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Cognitive interviewing: a tool for improving questionnaire design

Author: Willis, Gordon B. Publisher: Sage, 2005.Language: EnglishDescription: 333 p. ; 23 cm.ISBN: 0761928030Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print H61.28 .W55 2005
(Browse shelf)
900196079
Available 900196079
Book Europe Campus
Main Collection
Print H61.28 .W55 2005
(Browse shelf)
001253122
Available 001253122
Total holds: 0

Includes index

Digitized

Cognitive Interviewing
A Tool for Improving Questionnaire Design
Contents
Prefaceix
PART I: ORIENTATION AND BACKGROUND1
1. Introduction to Cognitive Interviewing3
What Is (and Isn't) Cognitive Interviewing?3
A Broader Perspective: The Cognitive Testing Process
2. Setting the Stage for Cognitive Interviewing: First Principles of Questionnaire Design12
Sources of Error in Self-Report Surveys13 Why Do Survey Questions Produce Response Error?
A Sociolinguistic Perspective17
How Can We Avoid Problems in Survey Questions?21
If We Are Proficient Designers, Why Do We Need
to Test Questions?27
Chapter Summary30
Exercise: Question Evaluation30
3. Background and Theoretical Origins: The CASM Approach34
Origins of CASM as an Orienting Framework34
Applications of Basic CASM Research37
Cognitive Interviewing as Applied CASM Research39
Chapter Summary41
4. Cognitive Interviewing in Practice: Think-Aloud, Verbal Probing, and Other Techniques42
Think-Aloud Interviewing42
Verbal Probing Techniques47
Concurrent Versus Retrospective Verbal Probing51Choosing Between Think-Aloud and Verbal
Probing Techniques52
Vignettes, Card Sorts, and Field-Based Probes58
Chapter Summary62
PART II: THE INTRICACIES
OF VERBAL PROBING65
5. Developing Standard Cognitive Probes67
Examples of Cognitive Probing68
Logical and Structural Problems77A Systematic Approach to Probe Development:
The Question Pitfalls Model79
Chapter Summary83
Exercise: Using the QAS to Develop Probe Questions84
6. Beyond the Standard Model of Verbal Probing87
A Classification of Probe Types87
Proactive Versus Reactive Probing91
Standardized Versus Free-Form Probes94
Chapter Summary97
Exercise: Emergent Probing98
7. A Further Perspective: Cognitive Testing as Expansive Interviewing102
A Broad View of Cognitive Interviewing102The Ethnographic Interview
as an Alternative Perspective109
Merging Cognitive and Expansive Interviewing113
Chapter Summary114
8. Avoiding Probing Pitfalls115
Are We in Danger of Finding Problems
That Don't Exist?115
Practices That Avoid Artificial Problems116
Chapter Summary126
PART III: THE COGNITIVE TESTING PROCESS 127
9. Selection and Training of Cognitive Interviewers129
Interviewer Personality: Who Makes a Good
Cognitive Interviewer?129
Technical Background of the Cognitive Interviewer131
How Should Cognitive Interviewers Be Trained?131
Continuing Education in Cognitive Interviewing134
Chapter Summary135
10. Planning and Conducting Cognitive Interviews136
Fitting Cognitive Testing Into the Overall
Design Sequence136
Preparing for the Interview: Subject Recruitment137
The Interviewing Process142
Twelve Logistical Issues and Considerations143
Chapter Summary150
11. Analyzing and Documenting Cognitive Interview Results151
Characterizing Cognitive Interview Outcomes152
The Analysis of Think-Aloud Interview Results156
Analysis of the Probed Interview159
Persistent Analysis Issues168
Chapter Summary172
Exercise: Analyzing Cognitive Interviews172
PART IV: OTHER ISSUES AND TOPICS175
12. Special Applications of Cognitive Interviewing177
Adjusting to Survey Administration Mode177
Cognitive Testing of Sensitive Questions189
Cognitive Interviewing and Establishment Surveys196
Testing Questions on Attitudes and Opinions199
Interviewing Across the Age Range202
Testing Non-Questionnaire Materials204
Chapter Summary205
13. Evaluation of Cognitive Interviewing Techniques207
Theoretical Perspectives208
Empirical Evaluation of Cognitive Interviewing213
Are We Evaluating the Right Outcome?224
Limitations of Cognitive Interviewing225
Chapter Summary228
14. Beyond Cognitive Testing: Affiliated Pretesting Methods230
(Formal) Expert Review231
Focus Groups233
Behavior Coding236
Reinterview Surveys241
How Do Pretesting Methods Compare?243
Chapter Summary253
15. Recommendations and Future Directions255
Twelve Recommendations for Cognitive
Interviewing Practice255
Future Directions for Cognitive Interviewing261
A Final Case Study268
In Conclusion271
Appendix 1: Example of Cognitive Testing Protocol273
Appendix 2: Examples of Findings From
Cognitive Testing Reports287
References299
Index321
About the Author335

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