ABSTRACT
This chapter describes in detail how to choose subjects, testing materials, and data collection procedures. It further introduces principles followed to develop coding schemes, and the transcribing processes and coding methods employed to ensure the reliability and validity of verbal protocol analysis (VPA). VPA is widely used as a means for inferring thought process and attended information from behavior. The terms "verbal report" or "verbal protocol" are used specifically to refer to verbalization that has been generated by an individual following instructions to either talk aloud or think aloud. Great efforts were taken to ensure the validity and reliability of VPA. Validity, according to Green, centers on whether information that is captured within verbal reports corresponds with information that is actually heeded as a task is carried out. The think-aloud protocol was conducted in accordance with the established procedures used in the most current verbal report research. The procedures include three steps: training subjects, collecting verbal reports, and collecting supplementary data.
