Multiple choice questions

Last Updated: Nov 17, 2017 06:08AM PST

Multiple choice questions are one type of survey-style questions. They can make a big impact on your research by allowing you to measure participants’ overall opinions and preferences.

Multiple choice questions are great for:

  • Learning what stands out most to a participant on a site
  • Determining what participants would do when they reach certain points in the navigation
  • Gauging preference for specific designs or elements of your product
  • Evaluating content
  • And much 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, providing an “out”  in case none of the other answers apply to the participant, or if the participant is confused.

2. Provide clear and distinct answers

Make sure your answers are mutually exclusive, and each answer can stand alone. Otherwise, it will not only confuse participants, but it will compromise the value of the feedback.

3. Avoid asking leading questions or yes/no questions

When participants can easily predict which answer you want from them, they’ll be more likely to choose that answer, even if it isn’t accurate.

4. Ask the participant to “Please explain your answer aloud”

Although most participants realize that this is implied, it never hurts to include this small prompt for participants 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 this blog post, 4 Guidelines for writing great multiple choice questions.
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