The use of verbal report methods in the development and testing of survey questionnaires
Increasingly, verbal report techniques are being used in the development and testing of survey questions. The present investigation examined the cognitive processes involved in responding to health survey questionnaires by conducting laboratory interviews which collected verbal reports. Analysis of...
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| Published in | Applied cognitive psychology Vol. 5; no. 3; pp. 251 - 267 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
West Sussex
John Wiley & Sons, Ltd
01.05.1991
Wiley |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0888-4080 1099-0720 |
| DOI | 10.1002/acp.2350050307 |
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| Abstract | Increasingly, verbal report techniques are being used in the development and testing of survey questions. The present investigation examined the cognitive processes involved in responding to health survey questionnaires by conducting laboratory interviews which collected verbal reports. Analysis of these reports identified problems with questions that relate to the compre‐hension, recall, and decision processes the subjects used to answer those questions. This paper describes how questionnaire problems have been detected in the laboratory, and how these have been classified according to a cognitive model. We conclude that the laboratory verbal‐report techniques appear to be useful in detecting a variety of questionnaire flaws that are related to the operation of cognitive processes. |
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| AbstractList | Increasingly, verbal report techniques are being used in the development and testing of survey questions. The present investigation examined the cognitive processes involved in responding to health survey questionnaires by conducting laboratory interviews which collected verbal reports. Analysis of these reports identified problems with questions that relate to the compre‐hension, recall, and decision processes the subjects used to answer those questions. This paper describes how questionnaire problems have been detected in the laboratory, and how these have been classified according to a cognitive model. We conclude that the laboratory verbal‐report techniques appear to be useful in detecting a variety of questionnaire flaws that are related to the operation of cognitive processes. Cognitive processes involved in responding to surveys are examined via health survey questionnaire data from 24 Ss recruited through newspaper advertisements & flyers. Problems encountered in the questionnaire include: (1) inability of S to understand terminology; (2) attentional & comprehension problems produced by long lists of response categories; (3) variability in encoding or interpretation of key terms; (4) biasing of S's decision processes, due to effects of question ordering; & (5) requests for information or beliefs the Ss did not have or could not retrieve. Specific examples of problems discovered & changes made to alleviate them are discussed. 2 Tables, 1 Figure, 26 References. |
| Author | Bercini, Deborah Willis, Gordon B. Royston, Patricia |
| Author_xml | – sequence: 1 givenname: Gordon B. surname: Willis fullname: Willis, Gordon B. organization: National Center for Health Statistics – sequence: 2 givenname: Patricia surname: Royston fullname: Royston, Patricia organization: National Center for Health Statistics – sequence: 3 givenname: Deborah surname: Bercini fullname: Bercini, Deborah organization: National Center for Health Statistics |
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| ContentType | Journal Article |
| Copyright | Copyright © 1991 John Wiley & Sons, Ltd 1991 INIST-CNRS |
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| Keywords | Human Verbal protocol Questionnaire Coding Decision making Cognition Question answering Recall Mnemonic retrieval Inquiry Sentence comprehension Verbalization |
