Cognitive Interviewing: A Tool for Improving Questionnaire Design

by Gordon B. Willis

The design and evaluation of questionnaires―and of other written and oral materials―is a challenging endeavor, fraught with potential pitfalls. Cognitive 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.

352 pages, Paperback

First published September 1, 2004

Reviews

[Matt Jans · Rating 5 out of 5]

A great summary of the cognitive interviewing techniques commonly used in survey question/interview development. Lays out the history and psychological presuppositions of the technique, but also gives technical advice on how to design and implement cognitive interviews. I was using cognitive interviews before reading this book, but still found that I learned a lot from reading it. On one hand, it gave me a broader understanding of the various cognitive interviewing techniques. On the other hand, it led me to better understand the assumptions and psychological research underlying the use of cognitive interviews, thus understanding the limitations of the method. It doesn't just preach the use of cognitive interviews, but teaches the reader about the types of memories and cognitive phenomena for which cognitive interviewing may not work well (e.g., unconscious attitudes and automatically processed perceptions).

A great read for anyone interested in survey questions, whether new to the field or experienced designer.

[Chloe · Rating 2 out of 5]

rather dry