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Degree of cognitive interviewer involvement in questionnaire pretesting on trending survey modes
Mohorko, Anja ; Hlebec, Valentina
Modern technology allows for surveying through different media (e.g. Internet, mobile phones, tablets), which may influence the quality of collected data with additional effects due to the survey ...mode and should be pretested with the purpose of avoiding effects that would deteriorate the quality of collected data. In the present study, we analysed the technological development of surveying tools by testing the applicability of cognitive interviews on several different survey modes. We focused on the importance of the cognitive interviewer and the effect of reducing their degree of involvement on the quality of the interview results. We carried out personal interviews, interviews using voice-over-Internet protocol, interviews using programs for instant messaging, and web-based interviews; these enabled us to analyse the quality of each survey mode and recognize their advantages and deficiencies. Through the comparison of these modes and their assigned technique, we showed that the role of a cognitive interviewer is important for the quality of interviews regardless of the degree of their involvement in the survey process. However, the requirement for the pretesting situation to resemble the actual final process leads to a necessity to develop new, enhanced approaches to cognitive interviewing on trending survey modes.
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