Matrix Survey Questions: Examples, Create and How To Use

Imagine yourself as a hotel owner who wants to know how satisfied customers are with your services. You might ask them to grade your services from 1 to 5. However, this will only give you a general idea of their degree of contentment.

You want to know specific areas of your service that need improvement.

This is where matrix survey questions come in handy.

Matrix survey questions allow you to ask multiple questions in a compact format. This makes it easier for respondents to answer. Consequently, they provide a clear picture of how customers feel about different aspects of your service.

Matrix survey questions are the bane of every statistician’s existence.

Trying to make sense of those rows and columns can feel like navigating a labyrinth.

Fear not.

With the power of data visualization, you can turn that maze into a beautiful, informative garden.

In this guide, we’ll cover the following:

• What Is a Matrix Survey Question?
• Matrix Questions Example
• When to Use Matrix Survey Questions?
• Advantages of Matrix Questions in Research
• Disadvantages of Matrix Questions in Research
• Best Practices for Writing a Good Matrix Question
• How to Present Matrix Survey Questions Responses
• What Is the CSAT Score Bar Chart?
• How Is the NPS Score Calculated?
• How to Create a CSAT Score Bar Chart to Visualize Matrix Survey Results?
• Wrap Up

What Is a Matrix Survey Question?

A matrix survey question is a multiple-choice question type presented in a table style. Each row has a different question or statement, and each column has a different rating scale or response option. Respondents rate or answer each statement or question using the rating scale or response option that goes with it.

Matrix Questions Example

Here is a matrix questions example;

On a scale of 0 to 10, please rate the following statements about hotel services:

This matrix question asks respondents to rate hotel service statements on a scale of 0 to 10 where;

• Detractors are customers who respond with a rating of 0 to 6. These customers had a negative experience and are unlikely to return or recommend the hotel to others.
• Passives are customers who respond with a rating of 7 or 8. They had an average experience with the hotel and are only partially satisfied. They may not actively recommend the hotel to others but are not likely to discourage them, either.
• Promoters are customers who respond with a rating of 9 or 10. They are delighted with the experience and will likely recommend the hotel to others. These individuals are essential as they act as brand advocates. They help improve the hotel’s reputation through word-of-mouth marketing.

When to Use Matrix Survey Questions?

Matrix survey questions are best used when you want to gather data on multiple variables. Or different aspects of a topic in a single question. They are also useful when comparing the relationship between different variables or factors.

Here are some of the instances where you can use the matrix survey questions;

• Measuring customer satisfaction with different aspects of your service or product.
• Evaluating the effectiveness of a training program.
• Assessing the usability of a website.

Advantages of Matrix Questions in Research

Efficiency

The matrix survey format enables you to present multiple questions concisely. This simplifies the process for participants to respond. Consequently, it saves time and reduces the risk of respondents dropping out of the survey.

Detailed Feedback

Matrix questions allow you to get detailed feedback on specific areas of your product or service. This information helps you to improve your offering and meet your customers’ needs.

Easy to Analyze

Matrix questions provide structured data that is easy to analyze. You can quickly identify areas of your product or service that need improvement.

Reduced Survey Fatigue

Respondents are more likely to complete a survey that is easy to answer and takes less time. Matrix questions help reduce survey fatigue and increase response rates.

Disadvantages of Matrix Questions in Research

Complexity

Matrix questions can be complex and difficult to understand. Respondents may find it challenging to interpret the table and may only answer some of the questions.

Leading Questions

Matrix questions may contain leading words that bias the respondents’ answers.

Limited Scalability

Matrix questions may not be scalable for extensive surveys. It may be challenging to analyze the data from many respondents.

Straight Lining Effect

This happens when respondents choose the same answer for each row or column in a matrix. This may distort the findings and result in false inferences.

Best Practices for Writing a Good Matrix Question

• Keep the matrix survey questions simple and easy to understand. Use plain language and avoid technical jargon.
• Avoid bias by using neutral language and avoiding leading questions.
• Use consistent response options to make understanding and answering easier for respondents.

How to Present Matrix Survey Questions Responses

The best way to present matrix survey question responses is through a CSAT (Customer Satisfaction) Score Bar Chart. A CSAT Score Bar Chart visually represents the responses to a matrix survey question. It allows you to quickly see how customers rate different aspects of your product or service.

What Is the CSAT Score Bar Chart?

A CSAT Score Bar Chart is a data visualization tool for analyzing customer satisfaction. It is a powerful chart that helps businesses calculate and analyze their Net Promoter Score (NPS).

A CSAT Score Bar Chart shows the distribution of responses to a single survey question. This makes it easy to pinpoint customer satisfaction across the lifecycle and find potential bottlenecks.

