How do you choose the right type and scale of questions for different variables and objectives?

1 Variables and objectives

The first step in choosing the right type and scale of questions is to define your variables and objectives. Variables are the characteristics or attributes of your respondents or the phenomena you want to measure, such as age, gender, income, attitude, behavior, or satisfaction. Objectives are the specific research questions or hypotheses you want to answer or test, such as how satisfied are customers with a product, what factors influence their purchase decision, or how likely are they to recommend it to others. You need to identify the main variables and objectives of your study and make sure they are clear, relevant, and measurable.

2 Question types

The second step is to select the appropriate question type for each variable and objective. There are two main types of questions: closed-ended and open-ended. Closed-ended questions ask respondents to choose from a predefined set of options, such as yes/no, multiple choice, or rating scales. Open-ended questions allow respondents to answer in their own words, such as text boxes, comment fields, or essay questions. Each type has its advantages and disadvantages, depending on the purpose and context of your study. Generally, closed-ended questions are easier to answer, analyze, and compare, while open-ended questions provide more depth, detail, and insight.

3 Question scales

The third step is to decide on the appropriate question scale for each closed-ended question. A question scale is the range of options or categories that respondents can choose from to express their opinions, preferences, or behaviors. There are different types of question scales, such as nominal, ordinal, interval, or ratio. Each type has its own level of measurement, meaning, and implication. For example, nominal scales are used to classify respondents into mutually exclusive groups, such as gender, race, or occupation. Ordinal scales are used to rank respondents according to a certain criterion, such as satisfaction, importance, or frequency. Interval scales are used to measure respondents' attitudes or perceptions on a continuous scale, such as Likert, semantic differential, or graphic rating scales. Ratio scales are used to measure respondents' behaviors or outcomes on a scale that has a true zero point, such as income, weight, or time.

4 Question wording

The fourth step is to craft the question wording for each question. The question wording is the actual text or phrase that you use to ask the question. The question wording should be clear, concise, and unbiased. You should avoid using ambiguous, vague, or complex terms, leading or loaded questions, double-barreled questions, or negative or double negatives. You should also use consistent and appropriate language, grammar, and format throughout your questionnaire. You should pretest your questions with a small sample of your target population and revise them based on the feedback and results.

5 Question order

The fifth step is to arrange the question order for your questionnaire. The question order is the sequence or logic of your questions. The question order can affect the respondents' answers, attention, and motivation. You should follow some general principles, such as starting with easy and general questions, moving to more specific and difficult questions, grouping similar or related questions together, using transition or filter questions to guide respondents, and ending with sensitive or demographic questions. You should also consider the effects of priming, anchoring, or context on your questions and avoid creating bias or confusion.