Average Reviews:
(More customer reviews)After conducting over 100 cognitive interviews I came across this book. Some of the theory I'd read previously suggested I should have been much tighter with the interview protocol.
Willis' book was both reassuring and challenging. He outlines the theoretical background to cognitive interviewing, and talks about the different styles of cognitive interviews that one could do. To my relief, I hadn't done mine wrong, I'd just used a less structured style. On the other hand, it was a challenge to read about how else I could have done them and whether I should be trying a more standardised format in future.
What was best about this book was the practicality of it. Apart from information on the various styles of interviews and the various sorts of probing questions possible, I really appreciated the chapters on the skills a cognitive interviewer needs, how to train and supervise interviewers, how to recruit participants, and various ways to record individual interviews, and best of all how to report the findings from the interviews.
If you actually need to do some cognitive interviews, rather than just write about the theory, this is definitely THE BOOK to have. I've read it from cover to cover, promoted it at a conference, and have referenced it in about four different report in the last three months.
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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.
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