Nominal vs Ordinal Survey Questions | Definition, Examples, and Templates

Ever run a survey and felt like the answers weren’t quite telling you the whole story? Well, you might be asking the wrong questions! Thankfully understanding the strengths of nominal survey questions and ordinal survey questions will help you in crafting effective surveys.

As a seasoned entrepreneur looking to grow your business, mastering the nominal vs ordinal survey questions comparison will equip you with the data to make informed decisions. So, let’s say you’re running a local bakery. Your customers love your chocolate chip cookies, but what about the new red velvet variety?

To gauge their interest, you ask, “Chocolate chip cookies or red velvet cookies?” This question (nominal) gives you only a basic idea of their preferences. For that extra layer of depth, you can ask, “On a scale of 1 to 5, how likely are you to purchase our new red velvet cookies?” This approach (Ordinal) allows you to gather more precise data about their level of interest.

Fortunately, in this guide, we’ll explore their definitions and examples, and provide templates for your effective surveys. We will also be discussing the strengths and weaknesses of each survey and the perfect scenarios for nominal vs ordinal survey questions.

What are Nominal Survey Questions?

Nominal survey questions are questions that help you understand the world by sorting individuals into distinct categories based on their qualities or characteristics.

These questions act like sorting hats, placing respondents into groups with no inherent order or ranking. For example, asking “What is your preferred genre of music?” doesn’t imply that pop is “better” than rock or classical. It simply categorizes individuals based on their musical taste.

What are the Functions of Nominal Survey Questions?

Nominal survey questions play a crucial role in understanding the composition and characteristics of your audience. Here are some key functions they fulfill:

Categorization

• Grouping respondents: Nominal questions divide your audience into distinct categories based on their characteristics. This allows you to identify the distribution of various attributes within your population, such as demographics, preferences, or opinions.
• Identifying group profiles: By analyzing the categorization data, you can build profiles of different groups within your audience. This helps you understand how specific segments differ from each other and tailor your communications or offerings accordingly.

Distribution analysis

• Frequency tables and bar charts: Once you have categorized your respondents, you can visualize the distribution of these categories using frequency tables or bar charts. This helps you see which categories are most prevalent and identify any potential outliers.
• Comparative analysis: You can compare the distribution of characteristics across different groups within your audience. For example, you could compare the preferences of different age groups or genders.

Understanding prevalence

• Popularity of categories: Nominal questions help you gauge the popularity or prevalence of specific categories within your audience. This information is valuable for understanding market trends, customer preferences, or even social attitudes.
• Benchmarking: By comparing the prevalence of categories in your audience to a larger population or another group, you can gain valuable insights into your target audience’s uniqueness.

Providing clear data

• Numbers that represent categories: Unlike open-ended questions, nominal questions offer clear-cut data in the form of numbers representing each category. This makes it easier to analyze and compare results, leading to more objective and quantitative insights.
• Foundational for further analysis: While nominal questions might not reveal the intensity of preferences or experiences, they often serve as the foundation for further analysis. They can be used to segment your audience for more in-depth studies using other question types.

Overall, nominal survey questions are valuable tools for:

• Gaining a basic understanding of your audience’s composition.
• Identifying distinct groups within your audience.
• Measuring the prevalence of various characteristics or preferences.
• Providing clear and objective data for analysis.

Nominal Survey Questions: Pros and Cons

While nominal survey questions offer valuable tools for understanding broad characteristics and distributions within your audience, they come with both advantages and limitations. Let’s weigh the pros and cons to help you decide if they’re the right fit for your survey needs:

Pros

• Easy to understand and answer: Respondents face minimal confusion, leading to higher response rates and accurate data.
• Clear-cut data: Categories provide numbers for straightforward analysis, enabling easy comparisons and calculations.
• Foundation for further analysis: Segmenting your audience based on nominal data allows for focused and targeted follow-up questions.
• Objective and reliable: Categorical responses minimize bias and offer reliable data for statistical analysis.
• Flexibility: Applicable to a wide range of demographic, preference, and opinion-based questions.