• Each aspect of the survey is represented by a bar. The height of the bar indicates the percentage of customers who selected that aspect.
• This chart has two axes;
• One with the NPS scale highlighted in orange at the top. The scale spans from -100 (extremely dissatisfied) to +100 (extremely satisfied) for each metric.
• The other axis, highlighted in purple at the bottom, displays the number of respondents corresponding to each metric.
• The green box represents a positive NPS score.
• The red box (highlighted in yellow) represents a negative NPS score.

How Is the NPS Score Calculated?

To understand the NPS score in the chart, let’s learn how it is calculated. We will use one aspect of the survey as an example.

Total responses for “Doorstep pickup/drop-off” = 6,370

Total responses for rating 0 to 6 (detractors) = 770

Total responses for rating 7 to 8 (passives) = 100

Total responses for rating 9 to 10 (promoters) = 4,600

• • Calculate the Percentage of Promoters

Therefore;

• • Calculate the percentage of detractors

 

Therefore;

• Calculate the NPS score

NPS Score = %age of promoters – %age of detractors

= 72 — 12 = 60

Since this is a positive NPS score, its box will appear in green and scale on the right side.

If the NPS score is negative, its box will appear in red and scale on the left side.

Benefits of CSAT Score Bar Chart

Why use the CSAT Score Bar Chart? Here are some of the benefits;

• It lets you quickly identify which areas of customer experience fail to meet expectations.
• It visually presents the levels of customer satisfaction. This way, you can monitor how client satisfaction levels fluctuate over time.
• It enables you to evaluate your customer satisfaction levels compared to rival businesses. As a result, you can pinpoint the areas you fall short and take action to catch up.
• It provides a quick and intuitive way to interpret large amounts of customer satisfaction data.

How to Create a CSAT Score Bar Chart to Visualize Matrix Survey Results?

Collecting customer feedback with a matrix survey is crucial for improving your products and services.

Nonetheless, presenting the results in an understandable format can be challenging.

That’s where the CSAT Score Bar Chart comes in.

It is a great way to visualize your survey results and quickly identify improvement areas.

For an effortless creation of a CSAT Score Bar Chart, use ChartExpo for Excel.

You can transform your matrix survey results into a clear and concise visualization with just a few clicks.

Benefits of Using ChartExpo

• There is a wealth of data visualizations available on ChartExpo. Thus, you can choose the ideal visualization that will tell a better story of your data.
• ChartExpo’s constantly growing chart options accommodate evolving data needs. It includes traditional charts like pies and bars and specialized options like Sankey and Likert Scale charts.
• ChartExpo simplifies data visualization, making it accessible to everyone without requiring any coding or technical skills.
• ChartExpo is a cost-friendly data visualization tool with a $10 monthly plan. It also has a free 7-day trial if you want to try the platform before committing to a paid plan.

How to Install ChartExpo in Excel?

1. Open your Excel application.
2. Open the worksheet and click the “Insert” menu.
3. You’ll see “My Apps”.
4. In the office Add-ins window, click “Store” and search for ChartExpo on my Apps Store.
5. Click the “Add” button to install ChartExpo in your Excel.

ChartExpo charts and graphs are available both in Google Sheets and Microsoft Excel. Please use the following CTA’s to install the tool of your choice and create beautiful visualizations in a few clicks in your favorite tool.

Walk with me as I show you how to create a CSAT Score Bar Chart with ChartExpo.

First, put your data in the format below.

