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Analysis of the Cognitive Interview in Questionnaire Design Gordon Willis (Cognitive Psychologist, Cognitive Psychologist, Applied Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute)

Analysis of the Cognitive Interview in Questionnaire Design By Gordon Willis (Cognitive Psychologist, Cognitive Psychologist, Applied Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute)

Summary

It is common to conduct cognitive testing to evaluate survey questionnaires, but analysis procedures have not been well described. Dr. Willis describes alternative models of coding, analysis, and reporting, to enable researchers to convert cognitive-interview data into meaningful, well-supported, and actionable findings and summary reports.

Analysis of the Cognitive Interview in Questionnaire Design Summary

Analysis of the Cognitive Interview in Questionnaire Design by Gordon Willis (Cognitive Psychologist, Cognitive Psychologist, Applied Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute)

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 mechanisms underlying 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 particular set 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, cognitive interviewing 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 in varying 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 for minimal standards, if not best practices. The proposed volume endeavors to address this clear omission.

About Gordon Willis (Cognitive Psychologist, Cognitive Psychologist, Applied Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute)

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

Table of Contents

Chapter 1. Introduction: The Role of Cognitive Interviewing in Surveys ; Chapter 2. Background: Theory and Disciplinary Orientation of the Cognitive Interview ; Chapter 3. The Practice of Cognitive Interviewing ; Chapter 4. Analysis Strategies for the Cognitive Interview ; Chapter 5. Critical Issues in Analysis of Cognitive-Interviewing Results ; Chapter 6. Writing the Cognitive-Interviewing Report ; Chapter 7. Case-Study Examples of Analysis ; Chapter 8. Summary and Conclusion

Additional information

NLS9780199957750
9780199957750
0199957754
Analysis of the Cognitive Interview in Questionnaire Design by Gordon Willis (Cognitive Psychologist, Cognitive Psychologist, Applied Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute)
New
Paperback
Oxford University Press Inc
2015-05-14
274
N/A
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