Help! I Have to Write a Survey—How Do I Pick Answer Options?

Conversations for Research Rockstars

In this Conversations for Research Rockstars episode, host Kathryn Korostoff tackles one of the trickiest challenges in survey design—choosing the best possible answer options for the questions we’ve so carefully crafted. Using clear, real-world examples, she offers practical guidance on:

• When to use unipolar vs. bipolar scales
• How to choose between odd- and even-point scales—and explain your choice to stakeholders
• When to consider less common options like rank order or constant sum

Whether we’re designing a questionnaire for market research, CX research, or UX research, this episode delivers best practices that experienced survey researchers rely on to ensure every question is supported by the optimal answer options.

#MarketResearch #QuantitativeResearch #CustomerInsights #ConsumerBehavior

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