Final answer:
In online surveys, the capability for respondents to be directed to different screens based on their earlier answers is known as 'branching'. This tool helps improve both efficiency and the quality of data collected by adapting to the responses in real-time.
Step-by-step explanation:
By using multiple screens of questions in online surveys, respondents can select the screen they will see based on their responses to an earlier question. In Internet survey terms, this feature is known as branching. Branching in online surveys allows the survey to dynamically change the path of questions based on the input from the respondent. This can make surveys more efficient by skipping irrelevant questions, leading to improved data quality and respondent experience.
Branching is essential for effective survey design as it helps engage respondents and can lead to more reliable data. However, it also introduces challenges, such as ensuring the survey runs correctly across different devices and browsers, and dealing with potential biases in the responses. Moreover, there are concerns about the ability to calculate response rates accurately or achieve a representative sample, especially given that the internet does not have controls to prevent multiple responses from the same individual or to verify a respondent's demographics.