市場(chǎng)調(diào)查方法(英文版)第十一章(編輯修改稿)
2025-01-26 23:11 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 before specific questions in order to obtain unbiased responses. ? Filter question ? A question that screens out respondents who are not qualified to answer a second question. ? Pivot question ? A filter question used to determine which version of a second question will be asked. 12 169。 2023 Thomson/SouthWestern. All rights reserved. What Is the Best Question Sequence? (cont’d) ? Factors Influencing the Sequencing Questions (cont’d) ? Anchoring effect ? The first concept measured tends to bee a parison point from which subsequent evaluations are made. ? Randomization of items on a questionnaire susceptible to the anchoring effect helps minimize order bias. ? Order of alternatives on closed questions ? The order of choices should be rotated if producing alternative forms of the questionnaire is possible. 13 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Flow of Questions to Determine the Level of Prompting Required to Stimulate Recall Source: “General Foods Corporation: Tang Instant Breakfast Drink (B),” 169。 1978 F. Stewart DeBruicker and Harvey N. Singer, The Wharton School, University of Pennsylvania. Reprinted with permission. 14 169。 2023 Thomson/SouthWestern. All rights reserved. What Is the Best Layout? ? Traditional Questionnaires ? Multiplegrid question ? Several similar questions arranged in a grid format. ? The title of a questionnaire should be phrased carefully: ? To capture the respondent’s interest, underline the importance of the research ? Emphasize the interesting nature of the study ? Appeal to the respondent’s ego ? Emphasize the confidential nature of the study ? To not bias the respondent in the same way that a leading question might 15 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Layout of a Page from a Telephone Questionnaire 16 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Telephone Questionnaire with Skip Questions 17 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Personal Interview Questionnaire 18 169。 2023 Thomson/SouthWestern. All rights reserved. EXHIBIT Example of a Skip Question 19 169。 2023 Thomson/SouthWestern. All rights reserved. Inter Questionnaire Layout ? Graphical User Interface (GUI) Software ? The researcher can control the background, colors, fonts, and other features displayed on the screen so as to create an attractive and easytouse interface between the user and the Inter survey. ? Layout Issues ? Paging by going from screen to screen ? Scrolling layout gives the respondent the ability to scroll down 20 169。 2023 Thomson/SouthWestern. All rights reserved. Inter Questionnaire Layout (cont’d) ? Push Button ? A small outlined area, such as a rectangle or an arrow, that the respondent clicks on
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