• 作者： 田芳華
• 作者服務機構： Office of Survey Research, Academia Sinica Taipei Taiwan R.O.C.
• 中文摘要： The cooperation between survey methodologists and cognitive psychologists in the late 1980's has brought survey research into a new era. Cognitive interview, a technique employed by psychologists in cognitive laboratory, has been adopted by survey researchers to improve questionnaire design. The integration between these two disciplines has promoted survey methodology by exploring respondents, cognitive process of answering survey questions. The results lead major American professional survey institutes such as the Bureau of Labor Statistics, the Census Bureau, and the National Center for Health Statistics, establishing cognitive laboratories to develop high quality of survey questionnaires. Although cognitive interview has been recognized as a powerful technique for improving questionnaire design in the United States, few survey research in Taiwan employed this technique. In this article, I first introduce the origin, the techniques, the practice, the advantages, as well as the limitations of cognitive interview to the Taiwanese academic community. I then use contingent valuation method, one type of survey questions developed by economists in exploring environmental resource issues, as an example to show how cognitive interview works for achieving the following goals: (1) to understand how respondents explain survey questions; (2) to detect the difficulties respondents experienced in answering questions; and (3) to analyze the cognitive process of respondents answering the double-bounded dichotomous choice of willingness to pay questions. The results show that respondents need more information than the questionnaire provided in order to make a payment decision. Furthermore, what researchers intend to measure differs from what respondents think in answering questions. Future effors on comparing different types of pretest survey techniques are suggested.
• 英文摘要： 自一九八０年代晚期以來，調查研究方法學者與認知心理學家之間不斷的對話和合作， 將調查研究帶入一個新的境地。以往僅被認知心理學家在實驗室裡應用的技術──認知訪談，藉由學科之間的交流整合，已使調查研究從傳統的主題擴展至受訪者回答調查問題的認 知歷程、受訪者回答行為次數問題的策略、造成答題偏誤的原因等的探討。雖然國外有關認知訪談如何運用在問卷預試和評量的文獻和實務已逐漸增多，但是國內在這方面的研究和文 獻仍付之闕如。本文以認知訪談為重點，除了為國內學術界介紹其學理起源、方法內容、應用範圍、優 點和限制之外，並以筆者主持的認知訪談研究做實例說明。文中採用環境經濟學的調查中，經常運用的假設市場評價法題型作為實例，闡述如何運用認知訪談方法達成下列目的：(1)瞭 解受訪者如何解釋題目；(2)偵測受訪者答題時所遭遇到的困難；(3)分析受訪者回答雙界二分選擇之支付意願問項的認知歷程。藉由本文之新知引介與實證研究，冀盼能對提昇國內調查 研究品質、改進問卷設計方面有具體貢獻。
• 中文關鍵字： cognitive interview, contingent valuation method, questionnaire design, survey methodology
• 英文關鍵字： 認知訪談，假設市場評價法，問卷設計，調查研究方法