The leading association
of public opinion and
survey research professionals
American Association for Public Opinion Research
Event Details

Event Registration - Short Course: Cognitive Interviewing

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Start Date:
Monday, July 10, 2017
End Date:
Monday, July 10, 2017
Cognitive interviewing has become a very popular method for pretesting and evaluating survey questionnaires. The current approach favored by Federal laboratories and private research institutions mainly emphasizes the use of intensive verbal probes that are administered by specially trained interviewers to volunteer respondents, to delve into the cognitive and socio-cultural processes associated with answering survey questions. Based on this information, the evaluator makes judgments about where questions may produce difficulties in a number of subtle ways, due to cognitive demands they impose, cultural mismatches, or other shortcomings. The short-course will focus on the specifics of how to conduct cognitive testing, and how to process and communicate the results obtained.

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