Why use surveys?

Surveys are useful in describing the characteristics of a large population. No other research method can provide this broad capability.

Surveys ensure a more accurate sample to gather targeted results in which to draw conclusions and make important decisions.


Reporting the outcomes from surveys needs to be conducted by someone with detailed knowledge of both the survey structure and the topic that the survey was centred around.

There are multiple survey measurements including Net Promotor Scores (NPS), NetEasy (Ease), CSi (Customer Satisfaction Index) as well as different ways of reporting scores such as average, median and correlative scoring.

Experience of the study topic will enable the correct methods of survey capture to be implemented and then correctly reported.

There are various methods of surveying and question types:

Survey delivery Methods:

  • E-mail questionnaire
  • Computer questionnaire
  • Telephone questionnaire
  • Browser based (usually a pop-up) questionnaire
  • Mail (postal) questionnaire
  • SMS (short message service / text) questionnaire
  • MMS (multimedia messaging service / PXT) questionnaire
  • POS (Point Of Sale) questionnaire
  • Face to face interviews

Question types:

Dichotomous questions:  These are questions which can have two possible outcomes.  Dichotomous questions are usually used in a survey that asks for a True/False, Yes/No, or Agree/Disagree answer. These are used for a clear distinction of qualities, experiences or respondent’s opinions.

Multiple choice questions:  These questions consist of a problem, known as the stem, and a list of suggested solutions, known as alternatives. Alternatives consist of one correct or best alternative, which is the answer, and incorrect or inferior alternatives, known as distractors.

Open-ended questions:  These are designed to encourage a full, meaningful answer using the subject’s own knowledge and/or feelings. It is the opposite of a closed question, which encourages a very short or single-word answer.

Scaling Questions:  Using scaling questions enables are more detailed breakdown of response, opinion or perception of the situation or view into grades.  Grades enable the response to be chosen from a range of values.

Verbatim questions:  These are questions which specifically ask for a text-based response and is generally an open-ended type asking for a response such as a description.


ExpertEye’s detailed knowledge enables us to ensure the most appropriate question type and methodology is applied to the studies that we undertake.

Our industry experience ensures that we are able to understand our client’s objectives and apply both the questioning and insight delivered in a purposeful and practical manner to enable clients to gain the most valuable insight from each study.

For an informal discussion on how ExpertEye could support your business, please contact us on 0044 (0)1844 296500 or email us at info@experteye.com