– How often do you talk to your administrative staff when you have a problem?
Adapted with permission from Lippincott Williams and Wilkins/Wolters Kluwer Health: Artino et al. 2011 . AM last page: Avoiding five common pitfalls in survey design. Acad Med 86:1327.
Another important part of the questionnaire design process is selecting the response options that will be used for each item. Closed-ended survey items can have unordered (nominal) response options that have no natural order or ordered (ordinal) response options. Moreover, survey items can ask respondents to complete a ranking task (e.g. “rank the following items, where 1 = best and 6 = worst”) or a rating task that asks them to select an answer on a Likert-type response scale. Although it is outside the scope of this AMEE Guide to review all of the response options available, questionnaire designers are encouraged to tailor these options to the construct(s) they are attempting to assess (and to consult one of the many outstanding resources on the topic; e.g. Dillman et al. 2009 ; McCoach et al. 2013 ). To help readers understand some frequently ignored best practices Table 2 and Figure 1 present several common mistakes designers commit when writing and formatting their response options. In addition, because Likert-type response scales are by far the most popular way of collecting survey responses – due, in large part, to their ease of use and adaptability for measuring many different constructs (McCoach et al. 2013 ) – Table 3 provides several examples of five- and seven-point response scales that can be used when developing Likert-scaled survey instruments.
Visual-design “best practices” based on scientific evidence from questionnaire design research.
Examples of various Likert-type response options.
Construct being assessed | Five-point, unipolar response scales | Seven-point, bipolar response scales |
---|---|---|
Confidence | • Not at all confident • Slightly confident • Moderately confident • Quite confident • Extremely confident | • Completely unconfident • Moderately unconfident • Slightly unconfident • Neither confident nor unconfident (or neutral) • Slightly confident • Moderately confident • Completely confident |
Interest | • Not at all interested • Slightly interested • Moderately interested • Quite interested • Extremely interested | • Very uninterested • Moderately uninterested • Slightly uninterested • Neither interested nor uninterested (or neutral) • Slightly interested • Moderately interested • Very interested |
Effort | • Almost no effort • A little bit of effort • Some effort • Quite a bit of effort • A great deal of effort | |
Importance | • Not important • Slightly important • Moderately important • Quite important • Essential | |
Satisfaction | • Not at all satisfied • Slightly satisfied • Moderately satisfied • Quite satisfied • Extremely satisfied | • Completely dissatisfied • Moderately dissatisfied • Slightly dissatisfied • Neither satisfied nor dissatisfied (or neutral) • Slightly satisfied • Moderately satisfied • Completely satisfied |
Frequency | • Almost never • Once in a while • Sometimes • Often • Almost always |
Once survey designers finish drafting their items and selecting their response anchors, there are various sources of evidence that might be used to evaluate the validity of the questionnaire and its intended use. These sources of validity have been described in the Standards for Educational and Psychological Testing as evidence based on the following: (1) content, (2) response process, (3) internal structure, (4) relationships with other variables and (5) consequences (AERA, APA & NCME 1999 ). The next three steps of the design process fit nicely into this taxonomy and are described below.
Once the construct has been defined and draft items have been written, an important step in the development of a new questionnaire is to begin collecting validity evidence based on the survey’s content (so-called content validity ) (AERA, APA & NCME 1999 ). This step involves collecting data from content experts to establish that individual survey items are relevant to the construct being measured and that key items or indicators have not been omitted (Polit & Beck 2004 ; Waltz et al. 2005 ). Using experts to systematically review the survey’s content can substantially improve the overall quality and representativeness of the scale items (Polit & Beck 2006 ).
Steps for establishing content validity for a new survey instrument can be found throughout the literature (e.g. McKenzie et al. 1999 ; Rubio et al. 2003 ). Below, we summarize several of the more important steps. First, before selecting a panel of experts to evaluate the content of a new questionnaire, specific criteria should be developed to determine who qualifies as an expert. These criteria are often based on experience or knowledge of the construct being measured, but, practically speaking, these criteria also are dependent on the willingness and availability of the individuals being asked to participate (McKenzie et al. 1999 ). One useful approach to finding experts is to identify authors from the reference lists of the articles reviewed during the literature search. There is no consensus in the literature regarding the number of experts that should be used for content validation; however, many of the quantitative techniques used to analyze expert input will be impacted by the number of experts employed. Rubio et al. ( 2003 ) recommends using 6–10 experts, while acknowledging that more experts (up to 20) may generate a clearer consensus about the construct being assessed, as well as the quality and relevance of the proposed scale items.
