How do you balance the length and complexity of your survey with the response rate and quality?

2 Choose your question types

Surveys can include different types of questions, such as closed-ended, open-ended, rating scales, ranking, multiple choice, or matrix. Each type has its advantages and disadvantages, depending on your purpose and audience. Closed-ended questions are easier to answer and analyze, but they limit the range of responses and may not capture the nuances of opinions or experiences. Open-ended questions allow for more depth and detail, but they require more time and effort from the respondents and the evaluators. Rating scales and ranking questions can help you quantify and compare the levels of satisfaction, importance, or preference, but they can also introduce biases or confusion if they are not clear or consistent. Multiple choice and matrix questions can offer more options and flexibility, but they can also increase the cognitive load and reduce the response rate.

3 Keep it short and simple

Designing a survey can be a challenge, as you must find the right balance between survey length and complexity, and response rate and quality. Generally, shorter and simpler surveys tend to have higher completion rates, but they may not provide enough information. On the other hand, longer and more complex surveys can cover more topics and dimensions, but they can also be overwhelming or boring for respondents. To achieve an optimal balance, consider the relevance and value of each question for your purpose and audience. Make sure to use clear and simple language that is easy to understand and answer. Additionally, create a layout and format that is visually appealing and not too cluttered with too many questions or options per page.

5 Distribute and follow up your survey

The final step of your survey design is to distribute and follow up with your target audience. Depending on your purpose and audience, you can use different methods, such as email, web, phone, mail, or in-person. Each has its own pros and cons based on the accessibility, convenience, cost, and response rate. To ensure the best method is chosen for your context and resources, it's important to provide a clear and compelling invitation or introduction that explains the purpose and value of the survey. Additionally, remind respondents at regular intervals but not too frequently or aggressively to encourage them to complete the survey or thank them for their participation. Lastly, monitor and analyze the response rate and quality throughout the distribution and follow-up process, adjusting strategies as needed.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?