Use case: Matrix

A Matrix question could almost be a combination of ranking and rating. Here too, for example, you can ask how important different purchasing factors are to your customers. But unlike ranking, multiple factors can be rated equally. For instance, “cancellation options” and “breakfast offer” can both be rated as “very important” when someone books a hotel.

The advantage is that your customers have all information at a glance and are more willing to participate in your survey. This way, you increase your response rate and obtain qualified responses.

Matrix questions are often combined with the Likert scale. This means that individual purchasing criteria can be rated on a scale from one extreme to the other, as with the Likert scale, for example, from “very satisfied” to “not at all satisfied”.

This question type is particularly suitable if you want to query many criteria at once.