Survey Methodology #2003-17 - The American Community Survey (Acs) En Espanol: Using Cognitive Interviews To Test The Functional Equivalency Of Questionnaire Translations - U.s. Bureau Of The Census Page 10
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52language may not have equivalent terms to account for some of these experiences or concepts
(Mackey 1970).
The third assumption is respondent’s misunderstanding of the question may also contribute to
response error. Understanding the formal structure (grammatical representation of the question)
and the semantic factors that affect question meaning is very important to comprehend not only
how respondents understand survey questions, but also to understand response effects (Groves
1991; Sudman, Bradburn & Schwarz 1996; Tourangeau, Rips & Rasinski 2000). In a bilingual
or multilingual setting, it is also likely that interpretations will vary depending on the
respondent’s native language, cultural frame of reference, and degree of acculturation or
assimilation into the dominant society.
The fourth assumption is cognitive interviews may be used to test target language questionnaires
as measurement instruments. A variety of cognitively inspired procedures have been used to
discover, assess, and repair major types of interpretive difficulties surrounding monolingual
survey questions. Cognitive interviewing has been successfully used as a tool for questionnaire
development, including discovering questions that are flawed, improving questions, as well as
content and construct validation (Willis, DeMaio & Harris-Kojetin 1999). A common technique
used during cognitive interviews is to use verbal report methods, such as think aloud and verbal
probing. A common comprehension technique is to ask respondents what specific terms mean to
them, or to ask respondents to paraphrase what a specific question is asking (Crutcher 1994;
Payne 1994; Sudman, Bradburn, & Schwarz 1996). Verbal report methods were used in the
research presented herein with one major difference – interviews were done in the target
language to assess whether source language concepts were interpreted as desired.
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