The document outlines the Cognitive Aspects of Survey Methodology (CASM) which involves testing cognitive processes in survey responses to identify sources of error. It details the application of cognitive interviewing techniques that focus on understanding how respondents think while answering questions, emphasizing the importance of specific characteristics of the interviewees. The interview process involves sequential stages including conducting interviews, writing up results, and revising questionnaires to address identified issues.

1. Copyright DHP Research & Consultancy Ltd
2013

2. 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

3. 2 The process
Copyright DHP Research & Consultancy Ltd
2013

4. 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
1
2
3
4
5
6

5. 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

6. 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