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| References | Tourangeau, R. and Rasinski, K. A. (1988). Cognitive processes underlying context effects in attitude measurement. Psychological Bulletin, 103, 299-314. Ericsson, K. A. and Simon, H. A. (1980). Verbal reports as data. Psychological Review, 87, 215-250. Lessler, J. T. (1989). Reduction of memory errors in survey research: A research agenda. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 303-322. Willis, G. B., Royston, P. and Bercini, D. (1989). Problems with survey questions revealed by cognitively-based interviewing techniques. Proceedings of the Fifth Annual Census Bureau Research Conference, pp. 345-360. Washington, DC: U. S. Census Bureau. Loftus, E. F., Fienberg, S. E. and Tanur, J. M. (1985). Cognitive psychology meets the national survey. American Psychologist, 40, 175-180. Belson, W. A. (1981). The Design and Understanding of Survey Questions. London: Gower. Dippo, C. S. (1989). The use of cognitive laboratory techniques for investigating memory retrieval errors in retrospective surveys. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 323-342. Krosnick, J. A. and Alwin, D. F. (1987). An evaluation of a cognitive theory of response-order effects in survey measurement. Public Opinion Quarterly, 51, 201-219. Nargundkar, M. S. and Platek, R. (1989). Qualitative methods in questionnaire design. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 453-470. Cannell, C. F., Fowler, F. J., Kalton, G., Oksenberg, L. and Bischoping, K. (1989). New quantitative techniques for pretesting survey questions. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 437-451. Nisbett, R. E. and Wilson, T. D. (1977). Telling more than we know: verbal reports on mental processes. Psychological Review, 84, 231-259. Blair, E. and Burton, S. (1987). Cognitive processes used by survey respondents to answer behavioral frequency questions. Journal of Consumer Research, 14, 280-288. Royston, P. R., Bercini, D., Sirken, M. and Mingay, D. (1986). Questionnaire Design Research Laboratory. Proceedings of the Section on Survey Research Methods, American Statistical Association, pp. 703-707. Campanelli, P., Rothgeb, J. M. and Martin, E. (1989). The role of respondent comprehension and interviewer knowledge in CPS labor force classification. Proceedings of the Section on Survey Methods Research, American Statistical Association, pp. 425-429. Lessler, J. T. and Holt, M. (1987). Using response protocols to identify problems in the U. S. Census long form. Proceedings of the Section on Survey Methods Research, American Statistical Association, pp. 262-265. Mingay, D. J. and Greenwell, M. T. (1990). Memory bias and response-order effects. Journal of Official Statistics, 5, 253-263. Lessler, J., Tourangcau, R. and Salter, W. (1989). Questionnaire design in the cognitive research laboratory: results of an experimental prototype. Vital and Health Statistics, Series 6, No.1 (DHHS Publication No. PHS 89-1076). Washington, DC: U. S. Government Printing Office. Royston, P. and Bercini, D. (1987). Questionnaire design research in a laboratory setting: results of testing cancer risk factor questions. Proceedings of the Section on Survey Research Methods, American Statistical Association, pp. 829-833. Lessler, J. T. and Sirken, M. G. (1985). Laboratory-based rescarch on the cognitive aspects of survey methodology: the goals and methods of the National Center for Health Statistics study. Milbank Memorial Fund Quarterly/Health and Society, 63, 565-581. 1987; 14 1987; 51 1980; 87 1987 1977; 84 1988; 103 1986 1984 1985; 40 1985; 63 1981 1989 1990; 5 Lessler J. T. (e_1_2_1_14_1) 1987 Tourangeau R. (e_1_2_1_25_1) 1984 Lessler J. T. (e_1_2_1_13_1) 1989 Nargundkar M. S. (e_1_2_1_20_1) 1989 e_1_2_1_21_1 Cannell C. F. (e_1_2_1_5_1) 1989 Royston P. N. (e_1_2_1_22_1) 1989 e_1_2_1_26_1 Royston P. (e_1_2_1_23_1) 1987 Dippo C. S. (e_1_2_1_7_1) 1989 Willis G. B. (e_1_2_1_27_1) 1989 Lessler J. (e_1_2_1_17_1) 1989 e_1_2_1_8_1 e_1_2_1_6_1 e_1_2_1_3_1 Campanelli P. (e_1_2_1_4_1) 1989 e_1_2_1_12_1 Belson W. A. (e_1_2_1_2_1) 1981 e_1_2_1_10_1 e_1_2_1_11_1 Royston P. R. (e_1_2_1_24_1) 1986 e_1_2_1_16_1 Mingay D. J. (e_1_2_1_19_1) 1990; 5 e_1_2_1_15_1 e_1_2_1_9_1 e_1_2_1_18_1 |
