Choosing a question type

Multiple choice

One answer from a fixed list. Use it when the options genuinely cover everything a respondent might say; add an Other option when they might not.

Checkboxes

Any number of answers from a list. Remember that the percentages will add up to more than a hundred, because each respondent may pick several.

Rating scale and Likert

A rating scale asks how much, on a numbered scale. A Likert scale asks how strongly somebody agrees with a statement. Both are easier to compare across questions than free text, and both average sensibly.

Ranking and best-worst

Ranking asks a respondent to put options in order. Best-worst asks only which is best and which is worst, which separates options far better, because almost everybody rates almost everything highly when asked to rate each one on its own.

Free text

Nothing else tells you what you did not think to ask. Expect to read them rather than count them, though the word cloud and sentiment views help with a large number.