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2025-01-12 22:49 本頁(yè)面
【正文】 2023年 1月 下午 9時(shí) 23分 :23January 31, 2023 ? 1業(yè)余生活要有意義，不要越軌。 21:23:5621:23:5621:23Tuesday, January 31, 2023 ? 1知人者智，自知者明。 下午 9時(shí) 23分 56秒 下午 9時(shí) 23分 21:23: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 1月 31日星期二 下午 9時(shí) 23分 56秒 21:23: ? 1楚塞三湘接，荊門(mén)九派通。 21:23:5621:23:5621:231/31/2023 9:23:56 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 2023年 1月 下午 9時(shí) 23分 :23January 31, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 21:23:5621:23:5621:23Tuesday, January 31, 2023 ? 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 QUESTIONNAIRE DESIGN QUESTION SEQUENCE 題目順序 ?Sequence must address the intent/ purpose of study順序符合研究的目的 ?Open with an easy and non threatening question開(kāi)始題目應(yīng)該容易和不敏感的 ?The questionnaire should flow smoothly and logically from one topic to the next題目間過(guò)渡要流暢 ?Proceed from broad general questions to the more specific先廣泛?jiǎn)栴} ， 再到具體問(wèn)題 QUESTIONNAIRE DESIGN QUESTION SEQUENCE Example: Standard Product test questioning標(biāo)準(zhǔn)的產(chǎn)品口味測(cè)試題目 Overall Rating (why the first question?) Likes and Dislikes Attribute Ratings Direct Questions about the product Background questions ?Use the funnel approach when ordering questions General to Specific QUESTIONNAIRE DESIGN QUESTION SEQUENCE 購(gòu)買(mǎi)興趣問(wèn)題之前提問(wèn)的問(wèn)題 “非常感興趣 ”的比例 (%) 1. 沒(méi)有問(wèn)任何問(wèn)題 2. 只問(wèn)了產(chǎn)品優(yōu)點(diǎn) 3. 只問(wèn)了產(chǎn)品的缺點(diǎn) 4. 優(yōu)缺點(diǎn)都問(wèn)了 Data Source:Edwin J. Gross, “ The Effect of Question Sequence on Measures of Buying Interest” QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?Order questions from most important to least important最重要在先，次要的在后 ?Because some respondents will end the interview before pleting, you want to be sure that you have gathered the most important information. QUESTIONNAIRE DESIGN ?Demographic questions should be at the end of the interview, except when required for screening. 背景資料放后，除非是甄別部分需要 These are sensitive for some respondents to answer. QUESTION SEQUENCE QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?Complete all questions on a topic before moving to a new topic完成一個(gè)主題（部分）的所有問(wèn)題后才到下一主題（部分） QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?On Product tests, ask dislikes before ，先問(wèn)不喜歡，再問(wèn)喜歡 There are several reasons for this: 1) In minimizing risk, the most important thing is to identify the negatives of the 2) Respondents are already positively predisposed free product消費(fèi)者對(duì)免費(fèi)產(chǎn)品持肯定傾向 3) If you do not have something nice to say do not say anything at all… 產(chǎn)品沒(méi)有賣(mài)點(diǎn)，最好就不要提了 4) If just said all positive things, might be hesitant to say anything QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?In PG’ s Product test, ask dislike first, but in Concept/Concept Use tests, ask likes before ，則次序相反 ?Why? QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?Topics should be ordered logically. Use transitional statements to smooth out abrupt shifts in 渡句 ie. When shifting to demographics... “ The next few questions are used to divide the interviews into groups...” QUESTIONNAIRE DESIGN ?Be conscious of order bias意識(shí)到順序引起的偏差 Answers to a question can be affected dramatically by the questions that preceded it.當(dāng)題答案可能受前面題目的影響明顯 Consider rotating lists of attributes (from front to back or randomly) to reduce order 句子循環(huán) Put yourself in the respondents’ position as you review the questionnaire for possible order QUESTION SEQUENCE QUESTIONNAIRE DESIGN ?Use flow charting to make sure the interview makes
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