市场调研问卷设计

QUESTIONNAIREDESIGN市场调研问卷设计QUESTIONNAIREDESIGNLogicalStepstoDevelopaGoodQuestionnairePlanwhattomeasure计划好测量什么Formulatequestionstoobtaintheneededinformation拟定为获取所需要信息而要提的问题Decideontheorderandwordingofquestionsandthelayoutofthequestionnaire决定问题的顺序和措辞，决定问卷布局Usingasample,testthequestionnaireforomissionsandambiguity试访（剔除太长和含糊的）Correcttheproblems(pretestagain,ifnecessary)最后的修改QUESTIONNAIREDESIGN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QUESTIONNAIREDESIGNQRDesignPlanningWhattoMeasure计划好测量什么Specifyresearchobjectivesandinformationtobecollected研究目的和要收集的信息RelevanceofthestudyTranslatingResearchObjectivesIntoInformationRequirements将研究目的转换成所需的信息QUESTIONNAIREDESIGNFormattingtheQuestionDecisiontobemaderegardingthedegreeoffreedomtobegiventotherespondentsinansweringthequestionsAlternatives选择的方法Openendedwithnoclassification没有任何答复类别的开放题问题Openendedwheretheinterviewerusesprecodedclassificationstorecordtheresponse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）Closeendedorstructuredformatinwhichaquestionorasupplementarycardpresentstheresponsestobeconsidered封闭式题QUESTIONNAIREDESIGNOpenEndedQuestionsOpenEndedQuestionsAreGoodfortheFollowingCircumstances以下情况适合用开放题Whentherearetoomanyresponsestobelisted,ortheycan‘tbeforeseen答案多，无法罗列，或不可预见Whenverbatimresponsesaredesiredtogivetheflavorofpeople‘sanswersortociteexamples需要逐字逐句记下被访者的答复以便充分了解人们的回答，或者报告里要引用被访者的语言QUESTIONNAIREDESIGNOpenEndedQuestions(Contd.)Advantages优点Widerangeofresponses回答广泛Responsesobtainedwithoutanyinfluence答案不受任何影响Freechoices自由选择Disadvantages缺点Articulatenessoftherespondentinpersonalinterview表述带有连接词Respondentsmayneglecttostatetheobviousanswers答案不明确Involvessubjectivejudgmentsduringsummarizationandarepronetoerror在总结时可能会引起主观判断错误Difficulttotrainandenforceinterviewersuniformityinquestioning,probingandrecording培训访问员提问，追问，记录的难度高Responsesrequirelongertimetoprocessbecauseofcoding编码耗时QUESTIONNAIREDESIGNClosed-endQuestionsThereAreTwoBasicFormatsforClosedEndedorStructuredQuestions封闭题目的2种基本格式Choicefromalistofresponses从列举的选项中选择Appropriatesingle-choiceratingonascale在量表范围中选择一个适合的QUESTIONNAIREDESIGN封闭题/半封闭题QUESTIONNAIREDESIGNClosed-endQuestions(Contd.)Advantages优点Easiertoanswer容易回答Requirelesseffortbytheinterviewer访问员操作轻松Tabulationandanalysisiseasier容易处理数据和分析Lesspotentialerrorinthewaythequestionisaskedandthewayitisrecorded不容易出错Theresponsesaredirectlycomparablefromrespondenttorespondent被访者间的答案可直接比较QUESTIONNAIREDESIGNClosed-endQuestions(Contd.)LimitationsofClosedResponseQuestions缺点Disagreementamongresearchersonthetypeofresponsesthatshouldbelisted不论是否认同的意见都要罗列出来Theanswertoaclosedresponsequestionwillbereceivednomatterhowrelevantorirrelevantthequestionisinthatcontext无论如何都要取得答案Maynotproducemeaningfulresults可能产生没有意义的答案QUESTIONNAIREDESIGNClosed-endQuestions(Contd.)LimitationsofClosedResponseQuestions(Contd.)缺点Goodquestionsarehardtodevelop好的问题不容易设计Providesfeweropportunitiesofselfexpression没有太多自我表达的机会Thelistofalternativeresponsesprovidesanswersthatmighthavenotbeenconsideredbytherespondentwhoarereluctanttoadmitignorance,andtherebyselectinga“reasonable”response因此，如果被调查者既有难以抉择的心理，也有可能对情况不了解，就应该提供中立答案和“不知道”QUESTIONNAIREDESIGNWORDINGINQUESTIONNAIRECareHastoBeTakenThat人性化考虑Isthevocabularysimple,direct,andfamiliartoallrespondents?言语简洁，直接，通俗Doanywordshavevagueorambiguousmeanings?是否有模糊的意思Areanyquestions“double-barreled”?一题多义Areanyquestionsleadingorloaded?诱导或者压力给被访者Aretheinstructionspotentiallyconfusing?指引混乱Isthequestionapplicabletoallrespondents?是否适合所有被访者Arethequestionsofappropriatelength?问题长度适合QUESTIONNAIREDESIGNCHOICEOFWORDSUsecommon/simplewordsthatconsumersarefamiliarwith使用消费者熟悉的语言Complicatedwordscanmakeconsumersfeelstupidand/orleadtomisunderstandingofthequestion.ie.技术味很浓的专业术语QUESTIONNAIREDESIGNHowmanypiecesofwhiteclothesdidyouwashthelasttimeyoudidthelaundry?Howmanypiecesofcoloredsdidyouwashthelasttimeyoudidthelaundry?So,howmanypiecesofclothesintotaldidyouwashthelasttimeyoudidthelaundry?Neveraskconsumerstodomath千万不要让消费者做算术题CHOICEOFWORDSQUESTIONNAIREDESIGNTotesttheproducts,Iwouldappreciateitifyou-andonlyyou-wouldusethemformesinceitisonlyyouropinioninwhichIaminterested.Useneutral/unbiasedwords使用中性/无歧义的措词Forexample,theword“test”isbiasing.Itcanbeascarywordtorespondents--Thisproductmaynotbesafe.What’swrongwithit?白老鼠？“专家委员会建议道，…你对此表示赞成还是反对？”“难道你不同意？”CHOICEOFWORDSQUESTIONNAIREDESIGNWheninterviewingprofessionals,avoidoversimplification访问专业人士时，不要太简单口语化Beconsistentinterminology保持术语的一致性CHOICEOFWORDSQUESTIONNAIREDESIGNPHRASINGOFQUESTIONS措词Howmanypiecesofbubblegumdidyoureatlastyear?时间太长，容易忘记Respondentscannotpossiblyrememberpreciselyhowmanypiecesofbubblegumtheyeatlastyear.Theanswertothisquestionislikelytobeveryinaccurate.QUESTIONNAIREDESIGNAvoidverylongquestions避免太长的问题Ifitistoolonganddrawnout,you’ll“lose”therespondent.Additionally,ifthequestioncontainsmultiplechoicealternatives,thelastalternativeismorelikelytobeselectedbytherespondent如果是多项选择，被访者可能选择最后的几个选项PHRASINGOFQUESTIONS措词QUESTIONNAIREDESIGNAtleastonceaweekOnceevery1to2weeksOnceevery2to4weeksOnceevery1to3monthsOnceevery3