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一种在用户研究中检验和提高问卷质量的方法--认知访谈

ognitive interview, a methods survey and improve the quality of questionnaire design

中文摘要英文摘要

认知模型认为问卷调查中被试在回答问题时必须遵循四级认知流程:理解,记忆检索,决策和响应。认知访谈作为一种定性的工具,就是通过让被试出声思维或者向他们问一些具体的问题来研究这个认知流程。通过认知访谈,研究人员可以评估每个单独的被试对问题的理解和处理方式是否与问卷设计者事先的设想相一致。从而发现四级流程中的任何一个阶段存在的错误和漏洞。然而,认知访谈在国内,尤其是用户研究领域的还没有被引入到问卷设计的流程中。为了促进认知访谈技术在用户研究领域的使用,本文对认知访谈技术做了简要的介绍,提供了一个在用户研究领域问卷调查中使用认知访谈法的实例,并且讨论了在用户研究领域使用认知访谈法增强问卷的信度和效度的潜在可能性。

ognitive model considers the survey subjects must go through four cognitive processes when answering questions: understanding, memory retrieval, decision-making and response. Cognitive interview, as a qualitative survey tool, studies the cognitive processes by making the subjects think aloud or asking specific questions. Through cognitive interviews, researchers can assess whether each individual's understanding of the issues questionnaire is consistent with the idea of the designer. Through the proccess, reseachers can find the errors in any stage of the process. However, cognitive interviews at home, especially in the field of user research has not yet been introduced to the questionnaire design process. In order to promote the use of cognitive interview techniques in the field of user research, this paper do a brief introduction of cognitive interviewing techniques, provides an example of the method of using cognitive interviews in user research questionnaire, and discuss the potential use of cognitive interviewing to enhance the reliability and validity of the questionnaire design.

侯文军、周雪

社会科学研究方法

设计艺术学问卷设计用户研究认知访谈问卷质量

esign ArtsQuestionnaire designUser ResearchCognitive interviewsQuestionnaire quality?????

侯文军,周雪.一种在用户研究中检验和提高问卷质量的方法--认知访谈[EB/OL].(2013-12-26)[2025-08-25].http://www.paper.edu.cn/releasepaper/content/201312-903.点此复制

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