32 Good Survey Question to Boost Your Data Quality

Dichotomous (Yes/No) Questions

Definition: The Two-Option Classic

Now onto yes/no survey questions, also affectionately known as binary survey questions. These questions keep things as simple as possible—respondents must pick one of two options: yes or no. There’s no room for maybe, perhaps, or “it depends.”

You’ll find these questions at the pulse of every qualifying moment in surveys, keeping everything wonderfully straightforward.

Why and When to Use Dichotomous Questions

Why pick this format? Binary survey questions excel when:

• You need a quick screening or qualification.
• It’s important to route people—think of that fork-in-the-road question at the start of a survey.
• Checking a single behavior or commitment with crystal clarity.
• You want no ambiguity and a direct answer, especially for key decision points.

These are best used upfront to filter participants or at the end for those little “final nudge” moments (like opting into newsletter, anyone?). They’re also fabulous for pulse-checks during a longer questionnaire.

Five Sample Dichotomous Survey Questions

1. Did you complete your purchase today?

2. Would you recommend us to a friend?

3. Are you willing to participate in follow-up research?

4. Have you used our mobile app in the last month?

5. Do you agree to receive promotional emails?

Yes/no survey questions are the workhorses of routing and fast data gathering—short, sweet, and to the point.

Dichotomous (yes/no) questions are easy for respondents to answer and facilitate quick data collection, but they may not capture the full complexity of respondents' feelings, as they limit choices to just two options. (library.fiveable.me)

Rating Scale (Likert) Questions

Defining the Likert Scale

Time for a crowd favorite: Likert scale survey questions (often called rating scale questions). Here, respondents pick a point on a continuum—usually a five- or seven-point scale—that reflects their level of agreement, satisfaction, or frequency.

The setup? You ask a specific question and give options that typically range from “Strongly Disagree” to “Strongly Agree.” It’s all about measuring intensity, not just presence.

Why and When to Use Likert Scale Questions

If you’re looking to tap into sentiment—how people feel—this is your magic bean. Rating scale questions are brilliant when you want to:

• Gauge attitudes or opinions (like “Was this helpful?”).
• Measure satisfaction or likelihood (net promoter score, anyone?).
• Assess behavior frequency (weekly, monthly, rarely, etc.).

They show their true power in post-launch product surveys, employee engagement studies, or after someone interacts with your service or app.

Five Sample Likert Scale Survey Questions

1. How satisfied are you with the onboarding process?

2. Rate your agreement: “The website is easy to navigate.”

3. How likely are you to renew your subscription?

4. Rate the value for money of our service.

5. How frequently do you use our chat support?

Likert scale survey questions dig into nuance, revealing the shades of gray in how respondents experience your product or service.

Semantic Differential Questions

What Is a Semantic Differential Question?

Let’s talk nuance. Semantic differential survey examples use a scale anchored by bipolar adjective pairs (like “Unreliable” vs. “Reliable”). Respondents slide along a spectrum (say, 1 to 7) to show where their feelings sit between the polar extremes.

This format is subtle, giving a sense of texture to perceptions that would be missed by a simple thumbs-up or thumbs-down.

Why and When to Use Semantic Differential Scale

These questions are perfect when tapping into deeper perspectives, such as:

• Exploring how people view your brand, from personality to presentation.
• Collecting pre-post responses in brand perception or UX redesign studies.
• Grabbing the vibe of your product, interface, or team culture—are you seen as innovative or traditional?

They’re tailor-made for surveys following visual changes, brand refreshes, or to tease out personality attributes in crowded markets.

Five Sample Semantic Differential Survey Examples

1. Unreliable 1 2 3 4 5 6 7 Reliable

2. Dull 1 2 3 4 5 6 7 Exciting

3. Complicated 1 2 3 4 5 6 7 Simple

4. Traditional 1 2 3 4 5 6 7 Innovative

5. Impersonal 1 2 3 4 5 6 7 Personal

A semantic differential survey example can unlock the mental shortcuts people take when thinking of you—pinpointing what needs changing or amplifying.

Semantic differential scales, utilizing bipolar adjective pairs, effectively measure subjective perceptions and attitudes across diverse cultures. (en.wikipedia.org)

Ranking Questions

The Structure of Ranking Questions

On to something a little more competitive: ranking survey questions. Here, respondents must order a list of items according to preference, relevance, or value—think of it as inviting them to play favorites (no guilt attached).

