NORC’s questionnaire design experts assess the research goals of the project and design the optimal instrument to meet those goals. This approach considers the role of both the respondent and interviewer in the design of an instrument that can be administered accurately and efficiently by interviewers and is as engaging as possible for respondents. In assessing questionnaires we consider cognitive issues underlying survey response, including comprehension, recall, estimation and response strategies, and also issues of sensitivity that may affect survey response. Cognitive testing ensures that the language of the questionnaire and other materials such as advance letters and survey instructions are appropriate for the target population. Because a well-designed questionnaire format is important, we strive to design an instrument that is easily navigated by the interviewer and, if self-administered, visually appealing to the respondent. We are highly experienced in experimental methods to test wording, response format, context and mode, as well as in reliability and validity assessments and interaction coding. We are also highly experienced in item response theoretic (IRT) methods for the development, item analysis, scaling, scoring, and equating of psychological and educational instruments.
Cognitive Laboratory
NORC’s Cognitive Laboratory leads focus groups and cognitive interviews, and trains survey personnel in their conduct. Often these activities are in support of the development of a questionnaire, but focus groups and cognitive interviews are also valuable means of collecting qualitative data as part of a research project. Transcriptions of the proceedings are usually analyzed using accepted, well-documented techniques.