Cognitive Interviewing in Survey Research

Cognitive interviewing in survey research is a tool that allows researchers to improve survey questions and questionnaires by better understanding how respondents understand and respond to the questions they are being asked. Data gathered through cognitive interviews help researchers identify and remedy issues with their questionnaires. This short course provides participants with fundamentals on where cognitive interviews fit in the survey process and on how to design, conduct, and analyze cognitive interviews. Participants will have the opportunity to practice specific cognitive interviewing techniques, including think-alouds, probing, and observation. Participants will also learn about revising survey questions based on interpreting cognitive interview results and about the research on which cognitive interview practices are based.

Course Goals:

By the end of the course, participants will be able to:

1. Understand what cognitive interviews are and their use in survey research

2. Be able to prepare for and conduct cognitive interviews

3. Improve survey questionnaires and survey items based on cognitive interview data

Registration and fee (refundable for Carolina students) are required for Zoom link access.

This event is sponsored by the UNC Odum Institute.