In general, the key domains to assess through an expert validation process are representativeness, clarity, relevance and distribution. Representativeness is defined as how completely the items (as a whole) encompass the construct, clarity is how clearly the items are worded and relevance refers to the extent each item actually relates to specific aspects of the construct. The distribution of an item is not always measured during expert validation as it refers to the more subtle aspect of how “difficult” it would be for a respondent to select a high score on a particular item. In other words, an average medical student may find it very difficult to endorse the self-confidence item, “How confident are you that you can get a 100% on your anatomy exam”, but that same student may find it easier to strongly endorse the item, “How confident are you that you can pass the anatomy exam”. In general, survey developers should attempt to have a range of items of varying difficulty (Tourangeau et al. 2000 ).
Once a panel of experts has been identified, a content validation form can be created that defines the construct and gives experts the opportunity to provide feedback on any or all of the aforementioned topics. Each survey designer’s priorities for a content validation may differ; as such, designers are encouraged to customize their content validation forms to reflect those priorities.
There are a variety of methods for analyzing the quantitative data collected on an expert validation form, but regardless of the method used, criterion for the acceptability of an item or scale should be determined in advanced (Beck & Gable 2001 ). Common metrics used to make inclusion and exclusion decisions for individual items are the content validity ratio, the content validity index and the factorial validity index. For details on how to calculate and interpret these indices, see McKenzie et al. ( 1999 ) and Rubio et al. ( 2003 ). For a sample content validation form, see Gehlbach & Brinkworth ( 2011 ).
In addition to collecting quantitative data, questionnaire designers should provide their experts with an opportunity to provide free-text comments. This approach can be particularly effective for learning what indicators or aspects of the construct are not well-represented by the existing items. The data gathered from the free-text comments and subsequent qualitative analysis often reveal information not identified by the quantitative data and may lead to meaningful additions (or subtractions) to items and scales (McKenzie et al. 1999 ).
There are many ways to analyze the content validity of a new survey through the use of expert validation. The best approach should look at various domains where the researchers have the greatest concerns about the scale (relevance, clarity, etc.) for each individual item and for each set of items or scale. The quantitative data combined with qualitative input from experts is designed to improve the content validity of the new questionnaire or survey scale and, ultimately, the overall functioning of the survey instrument.
After the experts have helped refine the scale items, it is important to collect evidence of response process validity to assess how prospective participants interpret your items and response anchors (AERA, APA & NCME 1999 ). One means of collecting such evidence is achieved through a process known as cognitive interviewing or cognitive pre-testing (Willis 2005 ). Similar to how experts are utilized to determine the content validity of a new survey, it is equally important to determine how potential respondents interpret the items and if their interpretation matches what the survey designer has in mind (Willis 2005 ; Karabenick et al. 2007 ). Results from cognitive interviews can be helpful in identifying mistakes respondents make in their interpretation of the item or response options (Napoles-Springer et al. 2006 ; Karabenick et al. 2007 ). As a qualitative technique, analysis does not rely on statistical tests of numeric data but rather on coding and interpretation of written notes from the interview. Thus, the sample sizes used for cognitive interviewing are normally small and may involve just 10–30 participants (Willis & Artino 2013 ). For small-scale medical education research projects, as few as five to six participants may suffice, as long as the survey designer is sensitive to the potential for bias in very small samples (Willis & Artino 2013 ).
Cognitive interviewing employs techniques from psychology and has traditionally assumed that respondents go through a series of cognitive processes when responding to a survey. These steps include comprehension of an item stem and answer choices, retrieval of appropriate information from long-term memory, judgment based on comprehension of the item and their memory and finally selection of a response (Tourangeau et al. 2000 ). Because respondents can have difficulty at any stage, a cognitive interview should be designed and scripted to address any and all of these potential problems. An important first step in the cognitive interview process is to create coding criteria that reflects the survey creator’s intended meaning for each item (Karabenick et al. 2007 ), which can then be used to help interpret the responses gathered during the cognitive interview.
The two major techniques for conducting a cognitive interview are the think-aloud technique and verbal probing . The think-aloud technique requires respondents to verbalize every thought that they have while answering each item. Here, the interviewer simply supports this activity by encouraging the respondent to keep talking and to record what is said for later analysis (Willis & Artino 2013 ). This technique can provide valuable information, but it tends to be unnatural and difficult for most respondents, and it can result in reams of free-response data that the survey designer then needs to cull through.
