What is the optimal number of 'top choice' options to include in a survey question?

A good rule of thumb is to have respondents limit their selection to about one-third of the total number of items available. This necessitates that the respondent performs an assessment akin to what they would do when rank ordering the criteria, albeit not as comprehensive. By examining the criteria based on the number of "votes" each item garners, the outcome presents an inherent ranking. This question format is often utilized as an alternative to a rank-order format.

Asking for the top 3 instead of the top 5 selections in a survey question, for example, can be beneficial for a few reasons. First, it can simplify the decision-making process for respondents, making it easier for them to rank their preferences without feeling overwhelmed. Second, it can help you obtain more focused and relevant data, as respondents are more likely to prioritize their true preferences when they have fewer options to rank.