Analysis of the Cognitive Interview in Questionnaire Design

Paperback | May 7, 2015

byGordon Willis

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Cognitive interviewing, based on the self-report methods of Ericsson and Simon, is a key form of qualitative research that has developed over the past thirty years. The primary objective of cognitive interviewing, also known as cognitive testing, is to understand the cognitive mechanismsunderlying the survey-response process. An equally important aim is contributing to the development of best practices for writing survey questions that are well understood and that produce low levels of response error. In particular, an important applied objective is the evaluation of a particularset of questions, items, or other materials under development by questionnaire designers, to determine means for rewording, reordering, or reconceptualizing. Hence, as well as providing an empirical, psychologically oriented framework for the general study of questionnaire design, cognitiveinterviewing has been adopted as a 'production' mechanism for the improvement of a wide variety of survey questions, whether factual, behavioral, or attitudinal in nature. As with other methods that rely on qualitative data, cognitive interviewing has increasingly been criticized for being lax in the critical area of the development of systematic methods for data reduction, analysis, and reporting of results. Practitioners tend to conduct cognitive interviewing invarying ways, and the data coding and compilation activities undertaken are often nonstandardized and poorly described. There is a considerable need for further development - and documentation - relating not only to a description of this variation but also to providing a set of recommendations forminimal standards, if not best practices. The proposed volume endeavors to address this clear omission.

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Cognitive interviewing, based on the self-report methods of Ericsson and Simon, is a key form of qualitative research that has developed over the past thirty years. The primary objective of cognitive interviewing, also known as cognitive testing, is to understand the cognitive mechanismsunderlying the survey-response process. An equall...

Gordon Willis is a cognitive psychologist in the Applied Research Program of the National Cancer Institute's Division of Cancer Control and Population Sciences.

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Format:PaperbackDimensions:272 pages, 8.5 × 5.5 × 0.68 inPublished:May 7, 2015Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199957754

ISBN - 13:9780199957750

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Table of Contents

1. Introduction: The Role of Cognitive Interviewing in Surveys2. Background: Theory and Disciplinary Orientation of the Cognitive Interview3. The Practice of Cognitive Interviewing4. Analysis Strategies for the Cognitive Interview5. Critical Issues in Analysis of Cognitive-Interviewing Results6. Writing the Cognitive-Interviewing Report7. Case-Study Examples of Analysis8. Summary and Conclusion