Getting a high survey response rate for surveys is critical in establishing a conclusive and reliable outcome. There are numerous factors and techniques to include when designing a questionnaire to improve the survey response rate. One of the best techniques available is the Skip Logic tool.
What is Skip Logic?
Skip Logic works by directing respondents through different, separate paths, based on their answers to previous questions or page logic. The tool can only be applied to different question types within a survey. The system only allows a one direction answer route. Skip logic allows respondents to skip to specific questions on other pages. This leads to personalised test answers and conclusive results, relating to individual responses. By skipping from question to question, surveyors can decide when to stop the survey, where to stop it and the final number of questions, based on typical responses.
Skip logic surveys can increase survey response rates because the questions are interrelated and there is a connection between the previous response and the next question. This results in a customised survey for various types of responses. Creating a map of skip paths is the central part of the skip logic. The design on the skip map will be related to the complexity of the questionnaire and the variation of the responses.
How does it work for the respondent?
After answering the question on a page, the respondent clicks on “Next” and is directed to another page and question. The question is related to the previous answer. That is, if the respondent selects a specific answer he will be directed to a specific question. This is where the survey map comes into play.
Ending the survey
There are three types of ending a survey while using skip logic:
1. Disqualification page. This will direct the respondent to a disqualification page in case of a particular “wrong” answer for example.
2. Surveys can be ended by specific answers that will lead the respondent to the survey exit and final outcome. This is not the same as the disqualification page, as the survey is considered complete.
3. A thank you page, considered the collector page. This shows the successful completion of the online questionnaire.
All in all, the skip logic technique is extremely efficient in improving the survey response rate as it is customised to certain and specific responses. Respondents are guided to questions depending on their previous responses, engaging them. This will lead not only to higher response rates, but also to conclusive and reliable results, as the respondents are interested by the topic.