Collecting data with demographic survey questions allows for the categorization of respondents by age, gender, or other distinct socio-economic parameters. It is an essential tool that businesses can use to create and implement more efficient strategies.
The better understood a customer base is, the more effective business and marketing strategies will be. The ability to create different communication strategies for every type of customer (or client) makes it far likelier that customers’ needs will be met at the optimal moment.
For example, researching a target audience before launching a new product is a very basic business practice.
To carry out such research, it’s necessary to learn the basics about collecting valuable data from respondents (including demographic backgrounds) and then evaluating this data to extract reliable information. Continue reading to learn how to easily collect demographic data.
What are demographic questions in a survey?
Let’s begin with what demographic questions are and how to use them in surveys—whether for business development or other purposes.
As already alluded to, demographic questions (also known as screening questions) collect information that constitutes the demographic profile of respondents.
Demographic surveys include basic questions like education level, age, gender, marital status, ethnicity, employment status, annual household income, etc.
What is the demographic profile in research?
Demographic profile in research refers to participant characteristics in a study based on demographic variables such as education, income, age, gender, race/ethnicity, and occupation. Demographic profiling is important because it helps researchers identify potential differences or similarities among participants based on these characteristics.
Demographic profiling also helps ensure that the sample of participants in a study represents the overall population that is being studied. For example, if an investigation focuses on a particular age group or ethnicity, recruiting participants who belong to that group is essential.
In addition, demographic profiling can help researchers identify any potential biases in their sample. For instance, if a study only includes participants from a specific geographic area or income bracket, the results may not be generalizable to the broader population.
Overall, demographic profiling and demographic profile questionnaires are essential aspects of research because they help researchers better understand the characteristics of their sample and how such characteristics may influence the results of their study.
The four most common types of demographic questions and how to ask them in an online survey
To create a quality survey that will collect reliable responses, it’s essential to understand that demographics are information about the personal backgrounds of respondents.
When creating a survey, demographic questions that provide needed information—while being sensitive to privacy concerns—should be your top priority.
Depending on the primary purpose of a survey, different types of demographic questions are beneficial. The four most common concerns are age, gender, ethnicity, and education level.
1. Age-range survey questions: How to categorize age ranges or groups for a survey
Age questions are probably the first that come to mind when considering demographic questionnaires. They are very beneficial, especially when combined with other demographic information.
However, age questions are double-edged swords. Research can be ruined when including them isn’t really needed or if respondents feel that too much sensitive information is being sought.
There are no hard rules regarding age questions, but experience has proven that, unless absolutely necessary, don’t ask for an exact age. Instead, provide a multiple-choice question that offers an age range. If a specific age is requested, participants should get a detailed explanation about why they’re being asked for their exact age (so they feel more secure answering).
When creating a survey that includes age questions, there are a few ways to define the age groups in multiple-choice survey questions:
- Straight method: Ask for the exact date of birth.
- Age-group method (classify by generation, such as the silent generation, baby boomers, generation X, millennials, generation Z, etc.)
- Age-group method (closed-age group). Example: “What is your age?”
A. 0–15 years old
B. 16–30 years old
C. 31–45 years old
D. 46–60 years old
E. 60+ years old
F. Prefer not to answer - Correlation questions. Example: “Who was the president when you were seven years old?”
2. Gender survey questions: How to create gender-inclusive demographic questions
Besides age, gender is the most commonly asked demographic survey question. Since this can be a sensitive topic, ask demographic questions like this carefully. Approach things with discretion by using exact wording that refers to perspective-based social groups.
While the binary “male or female” model became dated long ago, too many gender options can also fatigue survey participants. But inclusivity is vital, so the most common way to deal with this challenge is to provide space for respondents to add what feels right for them (as well as a “prefer not to answer” option).
Example: “To which gender identity do you most identify?”
- Male
- Female
- Non-binary
- Prefer to self-describe:
- Prefer not to answer
3. Ethnicity survey questions and related questions about race and nationality
When it comes to ethnicity questions (and similar ones like race and nationality), it is crucial to make clear distinctions between these terms. For example, unlike race, nationality and ethnicity can be accepted, rejected, or changed.
Generally, these kinds of questions are also quite sensitive. If you decide to include such demographic questions in a survey, it’s essential to make them as simple as possible for respondents to answer truthfully (while also clearly understanding the questions).
