The Multiple Choice Battery/Matrix is a series of questions, all of
which have the same answer scale.
For example, multiple attributes of a restaurant could be evaluated on a 5
point satsifaction scale that includes the scale items:
Delightful, Very Satisfied, Satisfied, Somewhat Satisfied, Failure
Example Question
Delightful
Very
Satisfied
Satisfied
Somewhat
Satisfied
Failure
Friendly
Server
Taste
of the food
Cleanliness
of the restaurant
Grouping identically scaled multiple choice questions
into batteries keeps similar questions together and thereby reduces
response time and respondent fatigue.
The multiple choice questions may use either the radio button
(one answer), check box (multiple answers), or spreadsheet (text input) formats.
These formats make for a very versatile in use and breadth of applications.
Typical questions might include measures of agreement with statements about
the degree of preference or degree of satisfaction with a list of product,
service, or attributes.
Randomize: We know that in elections, being the first
on the list increases chances of election. Similar bias occurs in all questionnaires
when the same answer appears at the top of the list for each respondent. Randomization
corrects this bias by randomly rotating the order of the multiple choice matrix
questions for each respondent.
