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Evaluating Survey Data: Making the Transition From Pretesting to Quality Assessment

SM95-04
James L. Esposito and Jennifer M. Rothgeb
Component ID: #ti1759627342

Introduction

The intent of this chapter, in general terms, is to describe the problem-solving behavior of survey researchers who engage themselves in efforts to detect and minimize sources of measurement error. We are concerned specifically with efforts by survey researchers to obtain high-quality survey data through improvements in questionnaire evaluation and design. As noted by Dippo, a first step towards implementing continuous process improvement is to define appropriate measures and build them into the survey measurement system. As survey researchers embrace the tenets of the Cognitive Aspects of Survey Measurement (CASM) movement, they have developed models of the question asking and answering process using concepts from cognitive psychology and social psychology, and have developed methods and techniques for assessing measurement error.

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