| References_xml | – reference: Loftus, E. F., Fienberg, S. E. and Tanur, J. M. (1985). Cognitive psychology meets the national survey. American Psychologist, 40, 175-180. – reference: Willis, G. B., Royston, P. and Bercini, D. (1989). Problems with survey questions revealed by cognitively-based interviewing techniques. Proceedings of the Fifth Annual Census Bureau Research Conference, pp. 345-360. Washington, DC: U. S. Census Bureau. – reference: Lessler, J. T. (1989). Reduction of memory errors in survey research: A research agenda. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 303-322. – reference: Mingay, D. J. and Greenwell, M. T. (1990). Memory bias and response-order effects. Journal of Official Statistics, 5, 253-263. – reference: Ericsson, K. A. and Simon, H. A. (1980). Verbal reports as data. Psychological Review, 87, 215-250. – reference: Royston, P. R., Bercini, D., Sirken, M. and Mingay, D. (1986). Questionnaire Design Research Laboratory. Proceedings of the Section on Survey Research Methods, American Statistical Association, pp. 703-707. – reference: Krosnick, J. A. and Alwin, D. F. (1987). An evaluation of a cognitive theory of response-order effects in survey measurement. Public Opinion Quarterly, 51, 201-219. – reference: Royston, P. and Bercini, D. (1987). Questionnaire design research in a laboratory setting: results of testing cancer risk factor questions. Proceedings of the Section on Survey Research Methods, American Statistical Association, pp. 829-833. – reference: Nisbett, R. E. and Wilson, T. D. (1977). Telling more than we know: verbal reports on mental processes. Psychological Review, 84, 231-259. – reference: Blair, E. and Burton, S. (1987). Cognitive processes used by survey respondents to answer behavioral frequency questions. Journal of Consumer Research, 14, 280-288. – reference: Nargundkar, M. S. and Platek, R. (1989). Qualitative methods in questionnaire design. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 453-470. – reference: Lessler, J. T. and Sirken, M. G. (1985). Laboratory-based rescarch on the cognitive aspects of survey methodology: the goals and methods of the National Center for Health Statistics study. Milbank Memorial Fund Quarterly/Health and Society, 63, 565-581. – reference: Cannell, C. F., Fowler, F. J., Kalton, G., Oksenberg, L. and Bischoping, K. (1989). New quantitative techniques for pretesting survey questions. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 437-451. – reference: Lessler, J., Tourangcau, R. and Salter, W. (1989). Questionnaire design in the cognitive research laboratory: results of an experimental prototype. Vital and Health Statistics, Series 6, No.1 (DHHS Publication No. PHS 89-1076). Washington, DC: U. S. Government Printing Office. – reference: Tourangeau, R. and Rasinski, K. A. (1988). Cognitive processes underlying context effects in attitude measurement. Psychological Bulletin, 103, 299-314. – reference: Dippo, C. S. (1989). The use of cognitive laboratory techniques for investigating memory retrieval errors in retrospective surveys. Proceedings of the International Association of Survey Statisticians, International Statistical Institute, pp. 323-342. – reference: Campanelli, P., Rothgeb, J. M. and Martin, E. (1989). The role of respondent comprehension and interviewer knowledge in CPS labor force classification. Proceedings of the Section on Survey Methods Research, American Statistical Association, pp. 425-429. – reference: Lessler, J. T. and Holt, M. (1987). Using response protocols to identify problems in the U. S. Census long form. Proceedings of the Section on Survey Methods Research, American Statistical Association, pp. 262-265. – reference: Belson, W. A. (1981). The Design and Understanding of Survey Questions. London: Gower. – year: 1984 – volume: 63 start-page: 565 year: 1985 end-page: 581 article-title: Laboratory‐based rescarch on the cognitive aspects of survey methodology: the goals and methods of the National Center for Health Statistics study publication-title: Milbank Memorial Fund Quarterly/Health and Society – volume: 40 start-page: 175 year: 1985 end-page: 180 article-title: Cognitive psychology meets the national survey publication-title: American Psychologist – year: 1981 – volume: 84 start-page: 231 year: 1977 end-page: 259 article-title: Telling more than we know: verbal reports on mental processes publication-title: Psychological Review – start-page: 262 year: 1987 end-page: 265 – start-page: 437 year: 1989 end-page: 451 – year: 1989 – start-page: 3 year: 1989 end-page: 7 – start-page: 478 year: 1986 end-page: 480 – volume: 5 start-page: 253 year: 1990 end-page: 263 article-title: Memory bias and response‐order effects publication-title: Journal of Official Statistics – start-page: 425 year: 1989 end-page: 429 – start-page: 345 year: 1989 end-page: 360 – volume: 51 start-page: 201 year: 1987 