Cognitive interviewing is a method used by survey researchers to investigate the integrity of their questionnaire designs prior to launching the field portion of the study. In the edited volume Cognitive Interviewing Methodology, Kristen Miller (2014) describes cognitive interviewing as “a qualitative method that examines the question-response process, specifically the processes and considerations used by respondents as they form answers to survey questions,” further explaining that “through the interviewing process, various types of question-response problems that would not normally be identified in a traditional survey interview, such as interpretive errors and recall accuracy, are uncovered” (p. 2). In this way, survey researchers identify the users’ (i.e., survey respondents’) possible meaning and interpretation of survey questions – having to do with question structure or format and terminology – that may or may not deviate from the researcher’s intent. Importantly, the objective of the cognitive interview is not to simply determine whether a questionnaire item “makes sense” to an individual but to go beyond that to explore the individual’s lived experience (personal context, attitudes, perceptions, behavior) in relationship to their interpretation and/or ability to answer a particular question.
Although not typically included under the “qualitative research” umbrella (with in-depth interviewing, focus group discussions, and observation), four of the 10 unique attributes associated with qualitative research are notably relevant to the cognitive interviewing method. They are the: importance of meaning, flexibility of design, participant-researcher relationship, and researcher skill set. These distinctive qualities of the cognitive interviewing method, and qualitative methods generally, define why researchers opt for Read Full Text
As discussed elsewhere in Research Design Review, the Total Quality Framework (TQF) is “a useful tool for qualitative researchers to apply in designing, conducting, and interpreting their research so that the studies are more likely to (a) gather high-quality data, (b) lead to more robust and valid interpretations of the data, and (c) ultimately generate highly useful outcomes.” The basic research principles that underlie the TQF can be applied to various qualitative methods.
The following is an excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (pp. 227-229) which summarizes an ethnographic study conducted by Todd (2012) concerning religious network organizations and their association with social justice at the local community level. This case study exemplifies many of the principles supported by the TQF approach — illustrated by the clearly stated purpose, the stated justification for the chosen method, and the attention to quality-enhancing details throughout the study.
Religious networking organizations are structured groups consisting of people from multiple religious congregations that meet regularly to discuss common interests. The primary purpose of this study was to examine how and why these organizations work for social justice in their local community and how religion is integrated into the organizations’ work in social justice.
An ethnographic approach was considered appropriate because of the distinctive insight it could give into the organization members’ personal experiences, as well as the proven benefit of ethnography, by other researchers in community psychology, in identifying and understanding the storied lives of individuals and social processes within community-based environments.
Credibility (Data Collection)
Two networking organizations were included in this study. Both organizations are located in the same Midwestern community. The researcher became aware of, and was introduced to, these organizations by way of contacts (gatekeepers) within the community. The researcher assumed the role of an overt participant observer, attending monthly 2-hour meetings at both organizations for approximately 1½ years. The ethnographer’s involvement Read Full Text
Human beings engage in some form of “qualitative research” all of the time. This is because there is not a context in which humans engage that does not require some process of taking in (i.e., gathering) information from the environment and developing that information into an interpretive nugget that can then be used to make sense of and react to particular situations. Humans do this so routinely that they are rarely aware of the information-gathering stages they process, or even their constant and natural proclivities to do so. Although some human beings may be more successful at processing contextual information than others, humans generally do not consciously think about the quality of the information they take in and the quality of the decision-making processes they apply to that information as they go through their daily lives.
As a formal method of inquiry, qualitative research—with its emphasis on the individual and the role that context and relationships play in forming thoughts and behaviors—is at the core of what it means to conduct research with human subjects. Qualitative research assumes that the answer to any single research question or objective lies within a host of related questions or issues pertaining to deeply seeded aspects of humanity. A qualitative inquiry into breast cancer treatment, for example, might begin by asking “How do women cope with breast cancer treatment?”, from which the researcher considers any number of relevant personal issues around “coping” and then addresses further and deeper questions, such as “What is the quality of life among women undergoing breast cancer treatment?”, “How do various aspects of this quality of life compare to life before their cancer treatment, before breast surgery, and before breast cancer diagnosis?”, “What words do women use to describe their life experiences and what is the relevance Read Full Text