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1、,市场调研问卷设计,Logical Steps to Develop a Good Questionnaire,Plan what to measure计划好测量什么 Formulate questions to obtain the needed information拟定为获取所需要信息而要提的问题 Decide on the order and wording of questions and the layout of the questionnaire决定问题的顺序和措辞，决定问卷布局 Using a sample, test the questionnaire for omissi
2、ons and ambiguity试访（剔除太长和含糊的） Correct the problems (pretest again, if necessary)最后的修改,问卷设计中的普通问题 题目顺序不合理 容易引起被访者理解上的歧义 题目措词差 问卷太长 没有给出完整的选项等,QR Design,Planning What to Measure计划好测量什么 Specify research objectives and information to be collected 研究目的和要收集的信息 Relevance of the study Translating Research O
3、bjectives Into Information Requirements将研究目的转换成所需的信息,Formatting the Question,Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions Alternatives 选择的方法 Open ended with no classification没有任何答复类别的开放题问题 Open ended where the interviewer uses precoded
4、 classifications to record the response开放题问题，访问员可以使用预先编码分类的答案记录（半开放题） Close ended or structured format in which a question or a supplementary card presents the responses to be considered封闭式题,Open Ended Questions,Open Ended Questions Are Good for the Following Circumstances以下情况适合用开放题 When there are t
5、oo many responses to be listed, or they cant be foreseen 答案多，无法罗列，或不可预见 When verbatim responses are desired to give the flavor of peoples answers or to cite examples 需要逐字逐句记下被访者的答复以便充分了解人们的回答，或者报告里要引用被访者的语言,Open Ended Questions (Contd.),Advantages优点 Wide range of responses回答广泛 Responses obtained wit
6、hout any influence答案不受任何影响 Free choices自由选择 Disadvantages缺点 Articulateness of the respondent in personal interview表述带有连接词 Respondents may neglect to state the obvious answers答案不明确 Involves subjective judgments during summarization and are prone to error在总结时可能会引起主观判断错误 Difficult to train and enforce
7、interviewers uniformity in questioning, probing and recording培训访问员提问，追问，记录的难度高 Responses require longer time to process because of coding编码耗时,Closed-end Questions,There Are Two Basic Formats for Closed Ended or Structured Questions封闭题目的2种基本格式 Choice from a list of responses从列举的选项中选择 Appropriate sing
8、le-choice rating on a scale在量表范围中选择一个适合的,封闭题/半封闭题,Closed-end Questions (Contd.),Advantages优点 Easier to answer容易回答 Require less effort by the interviewer访问员操作轻松 Tabulation and analysis is easier容易处理数据和分析 Less potential error in the way the question is asked and the way it is recorded不容易出错 The respons
9、es are directly comparable from respondent to respondent被访者间的答案可直接比较,Closed-end Questions (Contd.),Limitations of Closed Response Questions缺点 Disagreement among researchers on the type of responses that should be listed不论是否认同的意见都要罗列出来 The answer to a closed response question will be received no matt
10、er how relevant or irrelevant the question is in that context无论如何都要取得答案 May not produce meaningful results可能产生没有意义的答案,Closed-end Questions (Contd.),Limitations of Closed Response Questions (Contd.) 缺点 Good questions are hard to develop好的问题不容易设计 Provides fewer opportunities of self expression没有太多自我表达
11、的机会 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，如果被调查者既有难以抉择的心理，也有可能对情况不了解，就应该提供中立答案和“不知道”,WORDING IN QUESTIONNAIRE,Care Has to Be Taken That人性化考虑 Is th
12、e vocabulary simple, direct, and familiar to all respondents?言语简洁，直接，通俗 Do any words have vague or ambiguous meanings?是否有模糊的意思 Are any questions “ double-barreled”?一题多义 Are any questions leading or loaded?诱导或者压力给被访者 Are the instructions potentially confusing?指引混乱 Is the question applicable to all re
13、spondents?是否适合所有被访者 Are the questions of appropriate length?问题长度适合,CHOICE OF WORDS,Use common/simple words that consumers are familiar with使用消费者熟悉的语言 Complicated words can make consumers feel stupid and/or lead to misunderstanding of the question. ie. 技术味很浓的专业术语,How many pieces of white clothes did
14、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 千万不要让消费者做算术题,CHOICE OF WORDS,To test the products, I would ap
15、preciate 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/无歧义的措词 For example, the word “test” is biasing. It can be a scary word to respondents - This product may not be safe. Whats wrong with it?白老鼠？ “专家委员会建议道，你对此
16、表示赞成还是反对？” “难道你不同意？”,CHOICE OF WORDS,When interviewing professionals, avoid oversimplification访问专业人士时，不要太简单口语化 Be consistent in terminology保持术语的一致性,CHOICE OF WORDS,PHRASING OF QUESTIONS措词,How many pieces of bubble gum did your eat last year? 时间太长，容易忘记 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.,Avoid very long ques