end-page: 219 article-title: An evaluation of a cognitive theory of response‐order effects in survey measurement publication-title: Public Opinion Quarterly – volume: 87 start-page: 215 year: 1980 end-page: 250 article-title: Verbal reports as data publication-title: Psychological Review – start-page: 703 year: 1986 end-page: 707 – volume: 103 start-page: 299 year: 1988 end-page: 314 article-title: Cognitive processes underlying context effects in attitude measurement publication-title: Psychological Bulletin – start-page: 389 year: 1981 end-page: 437 – start-page: 303 year: 1989 end-page: 322 – volume: 14 start-page: 280 year: 1987 end-page: 288 article-title: Cognitive processes used by survey respondents to answer behavioral frequency questions publication-title: Journal of Consumer Research – start-page: 323 year: 1989 end-page: 342 – start-page: 453 year: 1989 end-page: 470 – start-page: 829 year: 1987 end-page: 833 – start-page: 73 year: 1984 end-page: 100 – ident: e_1_2_1_15_1 doi: 10.2307/3349848 – ident: e_1_2_1_18_1 doi: 10.1037/0003-066X.40.2.175 – start-page: 262 volume-title: Using response protocols to identify problems in the U. S. Census long form. Proceedings of the Section on Survey Methods Research year: 1987 ident: e_1_2_1_14_1 – start-page: 437 volume-title: New quantitative techniques for pretesting survey questions. Proceedings of the International Association of Survey Statisticians year: 1989 ident: e_1_2_1_5_1 – start-page: 73 volume-title: Cognitive aspects of survey methodology: building a bridge between disciplines year: 1984 ident: e_1_2_1_25_1 – ident: e_1_2_1_16_1 – volume-title: Questionnaire design in the cognitive research laboratory: results of an experimental prototype year: 1989 ident: e_1_2_1_17_1 – start-page: 453 volume-title: Qualitative methods in questionnaire design. Proceedings of the International Association of Survey Statisticians year: 1989 ident: e_1_2_1_20_1 – volume-title: The Design and Understanding of Survey Questions year: 1981 ident: e_1_2_1_2_1 – ident: e_1_2_1_21_1 doi: 10.1037/0033-295X.84.3.231 – ident: e_1_2_1_8_1 doi: 10.1037/0033-295X.87.3.215 – ident: e_1_2_1_26_1 doi: 10.1037/0033-2909.103.3.299 – ident: e_1_2_1_6_1 doi: 10.2307/270748 – start-page: 345 volume-title: Problems with survey questions revealed by cognitively‐based interviewing techniques year: 1989 ident: e_1_2_1_27_1 – ident: e_1_2_1_12_1 doi: 10.1086/269029 – start-page: 303 volume-title: Reduction of memory errors in survey research: A research agenda. Proceedings of the International Association of Survey Statisticians year: 1989 ident: e_1_2_1_13_1 – start-page: 425 volume-title: The role of respondent comprehension and interviewer knowledge in CPS labor force classification. Proceedings of the Section on Survey Methods Research year: 1989 ident: e_1_2_1_4_1 – ident: e_1_2_1_11_1 – start-page: 829 volume-title: Questionnaire design research in a laboratory setting: results of testing cancer risk factor questions. Proceedings of the Section on Survey Research Methods year: 1987 ident: e_1_2_1_23_1 – start-page: 323 volume-title: The use of cognitive laboratory techniques for investigating memory retrieval errors in retrospective surveys. Proceedings of the International Association of Survey Statisticians year: 1989 ident: e_1_2_1_7_1 – start-page: 3 volume-title: Health survey research methods year: 1989 ident: e_1_2_1_22_1 – start-page: 703 volume-title: Questionnaire Design Research Laboratory. 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| Snippet | Increasingly, verbal report techniques are being used in the development and testing of survey questions. The present investigation examined the cognitive... Cognitive processes involved in responding to surveys are examined via health survey questionnaire data from 24 Ss recruited through newspaper advertisements &... |
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| SubjectTerms | Biological and medical sciences Fundamental and applied biological sciences. Psychology Methodological Problems Psychology. Psychoanalysis. Psychiatry Psychology. Psychophysiology Psychometrics Psychometrics. Statistics. Methodology Questionnaires Research Responses Research Subjects Surveys |
| Title | The use of verbal report methods in the development and testing of survey questionnaires |
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