Survey questions with context ambiguities are usually a sign that the researcher either doesn’t understand the context the respondent might draw upon when answering the question or the context within which the company might use the data. One way to address both kinds of context ambiguity is through cognitive interviewing: having test respondents thinkaloud while they answer survey questions. The interviews help ensure respondents are interpreting questions the way researchers intended and also that they are measuring what they intended. Here’s an example that shows why cognitive interviews are usually a good idea. It is from a survey asking about a large multinational bank.
Personally, my life’s dreams can’t be achieved through “prioritizing financial goals”. They in fact, aren’t related to financial goals and that is not the fault of this bank. Continue reading