Bad Boy Matrix Question – Whatcha gonna do when they come for you?

The most challenging, but also most fascinating tasks for researchers have a very clear and easy to understand problem, but (almost) no solution. This is the reason, why I was very happy to speak about one of the most challenging topics of online research at the GOR conference in Mannheim: the matrix question type.

Probably every researcher would agree, that we need matrix questions for a variety of reasons. At the same time we can identify a lot of quality issues related with this question type, such as non-differentiation or other satisficing behavior.

Curious as ever, we started to look for alternatives at Norstat – some of them standard questions, but also new ways to present a question to the respondent in an appealing way. All this ended up in a little study, where some of these alternatives got compared. Maybe we could not identify a clear winner, but hopefully we could show some ways to enhance questionnaires.

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Join the discussion! If you have any ideas how to ged rid of the the matrix question type, feel free to share it with us in the comments below

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Philipp Kemser

About Florian Tress

Florian is working as a Marketing Manager at Norstat. Feel free to drop him a line at

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