市场调查方法(英文版)第十一章.ppt

2007Thomson South Western Allrightsreserved Chapter11QuestionnaireDesign 2007Thomson South Western Allrightsreserved 11 2 LEARNINGOUTCOMES ExplainthesignificanceofdecisionsaboutquestionnairedesignandwordingDefinealternativesforwordingopen endedandfixed alternativequestionsSummarizeguidelinesforquestionsthatavoidmistakesinquestionnairedesignDescribehowthepropersequenceofquestionsmayimproveaquestionnaireDiscusshowtodesignaquestionnairelayoutDescribecriteriaforpretestingandrevisingaquestionnaireandforadaptingittoglobalmarkets Afterstudyingthischapter youshouldbeableto 2007Thomson South Western Allrightsreserved 11 3 QuestionnaireQualityandDesign BasicConsiderations Questionnairedesignisoneofthemostcriticalstagesinthesurveyresearchprocess Aquestionnaire survey isonlyasgoodasthequestionsitasks askabadquestion getbadresults Composingagoodquestionnaireappearseasybut itisusuallytheresultoflong painstakingwork Thequestionsmustmeetthebasiccriteriaofrelevanceandaccuracy 2007Thomson South Western Allrightsreserved 11 4 DecisionsinQuestionnaireDesign Whatshouldbeasked Howshouldeachquestionbephrased Inwhatsequenceshouldthequestionsbearranged Whatquestionnairelayoutwillbestservetheresearchobjectives Howshouldthequestionnairebepretested Doesthequestionnaireneedtoberevised 2007Thomson South Western Allrightsreserved 11 5 WhatShouldBeAsked QuestionnaireRelevancyAllinformationcollectedshouldaddressaresearchquestioninhelpingthedecisionmakerinsolvingthecurrentmarketingproblem QuestionnaireAccuracyIncreasingthereliabilityandvalidityofrespondentinformationrequiresthat Questionnairesshouldusesimple understandable unbiased unambiguous andnonirritatingwords Questionnairedesignshouldfacilitaterecallandmotivaterespondentstocooperate Properquestionwordingandsequencingtoavoidconfusionandbiasedanswers 2007Thomson South Western Allrightsreserved 11 6 HowShouldQuestionsBePhrased Open endedResponseQuestionsPosesomeproblemandaskrespondentstoanswerintheirownwords Advantages Aremostbeneficialinexploratoryresearch especiallywhentherangeofresponsesisnotknown Mayrevealunanticipatedreactionstowardtheproduct Aregoodfirstquestionsbecausetheyallowrespondentstowarmuptothequestioningprocess Disadvantages Highcostofadministeringopen endedresponsequestionsThepossibilitythatinterviewerbiaswillinfluencetheanswerBiasintroducedbyarticulateindividuals longeranswers 2007Thomson South Western Allrightsreserved 11 7 HowShouldQuestionsBePhrased cont d Fixed alternativeQuestionsQuestionsinwhichrespondentsaregivenspecific limited alternativeresponsesandaskedtochoosetheoneclosesttotheirownviewpoint Advantages RequirelessinterviewerskillTakelesstimetoanswerAreeasierfortherespondenttoanswerProvidescomparabilityofanswersDisadvantages LackofrangeintheresponsealternativesTendencyofrespondentstochooseconvenientalternative 2007Thomson South Western Allrightsreserved 11 8 TypesofFixed 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 9 PhrasingQuestionsforSelf Administered Telephone andPersonalInterviewSurveys InfluencesonQuestionPhrasing Themeansofdatacollection telephoneinterview personalinterview self administeredquestionnaire willinfluencethequestionformatandquestionphrasing Questionsformail Internet andtelephonesurveysmustbelesscomplexthanthoseusedinpersonalinterviews Questionnairesfortelephoneandpersonalinterviewsshouldbewritteninaconversationalstyle 2007Thomson South Western Allrightsreserved 11 10 EXHIBIT11 1ReducingQuestionComplexitybyProvidingFewerResponses Source DonA Dillman MailandTelephoneSurveys TheTotalDesignMethod NewYork JohnWiley Sons 1978 p 209 Reprintedwithpermission 2007Thomson South Western Allrightsreserved 11 11 TheArtofAskingQuestions Nohardandfastrules howeveravoid UsingcomplexquestionlanguageAskingleadingandloadedquestionsUsingambiguousphrasinginquestionsAskingconfusingdouble barreleditemsMakinginternalassumptionsinquestionsAskingburdensomequestionsthattaxtherespondent smemory 2007Thomson South Western Allrightsreserved 11 12 WhatIstheBestQuestionSequence FactorsInfluencingtheSequencingQuestionsOrderbiasBiascausedbytheinfluenceofearlierquestionsinaquestionnaireorbyananswer spositioninasetofanswers FunneltechniqueAskinggeneralquestionsbeforespecificquestionsinordertoobtainunbiasedresponses FilterquestionAquestionthatscreensoutrespondentswhoarenotqualifiedtoanswerasecondquestion