市场营销课件15-questionnaire design.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 15: Questionnaire Design “It is not every question that deserves an answer.”Publius Syrus(Roman,1st century B.C.) A questionnaire is only as good as the questions it asks A Good Questionnaire Appears As easy to compose as a good poem But, it is usually the result of long, painstaking work What Should Be Asked? Questionnaire Relevance Questionnaire Accuracy Phrasing Questions Open-Ended Questions Fixed-Alternative Questions Developing a Questionnaire No Hard and Fast Rules Only Guidelines Questionnaire Design Question Sequence Ord