A matrix question could almost be a combination of ranking and rating. Here too, for example, you can assess the importance of different purchasing factors. But unlike ranking, you can rate multiple factors equally. For instance, ‘cancellation options’ and ‘breakfast offer’ can both be rated as ‘very important’ when someone books a hotel.
The advantage is that your customers have all information at a glance and are more willing to participate in your survey. This way, you increase your response rate and obtain qualified responses.
Matrix questions are often combined with the Likert scale. This means that individual purchasing criteria can be rated on a scale from one extreme to the other, similar to the Likert scale, 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.