市場調(diào)研問卷設(shè)計(jì)(已修改)
2025-01-22 22:49 本頁面
【正文】 QUESTIONNAIRE DESIGN 市場調(diào)研問卷設(shè)計(jì) QUESTIONNAIRE DESIGN Logical Steps to Develop a Good Questionnaire ?Plan what to measure計(jì)劃好測(cè)量什么 ?Formulate questions to obtain the needed information擬定為獲取所需要信息而要提的問題 ?Decide on the order and wording of questions and the layout of the questionnaire決定問題的順序和措辭 ， 決定問卷布局 ?Using a sample, test the questionnaire for omissions and ambiguity試訪 （ 剔除太長和含糊的 ） ?Correct the problems (pretest again, if necessary)最后的修改 QUESTIONNAIRE DESIGN 問卷設(shè)計(jì)中的普通問題 題目順序不合理 容易引起被訪者理解上的歧義 題目措詞差 問卷太長 沒有給出完整的選項(xiàng)等 QUESTIONNAIRE DESIGN QR Design Planning What to Measure計(jì)劃好測(cè)量什么 ?Specify research objectives and information to be collected 研究目的和要收集的信息 ?Relevance of the study Translating Research Objectives Into Information Requirements將研究目的轉(zhuǎn)換成所需的信息 QUESTIONNAIRE DESIGN Formatting the Question ?Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions Alternatives 選擇的方法 ?Open ended with no classification沒有任何答復(fù)類別的開放題問題 ?Open ended where the interviewer uses precoded classifications to record the response開放題問題 ， 訪問員可以使用預(yù)先編碼分類的答案記錄 （ 半開放題 ） ?Close ended or structured format in which a question or a supplementary card presents the responses to be considered封閉式題 QUESTIONNAIRE DESIGN Open Ended Questions Open Ended Questions Are Good for the Following Circumstances以下情況適合用開放題 ? When there are too many responses to be listed, or they can‘ t be foreseen 答案多 ， 無法羅列 ， 或不可預(yù)見 ? When verbatim responses are desired to give the flavor of people‘ s answers or to cite examples 需要逐字逐句記下被訪者的答復(fù)以便充分了解人們的回答 ， 或者報(bào)告里要引用被訪者的語言 QUESTIONNAIRE DESIGN Open Ended Questions (Contd.) Advantages優(yōu)點(diǎn) ?Wide range of responses回答廣泛 ?Responses obtained without any influence答案不受任何影響 ?Free choices自由選擇 Disadvantages缺點(diǎn) ? Articulateness of the respondent in personal interview表述帶有連接詞 ?Respondents may neglect to state the obvious answers答案不明確 ? Involves subjective judgments during summarization and are prone to error在總結(jié)時(shí)可能會(huì)引起主觀判斷錯(cuò)誤 ?Difficult to train and enforce interviewers uniformity in questioning, probing and recording培訓(xùn)訪問員提問，追問，記錄的難度高 ?Responses require longer time to process because of coding編碼耗時(shí) QUESTIONNAIRE DESIGN Closedend Questions There Are Two Basic Formats for Closed Ended or Structured Questions封閉題目的 2種基本格式 ?Choice from a list of responses從列舉的選項(xiàng)中選擇 ?Appropriate singlechoice rating on a scale在量表范圍中選擇一個(gè)適合的 QUESTIONNAIRE DESIGN 封閉題 /半封閉題 QUESTIONNAIRE DESIGN Closedend Questions (Contd.) Advantages優(yōu)點(diǎn) ?Easier to answer容易回答 ?Require less effort by the interviewer訪問員操作輕松 ?Tabulation and analysis is easier容易處理數(shù)據(jù)和分析 ?Less potential error in the way the question is asked and the way it is recorded不容易出錯(cuò) ?The responses are directly parable from respondent to respondent被訪者間的答案可直接比較 QUESTIONNAIRE DESIGN Closedend Questions (Contd.) Limitations of Closed Response Questions缺點(diǎn) ? Disagreement among researchers on the type of responses that should be listed不論是否認(rèn)同的意見都要羅列出來 ? The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context無論如何都要取得答案 ? May not produce meaningful results可能產(chǎn)生沒有意義的答案 QUESTIONNAIRE DESIGN Closedend Questions (Contd.) Limitations of Closed Response Questions (Contd.) 缺點(diǎn)
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