Online questionnaire

Generally speaking, most surveys combine three types of questions.

Types of questions

Closed questions

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.

Open questions

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.

Scales

There is no “best” scale; there are scales for each type of study. You can use two types of scales for collecting opinions.

Semantic scales: words

“What do you think about our product quality?”

  • Excellent
  • Very good
  • Good
  • Poor
  • Very poor

“Are you satisfied with our After-Sales Service?”

  • Excellent
  • Very good
  • Good
  • Poor
  • Very poor

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
around the middle of the scale

Can be used for multi-country
international studies

Strong inertia in results; not much
change from one wave to the next.

Mathematic scales: grades

“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
of a good grade?

Fast and easy to answer.

Difficult to use internationally because
base 10 or 20 is not universal.

Grading recalls the
school system

The value of school grades
is different for each country.

Interpreting answers is not mandatory
before statistical processing.

Example: In Germany, grades range from 1 to 6, where 6 is the worst and 1 is the best.

The Net Promoter® Score: the 11-point scale

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
easy to understand.

Reasons for customer loyalty and
satisfaction are unknown.

Good indicator of growth potential
and customer loyalty.

Depending on how customers are divided,
the same score can give different results.

Easy to follow from one wave to the next.

At least 400 respondents are necessary to ensure a representative sample.

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