While most of us are familiar with common types of survey questions like multiple-choice, rating scale question, and drop down, there's one question type that often goes unnoticed but holds significant potential for gathering detailed feedback – the matrix question.
Matrix questions provide a structured format that allows respondents to evaluate multiple items across various criteria in a single go.
What are matrix questions?
Before you can start creating good-quality matrix survey questionnaires, you need to understand what is a matrix question. It’s a research tool used to understand how people choose different options.
Let's say you're doing a survey for a marketing project. You want to find out what people think about different parts of a product, like its price, quality, and design.
Instead of asking separate questions for each aspect, you can use a matrix question to put everything together in one place.
The questions are set up in a grid, kind of like a table. Each row represents a different item (like different products), and each column represents a different aspect you're asking about (like price, quality, and design).
You can ask about lots of different things all at once.
Next to each aspect (like price, quality, design), you have a scale where people can rate it. Usually, it's something like 1 to 5, where 1 might mean "very unsatisfied" and 5 might mean "very satisfied."
Respondents just pick the number that matches how they feel about each aspect of each item.
Here’s how the matrix would look like:
Q: Please rate the following aspects of products A, B, and C, on a scale from 1 to 5, where 1 is very unsatisfied and 5 is very satisfied.
Pros and cons of Matrix questions
Here are some advantages and disadvantages of using matrix questions in your forms, surveys, etc.
Pros of Matrix questions
- Efficiency: They allow researchers to gather a lot of information in a compact format. Instead of asking multiple separate questions, a single matrix question can cover various aspects of a topic that saves time for both respondents and researchers.
- Organization: They provide a structured layout that makes it easy for respondents to understand and answer. The grid format helps to organize different categories or topics to make the survey visually clear and user-friendly.
- Consistency: Using matrix questions ensures consistency in the survey format. This consistency makes it easier to compare responses across different respondents and analyze the data effectively.
Cons of Matrix questions
- Potential for confusion: Questions with multiple rows and columns can be overwhelming for respondents, especially if the layout is complex or there are too many items to evaluate.
- Limited flexibility: While matrix questions are great for gathering structured data, they may not always be suitable for capturing nuanced or open-ended responses. Some topics may require more detailed exploration.
- Mobile accessibility: Complex matrices may not display properly on mobile devices, which leads to a poor user experience for respondents who are taking the survey on smartphones or tablets.
Matrix questions use cases
This type of survey question is helpful in multiple use cases. Some of them include:
Product feedback surveys
Product feedback surveys are commonly used by businesses to understand customer opinions about their products or services.
Matrix questions are particularly effective in these surveys because they allow respondents to evaluate multiple aspects of a product in one go.
For example, a product feedback survey for a smartphone might include questions where respondents rate the device's battery life, camera quality, screen resolution, and other features all in a single table format.
Customer satisfaction surveys
In customer satisfaction surveys, matrix questions can be used to assess satisfaction levels across different aspects of a service or experience.
For example, a hotel might use such questions to gauge satisfaction with various amenities, such as room cleanliness, breakfast quality, staff friendliness, etc.
Training evaluation surveys
Matrix questions are also useful for evaluating training programs or workshops.
Organizers can use them to gather feedback on different aspects of the training session, such as content, delivery, and materials.
Event feedback surveys
Event organizers often use surveys to gather feedback from attendees about their experiences. Matrix questions can streamline this process by allowing respondents to rate different aspects of the event, such as venue, speakers, catering, and overall satisfaction, all in one place.
The matrix approach simplifies the survey for attendees and ensures that organizers receive comprehensive feedback on various event elements.
How to write good Matrix survey questions?
Here are some tips you should keep in mind when creating your matrix-question based surveys:
1. Keep it concise
Lengthy surveys can be tiresome for respondents, increasing the likelihood of survey abandonment or low-quality responses.
Concise questions keep respondents engaged throughout the survey, which results in more accurate and reliable data.
In a study conducted by Google, 94% of participants stated that they used their smartphones to complete surveys.
Long questions with lots of rows and columns can be tough to deal with on mobile phones. Mobile screens are small, so too much info all at once can be overwhelming.
Research indicates that optimal survey experience with matrix questions is achieved with approximately five or fewer rows and columns.
So, aim for 4–5 features or aspects in your rows and keep the answer scale manageable (3-5 options).
2. Maintain formatting consistency
When you're creating matrix survey questions, it's a good idea to keep things looking the same. This means using the same format for all your questions and answer choices.
Consistent formatting makes it easier for people to understand your survey. If every question looks different, it can be confusing.
It also shows that you've put thought and effort into designing it, which can make people take your survey more seriously.
To maintain formatting consistency in your matrix survey questions:
- Use the same type of answer choices for each question. Whether it's a Likert scale, yes/no options, multiple-choice, or something else, stick with it throughout.
- Keep the layout and design of your questions uniform. Use the same font, size, and spacing for all your questions and answer choices.
- Be consistent with the order of rows and columns in your matrix. If you're asking about different products or aspects, make sure they're always presented in the same order.
3. Provide clear instructions
When you're using survey matrix questions, it's super important to give clear instructions to the people taking your survey. Clear instructions help ensure that everyone understands how to answer the questions correctly.
Matrix questions can have different variations. Some might only allow one answer per row, while others might let people choose multiple responses.
Clearly explain how respondents should answer each type of matrix question.
For example, if it's a "select one" matrix, let them know they can only choose one answer per row. Use simple language that everyone can understand. Avoid jargon or technical terms that might confuse people.
Consider providing examples or illustrations to demonstrate how to answer the questions correctly. Lastly, ensure the instructions are prominently displayed and easy to find at the beginning of the survey.
4. Follow a theme
In a matrix survey, keeping things thematically related is key.
When features in your matrix question relate to a single theme (like a specific product or service), it's easier for participants to focus and understand what you're asking.
It's tempting to include peripheral questions that might not directly relate to a single product or service.
However, this can confuse respondents and lead to incorrect answers.
Group similar questions together in the same matrix table, and avoid mixing unrelated features or topics within the same matrix.
Prioritize clarity and relevance in your survey design to ensure respondents understand the questions and can provide accurate responses.
Let’s understand matrix survey questions with some examples.
Matrix questions examples
Here’s an example of a matrix question asking employees about the company culture.
1. Please rate your agreement with the following statements regarding the company culture.
2. Following your recent online shopping experience with our company, please rate your satisfaction with the following aspects:
3. Which of the following channels do you prefer for contacting customer support? (Select all that apply)
Quick & easy survey making with Formaloo
Clear instructions, concise content, and thematic coherence are essential for maximizing respondent engagement and data quality for matrix questions.
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