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Cognitive Interviewing

A Tool for Improving Questionnaire Design

Cognitive Interviewing by Gordon B. Willis
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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. 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.

SAGE Publications; September 2004
352 pages; ISBN 9781483389301
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Title: Cognitive Interviewing
Author: Gordon B. Willis
 
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ISBNs
9780761928034
9781483389301