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The right answer category

 

Match your question and be logical and consistent

  • Make sure that answer categories linguistically match the question.

    Good example: "Indicate below the extent to which you agree with the following statement: I am satisfied with the customer friendliness of NETQ people."

    Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied

    The answers concern satisfaction and not the extent to which the respondents agree with the statement. This could be confusing for a respondent.
     

  • Bring a logical order to the answer categories.

    Example of a wrong question: "How many days per week do you use the online survey tool NETQ GROW?"

    • 1 day a week
    • 4-7 days a week
    • 2-3 days a week

     

  • Make sure that the answer categories cover all possibilitie. For the sake of completeness, we would recommend for some questions to add the answer possibilities "Don’t know / no opinion", "Other, namely…" or "Not applicable". If you don't do this, the chance can arise that respondents incorrectly choose one of the other answer categories.
    At the same time, do not make too much use of "Don’t know / no opinion". Respondents are inclined to choose this is they are becoming tired and no longer feel like thinking about things.

    Example of a wrong question: "How much is your gross monthly salary??"

    • €2.000,- to €4.000,-
    • €4.000,- to €6.000,-
    • €.6000,- or more

    Here the answer category "Less than €2.000,-" is missing.
     

  • The answer categories must match each other.

    Example of a wrong question: "What do you as a rule prefer to do in the weekend?"

    • Buying groceries
    • Shopping
    • Taking it easy
    • Relaxing
    • Sleeping in

     

  • The answer categories have to match the question. Questions about facts are sometimes confused with questions about opinions. Then it seems as if an opinion is asked, because the answer options are on a 'agree/ disagree scale' while the question itself is factual.

    Example: If your statement says "NETQ GROW is also available in a free version" don’t let the respondent choose between "Agree" or "Disagree", but have him choose between "True" or "False".
     

  • Retain the same dimension for each question for the answer categories. If you want to be able to compare various questions, it is important that the answer categories are uniform and consistent. If not, you will confuse the respondent unnecessarily and will possibly receive unreliable answers. This applies to every type of satisfaction survey.

    Example: In a satisfaction survey make sure you don’t first ask questions with the answer categories of "Very satisfied" , "Satisfied", "Neutral", "Dissatisfied", "Very dissatisfied" and then questions (in the form of statements) with the answer options"Totally agree", "Agree", "Neither agree nor disagree", "Disagree", "Totally disagree".

    Example: If you use opposing statements, make sure that this are right. Do not use "Innovative" against "Boring", but rather agains "Conservative".
     

  • When you have questions with opinions, use a scale with an equal number of positive and negative answer categories. When you use scaling questions, make sure that the sequence of answer categories remains consistent and does not change from question to question between positive-negative and negative-positive.

    Example: 4 point scale

    Very satisfied Satisfied Dissatisfied Very dissatisfied

    Example: 5 point scale

    Very satisfied Satisfied Neutraal Dissatisfied Very dissatisfied

     

  • Randomise the answer categories. With certain types of questions, respondents are unconsciously inclined to read the first answers or statements more attentively than subsequent ones; this is particularly true of multiple choice questions with many different answer categories. This can mean that results can sometimes be skewed. By randomising the answer categories, these are presented to each respondent in an arbitrary sequence. In this way, you prevent any decline in the reliability of the research.

 

Formulate clearly and specifically

When formulating answer categories, the following also applies:

 

  • Try to formulate answer options as short as possible.

    Example of a wrong question: The answer"The check by the contact person on the progress of the actions to be executed for the organisation" can be replaced quite simply by "Progress monitoring".
     

  • When framing answer possibilities use conversational languagee and avoid abbreviations.. If you can’t avoid using difficult words, make sure you explain them.

    Example of a wrong question: If you pose the question"How do you generally take your temperature?" do not use answers such as "Orally" (via the mouth), "Axillary" (under the arm) or "Rectally" (via the anus).
     

  • Formulate your answer options as neutrally as possible. In this way, you prevent the respondent from doubting your intentions.

    Example of a wrong question: If you have the question "Which of the following statements is best applicable to you?" you should avoid an answer category saying"I only use cheap house brands" because you can then create the suggestion that non-house brand products are expensive.
     

  • Formulate answer categories as unambiguously as possible. Make sure that an answer option can only be interpreted in one way.

    Example of a wrong question: "Do you support actively or otherwise one or more political groups in your municipality?"

    • Yes, I support actively one or more political groups
    • Yes, I support one or more political groups
    • No, I do not support any political group.

    Respondents can interpret in various ways what on one hand a political group is (political party, or perhaps an action group) and what on the other hand 'actively support' means compared to 'support'.
     

  • Be as specific and tangible as possible with your answer options. Avoid indeterminate words such as 'little', 'a lot',
    'sometimes', 'often' etc.