Using Branching Questions in Surveys

What are branching questions and when are they less appropriate?

Branching questions are less appropriate with which types of surveys?

Answer:

Branching questions are less appropriate with mail questionnaires, online surveys, and telephone interviews due to varying degrees of interaction and response limitations.

Branching questions are survey questions that lead respondents down different paths based on their answers. They are used to personalize the survey experience and gather more specific information from respondents.

When it comes to the types of surveys where branching questions are less appropriate, mail questionnaires, online surveys, and telephone interviews stand out. In mail questionnaires, respondents may skip or misinterpret the branching directions, leading to incomplete or inaccurate responses. Similarly, in online surveys, respondents may not fully engage with the survey and therefore overlook branching questions. In telephone interviews, the absence of visual aids can sometimes create confusion for respondents, making it challenging to follow the branching logic effectively.

On the other hand, face-to-face interviews such as customer intercept interviews and personal interviews are more conducive to using branching questions. The presence of an interviewer to guide respondents through the survey process enhances the effectiveness of branching questions in these scenarios.

Overall, the suitability of branching questions depends on the survey format and the level of interaction between the surveyor and the respondent. Understanding the nuances of different survey methods can help researchers make informed decisions about when to incorporate branching questions into their surveys.