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Title: Using cognitive interviewing and behavioral coding to determine measurement equivalence across linguistic and cultural groups: An example from the international tobacco control policy evaluation project
Authors: James F. Thrasher
Anne C.K. Quah
Gregory Dominick
Ron Borland
Pete Driezen
Rahmat Awang
Maizurah Omar
Warwick Hosking
Buppha Sirirassamee
Marcelo Boado
University of South Carolina
Instituto Nacional de Salud Publica
University of Waterloo
University of Delaware
Cancer Council Victoria
Universiti Sains Malaysia
Victoria University Melbourne
Mahidol University
Universidad de la Republica
Keywords: Social Sciences
Issue Date: 1-Nov-2011
Citation: Field Methods. Vol.23, No.4 (2011), 439-460
Abstract: This study examined and compared results from two questionnaire pretesting methods (i.e., behavioral coding and cognitive interviewing [CI]) to assess systematic measurement bias in survey questions for adult smokers across six countries (United States, Australia, Uruguay, Mexico, Malaysia, and Thailand). Protocol development and translation involved multiple bilingual partners in each linguistic/cultural group. The study was conducted with convenience samples of 20 adult smokers in each country. Behavioral coding and CI methods produced similar conclusions regarding measurement bias for some questions; however, CI was more likely to identify potential response errors than behavioral coding. Coordinated qualitative pretesting of survey questions (or postsurvey evaluation) is feasible across cultural groups and can provide important information on comprehension and comparability. The CI appears to be a more robust technique than behavioral coding, although combinations of the two might be even better. © The Author(s) 2011.
ISSN: 15523969
Appears in Collections:Scopus 2011-2015

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