Cons

• Limited depth: Don’t reveal intensity or order of preferences, leaving you with “what” not “how” or “why”.
• No quantitative data: Cannot measure numerical values or changes over time, limiting their scope.
• Potential for bias: Predefined categories may not fully capture all possible responses, leading to bias.
• Oversimplified representation: Can create artificial distinctions, and missing nuances within broad categories.
• Limited actionability: This may not provide specific insights for actionable improvements or interventions.

When to use nominal questions

• Understanding demographics: Gain insights into age, gender, income, location, etc.
• Identifying group profiles: Segment your audience for targeted marketing or interventions.
• Gauging preferences: Measure the popularity of options in areas like product features or brand choices.
• Screening questions: Filter respondents based on specific criteria for further in-depth studies.

When to avoid nominal questions

• Understanding complex opinions or experiences: If you need deeper insights into motivations or intensity of feelings, use ordinal or open-ended questions.
• Measuring change or progress: These questions won’t capture numerical changes like satisfaction levels over time.
• Exploring sensitive topics: Predefined categories might exclude nuanced experiences or lead to biased responses.

Read also: 20 Frequently Asked Interview Questions for a Finance Manager in Nigeria

50 Nominal Survey Question Examples

These are examples of nominal survey questions:

Demographics

1. What is your gender identity? (Male, Female, Non-binary, Other)
2. What is your age range? (18-24, 25-34, 35-44, 45-54, 55+)
3. What is your highest level of education? (High school diploma, Associate’s degree, Bachelor’s degree, Master’s degree, Doctorate)
4. What is your marital status? (Single, Married, Divorced, Widowed)
5. What is your primary language spoken at home? (English, Spanish, French, etc.)
6. What is your country of residence? (US, Canada, UK, etc.)
7. What is your job title? (Choose from the list of common professions)
8. What is your annual household income? (Choose from income ranges)
9. How many children do you have? (0, 1, 2, 3, 4+)
10. What is your political affiliation? (Democrat, Republican, Independent, Other)

Preferences and Opinions

11. What is your preferred genre of music? (Pop, Rock, Classical, Country, etc.)
12. What is your favorite social media platform? (Facebook, Instagram, Twitter, TikTok, etc.)
13. What is your preferred method of receiving news? (Website, Mobile app, Newspaper, TV, etc.)
14. What is your favorite brand of smartphone? (Apple, Samsung, Google, etc.)
15. How often do you travel internationally? (Never, Once a year, Several times a year, etc.)
16. What is your preferred dining option? (Dine-in, Takeout, Delivery)
17. How likely are you to recommend this product to a friend? (Very likely, Somewhat likely, Neutral, Somewhat unlikely, Very unlikely)
18. Do you agree with the statement “Social media has a positive impact on mental health”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
19. How important is environmental sustainability to you when making purchasing decisions? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
20. What is your preferred streaming service provider? (Netflix, Hulu, Disney+, HBO Max, etc.)

Interests and Activities

21. What are your main hobbies and interests? (Select from the list of options)
22. How often do you exercise in a week? (Never, 1-2 times, 3-4 times, 5+ times)
23. What is your preferred method of reading books? (Physical book, Ebook, Audiobook)
24. Do you participate in any volunteer activities? (Yes, No)
25. How often do you attend live music events? (Never, Once a month, Several times a month, etc.)
26. What is your favorite type of movie genre? (Action, Comedy, Drama, Romance, etc.)
27. Do you prefer watching sports live or on TV? (Live, TV, Both)
28. How often do you travel domestically? (Never, Once a year, Several times a year, etc.)
29. Do you own a pet? (Yes, No)
30. What is your preferred method of getting news updates? (Social media, News app, Website, etc.)

