We use qualitative methods in survey design and for stand-alone projects. In addition to forming the base for qualitative studies of many types, focus groups are used to explore new issues or topics which are poorly understood and are a useful starting point for questionnaire design. As a tool to identify needs, to discover what people think when they make decisions, and to help understand why people think the way they do, focus groups are also useful in program and policy evaluation in all types of organizations.
Cognitive testing for questionnaire design utilizes think aloud interviews in which respondents are asked to describe what goes through their minds as they answer survey questions. Recordings or transcriptions of their accounts are used to assess and improve survey questions.
For more information about Qualitative Research contact Stella Park at 416-736-5446.