13 Survey Questions Examples

Business Digital marketing

A survey is a research method used to collect data from a specific group of respondents. They can have multiple purposes, and researchers can conduct them differently. In 2022, surveys have high popularity, so it is crucial to understand the benefits of social research by using the right survey tool.

Business management rules and guidelines are built from the survey results and can be changed or corrected. This process involves asking people for information using a questionnaire, which can be online or offline. However, with the advent of new technology, they are distributed online through social media, email, and QR codes. The most frequently asked questions are:

  • What is the best example of an open-ended question?
  • What is the best example of a closed-ended question?
  • What is the best example of a rating question?
  • What is the best example of a Likert scale question?
  • What is the best example of a multiple-choice question?

This article will give examples of questions and surveys based on famous brand cases.

Survey Questions Types

Choosing the relevant questions will allow you to focus your efforts on getting the most relevant information from respondents. Below are 6 of the most popular types of survey questions. They are different and suit different survey purposes.

Open-ended questions

An open-ended question implies a free answer from the respondent, i.e., the interviewee formulates the answer himself. This question in the survey should be asked when it is necessary to identify, for example, the motives that guide the consumer when making a purchase. Examples of open-ended questions:

  • We would like to hear from you about why you use Plerdy:
  • Do you have a complaint about our service?

Closed-ended questions

The closed-ended question invites the respondent to choose, in their opinion, the appropriate answer from the offered ones or to evaluate any given parameters, characteristics of goods, properties or services, etc. Examples of closed-ended questions:

  • Do you have any pets at home?
    • Yes
    • No
  • Do you use Plerdy service?
    • Yes, often
    • Yes, but rarely
    • No

Rating questions

Rating questions display a scale of answer choices (0 to 100, 1 to 10, etc.). The respondent chooses the number that most closely matches their answer. Examples of rating questions:

  • How likely is it that you recommend Plerdy to your colleagues? Where 0 is not likely and five is very likely:
  • How often do you use Plerdy service? Where 0 is very rare and five is very often:
    • 1
    • 2
    • 3
    • 4
    • 5

Likert scale questions

A Likert scale questions are usually limited to five categories, and mapping more than that is generally quite difficult. Examples of Likert scale questions:

  • How much do you agree with the statement that Plerdy is the best SEO service?
    • Strongly agree
    • Agree
    • Neutral
    • Disagree
    • Strongly Disagree
  • How often do you recommend Plerdy?
    • Always
    • Often
    • Sometimes
    • Rarely
    • Never

Multiple-choice questions

Multiple-choice questions are the most commonly used in surveys. They allow respondents to select one or more options from a list you specify. They are intuitive, easy to use in various ways, provide easily analyzed data, and offer mutually exclusive options. Examples of multiple-choice questions:

  • What is your current employment status?
    • Employed
    • Currently unemployed
    • Retired
    • Housewife
    • Student
    • Other
  • How much do you like ice cream?
    • Strongly like
    • Like
    • Neutral
    • Don’t like
    • Hate

Picture choice questions

Picture choice questions are a great way to make your survey more interactive. You can cover almost any topic with it. Examples of picture-choice questions:

Demographic questions

Demographic questions should be used if you are interested in collecting information about the respondent’s background or income level. When used properly, these questions in the survey allow you to understand your target audience better. In addition, demographic questions are potent tools for segmenting your audience by background and occupation, allowing you to delve further into the data. Examples of demographic questions:

  • What’s your gender?
    • Male
    • Female
  • What is your income?
    • $1000
    • $2000
    • $5000
    • $10000

Survey Questions Best Practices

When designing a survey, it is essential to consider how you formulate the questions. It is not enough to guide by the examples we showed you above. There are some things to keep in mind:

  • Keep the wording simple

Avoid complex turns of phrase when formulating a question. Otherwise, the user may get confused by your wording. Instead, it is best to ask in a straightforward sentence.

Wrong: “Yesterday, when you were at the conference and came up to Plerdy representative, how they serve you?”

Correct: “How did Plerdy representative serve you last night?”

  • Use several variations of the question.

This will help you choose the best option that captures the point. It may be appropriate to apply the same question to different periods. For example: “What time management techniques are you going to implement in the next week/month/year?”

  • Don’t set clear limits.

Your survey should have answer options such as “Can’t say,” “Don’t know,” or “Haven’t thought about it.” The respondent should be able to avoid answering. This builds trust and increases the conscientiousness of the questionnaire filling.

