市場(chǎng)調(diào)研問(wèn)卷設(shè)計(jì)(文件)
【正文】 Open Ended Questions Are Good for the Following Circumstances以下情況適合用開(kāi)放題 ? When there are too many responses to be listed, or they can‘ t be foreseen 答案多 ， 無(wú)法羅列 ， 或不可預(yù)見(jiàn) ? 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(yǔ)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(wèn)員提問(wèn)，追問(wèn)，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(wèn)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(jiàn)都要羅列出來(lái) ? The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context無(wú)論如何都要取得答案 ? May not produce meaningful results可能產(chǎn)生沒(méi)有意義的答案 QUESTIONNAIRE DESIGN Closedend Questions (Contd.) Limitations of Closed Response Questions (Contd.) 缺點(diǎn) ? Good questions are hard to develop好的問(wèn)題不容易設(shè)計(jì) ? Provides fewer opportunities of self expression沒(méi)有太多自我表達(dá)的機(jī)會(huì) ? The list of alternative responses provides answers that might have not been considered by the respondent who are reluctant to admit ignorance, and thereby selecting a “ reasonable” response 因此 ， 如果被調(diào)查者既有難以抉擇的心理 ， 也有可能對(duì)情況不了解 ， 就應(yīng)該提供中立答案和 “ 不知道 ” QUESTIONNAIRE DESIGN WORDING IN QUESTIONNAIRE Care Has to Be Taken That人性化考慮 ? Is the vocabulary simple, direct, and familiar to all respondents?言語(yǔ)簡(jiǎn)潔 ， 直接 ， 通俗 ? Do any words have vague or ambiguous meanings?是否有模糊的意思 ? Are any questions “ doublebarreled” ?一題多義 ? Are any questions leading or loaded?誘導(dǎo)或者壓力給被訪者 ? Are the instructions potentially confusing?指引混亂 ? Is the question applicable to all respondents?是否適合所有被訪者 ? Are the questions of appropriate length?問(wèn)題長(zhǎng)度適合 QUESTIONNAIRE DESIGN CHOICE OF WORDS ?Use mon/simple words that consumers are familiar with使用消費(fèi)者熟悉的語(yǔ)言 Complicated words can make consumers feel stupid and/or lead to misunderstanding of the question. ? ie. 技術(shù)味很濃的專(zhuān)業(yè)術(shù)語(yǔ) QUESTIONNAIRE DESIGN ?How many pieces of white clothes did you wash the last time you did the laundry? ?How many pieces of coloreds did you wash the last time you did the laundry? ?So, how many pieces of clothes in total did you wash the last ti
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