Open-ended questions are mainly used to obtain an understanding of underlying reasons, opinions, and motivations for consumer behavior. This type of questions allows participants to speak more than yes or no and write about their feelings, attitudes, ideas, and so on.
Closed questions ask participants to select from a list of pre-defined answers, such as checkboxes or radio buttons. These are in the form of numerical ratings that enables them to put a number to certain aspects of your digital experience.
Nominal questions come with tags or labels for identifying or classifying items. On a nominal scale, you assign each number to a unique label. Especially if the goal is identification, you have to stick to a one-to-one correlation between the numeric value and the label.
Likert scale can either be unipolar or bipolar. Unipolar scales center on the presence or absence of quality. Moreover, they don't have a natural midpoint. Bipolar scales, on the other hand, are based on either side of neutrality.
Rating scale ask respondents to rank a range of items or choose from an ordered set. This is helpful when you want to find out the importance level of each individual. Make sure to identify your number scale (1 being the first choice and 5 being the last choice etc.).
Belonging to the closed-ended family of questions, dichotomous questions are ones that only offer two possible answers, which are typically presented to survey takers in the following format – Yes or No, True or False, Agree or Disagree and Fair or Unfair.