Carefully choose correct survey response options
It is very important to carefully review survey question response options. Keep response options in logical order to help respondents fully comprehend the question and to prevent respondents from accidentally selecting an incorrect answer.
In some circumstances, there is no logical order for response options. In this case, it is necessary to randomize response options. Randomizing responses removes any bias response options may have by switching positions in the list of potential options. Using different survey research methods can have an effect on response option bias. For example, it is important to keep in mind that people responding to telephone surveys tend to respond to the last response option they heard, and people that respond to paper surveys, online surveys, or mobile surveys tend to choose the answer they see first.
When using single-response or multiple-response question types, response options should be mutually exclusive, ensuring that each individual answer given in a single or multiple response survey question cannot be true at the same time, and collectively exhaustive, ensuring that all answers given for the question cover the entire realm of possible answers. If not, the survey results will be difficult to interpret. Covering both measures makes surveys precise and trouble-free for survey respondents.
Mutually Exclusive: Survey researchers need to double-check their listed response options so that each answer is exclusive to another. This is a common mistake of survey researchers.
Incorrect use below: Notice that answer options overlap and are not mutually exclusive. If a survey respondent is 25, which answer option do they choose? The second or third option?
Which option best describes your age group?
- Under 18
- 18 – 25
- 25 – 35
- 35 – 45
- 45 – 55
- 55 – 65
- 65 or older
Correct use below: Age ranges are mutually exclusive. No one answer can be true for more than one of the answer options.
Which option best describes your age group?
- Under 18
- 18 – 24
- 25 – 34
- 35 – 44
- 45 – 54
- 55 – 64
- 65 or older
Collectively Exhaustive: Survey researchers listing answer options in a single or multiple response question need to make sure that all potential answers to the particular question are listed for the respondent, including the ‘other’ option.
Incorrect use below: Notice that all potential answers are not covered in the options list. What if someone prefers Google+ or other communication method?
How would you like to be contacted about our special offers?
Correct use below: This corrected question now lists Google+ and also provides an option for the respondent to fill-in their preferred option.
How would you like to be contacted about our special offers?
- Google+
- Other (please specify) ___________
Using these tips that you have learned about mutually exclusive and collectively exhaustive in your future surveys will help you create more complete survey response options, and ensure that you are gathering accurate feedback for your survey research study.
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