A complementary procedure, verbal probing, is a more active form of data collection where the interviewer administers a series of probe questions designed to elicit specific information (Willis & Artino 2013 ; see Table 4 for a list of commonly used verbal probes). Verbal probing is classically divided into concurrent and retrospective probing. In concurrent probing, the interviewer asks the respondent specific questions about their thought processes as the respondent answers each question. Although disruptive, concurrent probing has the advantage of allowing participants to respond to questions while their thoughts are recent. Retrospective probing, on the other hand, occurs after the participant has completed the entire survey (or section of the survey) and is generally less disruptive than concurrent probing. The downside of retrospective probing is the risk of recall bias and hindsight effects (Drennan 2003 ). A modification to the two verbal probing techniques is defined as immediate retrospective probing, which allows the interviewer to find natural break points in the survey. Immediate retrospective probing allows the interviewer to probe the respondent without interrupting between each item (Watt et al. 2008 ). This approach has the potential benefit of reducing the recall bias and hindsight effects while limiting the interviewer interruptions and decreasing the artificiality of the process. In practice, many cognitive interviews will actually use a mixture of think-aloud and verbal probing techniques to better identify potential errors.
Examples of commonly used verbal probes.
Type of verbal probe | Example |
---|---|
Comprehension/interpretation | “What does the term ‘continuing medical education’ mean to you?” |
Paraphrasing | “Can you restate the question in your own words?” |
Confidence judgment | “How sure are you that you have participated in 3 formal educational programs?” |
Recall | “How do you remember that you have participated in 3 formal educational programs?” “How did you come up with your answer?” |
Specific | “Why do you say that you think it is very important that physicians participant in continuing medical education?” |
General | “How did you arrive at that answer?” “Was that easy or hard to answer?” “I noticed that you hesitated. Tell me what you were thinking.” “Tell me more about that.” |
Adapted with permission from the Journal of Graduate Medical Education : Willis & Artino 2013 . What do our respondents think we’re asking? Using cognitive interviewing to improve medical education surveys. J Grad Med Educ 5:353–356.
Once a cognitive interview has been completed, there are several methods for analyzing the qualitative data obtained. One way to quantitatively analyze results from a cognitive interview is through coding. With this method, pre-determined codes are established for common respondent errors (e.g. respondent requests clarification), and the frequency of each type of error is tabulated for each item (Napoles-Springer et al. 2006 ). In addition, codes may be ranked according to the pre-determined severity of the error. Although the quantitative results of this analysis are often easily interpretable, this method may miss errors not readily predicted and may not fully explain why the error is occurring (Napoles-Springer et al. 2006 ). As such, a qualitative approach to the cognitive interview can also be employed through an interaction analysis. Typically, an interaction analysis attempts to describe and explain the ways in which people interpret and interact during a conversation, and this method can be applied during the administration of a cognitive interview to determine the meaning of responses (Napoles-Springer et al. 2006 ). Studies have demonstrated that the combination of coding and interaction analysis can be quite effective, providing more information about the “cognitive validity” of a new questionnaire (Napoles-Springer et al. 2006 ).
The importance of respondents understanding each item in a similar fashion is inherently related to the overall reliability of the scores from any new questionnaire. In addition, the necessity for respondents to understand each item in the way it was intended by the survey creator is integrally related to the validity of the survey and the inferences that can be made with the resulting data. Taken together, these two factors are critically important to creating a high-quality questionnaire, and each factor can be addressed through the use of a well-designed cognitive interview. Ultimately, regardless of the methods used to conduct the cognitive interviews and analyze the data, the information gathered should be used to modify and improve the overall questionnaire and individual survey items.
Despite the best efforts of medical education researchers during the aforementioned survey design process, some survey items may still be problematic (Gehlbach & Brinkworth 2011 ). Thus, the next step is to pilot test the questionnaire and continue collecting validity evidence. Two of the most common approaches are based on internal structure and relationships with other variables (AERA, APA & NCME 1999 ). During pilot testing, members of the target population complete the survey in the planned delivery mode (e.g. web-based or paper-based format). The data obtained from the pilot test is then reviewed to evaluate item range and variance, assess score reliability of the whole scale and review item and composite score correlations. During this step, survey designers should also review descriptive statistics (e.g. means and standard deviations) and histograms, which demonstrate the distribution of responses by item. This analysis can aid in identifying items that may not be functioning in the way the designer intended.
