Multiple choice questions are one type of survey-style questions, and they can make a big impact on your research by allowing you to measure customers’ opinions and preferences at a glance.
Multiple choice questions are great for:
- Learning what stands out most to a user on a site
- Determining what users would do when they reach certain points in the navigation
- Gauging preference for specific designs or elements of your product
- Evaluating content
- And tons more – they’re only limited by your imagination.
4 steps to writing an excellent multiple choice question
1. Provide a “None of the above”, “I don’t know” or “Other” option.
This will prevent your data from being skewed in case none of the other answers apply to the user, or the user is confused.
2. Provide clear and distinct answers.
If the answers all bleed together or overlap substantially, it will not only confuse your users, but it will compromise the value of the feedback.
3. Avoid asking leading questions or yes/no questions.
When users can easily tell which answer you want from them, they’ll be more likely to choose that answer, even if it isn’t accurate.
4. Ask the user to “Please explain your answer aloud.”
Although most users realize that this is implied, it never hurts to include this small prompt for users to re-articulate any concerns or issues they encountered in previous tasks. Plus, it makes for some excellent sound bites that can be passed along to your team.
Ready to get started with multiple choice questions?
These questions have proven themselves to be valuable and versatile tools for us on the Research Team at UserTesting, and you can add them to your UX research toolkit for future studies.
Contact your Customer Success Manager if you have any questions.
For more information, visit the original blog post "4 Guidelines for Writing Great Multiple Choice Questions.