Assessment & Research

The trouble with babies and the value of bathwater: Complexities in the use of verbal reports as data.

Critchfield et al. (1998) · The Analysis of verbal behavior 1998
★ The Verdict

Treat self-reports like any other behavior—record them, check them, and never let them replace visible data.

✓ Read this if BCBAs who use client interviews, preference assessments, or social-validity forms.
✗ Skip if Clinicians who already collect only observable, continuously verified data.

01Research in Context

01

What this study did

Irvin et al. (1998) wrote a think-piece, not an experiment. They asked one question: Can we trust what people say about their own thoughts?

The authors looked at protocol analysis. That is the fancy name for asking someone to talk out loud while they solve a task. They warned readers not to treat these words as a magic window into the mind.

02

What they found

The paper found no new numbers. Instead it gave a rule: Treat spoken words like any other behavior. Check if the talk matches what the person actually does. Make sure your theory fits the data you collect.

03

How this fits with other research

Israel (1978) said the same thing twenty years earlier. That paper warned that what people say and what they do often fail to line up. Irvin et al. (1998) echo the warning but aim it at a new method.

Chou et al. (2010) moved the warning into the lab. They showed that small hints and rewards can twist what an observer writes down. Their data back up the old advice: verify your data source before you trust it.

Périkel et al. (1974) argued for cleaner stats in single-case work. Irvin et al. (1998) argue for cleaner measurement in verbal work. Both papers push the field to treat every datum, number or word, with the same hard eye.

04

Why it matters

You already take data on hits, bites, and latency. Do the same when you ask a client, "How did that feel?" Record the words. Then check if those words match what you can see and count. If they clash, trust the visible behavior and keep probing. This habit keeps treatment decisions tied to events, not to stories that may drift.

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02At a glance

Intervention
not applicable
Design
theoretical
Finding
not reported

03Original abstract

Recent interest among behavior analysts in protocol analysis techniques prompts a consideration of some general measurement issues and some special issues relevant to protocol analysis. The development of behavior- analytic method and theory specific to verbal report research is a good thing, and Ericsson and Simon's (1984) book, Protocol Analysis, provides a useful model of integrating psychological theory and the craft of research. But protocol analysis techniques do not provide a magic window to the "world within the skin," and individual researchers should adopt these techniques only after confronting thorny issues such as how to determine the operating characteristics of verbal reports about private events, how to identify public performances to which protocol analysis can be applied productively, and how to maintain theoretical integrity in the empirical search for private events. We also caution against letting enthusiasm (and controversy) regarding protocol analysis distract behavior analysts from the benefits of using verbal report methods to study interesting events that are public in principle but difficult to measure in practice.

The Analysis of verbal behavior, 1998 · doi:10.1007/BF03392924