Technology and Online Usage

31. What type of device do you primarily use to access the internet? (Smartphone, Laptop, Desktop computer, etc.)
32. How many hours do you spend on social media daily? (0-1 hour, 1-2 hours, 2-3 hours, 3+ hours)
33. How often do you shop online? (Never, Once a month, Several times a month, etc.)
34. Do you use online banking services? (Yes, No)
35. Do you prefer using mobile apps for everyday tasks? (Yes, No)
36. What is your preferred method of online communication? (Text message, Email, Video call, etc.)
37. How comfortable are you using new technology? (Very comfortable, Somewhat comfortable, Neutral, Somewhat uncomfortable, Very uncomfortable)
38. Do you subscribe to any online streaming services? (Yes, No)
39. How often do you play online games? (Never, Once a week, Several times a week, etc.)
40. What is your preferred method of online learning? (Video lectures, Interactive modules, Text-based content, etc.)

41. What is your primary source of news? (Website, TV, Mobile app, Newspaper, Social media, Other)
42. What type of content do you consume most on social media? (News, Entertainment, Memes, Product information, etc.)
43. How do you prefer to receive marketing communications? (Email, Text message, Social media advertising, etc.)

Additionally

44. What type of events do you typically attend? (Concerts, Festivals, Sports games, Conferences, etc.)
45. What is your preferred method of transportation? (Car, Public transportation, Walking, Biking, etc.)
46. How often do you visit your local library? (Never, Once a month, Several times a month, etc.)
47. How comfortable are you discussing mental health issues? (Very comfortable, Somewhat comfortable, Neutral, Somewhat uncomfortable, Very uncomfortable)
48. Do you believe in climate change? (Yes, No, Unsure)
49. Do you support stricter gun control laws? (Yes, No, Unsure)
50. What is your preferred method of donating to charity? (Online platform, Direct donation, Volunteering, etc.)

Nominal Survey Questions Template PDF

What are Ordinal Survey Questions?

Ordinal survey questions, unlike their nominal counterparts, delve deeper than just categorizing individuals. They introduce an aspect of ranking or ordering their opinions, experiences, or perceptions. While nominal questions ask “what,” ordinal questions ask “how much” or “to what extent.”

What are the Functions of Ordinal Survey Questions?

Ordinal survey questions play a crucial role in assessing the intensity, strength, or order of various opinions, experiences, and perceptions within your audience. They go beyond simply categorizing individuals, offering valuable insights into the “how much” and “to what extent” behind their responses. Here are some key functions they fulfill:

1. Measuring Intensity and Strength

• Unlike nominal questions that just label categories, ordinal questions gauge the level of satisfaction, agreement, difficulty, or importance associated with a specific characteristic or experience. They help you understand the relative strength of these feelings or perceptions among your respondents.
• For example, asking “How satisfied are you with the product?” on a scale of 1 (very dissatisfied) to 5 (very satisfied) reveals not just that someone is satisfied, but the depth of their satisfaction.

2. Ranking and Ordering Responses

• Ordinal questions introduce a pre-defined scale or order to responses, allowing you to rank individuals based on their level of agreement, satisfaction, or other experiences. This provides a sense of distribution and relative positioning within each category.
• For example, asking “How likely are you to recommend our service?” with options like “very likely,” “somewhat likely,” “neither likely nor unlikely,” etc., lets you rank respondents based on their likelihood to promote your service.

3. Enabling Quantitative Analysis

• By assigning numerical values to each level on the scale (e.g., 1 for “very dissatisfied,” 5 for “very satisfied”), ordinal questions allow for quantitative analysis of the collected data. This enables you to perform calculations like median and mode to understand the central tendency of responses.
• You can also compare response distributions across different groups using statistical tests, providing objective insights into group differences.

4. Facilitating Comparisons and Trends

• Ordinal questions enable you to compare and contrast the intensity of opinions or experiences between different groups of respondents. This can be valuable for understanding variations in sentiment, preference, or perception across demographics, geographic locations, or other factors.
• For example, comparing customer satisfaction ratings across different product features helps identify areas for improvement.

