marketing research 市场营销研究 （英文原版 下）

Questionnaire Design,John Wiley & Son, Inc,2,1. To understand the role of the questionnaire in the data collection process.2. To become familiar with the criteria for a good questionnaire.3. To learn the process for questionnaire design.4. To become knowledgeable about the three basic forms of questions,Learning Objectives,John Wiley & Son, Inc,3,5. To learn the necessary procedures for successful implementation of a survey.6. To understand how software and the Internet are impacting questionnaire design.7.To understand the impact of the questionnaire on data collection costs,Learning Objectives,John Wiley & Son, Inc,4,To understand the role of the questionnaire in the data collection process.,The Role of a Questionnaire,Questionnaire DefinedA set of questions designed to generate the data necessary for accomplishing the objectives of the research project.The Pivotal Role See Figure 9.1-next slidePositioned between the survey objectives and the respondents information. Translates the objectives into specific questions to solicit information.,John Wiley & Son, Inc,5,Exhibit 9.1 The Questionnaires Pivotal Role in the Research Process,Questionnaire,DataAnalysis,Findings,Recommendations,ManagerialAction,John Wiley & Son, Inc,6,To become familiar with the criteria for a good questionnaire.,Criteria For a Good Questionnaire,Does it Provide the Necessary Decision-Making Information?If the questionnaire fails to provide insights, then discard or revise.Questionnaire must be approved by managementDoes it Consider the Respondent?Design of questionnaireIntended respondents,John Wiley & Son, Inc,7,Does it meet Editing, Coding and Data Processing Requirements?EditingSkip patterns Coding Questionnaire serves many mastersAccommodate research objectives“Speak” to the respondent in an understandable languageConvenient for interviewerEasy to checkTranslatable to findings,Criteria For a Good Questionnaire,To become familiar with the criteria for a good questionnaire.,John Wiley & Son, Inc,8,(1)Survey Objectives,(2)Data Collection Methods,(3)Question Response Format,(4)Question Wording,(5)Flow and Layout,(6)Evaluate Layout,(7)Obtain Approval,(8)Pretest and Revise,(9)Final Copy,(10)Implementation,Exhibit 9.4 Questionnaire Design Process,John Wiley & Son, Inc,9,To learn the process for questionnaire design.,The Questionnaire Design Process,Step One: Determine Survey Objectives, Resources, and ConstraintsWhat data are needed?Step Two: Determine the Data Collection Method Internet, telephone, mail, self-administrationlimitation,John Wiley & Son, Inc,10,Step Three: Determine the Question Response FormatOpen-ended QuestionsAdvantagesDisadvantages Close-ended QuestionsAdvantages,Types of Closed-ended questionsDichotomous questionMultiple-choice questionsDisadvantage of Closed-ended QuestionsScaled-response QuestionsAdvantagesDisadvantages,To learn the process for questionnaire design,The Questionnaire Design Process,John Wiley & Son, Inc,11,To learn the process for questionnaire design,Step Four: Decide the Question WordingThe wording must be clear.Avoid biasing the respondent.Consider the respondents ability to answer the questionConsider the respondents willingness to answer the question,The Questionnaire Design Process,John Wiley & Son, Inc,12,To learn the process for questionnaire design,Step Five: Establish Questionnaire Flow and Layout Screener questions2. Begin with a question that obtains a respondents interest3. Ask general questions first.4. Ask questions that require “work” in the middle5.Insert “Prompters” at strategic points,6. Position sensitive, threatening, and demographic questions at the end.7. Allow plenty of space for Open-ended responses.Put instructions in capital letters.Use a proper introduction and closingModel openingModel closing,The Questionnaire Design Process,John Wiley & Son, Inc,13,To learn the process for questionnaire design,Step Six: Evaluate the Questionnaire and LayoutIs the Question Necessary?Is the Questionnaire Too Long?Will the Questions Provide the Information Needed to Accomplish the Research Objectives?,The Questionnaire Design Process,John Wiley & Son, Inc,14,To learn the process for questionnaire design,Step Seven: Obtain Approval of All Relevant PartiesDistribute copies to all parties with authorityObtain managerial approvalStep Eight: Pretest and RevisePretesttrial run of questionnaireRevisedo a second pretestManagerial approvalreobtain,The Questionnaire Design Process,John Wiley & Son, Inc,15,To learn the necessary procedures for successful implementation of a survey,Step Nine: Prepare Final Questionnaire CopyPrecise typing, instructions, spacing, numbering, and precoding must be set up, monitored, and proofread.Step Ten: Implementing the SurveySupervisors InstructionsCall record sheetField Management CompaniesAdvantagesDisadvantages,The Questionnaire Design Process,John Wiley & Son, Inc,16,Internets Effect on Questionnaire DevelopmentQuestionnaires developed by a research company can be sent as email attachments for approvalAfter approval placed on clients serverOr researcher can use Internet company like Perseus to develop a survey on the InternetAll operations are automatedthis includesSurvey designRespondent invitationData collectionAnalysisResults reporting,Impact of the Internet on Questionnaire Development,To understand how software and the Internet are impacting questionnaire design,John Wiley & Son, Inc,17,To understand how software and the Internet are impacting questionnaire design,Software for Questionnaire Development,Software for Questionnaire DevelopmentSenses Multimedia soundsimagesanimationsmovie clipsearlier responsescalculationsSurvey SaidPC based surveysInternet based surveys,John Wiley & Son, Inc,18,Understanding the impact of the questionnaire on data collection costs.,Costs, Profitability, and Questionnaires,Understanding Questionnaire Costs:30% asking the questions70% to reach a qualified respondentAdding a security screener can add 7% to costMajor Costtermination during an interviewReasons subject matterredundant or difficult to understand questionsquestionnaire lengthchanging the subject during the interview,John Wiley & Son, Inc,19,The Role of a QuestionnaireCriteria for a Good QuestionnaireThe Questionnaire Development ProcessThe Impact of the Internet on Questionnaire DevelopmentSoftware for Questionnaire DevelopmentCosts, Profitability, and Questionnaires,SUMMARY,Basic Sampling Issues,John Wiley & Son, Inc,21,1. To understand the concept of sampling.2. To learn the steps in developing a sampling plan.3. To understand the concepts of sampling error and nonsampling error.4. To understand the differences between probability samples, and nonprobability samples.5.To understand sampling implications of surveying over the Internet.,Learning Objectives,John Wiley & Son, Inc,22,To understand the concept of sampling.,The Concept of Sampling,Sampling Defined:The process of obtaining information from a subset of a larger group.A market researcher takes the results from the sample to make estimates of the larger group.Sampling a small percentage of a population can result in very accurate estimates. The sample must be selected in a scientific manner to ensure that it is representative of the population from which it was selected,John Wiley & Son, Inc,23,Population or UniverseThe population or population of interest is the total group of people from whom information is needed.Based on the characteristics of current or target customerDefining the population of interest is the first step in the sampling processRequires good logic and judgment,To understand the concept of sampling,The Concept of Sampling,John Wiley & Son, Inc,24,To understand the concept of sampling,Sample versus Census Census: Data about every member of the population.Sample: A subset of the population,The Concept of Sampling,John Wiley & Son, Inc,25,Step1.Define the Population of Interest,Step 2. ChooseData Collection Method,Step 3.Choose Sampling Frame,Step 4. Select a Sampling Method,Step 5. Determine Sample Size,Step 6. Develop Operational Plan,Step 7.Execute Operational Plan,Exhibit 10.1 Developing a Sample Plan,John Wiley & Son, Inc,26,To learn the steps in developing a sample plan.,Developing A Sampling Plan,Step One: Defining the Population of InterestSpecify some combination of the followingGeography characteristicsDemographic characteristicsProduct or service use characteristicsAwareness measuresCreate Screening questions to eliminate individuals who do not belong in the population of interestAlso define the characteristics of those that should be excluded.,John Wiley & Son, Inc,27,To learn the steps in developing a sample plan.,Step Two: Choose Data Collection MethodData collection methods have implications for the sampling processStep Three: Choosing Sampling FrameA list of elements or members from which the units to be sampled are selectedIdentify the sampling frametelephone book or random-digit dialing.,Developing A Sampling Plan,John Wiley & Son, Inc,28,Step Four: Select a Sampling MethodThe selection will depend on:The objectives of the studyThe financial resources availableTime limitationsThe nature of the problem,Developing A Sampling Plan,To learn the steps in developing a sample plan.,John Wiley & Son, Inc,29,Sampling methods,Probability samples,Systematic,Cluster,Stratified,Simple random,Nonprobability samples,Convenience,Judgment,Snowball,Quota,Exhibit 10-5 Classification of Sampling Methods,John Wiley & Son, Inc,30,Probability SamplesA known, nonzero probability of selectionSimple random sampleEvery member of the population has a known and equal chance of being selectedThe laws of probability are in effectAllows sampling error to be calculated,To understand the differences between probability samples and nonprobability samples,Developing A Sampling Plan,John Wiley & Son, Inc,31,Nonprobability SamplesElements selected in a nonrandom manner. Nonrandomnessselected on the basis of conveniencePurposeful nonrandomnesssystematically excludes or overrepresents certain subsets of the population,To understand the differences between probability samples and nonprobability samples,Developing A Sampling Plan,John Wiley & Son, Inc,32,Advantages Of Probability SamplesInformation from a representative cross-sectionSampling error can be computed Results are projectable to the total population. Disadvantages Of Probability SamplesMore expansive than nonprobabiity samplesTake more time to design and execute.,Developing A Sampling Plan,To understand the differences between probability samples and nonprobability samples,John Wiley & Son, Inc,33,Disadvantages of Nonprobability SamplesSampling error cannot be computedRepresentativeness of the sample is not knownResults cannot be projected to the population.Advantages of Nonprobability SamplesCost less than probabilityCan be conducted more quicklyProduces samples that are reasonably representative.,Developing A Sampling Plan,To understand the differences between probability samples and nonprobability samples,John Wiley & Son, Inc,34,Steps In Developing A Sampling Plan,To learn the steps in developing a sample plan.,Step Five: Determine Sample SizeDiscussed more in depth in Chapter 11Nonprobability Samplesavailable budget rules of thumbnumber of subgroups to be analyzed in their determination of sample sizeProbability SamplesAcceptable error Levels of confidenceThe ability to make statistical inferences about population values,John Wiley & Son, Inc,35,Steps In Developing A Sampling Plan,To learn the steps in developing a sample plan,Step Six: Develop of Operational Procedures for Selecting Sample ElementsSpecify whether a probability or nonprobability sample is being usedProceduresdetailed, clear, and unambiguousFailure to do so can jeopardize the entire sampling processStep Seven: Execute the Sampling PlanRequires adequate checking to ensure that specified procedures are done.,John Wiley & Son, Inc,36,To understand the concepts of sampling error and nonsampling error.,Sampling And Nonsampling Errors,Sampling ErrorThe error that results when the same sample is not perfectly representative of the population.Two types of sampling error:,John Wiley & Son, Inc,37,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,Simple Random SamplingPurest form of probability samplingKnown and equal probability is computed as follows:Probability of selection = Using sampling frame the researcher can select a simple random sampleAssign a number to each element of the populationUsing a table of random numbers begin at some arbitrary point and move up, down, or across,Sample Size,Population Size,John Wiley & Son, Inc,38,Systematic SamplingUses a fixed skip interval to draw elements from a numbered population.Skip Interval =Obtain a listing of the population and the entire populationDetermine a skip intervalSelect names based on skip interval, using a random starting point,Sample Size,Population Size,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,39,Stratified SamplesProbability samples that are distinguished by the following steps:The original population is divided into two or more mutually exclusive and exhaustive subsetsSimple random samples of elements from the two or more subsets are chosen independently from each other.SubsetsReasons not to use stratified samples,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,40,Three steps: In implementing a properly stratified sample:Identify salient demographic or classification factors correlated with the behavior of interest.Determine what proportions of the population fall into various sub subgroups under each portional allocationdisproportional or optimal allocationSelect separate simple random samples from each stratum,Probability Sampling Methods,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,41,Cluster SamplesTwo basic steps in cluster samplingThe population of interest is divided into mutually exclusive and exhaustive subsets.A random sample of the subsets is selected.One-stage clusterall elements in subset selectedTwo-stage clusterelements selected in some probabilistic manner from the selected subsetsNot individual elementsArea samplethe clusters are units of geographyMain assumptionelements in cluster are heterogeneousClusters samplesgenerally less statistically efficient than other types of probability samples,To understand differences between probability samples and nonprobability samples,Probability Sampling Methods,John Wiley & Son, Inc,42,Nonprobability Sampling Methods,Convenience SamplesEasy to collectJudgment SamplesBased on judgmental selection criteriaQuota SamplesDemographic characteristics in the same proportion as in the population Snowball SamplesAdditional respondents selected on referral from initial respondents.,To understand differences between probability samples and nonprobability samples,John Wiley & Son, Inc,43,To understand sampling implications of surveying over the Internet.,Internet Sampling,Advantages of Internet sampling:Target respondents can complete the survey at their convenienceData collection is inexpensiveThe interview can be administered under software controlThe survey can be completed quickly,John Wiley & Son, Inc,44,Disadvantages of Internet Interviewingusers of the internet are not representative of the general populationno comprehensive and reliable source of email addresses existsthose who do not use the Internet have no chance of being included,Internet Sampling,To understand sampling implications of surveying over the Internet.,John Wiley & Son, Inc,45,The Concept of SamplingDeveloping a Sampling PlanSampling and Nonsampling ErrorsProbability Sampling MethodsNonprobability Sampling MethodsInternet Sampling,SUMMARY,Sample Size Determination,John Wiley & Son, Inc,47,To learn the financial and statistical issues in the determination of sample sizeTo discover methods for determining sample sizeTo gain an appreciation of a normal distribution,Learning Objectives,John Wiley & Son, Inc,48,To understand population, sample, and sampling distributions.To distinguish between point and interval estimatesTo recognize problems involving sampling means and proportions.,Learning Objectives,John Wiley & Son, Inc,49,The financial and statistical issues in the determination of sample size,Determining Sample Size for Probability Samples,Financial, Statistical, and Managerial IssuesAs a general rule:The larger the sample, the smaller the sampling error. Larger samples cost more on a liner basis; however, the sampling error decreases at a rate equal to the square root of the relative increase in sample size.Before trying to determine the size of the sample, the confidence intervals need to be decided.,John Wiley & Son, Inc,50,Budget AvailableSample Sizea project is often determined by the available budgetAlternative Data Collection Approachesbudget constraints force the researcher to explore and consider the value of information in relation to its costRules of ThumbDesired sampling error- Similar StudiesPast experience- A gut feeling,Determining Sample Size for Probability Samples,The financial and statistical issues in the determination of sample size,John Wiley & Son, Inc,51,Number of Subgroups To Be AnalyzedSubgroupsSamples sizeMi