What is a Ranking Method of Survey

Surveys are most useful for understanding individuals’ priorities, not merely their opinions. A reliable method for identifying an individual’s priorities is by using a ranking-type approach, in which the representation of items that lie on a continuum of importance or reference is presented to survey respondents and asked to rank them from most to least important in accordance with their preferences.

At Nexus Expert Research, we utilize ranking-based survey methods in our work with companies to provide insight into what is important to their customers, allowing them to make more effective and accurate decisions based on data.

This guide explains the survey ranking method, how it works, and when it delivers the greatest research value.

Understanding the Ranking Method of the Survey

When conducting a survey in which participants must rank the possible responses in order of preference, this method essentially allows the respondent to see how each answer option relates to all other answer options in relation to their preferences. Therefore, rank order is especially useful when determining what type of trade-off may exist.

The ranking method of survey response provides the relative importance of options rather than their absolute position (i.e., how much someone likes it). Understanding this difference between ranking and rating methods can provide organizations with clarification on customer priorities when making decisions about the products or services they provide, instead of providing a broader understanding of overall sentiment toward the organization.

How the Survey Ranking Method Works

A method for ranking survey responses involves providing respondents with a selection of items and requesting that they rank them according to preference or importance from high to low. Depending on the nature of the product or service being ranked, these items may include Product Features, Brand Attributes, Service Elements, or Decision Drivers.

In one example of a ranking survey, respondents may be asked to rank Price, Quality, Convenience, and Customer support. The final data from this type of ranking survey indicates which factors are most commonly ranked highest among respondents overall.

Ranking Scale Survey Explained

Unlike traditional types of surveys, ranking scale surveys do not allow for any ties, and each item will receive a distinct ranking. This creates an unambiguous distinction between items. Studies that use ranking scale questions will typically include those of competitive analysis, brand research, and product development.

This structure helps researchers identify dominant preferences while eliminating ambiguity that can arise from equal ratings.

Common Types of Ranking Survey Questions

When conducting ranking surveys, many formats can be used according to your goals for the survey, as well as the types of materials being compared. A simple ranking format would ask respondents to rank a limited number of items in a given order, while advanced formats use things such as drag and drop interfaces or comparing items in pairs.

When using a ranking method to gather responses to your questionnaire, it is important that the questions and answer options are very clear to respondents. The questions should be short and easy to understand so that respondents do not become fatigued from answering too many questions.

Advantages of Using Ranking Questions in Surveys

Ranking questions reveal priority structures, according to research, because of their ability to help survey respondents eliminate scale biases and guide respondents to give more thought to evaluating options. Data collected through ranking questions is extremely useful when a company has to develop strategies for making trade-offs between different items, such as pricing options or feature development/scheduling.

Ranking surveys also provide clearer differentiation than rating scales, making them ideal for competitive positioning studies.

Limitations of Survey Ranking Techniques

While ranking methods based on polling have many benefits, there are also weaknesses. When there are many poll items, ranking may become less reliable, as fewer ranks can underestimate or underrepresent the size of the dataset. Ranking reveals only the order, and not how many ranks separate records from other records.

To get a broader understanding, ranking questions are typically asked, coupled with rating questions or open-ended questions. To get an in-depth understanding.

Best Practices for Using the Ranking Survey Method

Proper design is key to the successful application of ranking surveys. Limit the number of items to be ranked in accordance with sound reasoning, using a logical sequence, and providing the necessary information to rank correctly. Pre-testing ranking questions will highlight the areas that cause confusion for respondents and ensure more reliable answers.

The ranking methods we develop at Nexus Expert Research are incorporated into larger research frameworks to create Higher quality Insight.

How Nexus Expert Research Uses Ranking Surveys

Using a combination of advanced analytics and the data collected through our ranking methods in our Surveys, Brand Studies, and Customer Experience projects, we assist our clients in identifying their customers’ preferences and providing companies around the globe with actionable strategies based on these insights.

Conclusion

Survey ranking is one of the more powerful research methodologies for surveying what your audience is prioritizing. By utilizing a properly designed ranking question in a survey, organizations will be able to better identify the key drivers of the organization’s decision-making process. When completed correctly, ranking surveys will yield focused insight that will allow organizations to make better and more informed decisions.