Cognitive Interviewing A Tool for Improving Questionnaire Design 1st Edition by Gordon Willis ISBN 0761928049 978-0761928041

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Product details: 

ISBN 10:  0761928049 

ISBN 13: 978-0761928041

Author:  Gordon B. Willis I
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.

Table of contents: 

1 Introduction to Cognitive Interviewing
2 Setting the Stage for Cognitive Interviewing First Principles of Questionnaire Design
3 Background and Theoretical Origins The CASM Approach
4 Cognitive Interviewing in Practice Think-Aloud Verbal Probing and Other Techniques
5 Developing Standard Cognitive Probes
6 Beyond the Standard Model of Verbal Probing
7 A Further Perspective Cognitive Testing as Expansive Interviewing
8 Avoiding Probing Pitfalls
9 Selection and Training of Cognitive Interviewers
10 Planning and Conducting Cognitive Interviews
11 Analyzing and Documenting Cognitive Interview Results
12 Special Applications of Cognitive Interviewing
13 Evaluation of Cognitive Interviewing Techniques
14 Beyond Cognitive Testing Affiliated Pretesting Methods
15 Recommendations and Future Directions

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