The cognitive testing of survey instrumentation – through cognitive interviewing – is a qualitative method that examines (question by question) people’s comprehension, retrieval, judgement and response to survey questions and response frames. The cognitive interview is generally carried face-to-face with a small sample of respondents who broadly reflect the population of interest. Respondents are asked to ‘think aloud’ in their responses to allow the researcher to identify potential errors or confusion in the interpretation of question itself, or in the response categories offered to ensure that the question’s intent is consistent with the answers provided.

This session will allow the opportunity to learn about the value of the cognitive testing process, through providing ‘real life’ examples of survey instruments (questions and associated materials) that have been cognitively tested, and their results. Looking through a ‘Total Survey Error’ lens, these examples will show how measurement errors can occur through respondent misunderstanding or misinterpretation of the questions being asked, or the response option choices that they are required to make.