11 Types of Surveys [A Complete Guide + Pros & Cons]

Learn about the different types of surveys available for collecting data. With this guide, weigh the pros and cons and choose the best type of survey method.

Approximate read time: 10 minutes

Ever wondered what your customers are really thinking?

Conducting surveys is one of the best ways to find out. They help get opinions, preferences, and feedback. And with the right survey questions, customers can help improve any product or business based on their answers.

But, not all surveys are created equal.

Different types of surveys have many different purposes, and choosing the right one makes all the difference. Some are great for quick feedback, while others dive deep into customer behavior and trends. In this post, I’ll explain the most common types of surveys, their pros and cons, and when and how to use them.

Let's dive in.

11 Types of surveys

1. Online surveys

Online surveys are popular because they’re convenient.

They can be sent via email, social media, or websites. Plus, they're flexible and can include different question types. Multiple-choice, rating scales, ranking surveys, and open-ended questions are just a few that can get great data.

Online surveys are also cheaper than other survey research methods and provide quick results. However, they can have low response rates. Since not everyone has internet access, some biases will always influence the survey.

Example: An online customer satisfaction survey was sent via email asking about their experience.

Pros

• Convenient: Easy to take on any device with internet access.
• Cheap: Lower costs compared to traditional methods.
• Quick data: Gather and analyze survey results in real-time.

Cons

• Lower response rates: Many people may ignore online survey invitations.
• Bias: Not everyone has internet access, which can skew results.
• Survey fatigue: People may get tired of frequent online surveys.

2. Telephone surveys

Telephone surveys are a classic survey type.

Someone calls different households and asks them questions over the phone. This allows interviewers to get better answers and clarify any confusing questions. While it may not be the most popular method, it gets useful data.

But they can take a ton of time and be expensive. Plus, many people ignore calls from unknown numbers, making it take longer.

Example: A company sends out a market survey about new product preferences.

Pros

• Personal interaction: Interviewers can ask better questions and get detailed answers.
• Wide reach: Can contact people who don’t have internet.
• Higher response rates: More personal means better engagement.

Cons

• Expensive: Wages and phone charges raise costs.
• Takes time: Calls can take a long time, depending on the survey.
• Bias: Interviewers can influence responses.

3. Face-to-face surveys

Face-to-face surveys mean it's an in-person interview.

This method is great for detailed responses and reading body language. However, it's expensive, takes time, and only gets answers from a certain area. That means the data may not be as useful depending on a business's goals.

Example: A researcher conducts interviews at a shopping mall to gather detailed feedback on a new store layout.

Pros

• Detailed data: Allows for deeper questions and follow-ups.
• Non-verbal cues: Interviewers can see body language.
• High response rates: People are less likely to refuse.

Cons

• Expensive: High costs due to travel and wages.
• Takes time: Setting up and doing interviews takes a lot of time.
• Limited reach: Restricted to specific areas.

4. Mail surveys

Mail surveys are sent to people through...you guessed it, mail.

They can reach people without the internet and have higher response rates for some audiences. But, they are slow and costly due to printing and postage fees.

Example: A university sends a paper survey to alumni to gather feedback on their college experience.

Pros

• Wide reach: Can reach people without the internet.
• Higher response rates: Some people prefer this method.
• Thoughtful responses: People have more time to think about their answers.

Cons

• Slow process: Sending and receiving surveys takes a long time.
• Expensive: Printing and postage expenses add up.
• Errors: People make mistakes while they enter data.

5. Mobile surveys

Mobile surveys are designed for smartphones and tablets.

They’re convenient since most people have a phone, leading to higher response rates. These surveys are excellent for real-time feedback but can be limited. Different screen sizes or people without phones can't answer the survey. And depending on the target audience, that could be a lot of people.

Example: A restaurant uses a mobile app to ask customers about their dining experience after meals.

Pros

• High response rates: Mobile surveys are convenient.
• Fast feedback: Data can be gathered quickly.
• Wide reach: Most people have a smartphone or tablet.

Cons

• Screen limitations: Small screens can limit the survey length.
• Connectivity issues: Poor internet connections affect completion rates.
• Privacy: People may worry about data security.

6. Popup and embedded surveys

Popup surveys appear on websites or apps to capture feedback from visitors.

They can be effective because they guarantee the user will see the message. However, many people hate pop-ups, so this survey should be used wisely.

Embedded surveys stay on a web page permanently. While it has a lower chance of being seen compared to popups, it's also less annoying to users.

Example: A website shows a pop-up survey asking visitors about their user experience.

Pros

• Quick feedback: Gets responses at the moment.
• Easy to see: Pop-ups grab attention quickly.
• Beginner-friendly: Simple to add to websites or apps.

