【正文】 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 time you did the laundry? ?Never ask consumers to do math ?千萬不要讓消費者做算術(shù)題 CHOICE OF WORDS QUESTIONNAIRE DESIGN ?To test the products, I would appreciate it if you and only you would use them for me since it is only your opinion in which I am interested. ?Use neutral/unbiased words使用中性 /無歧義的措詞 For example, the word “ test” is biasing. It can be a scary word to respondents This product may not be safe. What’ s wrong with it?白老鼠？ ?“專家委員會建議道， … 你對此表示贊成還是反對？” ?“難道你不同意？” CHOICE OF WORDS QUESTIONNAIRE DESIGN ?When interviewing professionals, avoid oversimplification訪問專業(yè)人士時，不要太簡單口語化 ?Be consistent in terminology保持術(shù)語的一致性 CHOICE OF WORDS QUESTIONNAIRE DESIGN PHRASING OF QUESTIONS措詞 ?How many pieces of bubble gum did your eat last year? 時間太長，容易忘記 ? Respondents can not possibly remember precisely how many pieces of bubble gum they eat last year. The answer to this question is likely to be very inaccurate. QUESTIONNAIRE DESIGN ?Avoid very long questions避免太長的問題 ?If it is too long and drawn out, you’ ll “ lose” the respondent. Additionally, if the question contains multiple choice alternatives, the last alternative is more likely to be selected by the respondent如果是多項選擇，被訪者可能選擇最后的幾個選項 PHRASING OF QUESTIONS措詞 QUESTIONNAIRE DESIGN At least once a week Once every 1 to 2 weeks Once every 2 to 4 weeks Once every 1 to 3 months Once every 3 to 6 months Once every 6 to 12 months Once a year or less often Never ?Multiple choice questions should: contain all alternatives包括多個選項 options must not overlap/must be mutually exclusive選項不能重疊 QUESTIONNAIRE DESIGN Mutually exclusive choices: Once a week or more often Once every 2 to 3 weeks Once a month/every 4 weeks Once every 2 to 3 months Once every 4 to 6 months Once or twice a year Less often than once a year Never QUESTIONNAIRE DESIGN “ Do you think protein and vitamin are good for your health, or not?” “ Do the sales offer you a test driving and give you enough time on purchase decision making?” ?Double barreled questions should be rephrased into separate questions一題多義應(yīng)拆分為兩題 PHRASING OF QUESTIONS措詞 QUESTIONNAIRE DESIGN PHRASING OF QUESTIONS Would you not say Bigbabol is better than Tata piece? ?Don’ t lead the witness!不要誘導(dǎo) ?Clearly, this question suggests the answer or reveals the interviewer’ s opinion. QUESTIONNAIRE DESIGN PHRASING OF QUESTIONS ?Respondents’ choices must also be collectively exhaustive. 選項完整 Give respondents all possible choices! Collectively exhaustive choices: None 1 2 times 3 4 times 5 6 times 7 or more times QUESTIONNAIRE DESIGN ? Should we raise prices to maintain the quality of produce, or should we keep them about the same? ?Do not leave out certain 問中不要設(shè)一定的選項 ?Do not justify and/or endorse one or more alternatives PHRASING OF QUESTIONS QUESTIONNAIRE DESIGN ?Attributes for rating should: be expressed in the positive (even negative attributes)功能句子表述應(yīng)該是正向的 e