市場調(diào)研問卷設(shè)計(jì)-文庫吧資料
2025-01-18 22:49本頁面
【正文】 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 ?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)同的意見都要羅列出來 ? The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context無論如何都要取得答案 ? May not produce meaningful results可能產(chǎn)生沒有意義的答案 QUESTIONNAIRE DESIGN Closedend Questions (Contd.) Limitations of Closed Response Questions (Contd.) 缺點(diǎn) ? Good questions are hard to develop好的問題不容易設(shè)計(jì) ? Provides fewer opportunities of self expression沒有太多自我表達(dá)的機(jī)會 ? 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?言語簡潔 ， 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?問題長度適合 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)味很濃的專業(yè)術(shù)語 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 time you did the laundry? ?Never ask consumers to do math ?千萬不要讓消費(fèi)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(xiàng)選擇，被訪者可能選擇最后的幾個選項(xiàng) PHRASING OF QUESTIONS措詞 QUESTIONNAIRE DESIGN
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1