13 Survey Questions Examples from Real Brands

To be able to design chic surveys and questions for them, you need to know how famous brands do it. So we’ve rounded up 13 examples of well-known brands that use surveys in their work.


13 Survey Questions Examples-01

Airbnb offers a user-friendly survey with a series of questions that can help Airbnb better understand why the recipient chose Airbnb as their provider. Although in its surveys, Airbnb uses different questions, the most popular are open-ended and Likert scale questions. In addition, Airbnb surveys are in-depth, prompting customers to provide as much detail as possible.


13 Survey Questions Examples-02

Uber uses rating questions all the time, both among drivers and passengers. They appear after each trip and allow you to leave your feedback. These surveys help the company understand how quality drivers work in their service and how bona fide passengers are. Uber also provides the results of these rating questions to drivers and passengers. Based on them, they can decide to cooperate or not.


13 Survey Questions Examples-03

Slack makes the survey seem more exclusive by mentioning that it was only sent to a few people. In its surveys, Slack primarily uses closed-ended and multiple-choice questions. As a result, slack creates middle-sized surveys that don’t take much time from clients. It also notifies clients about the approximate time needed for passing the survey. This reduces the number of times a client has started a survey but not completed it.


13 Survey Questions Examples-04

Skype constantly asks for feedback with just three questions long. As you can see, Skype uses rating, closed-ended, and open-ended questions. This ensures that the client will leave his feedback at least with one question.


13 Survey Questions Examples-05

When gathering feedback from clients, Amazon also uses three questions. Rating questions ensure that the client will leave feedback and the open-ended question is for those who want to express their emotions or experience. Amazon is meticulous about surveys, so it uses straightforward questions.


13 Survey Questions Examples-06

Anyone can informally use the “Polls” feature to ask for customer feedback. Many brands love the Twitter Polls option because it’s not a formal sit-down survey. We recommend you try this feature if you have a Twitter account with a large target audience. This will help you collect feedback quickly. You can even publish several such polls in a row, which will not harm your brand. But don’t overdo it.


13 Survey Questions Examples-07

HubSpot primarily uses closed-ended and Likert questions in its surveys. This ensures the easiness of survey passing. However, HubSpot knows how greatly clients don’t like complicated services. And this is the main rule HubSpot is guided by when creating surveys.


13 Survey Questions Examples-08

To improve the experience every year, INBOUND asks for feedback. As a result, its surveys consist of almost all types of questions. This helps them gather deep data and make the survey more interactive. And as they claim, interactiveness plays a significant role in ensuring the survey is filled with full correctness.

A&W Canada

13 Survey Questions Examples-09

A&W Canada focuses on simple surveys. As a result, its surveys use mostly closed-ended questions with only two answer options. And these answer options are in the form of emojis. Surveys with emojis use not so many companies, so A&W Canada is an excellent example of questions with emojis.


13 Survey Questions Examples-10

To simplify the survey for the customer, Nordstrom provides quick 2-3 minute surveys. They touch on details covering both clients’ experience and the quality of the product. Nordstrom is a brand that can teach a lot about survey design and question formulation. So pay attention to this example.


13 Survey Questions Examples-11

Usually, this brand conducts surveys in mobile or web form. Starbucks mainly uses multiple-choice questions in its surveys. But they don’t forget to allow the customer to exhaust their thoughts at the end with an open-ended question. Starbucks surveys are ideal for time-sensitive customers.


13 Survey Questions Examples-12

Sodexo is like A&W Canada in terms of surveys. It focuses on simpleness. Its surveys use closed-ended questions with only two answer options. And they also provide opportunities for clients to add their thoughts to the answers if necessary. Consider this example when creating your survey.


13 Survey Questions Examples-13

Ikea knows that many people don’t like surveys. Because of this, it creates 1-minute surveys with closed-ended questions. Then, they regularly follow up and request customer feedback on the experience. This helps them to get as much feedback as possible.


Now you have examples of questions used in surveys by famous brands. As you have realized, there are a lot of factors to consider when planning a survey and choosing the type of questions you want to ask. Creating a survey may be confusing initially, but remember, this is the foundation of your data analysis. Your subsequent work will be much easier if you get data right at this stage.

Article by:
CEO Andrew Chornyy

CEO Plerdy — expert in SEO&CRO with over 11 years of experience.

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