【正文】 plication 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 scale) can acmodate more 更多選擇 ?With word scales, try not to exceed 7 表，不要超過 7個選項 ?Ask yourself are you making meaningful distinctions? SCALES QUESTIONNAIRE DESIGN 例 1：請問您在過去的三個月內(nèi) ， 有沒有去過超市購物呢 ？ 有 ……………………… 1 沒有 …………………… 2 這種選項是量表嗎？ 例 2：當您選擇冰箱時，請將下列性能按重要性順序填上 16 _________經(jīng)久耐用 _________無噪聲 _________省電 _________價格便宜 _________容量大 _________名牌 QUESTIONNAIRE DESIGN ?QA，以下屬于哪類量表？ 例 1： 非常好 /很好 /好 /一般 /不好 例 2： 完全同意 /有點同意 /即不是同意也不是不同意 /有點不同意 /完全不同意 例 3： 適合 10 9 8 7 6 5 4 3 2 1 不適合 ? QA，以下題目的量表通常是什么形式的？ 例：您的家庭平均每個月收入是 _______元人民幣。 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開始題目應該容易和不敏感的 ?The questionnaire should flow smoothly and logically from one topic to the next題目間過渡要流暢 ?Proceed from broad general questions to the more specific先廣泛問題 ， 再到具體問題 QUESTIONNAIRE DESIGN QUESTION SEQUENCE Example: Standard Product test questioning標準的產(chǎn)品口味測試題目 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 購買興趣問題之前提問的問題 “非常感興趣 ”的比例 (%) 1. 沒有問任何問題 2. 只問了產(chǎn)品優(yōu)點 3. 只問了產(chǎn)品的缺點 4. 優(yōu)缺點都問了 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完成一個主題（部分）的所有問題后才到下一主題（部分） QUESTIONNAIRE DESIGN QUESTION SEQUENCE ?On Product tests, ask dislikes before ，先問不喜歡，再問喜歡 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消費者對免費產(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)品沒有賣點，最好就不要提了 4) If just said all