Matrix survey questions are an excellent tool to collect multiple points of feedback efficiently on a single topic. In this guide, we’ll explore what matrix questions are, when to use them, how to build effective matrix survey questions, and best practices to avoid common pitfalls.
What Is a Matrix Question?
A matrix question is a type of survey question that groups multiple similar questions together in a grid format, with rows representing different topics and columns representing answer options. Matrix questions are often used in customer satisfaction surveys, brand perception studies, and competitive analyses where respondents can quickly rate several items on the same scale.
For example, after a store visit, a customer might be asked to rate the store layout, product selection, and customer service on a scale from Dissatisfied to Satisfied—all in one compact table.
When to Use Matrix Survey Questions
Matrix survey questions are best used when you need feedback on a series of similar attributes or behaviors using the same set of answer choices. They streamline the survey experience and help respondents provide information quickly and easily.
Common Uses for Matrix Questions:
- Customer experience surveys (e.g., rating aspects of a hotel stay)
- Brand perception surveys (e.g., assessing opinions about different brand traits)
- Behavioral surveys (e.g., how often respondents perform certain activities)
- Competitive analysis surveys (e.g., comparing products or services)
Example
Q: How satisfied or dissatisfied were you with the following aspects of your customer experience?
Columns: Very satisfied, somewhat satisfied, not very satisfied, not at all satisfied
Rows: Check-in, cleanliness, staff friendliness, cost
How to Create a Matrix Survey Question
Building an effective matrix survey question is straightforward but requires careful planning to ensure high-quality data.
Steps to Create:
- Define the Subject Area: Focus on a group of related topics.
- Choose the Right Scale: Use 3 to 5 options for a balance between clarity and depth.
- Limit Rows and Columns: To prevent survey fatigue, keep rows to under 20 and columns under 10.
- Use Clear Labels: Make sure the wording in both rows and columns is easy to understand.
- Offer Neutral or N/A Options: Allow respondents to skip irrelevant items without forcing a choice.
Tip: Always preview your matrix survey question to ensure it’s mobile-optimized, as poor formatting can drastically lower response rates.
Benefits and Drawbacks of Matrix Survey Questions
Adding a matrix survey question can significantly enhance the respondent experience when used appropriately. However, like any survey tool, it has its strengths and limitations.
Benefits:
- Efficient: Saves time by grouping similar questions.
- Clear: Helps respondents stay focused on one theme.
- Space-saving: Reduces visual clutter in surveys.
Drawbacks:
- Survey Fatigue: Too many rows or columns can overwhelm participants.
- Straight-lining: Respondents might select the same answer for all rows without much thought.
- Formatting Challenges: Poor mobile optimization can lead to confusion.
Pro Tip: To reduce straight-lining, consider adding logic that randomizes row order or inserting attention-check questions.
Alternatives to Matrix Survey Questions: When to Consider MaxDiff
While matrix survey questions are versatile, they are not ideal for identifying the most critical attributes when everything might seem equally important. In such cases, MaxDiff analysis is a better solution. It forces respondents to choose the “most” and “least” important features from a set, yielding clearer insights into priority rankings.
Best Practices for Writing Matrix Survey Questions
To get the best results from your matrix survey questions, follow these best practices:
- Limit rows and columns to prevent overwhelming respondents.
- Use consistent scales with logical ordering (e.g., from Very Dissatisfied to Very Satisfied).
- Keep statements concise to avoid confusion.
- Offer an opt-out like “Not Applicable” or “Neutral” where necessary.
- Group related topics together to maintain logical flow.
Related Questions About Matrix Survey Questions
Q: What is a matrix survey question used for?
A: It’s used to gather feedback about multiple aspects of a single topic quickly and efficiently, often through a rating scale.
Q: How many rows and columns should a matrix question have?
A: Ideally, no more than 20 rows and 10 columns to avoid overwhelming respondents.
Q: Can matrix survey questions be used in mobile surveys?
A: Yes, but they must be designed responsively to maintain clarity and ease of use on smaller screens.
Q: Are matrix questions expensive?
A: Some survey platforms charge per row; however, others (like Pollfish) treat the entire matrix as one question type, keeping costs stable.
Summary
Matrix survey questions are a powerful way to collect structured feedback on related topics, making surveys shorter, cleaner, and more respondent-friendly. When properly designed, matrix questions can significantly enhance your data quality while minimizing survey fatigue. Whether you’re designing a customer satisfaction survey, a brand perception study, or a competitive analysis, matrix survey questions can streamline the process and deliver valuable insights.
