UX Survey Design and Quantitative Research 1 — Questions and Answers
Question 1: What is the primary purpose of a Likert scale in UX surveys?
- To measure binary yes/no responses
- To capture degree of agreement or satisfaction on a continuum (Correct answer)
- To rank items in order of preference
- To collect open-ended qualitative feedback
Correct answer: To capture degree of agreement or satisfaction on a continuum
Likert scales measure the intensity of attitudes or opinions on a continuum, typically from 'strongly disagree' to 'strongly agree', capturing nuance beyond simple yes/no answers.
Question 2: Which survey question format is most susceptible to acquiescence bias?
- Multiple-choice questions
- Ranking questions
- Agree/disagree statements (Correct answer)
- Open-ended questions
Correct answer: Agree/disagree statements
Agree/disagree statements are prone to acquiescence bias because respondents tend to agree with statements regardless of content, skewing results.
Question 3: What is the recommended placement for sensitive or personal questions within a UX survey?
- At the very beginning to set context
- Scattered randomly throughout
- Near the end after rapport is established (Correct answer)
- Omit them and use interviews instead
Correct answer: Near the end after rapport is established
Sensitive questions are better placed near the end of surveys to allow trust and comfort to build before asking potentially uncomfortable questions.
Question 4: What does 'response rate' measure in survey research?
- The average time taken to complete the survey
- The percentage of invited participants who complete the survey (Correct answer)
- The number of incorrect answers given
- The speed at which participants respond to questions
Correct answer: The percentage of invited participants who complete the survey
Response rate is the percentage of people who complete a survey out of all those invited to participate, indicating how representative the collected data may be.
Question 5: Which question type requires respondents to order items from most to least preferred?
- Likert scale question
- Semantic differential question
- Forced ranking question (Correct answer)
- Matrix question
Correct answer: Forced ranking question
Forced ranking questions require respondents to order items from most to least preferred, revealing relative preferences among options rather than independent ratings.
Question 6: What is a 'leading question' in survey design?
- The first question in a survey
- A question that suggests a desired answer through its wording (Correct answer)
- A question that leads to conditional follow-up questions
- The most statistically significant question in a survey
Correct answer: A question that suggests a desired answer through its wording
A leading question biases the respondent toward a particular answer through its phrasing, compromising the validity and objectivity of collected data.
Question 7: Why is it important to pilot test a survey before full deployment?
- To increase the overall response rate
- To identify confusing wording, technical issues, and estimate completion time (Correct answer)
- To generate preliminary data for the final report
- To train survey administrators on the content
Correct answer: To identify confusing wording, technical issues, and estimate completion time
Pilot testing reveals unclear questions, technical problems, and how long the survey takes to complete, allowing improvements before full deployment to the target audience.
UX Survey Design and Quantitative Research 1
What is the primary purpose of a Likert scale in UX surveys?