Odum Institute: Cognitive Interviewing in Survey Research

This course will be offered over two mornings (11/13/23 and 11/15/23 from 9:30am – 1pm US Eastern) via Zoom only.

Attendance is required as the course will not be recorded.

Cognitive interviewing in survey research is a methodology researchers use to gain a better understanding of how respondents think when answering specific survey items. Data gathered using the cognitive interview approach help researchers identify and remedy issues with their questionnaires. This short course is designed to provide participants with fundamentals on how to design, conduct, and analyze cognitive interviews. Participants will have the opportunity to practice specific cognitive interviewing techniques, including think-alouds, probing, and observation. Participants will also learn about revising survey questions based on interpreting cognitive interview results.

Course Goals

By the end of the course, participants will be able to:

1. Recognize components of the survey response process
2. Describe elements of the cognitive interview process and techniques
3. Understand how to use cognitive interviews across various survey modes
4. Complete recruitment and facilitate cognitive interview logistics
5. Design and implement a cognitive interview protocol
6. Identify ways to improve survey questionnaires and items based on cognitive interview data

Instructor: Jessica Grant

Jessica Grant is the Assistant Director of Survey Research and Development in the Odum Institute for Research in Social Science at the University of North Carolina at Chapel Hill. She is also the Director for Odum's Certificate in Survey Science. Prior to joining the Odum Institute, Ms. Grant was a Research Survey Scientist and Administrative Manager in the Public Health and Clinical Research program within RTI International's Survey Research Division for over 13 years. She received her M.A. in Sociology at Fayetteville State University while working as the Survey Research Center Coordinator at Fayetteville State's Research Center for Health Disparities. She received her B.A. in Sociology and Women's Studies from UNC Chapel Hill.

Registration fees

• UNC Chapel Hill Students: $0, with a $35 deposit to hold your spot (deposit is refundable upon your attendance for at least 66% of the course)
• UNC Chapel Hill Faculty/Staff/Postdoc/Resident/Visiting Scholars: $80
• Non-UNC Chapel Hill University Student/Employee (must have active university email): $105
• Government/Non-Profit/Corporate: $130

Additional course information

Registration closes at 12:01am, 11/10/2023. Once registration closes, no late registrations will be accepted, no exceptions.

Zoom link for this course will be sent prior to the course. Registration must be made at least 3 days prior to the course date to receive the Zoom link.

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