市場調(diào)研問卷設計(編輯修改稿)
2025-02-01 22:49 本頁面
【文章內(nèi)容簡介】 est driving and give you enough time on purchase decision making?” ?Double barreled questions should be rephrased into separate questions一題多義應拆分為兩題 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 ?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)功能句子表述應該是正向的 eg: cap is easy to open/not difficult to open not be expressed in parative mode不要設沒有參照物的比較方式 eg: the copy is better, price is cheaper PHRASING OF QUESTIONS QUESTIONNAIRE DESIGN PHRASING OF QUESTIONS ?Opening questions should be easy and nonthreatening. 開放題容易和無威脅的 Establishes rapport with respondent. Sensitive and difficult questions might result in respondent ending the interview. QUESTIONNAIRE DESIGN Common principles for ALL points on ALL scales ? Complete list of answers完整選項 ? Choices must be unique/not overlap答案單一，無重疊 ? Meaningful discriminations/ distinctions between points/within context界點間可判別，有意義 ? Points must be understood界點可理解 SCALES量表 QUESTIONNAIRE DESIGN SCALES ?Another way to look at scale differences: Balanced:平衡 Unbalanced:不平衡 Purchase Intent購買意向 Liking scale喜歡程度 Price Value Scale物有所值 New and different scale 與眾不同 ?Balanced:平衡 Balanced in wording/words/intent措詞平衡 Distance between points same/equal界點等距 ?Unbalanced:不平衡 Encourages those who would not ordinarily choose to select one of the mild alternatives 鼓勵那些不習慣給出傾向的人們作出選擇 QUESTIONNAIRE DESIGN SCALES ?There are times when you will purposely use an unbalanced scale. Unbalanced: Balanced: Excellent Very good Very good Good Good Fair Fair Poor Poor Very poor QUESTIONNAIRE DESIGN ?Understand the implication of odd Vs. even numbers of choices奇偶數(shù)選項的含義 ?A scale with an odd number of choices allows for a neutral option. An even numbered scale forces “ fence sitters” to take a stand奇數(shù)項允許中立，但偶數(shù)項則必須作出傾向選擇 Odd: Even: Strongly Agree Strongly Agree Agree Agree Neutral Disagree Disagree Strongly disagree Strongly Disagree SCALES QUESTIONNAIRE DESIGN ?When designing scales, consider carefully the number of scale points. 認真考慮量表的數(shù)量 ?If it’ s a phone recall, the shorter the better. Long scales are hard to read and harder still for the respondent to ，越少選項越好 ?Numeric scales (such as the HPT 9 point +4 to 4 scal
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