Chapter 1 企業的研究方法概論.docVIP

Chapter 7 研究方法：調查法Survey Method Statistical survey is a method used to collect in a systematic way, information from a sample of individuals. Although most people are familiar with public opinion surveys that are reported in the press, most surveys are not public opinion polls (such as political polling), but are used for scientific purposes. Surveys provide important information for all kinds of research fields, e.g., marketing research, psychology, health professionals and sociology.[1] A survey may focus on different topics such as preferences (e.g., f or a presidential candidate) , behavior (smoking and drinking behavior), or factual information(e.g., income), depending on its purpose. Since survey research is always based on a sample of the population, the success of the research is dependent on the representatives of the population of concern (see also sampling (statistics)). Modes of Data Collection Telephone Mail Online surveys Personal in-home survey Personal mall intercept survey How to write good survey questions Rules for writing good questions are given in classical survey books such as Dillman (1978).[5] A summary of these rules was made by Ten Brink (1992).[6] Rule 1. Use correct spelling, punctuation and grammar style. Rule 2. Use specific questions. For example, “did you read a newspaper yesterday?”, instead of “did you read a newspaper?”. Rule 3. Use a short introduction to question of behaviors. In this way you cannot only refresh the memory of the respondent, but also explain what you mean with the concept you are using. For example, with wines, you may not only mean red or white wine, but liqueurs, cordials, sherries, tables wines and sparkling wines. Rule 4. Avoid the use of technical terms and jargon. An exception to this rule are questions that are made for a specific group of respondents, who regularly use jargon, e.g., doctors, lawyers and researchers. Rule 5. Avoid questions that do not have a single answer. For example, “do you like to w