To ascertain the internal structure of the questionnaire and to evaluate the extent to which items within a particular scale measure a single underlying construct (i.e. the scale’s uni-dimensionality), survey designers should consider using advanced statistical techniques such as factor analysis. Factor analysis is a statistical procedure designed to evaluate “the number of distinct constructs needed to account for the pattern of correlations among a set of measures” (Fabrigar & Wegener 2012, p. 3). To assess the dimensionality of a survey scale that has been deliberately constructed to assess a single construct (e.g. using the processes described in this study), we recommend using confirmatory factor analysis techniques; that said, other scholars have argued that exploratory factor analysis is more appropriate when analyzing new scales (McCoach et al. 2013 ). Regardless of the specific analysis employed, researchers should know that factor analysis techniques are often poorly understood and poorly implemented; fortunately, the literature is replete with many helpful guides (see, for example, Pett et al. 2003 ; McCoach et al. 2013 ).
Conducting a reliability analysis is another critical step in the pilot testing phase. The most common means of assessing scale reliability is by calculating a Cronbach’s alpha coefficient. Cronbach’s alpha is a measure of the internal consistency of the item scores (i.e. the extent to which the scores for the items on a scale correlate with one another). It is a function of the inter-item correlations and the total number of items on a particular scale. It is important to note that Cronbach’s alpha is not a good measure of a scale’s uni-dimensionality (measuring a single concept) as is often assumed (Schmitt 1996 ). Thus, in most cases, survey designers should first run a factor analysis, to assess the scale’s uni-dimensionality and then proceed with a reliability analysis, to assess the internal consistency of the item scores on the scale (Schmitt 1996 ). Because Cronbach’s alpha is sensitive to scale length, all other things being equal, a longer scale will generally have a higher Cronbach’s alpha. Of course, scale length and the associated increase in internal consistency reliability must be balanced with over-burdening respondents and the concomitant response errors that can occur when questionnaires become too long and respondents become fatigued. Finally, it is critical to recognize that reliability is a necessary but insufficient condition for validity (AERA, APA & NCME 1999 ). That is, to be considered valid, survey scores must first be reliable. However, scores that are reliable are not necessarily valid for a given purpose.
Once a scale’s uni-dimensionality and internal consistency have been assessed, survey designers often create composite scores for each scale. Depending on the research question being addressed, these composite scores can then be used as independent or dependent variables. When attempting to assess hard-to-measure educational constructs such as motivation, confidence and satisfaction, it usually makes sense to create a composite score for each survey scale than it does to use individual survey items as variables (Sullivan & Artino 2013 ). A composite score is simply a mean score (either weighted or unweighted) of all the items within a particular scale. Using mean scores has several distinct advantages over summing the items within a particular scale or subscale. First, mean scores are usually reported using the same response scale as the individual items; this approach facilitates more direct interpretation of the mean scores in terms of the response anchors. Second, the use of mean scores makes it clear how big (or small) measured differences really are when comparing individuals or groups. As Colliver et al. ( 2010 ) warned, “the sums of ratings reflect both the ratings and the number of items, which magnifies differences between scores and makes differences appear more important than they are” (p. 591).
After composite scores have been created for each survey scale, the resulting variables can be examined to determine their relations to other variables that have been collected. The goal in this step is to determine if these associations are consistent with theory and previous research. So, for example, one might expect the composite scores from a scale designed to assess trainee confidence for suturing to be positively correlated with the number of successful suture procedures performed (since practice builds confidence) and negatively correlated with procedure-related anxiety (as more confident trainees also tend to be less anxious). In this way, survey designers are assessing the validity of the scales they have created in terms of their relationships to other variables (AERA, APA & NCME 1999 ). It is worth noting that in the aforementioned example, the survey designer is evaluating the correlations between the newly developed scale scores and both an objective measure (number of procedures) and a subjective measure (scores on an anxiety scale). Both of these are reasonable approaches to assessing a new scale’s relationships with other variables.
In this AMEE Guide, we described a systematic, seven-step design process for developing survey scales. It should be noted that many important topics related to survey implementation and administration fall outside our focus on scale design and thus were not discussed in this guide. These topics include, but are not limited to, ethical approval for research questionnaires, administration format (paper vs. electronic), sampling techniques, obtaining high response rates, providing incentives and data management. These topics, and many more, are reviewed in detail elsewhere (e.g. Dillman et al. 2009 ). We also acknowledge that the survey design methodology presented here is not the only way to design and develop a high-quality questionnaire. In reading this Guide, however, we hope medical education researchers will come to appreciate the importance of following a systematic, evidence-based approach to questionnaire design. Doing so not only improves the questionnaires used in medical education but it also has the potential to positively impact the overall quality of medical education research, a large proportion of which employs questionnaires.
