武汉理工大学汽车营销与策划英文课件chapter7 Questionnaire Design.pptVIP

武汉理工大学汽车营销与策划英文课件chapter7 Questionnaire Design.ppt

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Questionnaire Design In this chapter, we focus on 3 parts: 1. Why is Questionnaire Design Important? 2. General Guidelines 3. Steps in Designing a Questionnaire 1 1 1 3. Steps in Designing a Questionnaire Identify information needed Determine data collection method Plan major sections Write the questions for each section Establish flow layout Review against research questions and Revise 3.2 Determine data collection method Are the Data Obtainable? How Do You Find Out ? How Do You Collect Your Data? Major Parts in Order Survey Title Brief introduction (in cover letter if mailing) Identify yourself/organization General purpose of questionnaire Request for participation – appeals, incentives Estimate of how long it will take Basic Instructions (who should complete, by when, how to return) Voluntary; Promise of confidentiality or anonymity Screening questions Questionnaire questions Demographic questions Closing (thank respondent) 3.4 Write the questions for each section Ask one question at a time (no double-barreled) Are you satisfied with the prices and selection of items in this store? Use simple words – avoid jargon technical terms, define acronyms Avoid ambiguity--Clarify what, where, when, why, who Provide definitions, in response or embedded in question - How far in advance do you plan for short trips (less than 6 days) and for long trips (6+ days)? Don’t ask leading or loaded questions/Avoid providing examples that can bias Do you prefer your hamburgers flame-broiled over an open fire or fried on a metal surface? 3.4.3 Questions Type 3.4.3 Questions Type 3.4.3 Questions Type 3.4.3 Questions Type 3.5 Establish flow layout Establish rapport, logical ordering of topics Easy questions first General to specific sequence Save sensitive, threatening topics for later, personal info (demographics) last Use transition statements for major sections, esp. in longer questi

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