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1、ExploringMarketingResearchWilliamG Zikmund Chapter15 QuestionnaireDesign 天马行空官方博客 Itisnoteveryquestionthatdeservesananswer PubliusSyrus Roman 1stcenturyB C Copyright 2000Harcourt Inc Allrightsreserved Aquestionnaireisonlyasgoodasthequestionsitasks Copyright 2000Harcourt Inc Allrightsreserved AGoodQu
2、estionnaireAppears AseasytocomposeasagoodpoemBut itisusuallytheresultoflong painstakingwork Copyright 2000Harcourt Inc Allrightsreserved TheMajorDecisionsinQuestionnaireDesign 1 Whatshouldbeasked 2 Howshouldeachquestionbephrased 3 Inwhatsequenceshouldthequestionsbearranged 4 Whatquestionnairelayoutw
3、illbestservetheresearchobjectives 5 Howshouldthequestionnairebepretested Doesthequestionnaireneedtoberevised Copyright 2000Harcourt Inc Allrightsreserved WhatShouldBeAsked QuestionnaireRelevanceQuestionnaireAccuracy Copyright 2000Harcourt Inc Allrightsreserved PhrasingQuestions Open EndedQuestionsFi
4、xed AlternativeQuestions Copyright 2000Harcourt Inc Allrightsreserved StructuredUnstructured UndisguisedDisguised ClassifyingSurveysbyDegreeofStructureandDegreeofDisguise Copyright 2000Harcourt Inc Allrightsreserved DevelopingaQuestionnaire NoHardandFastRulesOnlyGuidelines Copyright 2000Harcourt Inc
5、 Allrightsreserved AvoidComplexity usesimple conversationallanguageAvoidleadingandloadedquestionsAvoidambiguity beasspecificaspossibleAvoiddouble barreleditemsAvoidmakingassumptionsAvoidburdensomequestions Copyright 2000Harcourt Inc Allrightsreserved 1 Doyoubelievethatprivatecitizenshavetherighttoow
6、nfirearmstodefendthemselves theirfamilies andpropertyfromviolentcriminalattack YesNoUndecided Copyright 2000Harcourt Inc Allrightsreserved 2 Doyoubelievethatabanontheprivateownershipoffirearmswouldbesignificantlyreducethenumberofmurdersandrobberiesinyourcommunity YesNoUndecided Copyright 2000Harcour
7、t Inc Allrightsreserved 1a Howmanyyearshaveyoubeenplayingtennisonaregularbasis Numberofyears b Whatisyourlevelofplay Novice 1Advanced 4LowerIntermediate 2Expert 5UpperIntermediate 3TeachingPro 6c Inthelast12months hasyourlevelofplayimproved remainedthesameordecreased Improved 1Decreased 3Remainedthe
8、same 2 Copyright 2000Harcourt Inc Allrightsreserved 2a Doyoubelongtoaclubwithtennisfacilities Yes 1No 2b Howmanypeopleinyourhousehold includingyourself playtennis Numberwhoplaytennis 3a Whydoyouplaytennis Please X allthatapply Tohavefun 1Tostayfit 2Tobewithfriends 3Toimprovemygame 4Tocompete 5Towin
9、6b Inthepast12months haveyoupurchasedanytennisinstructionalbooksorvideotapes Yes 1No 2 Copyright 2000Harcourt Inc Allrightsreserved DearPassenger AmericanAirlinesispleasedtohaveyouonboardtoday Tohelpusprovidethebestservicepossible weneedtoknowmoreaboutyouandyouropinionsofourservice Ifyouareover11yea
10、rsold wewouldappreciateitifyouwouldcompletethisquestionnaire Yourflightattendantwillpickupyourcompletedquestionnaireshortly Thankyou Copyright 2000Harcourt Inc Allrightsreserved 1 Pleaseindicate Flightnumber Date 2a Atthecitywhereyouboardedthisparticularplane didyoumakeaconnectionfromanotherflight Y
11、es fromAmerican 1Yes fromOtherAirline 2No 3b Didyouboardthisplaneattheairportfromwhichitjusttookoff orwereyouathroughpassengerforwhichthatwasanintermediatestop Boardedhere 1Throughpassenger 23 HowwouldyouratetheoverallservicefromAmericanforthisflight allthingsconsidered fromyourarrivalattheairportte
12、rminaluntilnow ExcellentGoodFairPoorOverallService 1234 Copyright 2000Harcourt Inc Allrightsreserved 4 Pleaserateeachofthefollowingwithregardtothisflight ifapplicable ExcellentGoodFairPoor1234 CourtesyandTreatmentfromthe Skycapatairport AirportTicketCounterAgent BoardingPoint Gate Agent FlightAttend
13、ants YourMealorSnack BeverageService SeatComfort Carry OnStowageSpace CabinCleanliness Video StereoEntertainment On TimeDeparture Copyright 2000Harcourt Inc Allrightsreserved QuestionnaireDesign QuestionSequenceOrderBiasFunnelTechniqueFilterBiasQuestionLayout Copyright 2000Harcourt Inc Allrightsrese
14、rved PretestingisImportant Copyright 2000Harcourt Inc Allrightsreserved PreliminaryConsiderationsforQuestionnaireConstruction 1 Exactlywhatinformationisrequired 2 Exactlywhoareappropriatetargetrespondents Whatdatacollectionmethodwillbeusedtosurveyrespondents Copyright 2000Harcourt Inc Allrightsreser
15、ved GuidelinesforDevisingaGoodQuestionnaire 1 Writespecificquestionsonlyafteryouhavethoroughlythoughtthroughyourresearchquestions Writetheresearchquestionsdown 2 Whenyouareworkingonthequestionnaire constantlyrefertoyourresearchquestions 3 Foreachquestionyouwrite explainhowtheinformationobtainedfromr
16、esponseswillhelpinansweringyourresearchquestions Copyright 2000Harcourt Inc Allrightsreserved PrinciplesofDevelopingQuestions Beclearandprecise Responsechoicesshouldnotoverlap Usenaturalandfamiliarlanguage Donotusewordsorphrasesthatshowbias Avoiddouble barreledquestions Stateexplicitalternatives Questionsshouldmeetcriteriaofvalidityandreliability Copyright 2000Harcourt Inc Allrightsreserved