Closed-ended question – A survey question with a finite number of response categories from which the respondent can choose.
Cognitive interviewing (or cognitive pre-testing) – An evidence-based qualitative method specifically designed to investigate whether a survey question satisfies its intended purpose.
Concurrent probing – A verbal probing technique wherein the interviewer administers the probe question immediately after the respondent has read aloud and answered each survey item.
Construct – A hypothesized concept or characteristic (something “constructed”) that a survey or test is designed to measure. Historically, the term “construct” has been reserved for characteristics that are not directly observable. Recently, however, the term has been more broadly defined.
Content validity – Evidence obtained from an analysis of the relationship between a survey instrument’s content and the construct it is intended to measure.
Factor analysis – A set of statistical procedures designed to evaluate the number of distinct constructs needed to account for the pattern of correlations among a set of measures.
Open-ended question – A survey question that asks respondents to provide an answer in an open space (e.g. a number, a list or a longer, in-depth answer).
Reliability – The extent to which the scores produced by a particular measurement procedure or instrument (e.g. a survey) are consistent and reproducible. Reliability is a necessary but insufficient condition for validity.
Response anchors – The named points along a set of answer options (e.g. not at all important, slightly important, moderately important, quite important and extremely important ).
Response process validity – Evidence of validity obtained from an analysis of how respondents interpret the meaning of a survey scale’s specific survey items.
Retrospective probing – A verbal probing technique wherein the interviewer administers the probe questions after the respondent has completed the entire survey (or a portion of the survey).
Scale – Two or more items intended to measure a construct.
Think-aloud interviewing – A cognitive interviewing technique wherein survey respondents are asked to actively verbalize their thoughts as they attempt to answer the evaluated survey items.
Validity – The degree to which evidence and theory support the proposed interpretations of an instrument’s scores.
Validity argument – The process of accumulating evidence to provide a sound scientific basis for the proposed uses of an instrument’s scores.
Verbal probing – A cognitive interviewing technique wherein the interviewer administers a series of probe questions specifically designed to elicit detailed information beyond that normally provided by respondents.
ANTHONY R. ARTINO, Jr., PhD, is an Associate Professor of Preventive Medicine and Biometrics. He is the Principal Investigator on several funded research projects and co-directs the Long-Term Career Outcome Study (LTCOS) of Uniformed Services University (USU) trainees. His research focuses on understanding the role of academic motivation, emotion and self-regulation in a variety of settings. He earned his PhD in educational psychology from the University of Connecticut.
JEFFREY S. LA ROCHELLE, MD, MPH, is an Associate Program Director for the Internal Medicine residency at Walter Reed National Military Medical Center and is the Director of Integrated Clinical Skills at USU where he is an Associate Professor of Medicine. His research focuses on the application of theory-based educational methods and assessments and the development of observed structured clinical examinations (OSCE). He earned his MD and MPH from USU.
KENT J. DEZEE, MD, MPH, is the General Medicine Fellowship Director and an Associate Professor of Medicine at USU. His research focuses on understanding the predictors of medical student success in medical school, residency training and beyond. He earned his MD from The Ohio State University and his MPH from USU.
HUNTER GEHLBACH, PhD, is an Associate Professor at Harvard’s Graduate School of Education. He teaches a course on the construction of survey scales, and his research includes experimental work on how to design better scales as well as scale development projects to develop better measures of parents’ and students’ perceptions of schools. In addition, he has a substantive interest in bringing social psychological principles to bear on educational problems. He earned his PhD from Stanford’s Psychological Studies in Education program.
Declaration of interest : Several of the authors are military service members. Title 17 U.S.C. 105 provides that “Copyright protection under this title is not available for any work of the United States Government”. Title 17 U.S.C. 101 defines a United States Government work as a work prepared by a military service member or employee of the United States Government as part of that person’s official duties.
The views expressed in this article are those of the authors and do not necessarily reflect the official views of the Uniformed Services University of the Health Sciences, the U.S. Navy, the U.S. Army, the U.S. Air Force, or the Department of Defense.
Portions of this AMEE Guide were previously published in the Journal of Graduate Medical Education and Academic Medicine and are used with the express permission of the publishers (Gehlbach et al. 2010 ; Artino et al. 2011 ; Artino & Gehlbach 2012 ; Rickards et al. 2012 ; Magee et al. 2013; Willis & Artino 2013 ).
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