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PowerPointPresentationbyCharlieCookTheUniversityofWestAlabamaWilliamG.ZikmundBarryJ.BabinPart3Measurement3rdEdition©2007Thomson/South-Western.Allrightsreserved.Chapter11QuestionnaireDesign©2007Thomson/South-Western.Allrightsreserved.11–2LEARNINGOUTCOMES1.Explainthesignificanceofdecisionsaboutquestionnairedesignandwording2.Definealternativesforwordingopen-endedandfixed-alternativequestions3.Summarizeguidelinesforquestionsthatavoidmistakesinquestionnairedesign4.Describehowthepropersequenceofquestionsmayimproveaquestionnaire5.Discusshowtodesignaquestionnairelayout6.DescribecriteriaforpretestingandrevisingaquestionnaireandforadaptingittoglobalmarketsAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.11–3QuestionnaireQualityandDesign:BasicConsiderations•Questionnairedesignisoneofthemostcriticalstagesinthesurveyresearchprocess.Aquestionnaire(survey)isonlyasgoodasthequestionsitasks—askabadquestion,getbadresults.Composingagoodquestionnaireappearseasybut,itisusuallytheresultoflong,painstakingwork.Thequestionsmustmeetthebasiccriteriaofrelevanceandaccuracy.©2007Thomson/South-Western.Allrightsreserved.11–4DecisionsinQuestionnaireDesign1.Whatshouldbeasked?2.Howshouldeachquestionbephrased?3.Inwhatsequenceshouldthequestionsbearranged?4.Whatquestionnairelayoutwillbestservetheresearchobjectives?5.Howshouldthequestionnairebepretested?6.Doesthequestionnaireneedtoberevised?©2007Thomson/South-Western.Allrightsreserved.11–5WhatShouldBeAsked?•QuestionnaireRelevancyAllinformationcollectedshouldaddressaresearchquestioninhelpingthedecisionmakerinsolvingthecurrentmarketingproblem.•QuestionnaireAccuracyIncreasingthereliabilityandvalidityofrespondentinformationrequiresthat:Questionnairesshouldusesimple,understandable,unbiased,unambiguous,andnonirritatingwords.Questionnairedesignshouldfacilitaterecallandmotivaterespondentstocooperate.Properquestionwordingandsequencingtoavoidconfusionandbiasedanswers.©2007Thomson/South-Western.Allrightsreserved.11–6HowShouldQuestionsBePhrased?•Open-endedResponseQuestionsPosesomeproblemandaskrespondentstoanswerintheirownwords.Advantages:Aremostbeneficialinexploratoryresearch,especiallywhentherangeofresponsesisnotknown.Mayrevealunanticipatedreactionstowardtheproduct.Aregoodfirstquestionsbecausetheyallowrespondentstowarmuptothequestioningprocess.Disadvantages:Highcostofadministeringopen-endedresponsequestionsThepossibilitythatinterviewerbiaswillinfluencetheanswerBiasintroducedbyarticulateindividuals’longeranswers©2007Thomson/South-Western.Allrightsreserved.11–7HowShouldQuestionsBePhrased?(cont’d)•Fixed-alternativeQuestionsQuestionsinwhichrespondentsaregivenspecific,limited-alternativeresponsesandaskedtochoosetheoneclosesttotheirownviewpoint.Advantages:RequirelessinterviewerskillTakelesstimetoanswerAreeasierfortherespondenttoanswerProvidescomparabilityofanswersDisadvantages:LackofrangeintheresponsealternativesTendencyofrespondentstochooseconvenientalternative©2007Thomson/South-Western.Allrightsreserved.11–8TypesofFixed-AlternativeQuestions•Simple-dichotomy(dichotomousalternative)QuestionRequirestherespondenttochooseoneoftwoalternatives(e.g.,yesorno).•Determinant-choiceQuestionRequirestherespondenttochooseoneresponsefromamongmultiplealternatives(e.g.,A,B,orC).•Frequency-determinationQuestionAsksforanansweraboutgeneralfrequencyofoccurrence(e.g.,often,occasionally,ornever).•ChecklistQuestionAllowstherespondenttoprovidemultipleanswerstoasinglequestionbycheckingoffitems.©2007Thomson/South-Western.Allrightsreserved.11–9PhrasingQuestionsforSelf-Administered,Telephone,andPersonalInterviewSurveys•InfluencesonQuestionPhrasing:Themeansofdatacollection—telephoneinterview,personalinterview,self-administeredquestionnaire—willinfluencethequestionformatandquestionphrasing.Questionsformail,Internet,andtelephonesurveysmustbelesscomplexthanthoseusedinpersonalinterviews.Questionnairesfortelephoneandpersonalinterviewsshouldbewritteninaconversationalstyle.©2007Thomson/South-Western.Allrightsreserved.11–10EXHIBIT11.1ReducingQuestionComplexitybyProvidingFewerResponsesSource:DonA.Dillman,MailandTelephoneSurveys:TheTotalDesignMethod(NewYork:JohnWiley&Sons,1978),p.209.Reprintedwithpermission.©2007Thomson/South-Western.Allrightsreserved.11–11TheArtofAskingQuestions•Nohardandfastrules;howeveravoid:UsingcomplexquestionlanguageAskingleadingandloadedquestionsUsingambiguousphrasinginquestionsAskingconfusingdouble-barreleditemsMakinginternalassumptionsinquestionsAskingburdensomequestionsthattaxtherespondent’smemory©2007Thomson/South-Western.Allrightsreserved.11–12WhatIstheBestQuestionSequence?•FactorsInfluencingtheSequencingQuestionsOrderbiasBiascausedbytheinfluenceofearlierquestionsinaquestionnaireorbyananswer’spositioninasetofanswers.FunneltechniqueAskinggeneralquestionsbeforespecificquestionsinordertoobtainunbiasedresponses.FilterquestionAquestionthatscreensoutrespondentswhoarenotqualifiedtoanswerasecondquestion.PivotquestionAfilterquestionusedtodeterminewh
本文标题:市场调查方法(英文版)第十一章
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