Cognitive Interviewing

A Tool for Improving Questionnaire Design

By: Gordon B. Willis

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Paperback | 1 September 2004

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Paperback
352 Pages

Dimensions(cm)
25 x 13 x 2.5

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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. This book provides general guidance about questionnaire design, development, and pretesting sequence, with an emphasis on the cognitive interview. In particular, it 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.

Industry Reviews

"As both an academic instructor in questionnaire design and a research design methodologist for the federal government, I feel this book is very timely, useful for students and practitioners, and unique in its use of real world practical examples that most everyone can relate." -- Terry Richardson "The combination of theory and practical application will make this a useful book for students as well as professionals who want to learn how to incorporate cognitive interviewing into the questionnaire design process." -- Rachel Caspar "The book has definite strong points. After reading Willis's book, I feel more comfortable about developing questions for customer surveys. It's a great reminder that people being surveyed may need more specific questions to provide an accurate response in the cognitive interview." -- Rhonda Lunemann * Journal of the Society for Technical Communication *

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