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A selection of slides from our recent workshop on the use of cognitive interviewing in the design and development of patient reported outcome measures
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Copyright DHP Research & Consultancy Ltd 2013
1 Introduction to cognitive theory Cognitive Aspects of Survey Methodology (CASM)
• Basic CASM research Problem-orientated and hypothesis-driven experimental research that investigates the cognitive processes in survey response to establish how they work.
• Applied CASM research Applied cognitive interviewing approach to evaluate sources of errors in responding to survey
questionnaires.
Cognitive Interviewing Techniques Focuses mainly on the questionnaire, rather
than the entire survey process.
Focuses on the cognitive processes used by the respondent to answer survey questions which are normally hidden.
Respondents are interviewed either in a laboratory environment, or private location.
Respondents are recruited with specific characteristics e.g. elderly.
Copyright DHP Research & Consultancy Ltd 2013
2 The process
Copyright DHP Research & Consultancy Ltd 2013
3 Sequencing the interview
Interviews conducted with 5-10 respondents
Interview write-up after each interview
Interviewer(s) meet with client etc. to discuss results
Revise questionnaire
Repeat stages 1-4 until all identifiable problems are rectified
Field pre-test modified questionnaire
Cognitive interviewing phase
Copyright DHP Research & Consultancy Ltd 2013
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5 Conducting the interviews
Copyright DHP Research & Consultancy Ltd 2013
Conducting a think-aloud interview – Some tips
Provide non-verbal cues (‘hmm’, ‘mmm’, ‘I see’ ‘Okay’)
Encourage the interviewee to be specific about what he/she is thinking
If the interviewee is having difficulty provide the following prompts: “Tell me what your are thinking?” “What are you thinking about right now?”
Listen to what the interviewee thinks about or mentions so you can probe further
Observe and take note of non-verbal behaviour
7 what next?
You should:
Familiarise yourselves with the different techniques of the cognitive interviewing techniques and philosophy of CASM
Obtain a thorough grounding in questionnaire design
Attend questionnaire review meetings
Conduct questionnaire appraisals
Copyright DHP Research & Consultancy Ltd 2013