市场调查中的测量 Measurement.pptVIP

Noncomparative Rating Scales format that requires a judgment without reference to another object, person, or concept Comparative Rating Scales format that requires a judgment comparing one object, person, or concept against another on the scale Define concepts to be measured Define attributes of the concepts Select scale of measurement (data type) Generate Items/Questions Wording Response format Layout and design questionnaire Pretest and refine Major Issues What should be included? Comes from objectives, construct definitions, and associated attributes How should questions be phrased? In what sequence should questions be arranged? What layout will best serve the research objectives? Open-ended vs. Closed-ended Simple dichotomous vs. Multi-choice A place for every respondent but only one place (Exhaustive and Mutually Exclusive) Range of choices needs to be consistent with the sample (ex. income categories for students vs. professionals) How to handle “no opinion” or “not applicable” respondents? Do you need odd or even number of choices? Use simple language that is consistent with your population Be as specific as possible Avoid leading and loaded questions Avoid double-barreled questions Ex. How would you rate our company’s service, selection of products, and prices? Avoid questions that are too difficult to answer Always begin with simple, non-offensive questions and get more complex as you move along. Funneling technique Pay attention to whether certain questions are relevant for every respondent or only some Use branching or filter questions appropriately Give clear instructions for completing questionnaire Use appropriate fonts and white space to avoid crowding The following links will provide you copies of questionnaires that have been developed and used in this class before. Madison Resident Survey /wrenb/mkt343/madison.final.doc University Fitness Center /wrenb/mkt343/ufc.doc Graduating Students Survey /wrenb/mkt343/graduating student survey.doc Panoply