One potential benefit of online surveys is the use of “conditional branching.” In conventional paper and pencil surveys, one question might ask if the respondent has shopped for a new car during the last eight months. If the respondent answers “no,” he or she will be asked to skip ahead several questions—., going straight to question 17 instead of proceeding to number 9. If the respondent answered “yes,” he or she would be instructed to go to the next question which, along with the next several ones, would address issues related to this shopping experience. Conditional branching allows the computer to skip directly to the appropriate question. If a respondent is asked which brands he or she considered, it is also possible to customize brand comparison questions to those listed. Suppose, for example, that the respondent considered Ford, Toyota, and Hyundai, it would be possible to ask the subject questions about his or her view of the relative quality of each respective pair—in this case, Ford vs. Toyota, Ford vs. Hyundai, and Toyota vs. Hyundai.
Welcome to Psychology at CMU. With nearly 30 award-winning faculty and almost 150 people in total, we are a vibrant community whose research continues our Department’s 100 year tradition of studying the deeper mechanisms and processes underlying human behavior and its neural bases. Innovation is in our DNA: our department has been at the center of helping create new scientific initiatives in artificial intelligence, cognitive science, neural-nets, and, more recently, university-wide efforts in brain research and the science of education .