Tips for Online Surveys Tips for Online Surveys 27 28 Do cognitive interviewing Do qualitative research before launch to inform how to write We never know if our surveys will make sense to people the questionnaire unless we talk to them. For decades, trained survey Surveys need to make sense to participants and match their professionals have used cognitive interviewing to find and ame of reference.ȋ Too many times, we ask people fix flaws in questionnaires. We all need to practice this Ȋfr technique, especially when we have not done qualitative questions that have jargon, technical terms, and unclear research or are researching something new. terms and phrases. Cognitive interviewing involves conducting interviews with Do qualitative research first to know what to ask and how to people from each segment that take the questionnaire. We ask it. In qualitative research, you will discover the words ask them to think aloud as they read and answer questions. and phrases people use to describe concepts. You will find We use standard cognitive probes, such as: out what really matters to them, and this will inform what questions to ask and how to ask them. Further, when people  Please repeat the question, in your own words. skip qualitative research, they often expect the quantitative  What does the term Ȋoutpatientȋ mean to you? exercise to gather insights that only qualitative research can  How are you sure that your insurance covers mental address. health treatment? There is no substitute for qualitative work. Skipping this step The only way you know your questions make sense and is one of the hallmarks of poorly written questionnaires. people can answer them is to do cognitive interviewing. David Harris, author of The Complete Guide to Writing David Harris, author of The Complete Guide to Writing Questionnaires: How to Get Better Information for Questionnaires: How to Get Better Information for Better Decisions Better Decisions © 2017 GRBN Participant Engagement Handbook | 86 © 2017 GRBN Participant Engagement Handbook | 87