Research Methods in Tourism, Hospitality and Events Management

Survey branching

The two most common types of branching tend to be ‘Skip Logic’ and

‘Display Logic’. Skip Logic navigates the respondent to the next question

based on their selection. This method would be utilised at the beginning

of the survey when the respondent was asked if they were willing to

participate, for instance. Display Logic, on the other hand, is placed on a

question which is either displayed or not, depending on the responses

already given. This can be more complex as the criteria assessed can be a

combination of answers, i.e. the question might only be displayed if the

user is: male and has an income of over £30,000 per year and drives a car

or rides a motorcycle. In this example, a combination of data collected

and an alternative are taken into account before the question is displayed.