ABSTRACT
The aim of survey research is to collect comparable and reliable information from a large number of respondents. Participants in a research survey are generally called respondents rather than participants. Surveys allow researchers to reach larger groups of respondents and collect information on attitudes, behaviors, values, and beliefs. In survey research, researchers distribute questionnaires, which are formal and structured. Because aim of survey research is to provide comparable data on large number of respondents instead of very detailed information about fewer cases, the researchers provide potential answers for respondents to choose from, which are called closed-ended questions. The writers of the question have one meaning in mind, but the respondents may well have another, and this could have a significant impact on answers given. Cognitive testing is a process in which the researchers don't administer the initial form of survey but rather discuss each of questions with people who are similar to the respondents the researcher would like to target.
