Check out the different question types you can use to write a customer satisfaction survey

1. Customer Survey
Research
Constructing Customer Satisfaction
Questions

2. Learning Objectives
 Recall the tips for designing good customer
satisfaction surveys
 Recall the question types you can use to write
customer satisfaction surveys

3. Question Types
 Open-ended
 Multiple choice
 Rating
 Semantic differential scale/bipolar rating scale
 Rank-ordering
 Examples of when to use measurement scales:
 Attitude toward an idea, product, service, practice,
etc.
 Behavior
 Knowledge
Measureme
nt Scales

4. Question Types – Open-Ended
 Respondents answer in own words
 Good for asking for attitude or feelings, likes and
dislikes, memory recall, opinions, or comments
 Open-ended questions take time & effort to fill out
 Customers usually skip open-ended questions
more than closed-ended questions
 Data analysis can be time consuming & difficult
Examples:
What do you dislike about the product you bought from
Purina Feed?
What is your favorite aspect of the product you bought
from Purina Feed?

5. Question Types – Multiple Choice
 Respondents select pre-determined answer
choices
 Dichotomous, Multi-chotomous
 Forced-choice or select all that apply
Example of multi-chotomous question with
forced choice:
How often do you typically use the product?
 Do not use
 Once a year
 2-3 times a year
 Every 2-3 months
 Once a month
 Weekly

6. Question Types – Multiple Choice
Example of multi-chotomous question with select
all that apply:
Which of the following words would you use to
describe our products? Select all that apply.
 Reliable
High quality
 Useful
 Unique
 Good value for money
Overpriced
 Impractical
 Ineffective
 Poor quality
Unreliable

7. Question Types - Rating
 Good for measuring behavior or attitude
 Each answer choice is weighted
 Write multiple statements related to same topic
to create construct
 Code responses consistently so high scores
indicate stronger agreement with attitude in
question
 Answer choices go from negative to positive

8. Rating Example
Overall, how satisfied or dissatisfied are you with
our company?
 Very dissatisfied
 Somewhat dissatisfied
 Neither dissatisfied nor satisfied
 Somewhat satisfied
 Very satisfied

9. Rating Example
Based on your experience with Purina’s mineral tub,
would you recommend this product to a friend?
 Definitely will not
 Probably will not
 Might not or might
 Probably will
 Definitely will

10. What do you think?
 Let’s critique this question. What was done
correctly? What needs to be corrected?
Write your answer down before sharing with
the class.
Overall, I am very satisfied with the way Agri-Service
provided customer service on my equipment.
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

11. What do you think?
 Let’s critique this question. What was done
correctly? What needs to be corrected?
Write your answer down before sharing with
the class.

12. Question Types – Semantic
Differential or Bipolar Rating Scale
 A name or concept is place at top of series of 7-point
scales anchored by bipolar adjectives
 Usually measures attitude toward task, experience, or
object
 Use short and precise statements
Example
How do you perceive the company?
Fun 1 2 3 4 5 6 7 Boring
Complicated 1 2 3 4 5 6 7 Easy
Good 1 2 3 4 5 6 7 Bad

13. What do you think?
 Let’s critique this question. What was done
correctly? What needs to be corrected?
Write your answer down before sharing with
the class.

14. Question Types – Rank Ordering
 Respondent indicates a priority among a
number of alternatives
Example:
Please rank the following words in order of your
preference in characteristics you look for in a
product. Put a 1 next to the characteristic you
value the most, a 5 next to the characteristic you
value least and so on.
____ Reliable
____ Good value for money
____ High quality
____ Unique
____ Easy to use

15. What do you think?
 Let’s critique this question. What was done
correctly? What needs to be corrected?
Write your answer down before sharing with
the class.
Please rank us on the following attributes:
____ Customer service
____ Professionalism
____ Quality of products
____ Sales staff
____ Price

16. Questionnaire Design
 Opening questions
 First few questions are easy & interesting
 Build participants’ confidence in survey
 Question flow
 Use headings to separate sections
 Location of sensitive questions
 Place demographics & personal information
toward end of survey

17. Visual Design Elements
 Graphics
 Use text boxes, square check boxes, images, or
logo
 Participants perceive survey as more legitimate when
client logo used
 Font
 Use darker and/or larger print for question
stem
 Use different font for instructions versus question
stems & answer choices
 Make answer choices same font as question

18. Visual Design Elements
 Brightness/Contrast/Color
 Changes in shading and color influence how
elements perceived & whether they stand out
from background
 Location
 Make answer spaces or response options
same readable size with same character
spacing
 Spacing
 Place answer choices in close vertical
proximity