某著名咨询公司市场调研培训资料 III.pptVIP

-*- OUTLINE THE STRUCTURE OF YOUR SURVEY Demographics--5% General Background--30% Hypothesis Testing--45% Classification--20% Age and home ownership General attitudes Behavior Description/Problem Assessment Awareness/Usage/Familiarity Decision Drivers Satisfaction Reasons for Usage/Drivers of Dissatisfaction/Concept Evaluation Demographics/Lifestyle -*- ASSIGN TIMES TO EACH SECTION Demographics--5% General Background--30% Hypothesis Testing--45% Classification--20% 1 minute 6 minutes 9 minutes 4 minutes TOTAL TIME = 20 MINUTES -*- Questions generally have three to four parts Introduction statement Only necessary when delving into a new issue, or beginning a different form of question. An introduction provides a transition between changing sections. Task explanation a description of what the respondent will be doing. Response context a scale, or other tool, with which to base the response. Explicit instructions for either the respondent or interviewer, such as “circle a number,” “write a number on the space provided,” “accept only one answer,” or “check all that apply.” The next section is about your how you spend your leisure time. We will be asking you how much you agree or disagree with a series of statements. Please indicate your agreement using the following scale where a ‘1’ indicates you “Strongly Disagree,” a ‘2’ indicates you “Disagree,” ‘3’ indicates you “Agree,” and a ‘4’ indicates you “Strongly Agree.” Please write a number on the spaces next to each statement. DETERMINE YOUR QUESTION STRUCTURE -*- FOUR RESPONSE TYPES CATEGORY SELECTION Approximately, what was your household income before taxes in 1998? (Please select one) o Less than $35,000 o $35,001 to $74,999 o $75,000 to $99,999 o $100,000+ RANKINGS Please rank the following brands in order of preference. Your most favorite brand should be given a ranking of 1 and your least favorite brand should be given a ranking of 4. (Please write a number i