The Marketer's Guide to Surveying Users

Chapter Seven

How to Write Survey Questions:

What to Ask

Once you’ve gotten a handle on the first two components of your survey framework, you can begin writing your survey questions. While at first this part may seem pretty straightforward, asking the wrong questions is a great way to derail an otherwise excellent survey plan. Just as building a survey is so much more than emailing a list of questions to your email subscribers, writing said questions involves more than simply beginning a sentence with an interrogative word like who, what, or why and ending it with a question mark.


That’s why in this chapter we’re going to dissect the art of writing survey questions—what makes a good survey question? Which questions get you the most useful feedback without asking too much of the user? And how do you write them?



Before we dive into the specifics, let’s talk a bit more about the power of a well-written question. If you think back to the general education classes you most likely took your freshman year of college, you can probably remember the anxiety you felt upon taking the first exam with a new professor. Having no basis for comparison, you didn’t know if you’d get off easy with mostly multiple choice questions or encounter several dreaded discussion, or worse, essay questions.


As you realized even back then, how questions are asked affects what responses they get. For example, you may have preferred multiple choice questions because they required less critical thinking, meaning you could breeze through them with time to spare for a coffee before your next class. Or perhaps you favored essay responses, which required planning and critical thinking but less rote memorization of facts.


Just like in college, in the world of surveying users there is no single, universally appropriate type of question. Both how much information you need and what you plan to do with it determine what kind of questions you’ll ask.t qualitative responses that quantitative data, there are some important metrics to keep an eye on.

All survey questions have the following characteristics in common. In most cases, there’s no wrong or right way to write your questions—it all depends on the purpose of your survey.


Survey questions can be…

Open-Ended or Closed-Ended

Open-ended questions (also know as Essay or Descriptive Questions) require users to answer in their own words—typically in a text box with a set character limit—meaning they can speak freely about their opinions, experiences, suggestions, and anything else they want to talk about.


They’re good for…







Their drawbacks include…






The alternative to open-ended questions is closed-ended questions (various sub-types, including Multiple-Choice, True/False, Agree/Disagree, and so on). This question type is more likely to be answered because they ask a bit less of users.


They’re good for…






Their drawbacks include…





Because each question type has its limitations, many surveys combine both open-ended and closed-ended questions. Especially with longer surveys, it’s smart to limit the number of open-ended questions asked at any one time in order to minimize the potential for overwhelming respondents while ensuring that relevant feedback is collected.


Furthermore, some people choose to deploy an initial survey that asks open ended questions to a small subset of respondents. Once initial feedback has been gathered, they then write multiple choice questions based on the most common answers received during the open-ended period. This new closed-ended survey is then deployed to the user base as a whole.


Some survey solutions (such as Qualaroo and SurveyMonkey) also offer branching logic, meaning surveys can begin with a multiple choice question that, depending on the response, directs users who require extra space to an open ended form.


One way you’ve most likely encountered this mix of open- and closed-ended questions in the real world is customer satisfaction cards. For example, after your stay at a hotel you might be asked to fill out a card of multiple choice questions about your experience with the hotel’s service, cleanliness, and comfort on the front, allowing the hotel to quickly gauge your satisfaction with these key concerns.


But just in case there’s something else you want to mention—from the mildew in the ice machine to the best biscuits you’ve ever had at the brunch buffet—there’s also a space for you to express yourself more fully on the back of the card.


Unlike with open- and closed-ended questions, the following characteristics definitely have right and wrong options, and not paying attention to which category your questions fall into can make or break your survey.


The former will ensure they are easy to understand and that your responses are relevant and useful, while the latter will leave users confused and render your feedback off-topic and useless.

  • Uncovering unknown issues, desires, or needs.
  • Assessing feelings or attitude.
  • Providing space for additional opinions or comments.
  • Giving users flexibility and freedom in answering.
  • Higher likelihood that users might skip the survey due to the commitment required.
  • Lack of structured responses makes analysis difficult.
  • Potential for off-topic responses.

  • Encouraging user participation, meaning more responses received.
  • Making the resulting data easier to analyze.
  • Keeping respondents on topic.

  • Make it impossible to uncover unknown issues.
  • The right answer might not be included in the question options. (Source)

Direct or Indirect

Direct questions are to the point. They are concise and easy to read, meaning users are less likely to skim or skip over them. This doesn’t necessarily mean they’re short (although a very long question should be double and triple checked for directness), but that the question wastes no time in stating its objective.










Which question would you prefer to be asked? The first is easy to read and understand, while the second discusses superfluous background information before getting to the point—if respondents are even still reading by then. The latter creates cognitive overhead, making it more likely that the user will tune out, randomly select an answer, or potentially skip the question altogether.

For example: Based on today’s visit, how would you rate our support service overall?


