A Matrix question could almost be a combination of ranking and rating. Here, too, you can, for example, assess the importance of various purchasing factors. However, unlike ranking, you can rate multiple factors equally. For example, “cancellation options” and “breakfast offer” can both be “very important” when someone books a hotel.
The practical advantage: Your customers have everything at a glance and are more willing to participate in your survey. This way, you increase your response rate and receive qualified answers.
Matrix questions are often combined with the Likert scale. This means that individual purchasing criteria can be rated on a Likert-like scale from one extreme to the other, 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.
Our recommendation: Use the Matrix question type to create a Likert scale.