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Cognitive Interviewing A Tool for Improving Questionnaire Design

by Gordon B. Willis

Cognitive Interviewing A Tool for Improving Questionnaire Design Synopsis

`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, General Accounting Office `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, RTI International 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. Cognitive Interviewing is ideally suited as a course text for advanced undergraduate and graduate research courses across the social sciences. Professional researchers and faculty in the social sciences, as well as practice fields such as medicine, business, and education, will also find this an invaluable reference for survey research. There is no other book on the market that covers cognitive interviewing as applied to questionnaire design.

Cognitive Interviewing A Tool for Improving Questionnaire Design Press Reviews

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 * 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 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

Book Information

ISBN: 9780761928034
Publication date: 6th January 2005
Author: Gordon B. Willis
Publisher: SAGE Publications Inc
Format: Hardback
Pagination: 352 pages
Categories: Social research & statistics,

About Gordon B. Willis

Gordon B. Willis is a cognitive psychologist in the Applied Research Program, National Cancer Institute, National Institutes of Health; and lectures for the Joint Program for Survey Methodology (JPSM). Prior to that, he was a research methodologist at Research Triangle Institutes in Rockville, Maryland, where he established a cognitive laboratory facility. He also worked for over a decade in the Questionnaire Design Research Laboratory at the National Center for Health Statistics, CDC, developing and applying cognitive interviewing techniques. Dr. Willis attended Oberlin College, and received a Ph.D. in cognitive psychology from Northwestern University. He now works mainly on the ...

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