What is a multiple-choice question?
A multiple-choice question lists answer options and asks people to pick one, or every option that applies. Each answer lands in a known option, so the results read as clear shares, such as how many customers found you through search.
Pick from a list
A multiple-choice question, such as “How did you first hear about us?”, offers a list of options and lets people pick. In a single-answer question they pick one, usually from round buttons. In a multiple-answer question they tick every option that applies, usually from checkboxes.
Multiple choice is the most flexible closed-ended question. It sorts customers into groups (plan, role, industry), records facts (how they found you, what they bought) and captures reasons (why they canceled), all with a tap per answer.
The question is only as good as its options. A list that overlaps, leaves out a likely answer or leads with a favorite pushes people toward answers that aren't quite true. Good options are distinct, complete and in a sensible order, with “Other” for what you didn't foresee.
- Answer
- One option, or every option that applies
- Best for
- Facts, groups, reasons and preferences
- Read as
- The share and count of each option
- Options
- Distinct, complete, and usually between 3 and 7
- Also called
- Single-select, multi-select or checkbox question
Multiple-choice question examples
Multiple choice fits any question whose likely answers you can list. Keep the options short and parallel, so people can scan them in a second.
- “How did you first hear about us?” with Search, Social media, A friend, An ad and Other
- “Which plan are you on?” with one answer from your list of plans
- “What is the main reason you're canceling?” with one answer and Other
- “Which of these features do you use?” with every option that applies
Single answer vs multiple answer
Ask for a single answer when only one option can be true or when you want the main reason. Allow several when more than one can apply, such as the features someone uses. A limit such as “Pick up to three” keeps a multiple-answer question focused.
| Single answer | Multiple answer | |
|---|---|---|
| People pick | One option | Every option that applies |
| Usually shown as | Round buttons | Checkboxes |
| Shares add up to | 100% | More than 100% |
| Best for | The main reason, a fact, a group | Features used, every reason |
How to analyze multiple-choice answers
Count the answers per option and turn each count into a share. For a single-answer question, the shares add up to 100%. For a multiple-answer question, divide by the number of people who answered, and the shares add up to more than 100%, since one person can pick several options.
Say 200 customers pick every reason they chose a store. 120 pick price, 90 pick quality and 50 pick fast delivery. Price reaches 60% of customers, and the three shares add up to 130%.
Then compare the shares between groups, such as new and returning customers, to see where the reasons differ.
- Price
- 120 of 200 customers, 60%
- Quality
- 90 of 200 customers, 45%
- Fast delivery
- 50 of 200 customers, 25%
- Shares added up
- 60 + 45 + 25 = 130%
How to write good answer options
The options shape the answers as much as the question does. Read the list as someone answering for the first time, and check that their true answer is there, once.
- Make every option distinct, with no overlap between ranges
- Cover the likely answers, and add “Other” with a text box
- Keep options parallel in length and wording
- Put ordered options in their natural order, such as smallest to largest
- Shuffle unordered options for each person, keeping “Other” last
- Add “None of these” to multiple-answer lists
Multiple-choice questions in Usertick
Add a Multiple choice question in the survey editor with 2 to 100 options, for a single answer or several. Shuffle options mixes the order for each visitor and keeps Other last, Allow Other adds a text box, and with several answers allowed you can set a minimum and a maximum number of picks. For long lists, a Dropdown question takes the same options and adds a search box from 15 options.
Results draws a single answer as a donut and multiple answers as bars, each option with its share and count, and lists the typed Other answers. Selecting an option filters the whole page to the people who chose it. In step-by-step and chat surveys, logic rules can jump to another question or end the survey based on the option picked, and Other can be a condition.
Multiple choice is one of the types customers can answer inside the email Usertick sends, when it is the survey's first question. Picking an option opens the survey with that answer filled in. On every plan, AI can suggest answer options the list doesn't have yet.
Mistakes to avoid with multiple-choice questions
Small choices that keep the results useful.
- 01
Ranges that share an edge
“1 to 5 employees” and “5 to 10 employees” give a company of 5 two answers. End every range before the next one begins.
- 02
No way out of the list
When the true answer is missing, people pick the closest wrong one. Add “Other” with a text box, or “None of these”.
- 03
Favoring the first option
People choose options near the top of a list more often. Shuffle options that have no natural order.
- 04
One answer where several apply
Asking for one reason when people had three hides the other two. Allow several answers, with a maximum if needed.
Frequently asked questions
Usually 3 to 7. Fewer may leave out real answers, and longer lists take time to read, so switch to a dropdown with search when people need to find one item among many.
Add it whenever your list might miss a real answer, with a text box so people can say what they meant. If many people pick Other, read their answers and add the common ones to the list.
Both list options. Multiple choice shows every option at once, which suits short lists, and a dropdown keeps them in a list people open, which suits long ones such as countries.
No. Each share is out of the people who answered, and one person can pick several options, so the shares usually add up to more than 100%.
Listen better, act faster, and build what truly matters.
Start free, see what your customers mean, and get each answer to the person who can act on it.
- 150 responses a month on Free
- Every channel and AI analysis
- No card needed