opinion on criteria based on 20. | How do you define the exact value |
Fast and easy to answer. | Difficult to use internationally because |
Grading recalls the | The value of school grades |
Interpreting answers is not mandatory | Example: In Germany, grades range from 1 to 6, where 6 is the worst and 1 is the best. |
The Net Promoter® Score, or customer recommendation index, is a type of question that you can choose for your online studies on the AreYouNet platform.
“Would you recommend our products and services to those around you?”
An 11-point scale, where 0 = not at all and 10 = certainly, is used to separate promoters, detractors and passive customers
More tips
Advantages | Disadvantages |
|---|---|
A unique number that is clear and | Reasons for customer loyalty and |
Good indicator of growth potential | Depending on how customers are divided, |
Easy to follow from one wave to the next. | At least 400 respondents are necessary to ensure a representative sample. |
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