Example: “Which of the following best describes you?”
- American Indian or Alaskan Native
- Asian or Pacific Islander
- African-American
- Caucasian
- Hispanic origin
- Not of Hispanic origin
- Two or more
- Other/Unknown
- Prefer not to say
4. Education level survey questions: How to ask for educational attainment in a questionnaire
Exploring respondents’ level of education is usually very beneficial, since people who have completed a four-year college degree may have different opinions or lifestyles than people who ended their educational career in high school. Depending on the purpose of your research, this can be very important.
Asking demographic questions about the highest level of education shouldn’t be tricky. Just list all relevant educational milestones as answers to your multiple-choice questions.
Example: “What is the highest degree or school level you have completed?”
- Less than a high school diploma
- High school graduate or equivalent (e.g., GED)
- Some college credit, but no degree
- Bachelor’s degree
- Master’s degree
- PhD or higher
- Trade/Technical/Vocational school
- Prefer not to say
Phrasing guidelines: Tips for creating an effective demographic survey
Demographic questions should provide fundamental data about your audience’s identity. Unfortunately, a demographic questionnaire typically includes questions that some participants may be uncomfortable answering. By creating questions that aren’t perceived as too intrusive, you can capture reliable insights.
There are three key tips to keep in mind when creating a survey and crafting demographic questions (including if the question even needs to be asked):
- Determine your top research goal: Write this down and keep it nearby. This explains why the survey is being created and determines which demographic questions should be included in the questionnaire.
- Be mindful of your audience: Know when to get personal and create safe ways to share personal information and opinions on sensitive topics. Always make an effort to briefly explain why a question is being asked. Also, always value the time of participants and don’t overload them with too many questions as part of an overly long survey.
- Use plain language with short phrases: While writing demographic questions, make sure the survey is easy to complete and that all questions are well-written and clearly differentiated from each other.
The most common demographic survey question mistakes and how to avoid them
For demographic questionnaire research, there are two main processes required to gather reliable information about demographic status: creating a good survey and evaluating its results correctly.
It is not easy to create demographic surveys. It is a complex, multistep task requiring knowledge and experience and demands attention to detail and constantly keeping your overall goal in mind.
The main reason survey errors occur is a lack of experience in crafting questions. This is why it’s helpful to check out our demographic question examples, well-written surveys, and professionally designed templates that will help you follow those methods while doing your research.
Business demographic survey questions: How to use demographics in business?
Collecting demographic information is just one aspect of learning about your target population, allowing you to categorize respondents into unique groups and to better identify your audience based on verified data.
Demographic questions included in surveys—regardless of the research topic—allow the opinions and values of respondents to be put into a specific context, which leads to better understanding. In addition, demographic questions help explain how respondents answered other questions.
They are also important because they help eliminate or reduce one of the most common types of survey issues: sampling errors in questionnaire research. Collect demographic information to filter out participants that don’t represent the population you’re trying to collect honest feedback from regarding a particular topic.
How to use demographics in business
You’ve probably heard about a great business idea that just didn’t gain traction—even when it was certainly innovative.
While trusting your gut instincts has its moments, launching a new product in a hyper-competitive marketplace and business environment demands more than a hunch. Thorough market research before launch can save time and money.
Knowing and understanding the needs and values of a customer base is central to every successful business. Whether you intend to persuade potential new customers or strengthen your relationship with existing ones, good information is key.
The first step in creating and offering a profitable product or service is knowing your predetermined audience’s precise needs, wants, and desires. That’s the primary purpose of reliable and relevant data, including useful demographic information.
Business decisions shouldn’t be made based on beliefs or assumptions. Solid data is your most valuable resource.
Use SurveyPlanet’s demographic survey templates and pre-written questions
Since not everyone is happy to answer demographic questions, it’s up to the researcher to motivate respondents. Luckily, it’s easy to avoid errors when partnering with an “experienced researcher” like SurveyPlanet via its free survey software. Create new surveys using SurveyPlanet templates or simply spend time browsing our demographics survey examples to find inspiration for custom-made questionnaires.
We hope you found this article helpful. For more valuable tips and examples, check out the SurveyPlanet blog. Sign up today and start your research journey!
Photo by Lukas Blazek on Unsplash