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Quality & Quantity

, Volume 50, Issue 3, pp 1021–1040 | Cite as

Cognitive interviewing as tool for enhancing the accuracy of the interpretation of quantitative findings

  • Pamela CampanelliEmail author
  • Michelle Gray
  • Margaret Blake
  • Steven Hope
Article

Abstract

This paper contrasts findings from a quantitative survey with those from a cognitive interviewing follow-up investigation on a subset of the same respondents. The data were gathered as part of a larger study to explore measurement error across three modes of data collection, but this paper focuses on the question format experiments rather than the mode effects part of the larger study. Three examples are presented which demonstrate how cognitive interviewing can cast new light on quantitative results by increasing the accuracy of the inferences made. These include instances where: (1) quantitative indicators of poor respondent behaviour (e.g., acquiescence bias on agree/disagree questions) are over-estimates, (2) similar quantitative response distributions across satisfaction and behavioural questions (from a fully-labelled versus end-labelled experiment) imply similar respondent satisficing behaviour, but cognitive interviews show that different response processes are at work and (3) unlikely quantitative findings (from an experiment comparing 3 vs. 7 or 8 response options) could easily be dismissed as due to chance but were instead the result of unforeseen respondent difficulties. The paper concludes with a discussion of the value of using a cognitive interviewing follow-up study as a tool in the interpretation of ambiguous quantitative findings.

Keywords

Cognitive interviewing Satisficing Acquiescence End-labelled Polar point Number of response options 

Notes

Acknowledgments

The support of the UK Economic and Social Research Council (ESRC) is gratefully acknowledged. This work was funded by Grant number RES-175-25-0007. The authors also thank core project team members: Gerry Nicolaas (Ipsos MORI), Peter Lynn and Annette Jäckle, (Institute for Social and Economic Research).

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Copyright information

© Springer Science+Business Media Dordrecht 2015

Authors and Affiliations

  • Pamela Campanelli
    • 1
    Email author
  • Michelle Gray
    • 2
  • Margaret Blake
    • 2
  • Steven Hope
    • 3
  1. 1.The Survey CoachColchesterUK
  2. 2.NatCen Social ResearchLondonUK
  3. 3.Institute of Child HealthUniversity College LondonLondonUK

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