Using Anchors and Exclusive Responses within your customer surveys


This video tutorial from Opinionmeter discusses how to anchor responses when randomizing response scales in your customer surveys. It also covers how to make specific responses exclusive options when using “Choose All that Apply” question types.


Hello. In this tutorial we're going to be focusing on anchoring, as well as using the exclusive option when designing your survey instrument. Briefly, before we jump into the visual tutorial, let me explain. Anchoring, fairly intuitive, it applies to when you're randomizing your response scale. Lets say you have a "none of the above." option or "other," option in your response scale, you don't want that to be included in the randomization. So you can identify whichever response is in your response scale that you want to anchor to the bottom of the list, whereas the others, the other responses, we'll go ahead and randomize.

Exclusive, that applies to "choose that apply" questions. Let's say again, you have a "None of the above" option in your "choose all that apply" response scale. And let's say the respondent selects several options and then selects none of the above; well you want that to be the only option selected in that response scale and the others would be unchecked.

So that's the process and my attempt to explain this in words; why don't I explain it visually now? I'm going to go in and I've already created a one question survey with very... It's a single response, vertically oriented question, I just said "Which of the following products do you use most?" And I just added bogus responses, since we're randomizing I wanted one, two, three, four, five and then I added some other, "none of the above," does not apply.

So why don't we go in and edit this question? I'll show you where you can select, at the bottom, in the optional features area of the design screen, Randomize Responses. So once you select Randomize Responses, then you'll see the additional option of anchoring responses. Okay, and let me just scroll down here and you'll see we've anchored two responses in this response scale, we've anchored "none of the above," "does not apply." So when the top five responses are being randomized with each new survey being presented, "does not apply" and "none of the above" will always remain in their fixed positions anchored to the bottom of the list. And that's basically how this works. So, again anchoring works within the context of randomization.

Okay, so why don't I go save this, and let's add another question. This time let's add a "Choose all that apply" question, and let's just keep in consistency; Which of the following services do you use? And say one, two, three, four, five, none of the above. Okay, so we can go ahead and we can also randomize "choose all that apply" questions, and you'll see once we select Randomization we also have the option of anchoring them. And we also have the option of identifying an exclusive response, which you won't find in a single response questions since, like I said, by it's very nature, it's already exclusive. So here in the design screen you'll see we've added some information text above explaining, and also you have three columns here, OE means open ended, you can always add a open ended comment after any response, anchored text, and if you hover it will explain, it's the second column of boxes. So let's anchor "none of the above." Okay, and EX is exclusive, so why don't we also make "none of the above exclusive," so if they select any of the above options it will force them to be exclusive.

So let's go ahead and save this question. And now I'm just going to go in and I'm going to preview what we've done here. So it's randomized the order, but you'll notice, in the first question, which is a single response question, so it's by it's nature it's exclusive because you can only have one selection. But as it randomizes you'll see that we selected "None of the above" and "does not apply" as anchored options, so they'll always stay in their fixed position, although the other five options will randomize. Now here in question two, which we just created is a "choose all that apply" question, so we can select more than one response. But we've not only anchored "none of the above," but we also made it exclusive, so if we check this it unchecks the options that we've already selected.

So that's a very quick overview of how you can use the anchoring and the exclusive features within your survey design process.

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