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You may want to ask the "have purchased" group how satisfied they are with your products and services, and you may want to ask the "have not purchased" group what the primary reasons are for not purchasing.
In essence, your survey questions branch to become two different sets of questions.
The Open Ended survey question seeks to explore the qualitative, in-depth aspects of a particular topic or issue. Although open-ended questions are important, they are time-consuming and should not be over-used.
Example:(If the respondent indicates they did not find what they were looking for...) If you want to add an "Other" answer to a multiple choice question, you would use branching instructions to come to an open ended question to find out What Other....
Once separated, different questions can be asked of each of these groups.In the following example, the respondent will select exactly one answer from the 7 possible options, exactly 3 of the 7, or as many of the 7 options (1, 2, 3, or up to 7 answers can be selected).Example: For this type of question, it is important to consider including an "other" category as there may be other avenues by which the person first heard about your site that you might have overlooked.Rank order scaling question allow a certain set of brands or products to be ranked based upon a specific attribute or characteristic.Perhaps we know that Toyota, Honda, Mazda, and Ford are most likely to be purchased.
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Example: If you are seeking information only about product users, you may want to ask this type of question to "screen out" those who haven't purchased your products or services.