Failure to use proper logic or improper use of logic in survey design is a felony punishable that will result in data integrity problems. Without logic, surveys are not personalized for the respondent. It’s important to remember when designing a survey that not all respondents are capable of answering all questions, nor are all questions suitable for all respondents.
If someone didn’t attend the session on ‘Marketing Automation’ at the tradeshow last week, they shouldn’t have to answer questions about the speaker, content or value of the presentation. This is where logic comes into play. And failure to use logic wastes not only a respondent’s time, but also the surveyor’s time when it comes to analyzing the results.
Using logic improves data integrity by minimizing the likelihood a respondent will “just pick any response” or that they will simply become frustrated and abandon the survey because they do not know how to answer the question.
With a good online survey tool, using survey question logic is as simple as adding or editing a question.Skip and branch logic are the most common types of logic found in an online questionnaire. And when used, and used correctly, branch and skip logic keeps the survey relevant and engaging.
Skip logic allows respondents to skip forward in the survey based on their response to a question.
Branch logic allows the surveyor to send respondents down different paths depending on how they respond to a question.
Watch a clip from one of our recent webinars, Crimes in Survey Design, to learn more about this epic survey design crime.
Want to learn about the other crimes of survey design? Watch the full on-demand webinar here!