Cognitive Interviewing

Cognitive Interviewing

By Gordon B. Willis

SAGE Publications, Inc
9781483389301
1483389308
$10
per week
8 weeks to own
Return anytime and charges stop.
Pay for 8 weeks and the book is yours to keep.
Get instant access, take notes, search, and highlight.
Only pay for what you need. Textbooks on your terms.

Book Description

The design and evaluation of questionnaires—and of other written and oral materials—is a challenging endeavor, fraught with potential pitfalls. Cognitive Interviewing: A Tool for Improving Questionnaire Design describes a means of systematically developing survey questions through investigations that intensively probe the thought processes of individuals who are presented with those inquiries. The work provides general guidance about questionnaire design, development, and pre-testing sequence, with an emphasis on the cognitive interview. In particular, the book gives detailed instructions about the use of verbal probing techniques, and how one can elicit additional information from subjects about their thinking and about the manner in which they react to tested questions. These tools help researchers discover how well their questions are working, where they are failing, and determine what they can do to rectify the wide variety of problems that may surface while working with questionnaires.