An indirect way of asking this same question: Today, many companies base their customer satisfaction on the company’s capability to identify problems and provide support. With that being taken into consideration, how would you rate (Company name)’s support service overall?

Direct questions are better than indirect questions.

Unbiased or Biased


It’s impossible not to have your own hypotheses, opinions, and assumptions, but they have no place in your surveys.


Bringing subjectivity into your survey can unconsciously persuade your respondents to answer how you want them to answer. And while being proven right is awesome, getting feedback that improves your site and results in increased user satisfaction and higher profits is even better.


This is another reason why having multiple internal reviews is so important to building valuable surveys. Different departments and stakeholders can identify potential bias in questions that may skew feedback.


The key here is to use neutral language and avoid leading respondents to a particular answer.










Your choice to use the phrases “crucial steps” and “best on the market” makes the second example far from neutral. This is sometimes referred to as an Anchor Question, in which the customer is pulled into your logic in the first part of the question, and because of this, they answer accordingly. (Source)


Biased questions invalidate your survey results. Unbiased questions provide actionable feedback.

For example: How would you describe the checkout process for your purchase with us today?


An indirect way of asking this same question: Here at (Company’s Name), we have taken crucial steps toward offering you what we believe to be the easiest checkout process on the market. How would you describe our system?

Clear or Unclear


Your survey is not the time to show off your vocabulary—impressive though it may be. A misunderstood question can mean an irrelevant and useless response. For the sake of your feedback’s validity, the diction, phrases, and lingo in your questions should speak to the lowest possible knowledge and skill level you expect to take your survey.


If you’re surveying here in America, average Americans read at a fifth grade level. (Source)

























While both examples are direct and unbiased, the second question lacks clarity. This is tricky because the two services are closely related, but what if your response time is excellent but the resulting customer service is atrocious? Or it takes you a little too long to respond, but the responses are genuinely helpful?


Lumping them together not only gives you inaccurate data, but it could persuade you to make major changes to your business that simply aren’t necessary. For example, if you got low marks based on this double-barreled question, you might spend time and money retraining your customer service panel, while in actuality your response times just needed to be adjusted. You won’t know what you need to fix unless you separate the two. (Source)

Here are some common clarity errors to avoid:


  • Vague words and phrases, such as “often” or “too much,” which are understood by everyone a little differently.
  • Vague questions, which can only lead to comparably vague answers.
  • Technical terms, acronyms, or jargon.
  • Double-barreled questions, in which you’re actually asking two separate questions as if they’re one.
  • Extremely positive or negative wording.
  • Hypothetical questions.
  • Comparison questions, like when asking about the difference before and after a recent change. It’s better to ask about each version individually—a before-the-change question, followed by an after-the-change question. (Source)


For example: Over the past six months, how would you rate our response times?


A double-barreled (thus unclear) version of this same question: Over the past six months, how would you rate our customer service and response times?

Personal or Invasive


It’s great for your users to feel like they’re more to you than just dollar signs, and personalization—using their first names, sending them coupon codes on their birthdays, asking the right questions to the right people, and so on—is an excellent way to foster this. It’s natural to want to know as much about users as possible—including age, location, race, sex, occupation, and so on—for this reason as well as for demographic analysis and targeted marketing efforts.


But how much is too much? It’s important to realize that at some point users will inevitably become uncomfortable. To avoid this, only ask for “need-to-know” information—that which is directly relevant to the survey goal. If you simply must ask for “nice-to-know” information, at the very least make those questions optional or easy to opt out of answering by providing a “Decline to State” option. (Source)

In addition to the aforementioned characteristics, keep the following tips in mind when writing your survey questions…


















Now you know the characteristics that will make or break your survey questions, as well as the feedback that results from them. Not only that, but you now also understand the final piece to the three-part user survey framework—what to ask. Don’t lose sight of these three key elements as we move forward in our discussion of user surveys.

  1. For maximum completion rates, users should be able to complete your survey in fewer than five minutes. The more time you ask of participants, the more likely they are to get distracted and move on.
  2. Similarly, it’s better to err on the side of asking too few questions than too many. Lots of one question surveys are better than one giant survey that no one can make it through.
  3. Be consistent with your rating scales. If the first question establishes that 1 is the worst and 5 is the best, stick with that order throughout.
  4. According to Zoomerang, you can expect to see around a 50% increase in response rates if you offer some kind of incentive—whether a whitepaper download, a free report, entry in a weekly drawing, or some other small form of compensation.
  5. The best open and click rates are on Mondays, then Fridays, and finally Sundays.
  6. Keep it simple. Don’t offer confusing, potentially redundant, or awkwardly worded options—all of which create unnecessary friction for users. For example, your “‘What industry are you in?” question shouldn’t include both “Education” and “Teacher” as options.

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