5. Uncovering Areas for Improvement

• By measuring the intensity of negative experiences or low satisfaction levels, ordinal questions can pinpoint areas where improvement is needed. This is crucial for enhancing customer service, product development, or program effectiveness.
• For example, identifying features with consistently low satisfaction ratings helps direct resources toward improvement efforts.

Ordinal Survey Questions: Pros and Cons

While ordinal questions dive deeper than categorizing individuals, offering insights into the “how much” and “to what extent,” they come with both advantages and limitations. Let’s weigh the pros and cons to help you decide if they’re the right fit for your survey needs:

Pros

• Nuanced insights: Go beyond categories, revealing the intensity or strength of opinions, experiences, and perceptions.
• Quantitative analysis: This allows for numerical values and statistical analysis, enabling comparisons and identifying trends.
• Ranking and ordering: Rank respondents based on their responses, providing a sense of distribution within categories.
• Comparison across groups: Enable comparisons of intensity across different demographic groups or categories.
• Actionable insights: Identify areas for improvement based on measured levels of satisfaction or dissatisfaction.

Cons

• Scale limitations: Predefined scales may not perfectly capture individual nuances or variations in interpretation.
• Subjectivity: Relies on subjective interpretation of scale options by respondents, leading to potential bias.
• Limited for precise measurement: Not suitable for precise measurements or numerical data like age ranges or income brackets.
• Oversensitive comparisons: Comparing extreme responses across groups might be misleading due to scale limitations.
• Misinterpretation risk: Respondents might misinterpret the scale or apply varying understandings of its levels.

When to use ordinal questions

• Understanding the intensity of opinions or experiences (e.g., satisfaction, difficulty).
• Measuring change over time (e.g., progress in learning, service improvement).
• Comparing opinions or experiences across different groups.
• Identifying areas for improvement based on feedback.

When to avoid ordinal questions

• Exploring highly subjective or sensitive topics where predefined scales might be limiting.
• Requiring precise measurements or numerical data (e.g., income brackets, age ranges).
• When respondents might misinterpret the scale or have varying understandings of its levels.

50 Ordinal Survey Questions Examples

Here are examples of ordinal survey questions:

Satisfaction and Experience

1. How satisfied are you with the overall customer service you received? (Very dissatisfied, Somewhat dissatisfied, Neutral, Somewhat satisfied, Very satisfied)
2. To what extent did this product meet your expectations? (Far exceeded expectations, Somewhat exceeded expectations, Met expectations, Somewhat fell short of expectations, Far fell short of expectations)
3. How easy was it to navigate the company website? (Very easy, Somewhat easy, Neutral, Somewhat difficult, Very difficult)
4. How likely are you to recommend this product to a friend? (Very likely, Somewhat likely, Neutral, Somewhat unlikely, Very unlikely)
5. How comfortable are you discussing mental health issues with family and friends? (Very comfortable, Somewhat comfortable, Neutral, Somewhat uncomfortable, Very uncomfortable)

Agreement

1. How strongly do you agree with the statement “Social media has a positive impact on mental health”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
2. To what extent do you believe climate change is a serious threat? (Very serious threat, Somewhat serious threat, Neutral, Not very serious threat, Not a threat at all)
3. How important is environmental sustainability to you when making purchasing decisions? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
4. How effective do you think current gun control laws are in preventing gun violence? (Very effective, Somewhat effective, Neutral, Somewhat ineffective, Very ineffective)
5. How knowledgeable do you feel about your financial situation? (Very knowledgeable, Somewhat knowledgeable, Neutral, Somewhat unknowledgeable, Very unknowledgeable)