Cons

• Annoying: Some users think popups are annoying, which may have a negative effect.
• Low response rates: Embedded surveys might not be seen.
• Limited scope: Best suited for short and simple questions.

7. Kiosk surveys

Kiosk surveys are done on devices in locations like stores or lobbies.

They’re useful for getting customer feedback about their experience, which is great for making changes. However, they need physical devices and can be limited by location foot traffic​. And customers may not see them if placed in a less-than-ideal location.

Example: A store uses a kiosk survey near the exit to ask customers about their shopping experience.

Pros

• Fast feedback: Responses are given right after the experience.
• High engagement: In-store or on-site surveys are easy and fast.
• Convenient: It is easy for customers to give feedback on the spot.

Cons

• Costly setup: Requires physical devices and maintenance.
• Limited reach: Only accessible to those visiting the location.
• Low usage: Customers may ignore them in a hurry.

8. Focus groups

Focus group surveys have a person leading a discussion with a small group of people.

This method is great for deeply exploring people's opinions. The person leading the discussion can ask more questions and get more details. But it can be expensive and take a while to organize. The interviewer needs to be paid. And finding volunteers is difficult (especially without an incentive).

Example: A company holds a focus group to get feedback on a new product before launching it.

Pros

• Detailed information: The group can give more details and opinions.
• Interactive: Group members can build on each other's ideas.
• Qualitative data: More descriptive and accurate information.

Cons

• Expensive: High costs for organization, travel, and participants.
• Time-consuming: Sessions take a lot of time.
• Small audience: Small groups may not reflect a larger population.

9. Panel surveys

Panel surveys involve finding people to take surveys over a period of time.

This method is useful for studies that track changes and find long-term trends. However, maintaining the panel and getting high response rates can be challenging.

Example: A market research firm recruits a panel to track consumer opinions on various products over several months.

Pros

• Longitudinal data: Tracks changes and trends over time.
• Committed survey takers: Panels often have higher engagement.
• Detailed information: Gathers detailed data from the same people repeatedly.

Cons

• Maintenance: Keeping the panel engaged over time can be difficult.
• Costly: Management and incentives can be expensive.
• Bias: Panel members may become too familiar with the survey process.

10. Social media surveys

Facebook, Twitter, Instagram, and TikTok are just a few popular social media platforms. And people worldwide use them.

They can reach a wide audience because they're easy to share. That could mean a worldwide audience, which would be a huge range of data. However, this data may not be useful if you want feedback from a specific audience.

Example: A brand uses Instagram polls to gather opinions on new product ideas.

Pros

• Wide reach: Access to a large and diverse audience.
• Real-time feedback: Quick responses.
• Cost-effective: Often cheaper than other methods.

Cons

• Bias: May not represent the general population accurately.
• Privacy: People may worry about data security.
• Short attention spans: Users may not spend much time on responses.

11. Paper surveys

Paper surveys are the most traditional method on the list.

When all else fails, go to paper. This is great in places with limited internet or where it's just easier, like schools or community centers. It takes time to pass out and collect, but the answers are often useful.

The main downside is entering the data for analysis. It can take a while, and people often make errors, which could make the data less reliable.

Example: A community center hands out a questionnaire to gather program feedback.

Pros

• Accessibility: Suitable for people without internet access.
• Higher response rates: Some people prefer this method.
• Simple setup: Easy to design and distribute without technical requirements.

Cons

• Errors: Manual data entry is time-consuming and prone to errors.
• High costs: Printing and mailing expenses add up.
• Slow turnaround: Longer time to distribute, collect, and process responses.

How to choose the right type of survey

With so many survey types, it may feel overwhelming.

But with a little planning and laying out the survey goal, you can easily narrow down the list of options. Here are some key points to help:

• Set clear goals: Know what you want to find out. Is it detailed feedback or just quick opinions? The right goals help choose the right survey type.
• Know the audience: Think about who will take the survey. Older adults may prefer mail surveys, while younger people might prefer online or mobile surveys.
• Consider budget and time: Some face-to-face or telephone surveys can be expensive and take time. Online and mobile surveys are usually cheaper and faster to set up.
• Think about data quality: Focus groups or face-to-face surveys are best if you need detailed answers. For quick, numerical data, online or telephone surveys might be better.

Following these tips at the beginning helps gather useful information to meet your objectives. But this is just the start!

Learn how to create a survey in WordPress

Now that you've learned about the different types of surveys, it's time to take things further.

And that's learning how to create a survey with our step-by-step guide. Formidable Forms is the most advanced form plugin for WordPress. But it's also one of the best WordPress survey plugins because it can create forms and surveys. So, if you need a survey tool to create surveys for a website, Formidable Forms is an excellent option.

And be sure to join our community on Facebook, Twitter, and YouTube for more survey tips and tricks!

Read more about surveys!

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