市场调研问卷设计专项培训(56页)讲解.pptVIP

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 omissions 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 Objectives 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 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 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 single-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 responses 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 matter 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