cognitive_s06

cognitive_s06 - Cognitive Testing of Survey Questionnaires...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
1 Cognitive Testing of Survey Questionnaires Cognitive Model of Response Processes n Comprehension n Retrieval n Judgment n Response
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
2 Comprehension n Attend to questions and instructions Lack of interest Distractions (e.g., other people, noise) n Understanding the meaning of the question Complexity of language (words, phrases, sentences) Use of jargon n Determining the information requested Linguistic structure of question Match between question & response choices in close-ended questions Retrieval n Retrieval strategy – often depends on the type of question Examples (e.g., extroversion) Information or beliefs (e.g., attitude) Retrieve stored judgment n Retrieve specific information Must be in stored in memory Retrieval strategy influences which information is retrieved Other factors like temporary accessibility may also influence retrieval n Fill in missing details
Background image of page 2
3 Judgment n Assess completeness & relevance of memories Perhaps retrieve more information n Draw inferences based on accessibility (& perhaps other meta-cognitive experiences) n Integrate material – may seem straightforward, but… Weights assigned to various pieces of information, experiences, or beliefs (e.g., importance, certainty) Combination process (e.g., adding vs. averaging) Response n Map judgment onto response category Respondents less likely to choose responses not offered Range of responses in a scale Sensitivity of measure n Edit response Social desirability Demand characteristics
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 Comprehension Problems n Misinterpreting the intended meaning n Confusing intended & literal meanings n Misinterpreting response alternatives n Literacy/vocabulary problems Solutions to Comprehension Problems n Ask questions one at a time n Specify details - who, what, where, when n Specify how answer should be given n Use simple language n Try to use words with only one meaning n Pretest
Background image of page 4
5 Question Interpretation Pre-testing Strategies Behavior Coding n Clarification (unspecified): R indicates uncertainty about question, but it is unclear if the problem is related to the construct or the context. n Clarification (construct): R asks for repeat or clarification of question or makes a statement indicating uncertainty about question meaning (e.g., “What do you mean by ‘depressed’?”). n Clarification (context): R indicates understanding of the meaning of the construct, but indicates uncertainty about question meaning within the context of the question as stated (e.g., “What do you want to know about being depressed?”). n Clarification (time frame): R indicates uncertainty about the question’s time frame. n
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 17

cognitive_s06 - Cognitive Testing of Survey Questionnaires...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online