Closed-format questions offer more targeted, focused data. Responses to these types of questions offer a level of detail that allows you to see exactly what is working for you and where you can improve your business in the future.
- Targeted questions can hone in on your area of insight/concern.
- Tighter focus, more detailed responses.
- Surveyer must know enough about the topic to provide questions that will get the results they need.
- Respondents may be tempted to choose the middle of the scale and not offer their focused opinion.
Examples of Closed-Format Questions
Multiple choice questions offer a variety of options for your respondents to choose from. However, this type of questioning can result in respondents selecting the quick and easy answer without giving much thought to their deeper thoughts or feelings.
One way to combat this is to make the choices more direct, yes or no responses. Respondents will be forced to think longer before answering and to provide more thoughtful responses which will provide you with more accurate responses.
Rating Scales are another style of closed-format questions that can help you to gather the information you need to improve your business.
Questionnaires that adopt a rating scale offer respondents the opportunity to rank their opinions on any number of criteria that you specify. From customer satisfaction to the importance of certain aspects of your company, this is a very versatile option to use in your online marketing questionnaires.
One way to avoid having reponses that are always in the “average" or “middle" range without giving a decisive opinion is to provide an even number of options for respondents to choose from.