Intensity and Frequency

1. How stressed do you feel on a typical day? (Not at all stressed, Slightly stressed, Moderately stressed, Very stressed, Extremely stressed)
2. How often do you exercise in a week? (Never, 1-2 times, 3-4 times, 5+ times)
3. To what extent do you consider yourself an outgoing person? (Very introverted, Somewhat introverted, Neither introverted nor extroverted, Somewhat extroverted, Very extroverted)
4. How frequently do you use online banking services? (Never, Once a month, Several times a month, Daily, Multiple times a day)
5. How often do you travel internationally? (Never, Once a year, Several times a year, More than once a month)

Progress and Change

1. Compared to last month, how would you rate your overall mood? (Much better, Slightly better, Same, Slightly worse, Much worse)
2. To what extent has your understanding of this topic improved since taking this course? (Significantly improved, Somewhat improved, No change, Slightly declined, Significantly declined)
3. How much has your use of social media platforms changed in the past year? (Significantly increased, Somewhat increased, Stayed the same, Somewhat decreased, Significantly decreased)
4. Compared to your first experience, how satisfied are you with the product now? (Much more satisfied, Slightly more satisfied, Same, Slightly less satisfied, Much less satisfied)
5. To what extent do you feel your communication skills have improved since joining this program? (Significantly improved, Somewhat improved, No change, Slightly declined, Significantly declined)

Additional Examples

1. How important is the price of a product to your purchasing decision? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
2. How confident are you in your ability to solve this problem? (Very confident, Somewhat confident, Neutral, Somewhat unsure, Not confident at all)
3. How much do you enjoy participating in team activities? (Enjoy very much, Enjoy somewhat, Neutral, Dislike somewhat, Dislike very much)
4. To what extent do you agree with the statement “Technology has made our lives easier“? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
5. How helpful was the customer service representative in resolving your issue? (Very helpful, Somewhat helpful, Neutral, Not very helpful, Not helpful at all)
6. Compared to your peers, how knowledgeable do you feel about current events? (Much more knowledgeable, Somewhat more knowledgeable, About the same, Somewhat less knowledgeable, Much less knowledgeable)
7. How well do you understand the instructions for this task? (Crystal clear, Easy to understand, Somewhat confusing, Confusing, Completely unclear)
8. To what extent do you agree with the statement “Social media has a positive impact on self-esteem”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
9. How much trust do you have in the information you find online? (Very high trust, Somewhat high trust, Neutral, Somewhat low trust, Very low trust
10. Compared to last year, how optimistic are you about the future? (Much more optimistic, Somewhat more optimistic, About the same, Somewhat less optimistic, Much less optimistic)
11. How interested are you in learning more about this topic? (Very interested, Somewhat interested, Neutral, Not very interested, Not interested at all)
12. To what extent do you believe your feedback will be valued and used? (Very strongly believe, Somewhat believe, Neutral, Somewhat doubt, Strongly doubt)
13. How comfortable are you using public transportation? (Very comfortable, Somewhat comfortable, Neutral, Somewhat uncomfortable, Very uncomfortable)
14. How likely are you to attend another event hosted by this organization? (Very likely, Somewhat likely, Neutral, Somewhat unlikely, Very unlikely)
15. To what extent do you agree with the statement “Reading fiction books improves critical thinking skills”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
16. How important is brand loyalty to your purchasing decisions? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
17. How effective do you think current recycling programs are in reducing waste? (Very effective, Somewhat effective, Neutral, Somewhat ineffective, Very ineffective)
18. To what extent do you agree with the statement “Remote work has a positive impact on employee productivity”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
19. How satisfied are you with the diversity and inclusion efforts at your workplace? (Very satisfied, Somewhat satisfied, Neutral, Somewhat dissatisfied, Very dissatisfied)
20. To what extent do you feel technology has improved your overall quality of life? (Significantly improved, Somewhat improved, No change, Somewhat declined, Significantly declined)

