The purpose of this chapter is to introduce emerging survey pretesting methodologies and compare these with traditional methods in the light of modern data collection technologies to consider where the standard approaches for pretesting can be improved. We begin by discussing the key limitations of traditional pretesting methods such as expert review, cognitive interviewing, and pilot testing for evaluating “modern” surveys. We then provide an overview of emerging pretesting methods including usability testing, eye tracking, and online pretesting. We discuss the advantages offered by these methods – particularly in terms of budget and schedule – and provide examples of how these methods can improve data quality. We conclude with a theoretical mode for the optimal combination of traditional and newer methods for pretesting modern surveys.
A compendium of web and mobile survey pretesting methods
Geisen, E. M., & Murphy, J. (2019). A compendium of web and mobile survey pretesting methods. In P. Beatty, D. Collins, L. Kaye, J-L. Padilla, G. Willis, & A. Wilmot (Eds.), Advances in questionnaire design, development, evaluation and testing (1st ed.). Wiley. https://doi.org/10.1002/9781119263685.ch12