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How to write online survey questions like an expert

How to write online survey questions like an expert

Write online survey questions like an expert

Writing survey questions like an expert guarantees reliable and accurate survey data. Read, enjoy and share this eGuide on writing perfect survey questions.

Surveys help everyone to make wiser decisions. It doesn’t matter what the question is, how big or how small, or if it has an impact on a personal or a public level… In any case, an informed decision is better than a blind one.

If you want to make a professional survey with the world’s best online survey tool – SurveyLegend – you need the world’s best guide for writing professional survey questions as well. We believe that sharing our expertise with you will ensure that you get reliable data; and accordingly make the world’s best decisions.

So go ahead and and get one BIG step closer to becoming an expert!

Start reading this guide

☆☆☆ And, by the way, our users can also download this eGuide in PDF format. ☆☆☆

What are Likert-Type Scale Responses, when to use them + lots of examples

What are Likert-Type Scale Responses


What is “Rating scale”

A “rating scale” is a set of answers designed with the aim of collecting information about a quantitative or a qualitative attribute. Some common examples of rating scales in social sciences, particularly psychology are the “likert-type scales” in which a person selects an statement among several statement or “1-10 rating scales” in which a person selects the number which is considered to reflect the perceived quality of the asked subject.

Additionally, in interactive environments such as the web, “Rating stars”, “Thumbs up and down” and “Sliders” can be considered as Rating scale types of questions. Such rating scales are used widely online in websites, blogs, websites and online surveys, in an attempt to provide indications of consumer or users opinions of products or services.

When you use the rating scale questions in your surveys, you require the raters (survey participants) to assign a value -which can be even numeric-, to the rated object, or to some attributes of it.

What is “Likert-type scale”

A Likert scale provides a great way of measuring attitudes, knowledge, perceptions, values, and behavioral changes. A Likert-type scale involves a series of statements that survey respondents may choose from, in order to rate their responses to evaluative questions.

When to Use Likert-type Scales

This type of question is very useful when you need an overall measurement of a particular topic, opinion or experience. When you use these questions, simultaneously you can collect data on contributing factors. It is very common to use likert-type scales when researchers want to evaluate the level of satisfaction for a recent shopping or visiting experience.

Just like other types of rating questions — it’s recommended not to mix different scales within your surveys. Just pick a specific type of scale (3 point, 5 point, 7 point, etc) and use it as your standard to reduce potential confusion and fatigue. This will also make the comparison of your statistics easier!

Using our mobile-ready Likert Scale table

We have redesigned the Likert questions from scratch. They are not only mobile-friendly, but also allow you to add unlimited numbers of Likert Items. Feel free to try the question type out in your next online surveys. Read more about our Liker Scale table.

Modern Likert Scale question, designed for mobile surveys.

Here are some examples that show you how you can ask such questions in your online surveys:

For the following examples, numbers in the answers indicate the relative position of items, but not the magnitude of difference. You do not have to include them in your survey questions if you desire so.


Comparing 2 Products

1 – Much worse
2 – Somewhat worse
3 – About the same
4 – Somewhat better
5 – Much better


1 – Poor
2 – Fair
3 – Good
4 – Very good
5 – Excellent

Support / Opposition

1 – Strongly oppose
2 – Somewhat oppose
3 – Neutral
4 – Somewhat favour
5 – Strongly favour


1 – Not a barrier
2 – Somewhat of a barrier
3 – Moderate barrier
4 – Extreme barrier

Continue reading

How to send spam-proof survey invitations via email

How to send spam-proof survey invitations via email.

Many say “Email is dead”, we say “No, it’s not!”. Just look at your smartphone’s email app now. When was the last time you checked it? If you haven’t just woken up, it shouldn’t be more than an hour ago.

“People still spend half their workday dealing with it, they trust it, and overall they’re satisfied with it, according to our 2012 survey of 2,600 workers in the U.S., UK, and South Africa who use e-mail every day” Harvard Business Report

We keep checking our emails regularly, and even send emails to ourselves to remind about something that needs to be done. Emails are becoming searchable archives of our interests, to do lists, notes, and more…

So, why should it be a bad idea to share your survey links via email? Emails are still the most cost effective and popular ways of getting in touch with individuals.

However, emails have always have some down sides since they were created. When it comes to distributing  surveys via email, the worst thing that can happen to your sent survey invitation emails is that they end up in so called “Spam folders” of your participants; so there is a huge list that they will totally miss your email.

So, we would like to give you some tips about how you can make your survey invitation email spam-proof. To do so, we should first learn what spams actually are. Continue reading

How to avoid non-response bias

How to avoid non-response bias

Researchers have at least one common nightmare about sending surveys to their target audience. They all worry that not everyone in the list will fill in and submit their survey. We bet you have also done this, just like us.

This is not only a problem with online surveys. Some people won’t answer surveys that are conducted via phone, on paper, or even done face-to-face.

In many cases, this situation can create misleading and biased conclusions, which in the survey world is called “non-response bias”. Non-response bias occurs in statistical surveys if the answers of respondents differ from the potential answers of those who did not answer.

Let’s say you conduct a survey in a big company and ask questions about employees’ workload. However, managers who have a high workload are simply too busy to answer the survey. Therefore, you will miss their opinions and feedback – which might even be strategically more decisive.

Now you can imagine situations that such surveys can create. With a biased conclusion, you might end up fixing a problem which has never existed, or spend millions on a product which has no real buyer in the marketplace.

So, what’s the solution? How can you control non-responsive bias in your surveys? Here are some tips for you that should help. Continue reading

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