Word is not the best way of doing this. There are much better online tools to create questionnaire and collate the results. If you do a google search you should find plenty of possibilities.
However, if you want to use Word with content controls (as per your example) then you will need to enable macros and include code to manage this. See Greg Maxey's blog for further information
http://gregmaxey.com/word_tip_pages/...n_buttons.html