Opinions

1. How much do you enjoy spending time outdoors? (Enjoy very much, Enjoy somewhat, Neutral, Dislike somewhat, Dislike very much)
2. To what extent do you believe artificial intelligence will pose a threat to humanity? (Very high threat, Somewhat high threat, Neutral, Somewhat low threat, Very low threat)
3. How important is physical fitness to your overall well-being? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
4. To what extent do you find news coverage to be reliable and unbiased? (Very reliable and unbiased, Somewhat reliable and unbiased, Neutral, Somewhat unreliable and biased, Very unreliable and biased)
5. How much do you enjoy working collaboratively with others? (Enjoy very much, Enjoy somewhat, Neutral, Dislike somewhat, Dislike very much)
6. Compared to traditional classroom learning, how effective do you find online learning? (Much more effective, Somewhat more effective, About the same, Somewhat less effective, Much less effective)
7. To what extent do you agree with the statement “Video games hurt children’s development”? (Strongly agree, Somewhat agree, Neutral, Somewhat disagree, Strongly disagree)
8. How important is it for companies to have strong social responsibility practices? (Very important, Somewhat important, Neutral, Not very important, Not important at all)
9. To what extent do you feel prepared for a natural disaster or emergency? (Very prepared, Somewhat prepared, Neutral, Somewhat unprepared, Very unprepared)
10. How valuable do you find this survey in understanding your needs and preferences? (Very valuable, Somewhat valuable, Neutral, Not very valuable, Not valuable at all)

Ordinal Survey Questions Template PDF.

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Nominal vs. Ordinal Survey Questions

Both nominal and ordinal questions are valuable tools, but each plays a different role. Let’s compare them across various factors:

The Information They Gather

• Nominal: Think of these as the “who, what, and where” questions. They categorize respondents into distinct groups without any ranking or order. Like sorting suspects by hair color: blonde, brunette, redhead.
• Ordinal: These delve deeper, asking “How much?” or “To what extent?”. They rank or order responses, revealing intensity and relative positions. It’s like ranking suspects based on how suspicious they seem: 1 (least), 2, 3…

Data Type

• Nominal: Imagine data as fingerprints – unique and distinct, but not offering any comparison on its own. Nominal data is similar: it’s categorical, like yes/no, colors, or favorite brands.
• Ordinal: Think of data as footprints – they show direction and order. Ordinal data uses numbers to assign order, like rating scales (1-5) or ranking choices (top 3).

Analysis Methods

• Nominal: Like detectives questioning different suspects, you count how many fall into each category. Imagine comparing the number of suspects with red hair vs. blue hair.
• Ordinal: You can do more than just count footsteps! You can calculate the average “suspiciousness” score across suspects using scales, or compare rankings across groups (e.g., suspects most often seen at the crime scene).

Strengths and Weaknesses

• Nominal: Easy to understand and answer, good for broad categories, but offers limited depth. Like getting 100 “yes” answers, but not knowing how enthusiastic those “yeses” are.
• Ordinal: Reveals intensity and order, allows for quantitative analysis, but relies on predefined scales and might be misinterpreted. Imagine a 5-star rating – does 3 mean “just okay” or “slightly good”?

When to Use

• Nominal: Basic demographics, preferences, initial screening questions. Like asking suspects their age group or if they were near the crime scene.
• Ordinal: Measuring satisfaction, agreement, importance, and comparing experiences across groups. Like asking witnesses how well they saw the suspect or how confident they were in their identification.

5 FAQs on Nominal vs. Ordinal Survey Questions

Conclusion

While nominal questions categorize your audience, ordinal questions reveal the “how much” and “to what extent,” adding depth and understanding. Think of nominal as sorting respondents by hair color, and ordinal as ranking them based on suspiciousness.

Each has its strengths and weaknesses, so pick based on your needs: demographics and basic preferences call for nominal while measuring sentiment and comparing experiences shine with ordinal.

References

• questionpro.com – Levels of Measurement: Nominal, Ordinal, Interval & Ratio
• voiceform.com – Nominal vs. Ordinal Survey Questions (With Key Examples)

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