市場(chǎng)調(diào)研問(wèn)卷設(shè)計(jì)-展示頁(yè)
2025-01-20 22:49本頁(yè)面
【正文】 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(gè)選項(xiàng) options must not overlap/must be mutually exclusive選項(xiàng)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(xiàng)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(wèn)中不要設(shè)一定的選項(xiàng) ?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 eg: cap is easy to open/not difficult to open not be expressed in parative mode不要設(shè)沒(méi)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(wú)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(xiàng) ? Choices must be unique/not overlap答案單一，無(wú)重疊 ? Meaningful discriminations/ distinctions between points/within context界點(diǎn)間可判別，有意義 ? Points must be understood界點(diǎn)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(gòu)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(diǎn)等距 ?Unbalanced:不平衡 Encourages those who would not ordinarily choose to select one of the mild alternatives 鼓勵(lì)那些不習(xí)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 im
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