| Session Title: What Does That Mean to You? Using Cognitive Interviewing to Improve Evaluation |
| Demonstration Session 229 to be held in the Agate Room Section C on Thursday, Nov 6, 9:15 AM to 10:45 AM |
| Sponsored by the AEA Conference Committee |
| Presenter(s): |
| Stacy Scherr, Cincinnati Children's Hospital Medical Center, stacy.scherr@cchmc.org |
| Abstract: This demonstration provides a theoretical overview and practical explanation of cognitive interviewing and reports the results of three cognitive interviewing projects. Cognitive interviewing is a method of learning how survey respondents comprehend, interpret, and answer survey questions. It sheds light on how respondents understand the subject, uncovers design flaws in questions and questionnaires, and improves the validity and reliability of the data. Attendees will learn about the background and history of cognitive interviewing, different ways to implement the method, and how it compares to other methods of understanding respondent comprehension such as focus groups, expert review, behavior coding, and respondent debriefing. Three very different cognitive interviewing projects and how project results were used to improve survey instruments will be discussed. The demonstration will conclude with a discussion of how attendees can apply cognitive interviewing to improve an evaluation plan. |