This format goes beyond picking an option; it asks for judgment, forcing trade-offs and revealing priorities.

Why and When to Use Ranking Questions

Ranking works wonders when:

• You must have a pecking order—like when developing a product roadmap.
• Respondents have to choose what’s most (or least) important.
• You want to see what bubbles up to the top for buyer motivation or feature demand.

They’re ideal after brainstorming sessions, for prioritizing product backlog, or in any moment requiring clarity on what's most valued among many options.

Five Sample Ranking Survey Questions

1. Rank these features from most to least valuable.

2. Order the following purchase factors by importance.

3. Prioritize improvements you’d like to see next.

4. Arrange these packaging options from most to least appealing.

5. Rank rival brands you consider before buying.

Ranking survey questions transform a flat list into a prioritized dataset—making it simple to see what matters most to your audience.

Matrix (Grid) Questions

What Are Matrix (Grid) Questions?

Let’s get efficient. Matrix survey questions (sometimes called grid questions) let you combine several related items with a shared set of response options, presented as a table.

Imagine rating a bunch of product elements on satisfaction, all within a tidy one-stop grid. Grid questions are the organizational ninjas of the survey world.

Why and When to Use Matrix Questions

• Help reduce survey length by clustering similar questions.
• Create a consistent rating experience, especially valuable in product reviews or employee feedback.
• Gather fast, comparable insights across many aspects.

Caution: Keep an eye on respondent fatigue! Too many rows can make even the most enthusiastic survey taker wilt, so use these with care—brevity is your friend.

Five Sample Matrix Survey Statements

1. The checkout process is straightforward.

2. Customer support responds quickly.

3. Product descriptions are clear.

4. Pricing is transparent.

5. Delivery times meet my expectations.

Matrix survey questions deliver a balance of breadth and efficiency, keeping your survey neat and reducing repetition while diving deep into related experiences.

Open-Ended Questions

Defining Open-Ended Survey Questions

Here comes the wildcard. Open-ended survey questions leave the box wide open, inviting respondents to write whatever they wish. There are no preset answers here—just pure, unfiltered feedback.

This format brings the richness of stories, allowing you to capture details and perspectives that structured options simply miss.

Why and When to Use Open-Ended Questions

Open-ended questions are gold when you want:

• Qualitative survey insights that explain the “why” behind the numbers.
• Natural language, ideas, and unexpected comments.
• Rich detail to complement earlier closed-ended answers.

Best used at the end of a survey, or as a follow-up for specific responses, these questions dig into the motivations, barriers, or quirky thoughts that numbers can’t show.

Five Sample Open-Ended Survey Questions

1. What almost stopped you from completing your purchase?

2. Describe one feature you wish our product had.

3. In your own words, why do you prefer our brand?

4. What can we improve about our mobile experience?

5. Is there anything else you’d like to share with us today?

Open-ended survey questions are your passport to unexpected insight—making sure every voice has room to surprise you.

Best Practices & Dos and Don’ts for Writing Good Survey Questions

If you want your survey to shine, follow these best practices for survey questions. Each step helps you steer clear of pitfalls and keep your data sparkling clean.

The Golden Rules

• Define clear objectives before drafting questions.
• Keep language simple, neutral, and jargon-free.
• Randomize answer order to avoid unconscious bias (except for logical scales!).
• Double-check that every question tackles only one idea at a time.

Watch Out for These Pitfalls

• Don’t double-barrel your questions (“Do you find our app fast and easy?”—what if one is true and not the other?).
• Avoid loaded questions or leading language that makes assumptions about the respondent’s view.
• Make time to pilot test on a small audience before launching big.
• Optimize for mobile and accessibility so everyone can participate easily.

A truly good survey question is one that fits the objective, respects the respondent’s time and perspective, and sets the stage for reliable insights. Keep it light, keep it clear, and don’t be afraid to iterate. The path to great insights starts with a single, well-crafted question.

Crafting effective survey questions isn’t just about following rules—it’s about unlocking understanding with every click and comment. Ask thoughtfully, listen closely, and you’ll be on your way to better decisions and a more engaged audience. Cheers to smarter questions, deeper insights, and happier respondents!