Facility	Rating	Responses
Doorstep pickup/drop-off	0	60
Doorstep pickup/drop-off	1	70
Doorstep pickup/drop-off	2	80
Doorstep pickup/drop-off	3	100
Doorstep pickup/drop-off	4	150
Doorstep pickup/drop-off	5	135
Doorstep pickup/drop-off	6	175
Doorstep pickup/drop-off	7	650
Doorstep pickup/drop-off	8	350
Doorstep pickup/drop-off	9	1850
Doorstep pickup/drop-off	10	2750
Outbound/inbound transfers	0	90
Outbound/inbound transfers	1	80
Outbound/inbound transfers	2	100
Outbound/inbound transfers	3	120
Outbound/inbound transfers	4	150
Outbound/inbound transfers	5	145
Outbound/inbound transfers	6	200
Outbound/inbound transfers	7	650
Outbound/inbound transfers	8	350
Outbound/inbound transfers	9	1650
Outbound/inbound transfers	10	2500
Departure/arrival lounges	0	100
Departure/arrival lounges	1	110
Departure/arrival lounges	2	130
Departure/arrival lounges	3	150
Departure/arrival lounges	4	125
Departure/arrival lounges	5	260
Departure/arrival lounges	6	100
Departure/arrival lounges	7	450
Departure/arrival lounges	8	250
Departure/arrival lounges	9	1950
Departure/arrival lounges	10	1700
Flights	0	90
Flights	1	80
Flights	2	60
Flights	3	50
Flights	4	120
Flights	5	100
Flights	6	130
Flights	7	450
Flights	8	350
Flights	9	1850
Flights	10	2250
Resort food/beverage options	0	10
Resort food/beverage options	1	30
Resort food/beverage options	2	20
Resort food/beverage options	3	40
Resort food/beverage options	4	30
Resort food/beverage options	5	20
Resort food/beverage options	6	40
Resort food/beverage options	7	150
Resort food/beverage options	8	100
Resort food/beverage options	9	2400
Resort food/beverage options	10	2250
Resort facilities	0	60
Resort facilities	1	70
Resort facilities	2	80
Resort facilities	3	100
Resort facilities	4	120
Resort facilities	5	150
Resort facilities	6	200
Resort facilities	7	650
Resort facilities	8	350
Resort facilities	9	1650
Resort facilities	10	2500
Room	0	50
Room	1	50
Room	2	30
Room	3	90
Room	4	30
Room	5	20
Room	6	40
Room	7	700
Room	8	500
Room	9	2400
Room	10	1850
Excursions	0	100
Excursions	1	110
Excursions	2	130
Excursions	3	150
Excursions	4	325
Excursions	5	200
Excursions	6	100
Excursions	7	650
Excursions	8	550
Excursions	9	1350
Excursions	10	1400
Evening entertainment	0	60
Evening entertainment	1	70
Evening entertainment	2	80
Evening entertainment	3	100
Evening entertainment	4	150
Evening entertainment	5	135
Evening entertainment	6	175
Evening entertainment	7	650
Evening entertainment	8	350
Evening entertainment	9	1650
Evening entertainment	10	2250

1. • To get started with ChartExpo, install ChartExpo in Excel.
   • Navigate to the INSERT menu and select My Apps.

1. • Select ChartExpo and click the “Insert” button.

1. • Once it loads, choose the “CSAT Score Bar Chart” from the charts list.

1. • Select the data from the sheet and click the “Create Chart From Selection” button.

1. • ChartExpo will generate the visualization below for you.

1. • Click the “Edit Chart” button to modify your chart.
   • Click the pencil icon next to Chart Header to add a title.
   • This will open the properties dialog. Add a heading in Line 1 under the Text section and enable the Show option. Then click the “Apply” button.
   • Click the “Save Changes” button to persist the changes.

1. • Let’s change the range of Detractors, Passives, & Promoters.
   • Click the “Settings” button and expand the “Misc” property. Then customize the range to fit your needs and click the “Apply” button.

1. • Your final chart will appear below.

Insights

• The NPS score for “Resort food/beverage options” is 87, higher than others. This means there is no need to be concerned about the taste of the food and drinks.
• The NPS score for “Excursions” is at 32, which is a cause for alarm. This indicates that immediate action is required in this business area.

FAQs

What are matrix question examples?

Matrix questions are popular survey questions that involve multiple questions presented on a grid. An example of a matrix question is a hotel asking guests about the importance of certain amenities. The rows represent  the amenities, and the columns represent the level of importance.

What is the importance of matrix questions?

Matrix questions are useful in surveys and questionnaires. They are beneficial for comparing and contrasting different aspects of a topic. With matrix questions, you can gather a lot of information in a structured and organized way.

How many questions can I include in a matrix question?

There is no hard or fast rule on this. However, it is generally recommended to keep matrix questions between 5 to 10. Too many questions can overwhelm the survey and increase the likelihood of incomplete responses.

How do I present matrix survey question responses?

To present matrix survey question responses, use a CSAT Score Bar Chart. It provides a visual representation of the average score for each question category. This makes it easier to draw conclusions and make informed decisions based on the survey results.

Wrap Up

Matrix survey questions help gather data on multiple aspects of a topic in a single question. They are efficient, easy to analyze, and provide insightful results. However, they can be complex and may introduce bias if not appropriately designed.

Remember, asking the right questions is crucial for gathering valuable data to help you with decision-making. So, take the time to design your matrix survey question carefully and analyze the results thoroughly.

Use balanced response options and avoid leading questions to get the most out of your matrix survey question. When presenting the results, use a CSAT Score Bar Chart. It will help make the data easy to understand. Thus, you can easily spot trends and identify areas for improvement.

How do you create a CSAT Score Bar Chart?

Use ChartExpo for Excel–a powerful data visualization tool for effortlessly creating appealing and insightful charts and graphs.

The best part?

You can create insightful visualizations without coding skills or data visualization experience.

Net Promoter, NPS, NPS Prism and many other terms related to NPS are registered trademarks of Bain & Company Inc., Satmetrix Systems Inc., and Fred Reichheld.