中山大学吴柏林教授 研究生课程“营销管理”绝密资料_CH18.pptVIP

Exploring Marketing ResearchWilliam G. Zikmund Chapter 18: Fieldwork Fieldworker Who Conducts Fieldwork? In-House Training Making Initial Contact and Securing the Interview “Good afternoon, my name is…” Foot-in-the-door Door-in-the-face Asking the Questions Exactly as worded Read slowly Questions in the proper order Ask every question Repeat questions that are not understood Probing Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully Probes enlarge and clarify Probing Tactics Recording the Response Terminating the Int