When do I use a multiple-choice question?


Quantitative research (e.g. Multiple Choice questions) allows consumers to select an answer from a predetermined list of responses. It allows you to learn about themes, ideas, or behaviors by showing consumers a set of answer choices.

Results can be quickly analyzed due to numerical breakdown (% and #) of how many consumers selected each response.

Multiple-choice questions are versatile, and we recommend using this action any time you need a data point.

Some example use cases:

  • Quick gut checks -- test any assumptions you have.
  • Understand preferences/behaviors among a list of possible options.
  • Combine with open-ended questions to validate results with a hard percentage.
  • Segment respondents -- engage and target different groups of consumers based on their behaviors, interests, etc.
  • Check for available sample size or incidence rates before conducting a full study.