PivotquestionAfilterquestionusedtodeterminewhichversionofasecondquestionwillbeasked 2007Thomson South Western Allrightsreserved 11 13 WhatIstheBestQuestionSequence cont d FactorsInfluencingtheSequencingQuestions cont d AnchoringeffectThefirstconceptmeasuredtendstobecomeacomparisonpointfromwhichsubsequentevaluationsaremade Randomizationofitemsonaquestionnairesusceptibletotheanchoringeffecthelpsminimizeorderbias OrderofalternativesonclosedquestionsTheorderofchoicesshouldberotatedifproducingalternativeformsofthequestionnaireispossible 2007Thomson South Western Allrightsreserved 11 14 EXHIBIT11 2FlowofQuestionstoDeterminetheLevelofPromptingRequiredtoStimulateRecall Source GeneralFoodsCorporation TangInstantBreakfastDrink B 1978F StewartDeBruickerandHarveyN Singer TheWhartonSchool UniversityofPennsylvania Reprintedwithpermission 2007Thomson South Western Allrightsreserved 11 15 WhatIstheBestLayout TraditionalQuestionnairesMultiple gridquestionSeveralsimilarquestionsarrangedinagridformat Thetitleofaquestionnaireshouldbephrasedcarefully Tocapturetherespondent sinterest underlinetheimportanceoftheresearchEmphasizetheinterestingnatureofthestudyAppealtotherespondent segoEmphasizetheconfidentialnatureofthestudyTonotbiastherespondentinthesamewaythataleadingquestionmight 2007Thomson South Western Allrightsreserved 11 16 EXHIBIT11 3LayoutofaPagefromaTelephoneQuestionnaire 2007Thomson South Western Allrightsreserved 11 17 EXHIBIT11 4TelephoneQuestionnairewithSkipQuestions 2007Thomson South Western Allrightsreserved 11 18 EXHIBIT11 5PersonalInterviewQuestionnaire Source ReprintedwithpermissionfromtheCouncilofAmericanSurveyResearch http www casro org 2007Thomson South Western Allrightsreserved 11 19 EXHIBIT11 6ExampleofaSkipQuestion 2007Thomson South Western Allrightsreserved 11 20 InternetQuestionnaireLayout GraphicalUserInterface GUI SoftwareTheresearchercancontrolthebackground colors fonts andotherfeaturesdisplayedonthescreensoastocreateanattractiveandeasy to useinterfacebetweentheuserandtheInternetsurvey LayoutIssuesPagingbygoingfromscreentoscreenScrollinglayoutgivestherespondenttheabilitytoscrolldown 2007Thomson South Western Allrightsreserved 11 21 InternetQuestionnaireLayout cont d PushButtonAsmalloutlinedarea suchasarectangleoranarrow thattherespondentclicksontoselectanoptionorperformafunction suchassubmit StatusBarAvisualindicatorthattellstherespondentwhatportionofthesurveyheorshehascompleted RadioButtonAcircularicon resemblingabutton thatactivatesoneresponsechoiceanddeactivatesotherswhenarespondentclicksonit 2007Thomson South Western Allrightsreserved 11 22 InternetQuestionnaireLayout cont d Drop downBoxAspacesavingdevicethatrevealsresponseswhentheyareneededbutotherwisehidesthemfromview CheckBoxesSmallgraphicboxes nexttoananswers thatarespondentclicksontochooseananswer typically acheckmarkoranXappearsintheboxwhentherespondentclicksonit 2007Thomson South Western Allrightsreserved 11 23 EXHIBIT11 7QuestioninanOnlineScreeningSurveyforJoiningaConsumerPanel Source J D PowerandAssociates JDPowerPanel 2007Thomson South Western Allrightsreserved 11 24 InternetQuestionnaireLayout cont d Open endedBoxesBoxeswhererespondentscantypeintheirownanswerstoopen endedquestions Pop upBoxesBoxesthatappearatselectedpointsandcontaininformationorinstructionsforrespondents 2007Thomson South Western Allrightsreserved 11 25 EXHIBIT11 8AlternativeWaysofDisplayingInternetQuestions 2007Thomson South Western Allrightsreserved 11 26 InternetQuestionnaireLayout cont d SoftwareThatMakesQuestionnairesInteractiveVariablepipingsoftwareAllowsvariablestobeinsertedintoanInternetquestionnaireasarespondentiscompletingit ErrortrappingsoftwareControlstheflowofaninternetquestionnaire ForcedansweringsoftwarePreventsrespondentsfromcontinuingwithanInternetquestionnaireiftheyfailtoansweraquestion InteractivehelpdeskAlive real timesupportfeaturethatsolvesproblemsoranswersquestionsrespondentsmayencounterincompletingthequestionnaire 2007Thomson South Western Allrightsreserved 11 27 HowMuchPretestingandRevisingAreNecessary PretestingProcessSeekstodeterminewhetherrespondentshaveanydifficultyunderstandingthequestionnaireandwhetherthereareanyambiguousorbiasedquestions PreliminaryTabulationAtabulationoftheresultsofapretesttohelpdeterminewhetherthequestionnairewillmeettheobjectivesoftheresearch 2007Thomson South Western Allrightsreserved 11 28 DesigningQu