QuestionnaireDesign(英文版)(共22页).ppt

1、Exploring Marketing ResearchWilliam G. ZikmundChapter 15: Questionnaire Design “It is not every question that deserves an answer.”Publius Syrus(Roman,1st century B.C.)Copyright 2000 Harcourt, Inc. All rights reserved.A questionnaire is only as good as the questions it asksCopyright 2000 Harcourt, In

2、c. All rights reserved.A Good Questionnaire Appears As easy to compose as a good poem But, it is usually the result of long, painstaking workCopyright 2000 Harcourt, Inc. All rights reserved.The Major Decisions in Questionnaire Design1. What should be asked?2. How should each question be phrased?3.

3、In what sequence should the questions be arranged?4. What questionnaire layout will best serve the research objectives?5. How should the questionnaire be pretested? Does the questionnaire need to be revised?Copyright 2000 Harcourt, Inc. All rights reserved.What Should Be Asked? Questionnaire Relevan

4、ce Questionnaire AccuracyCopyright 2000 Harcourt, Inc. All rights reserved.Phrasing Questions Open-Ended Questions Fixed-Alternative QuestionsCopyright 2000 Harcourt, Inc. All rights reserved.StructuredUnstructuredUndisguisedDisguisedExample:Typical descriptive surveywith straight-forward, structure

5、d questionsExample:Survey with open-endedquestions to discover “new”answers or focus group interviewExample:Survey interview to measurebrand As image versuscompetitive brands images or brand recall (unaided recall)Example:Projection techniques usedmostly for exploratory researchClassifying Surveys b

6、y Degree of Structure and Degree of DisguiseCopyright 2000 Harcourt, Inc. All rights reserved.Developing a Questionnaire No Hard and Fast Rules Only GuidelinesCopyright 2000 Harcourt, Inc. All rights reserved. Avoid Complexity: use simple, conversational language Avoid leading and loaded questions A

7、void ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questionsCopyright 2000 Harcourt, Inc. All rights reserved.1. Do you believe that private citizens have the right toown firearms to defend themselves, their families, and property from vi

8、olent criminal attack?YesNoUndecidedCopyright 2000 Harcourt, Inc. All rights reserved.2. Do you believe that a ban on the private ownershipof firearms would be significantly reduce the number ofmurders and robberies in your community?YesNoUndecidedCopyright 2000 Harcourt, Inc. All rights reserved.1a

9、. How many years have you been playing tennis on a regular basis? Number of years: _ b. What is your level of play?Novice . . . . . . . . . . . . . . . -1Advanced . . . . . . .-4Lower Intermediate . . . . .-2Expert . . . . . . . . .-5Upper Intermediate . . . . . -3Teaching Pro . . . . -6 c. In the l

10、ast 12 months, has your level of play improved, remained the same or decreased?Improved. . . . . . . . . . . . . .-1Decreased. . . . . . . -3Remained the same . . . . .-2Copyright 2000 Harcourt, Inc. All rights reserved.2a. Do you belong to a club with tennis facilities?Yes . . . . . . . -1No . . .

11、. . . . -2 b. How many people in your household - including yourself - play tennis?Number who play tennis _ 3a. Why do you play tennis? (Please “X” all that apply.)To have fun . . . . . . . . . . -1To stay fit. . . . . . . . . . . . -2To be with friends. . . . . . -3To improve my game . . .-4To comp

12、ete. . . . . . . . . . .-5To win. . . . . . . . . . . . . . .-6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes?Yes . . . . . . . -1No . . . . . . . -2Copyright 2000 Harcourt, Inc. All rights reserved.Dear Passenger:American Airlines is pleased to have you

13、on board today.To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire.Your flight attendant will pick up your completed questionnaire shortly.Thank yo

14、u.Copyright 2000 Harcourt, Inc. All rights reserved.1. Please indicate: Flight number _ Date_2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American . . . . 1Yes, from Other Airline . .2No . . . . . . . . . . . . . . . . . .3 b. Did

15、you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop?Boarded here . . . . . . . . . .1Through passenger. . . . . .23. How would you rate the overall service from American for this flight, all things considered, from

16、your arrival at the airport terminal until now? Excellent Good Fair PoorOverall Service . . . . . . . . . .12 3 4Copyright 2000 Harcourt, Inc. All rights reserved.4. Please rate each of the following with regard to this flight, if applicable.Excellent Good Fair Poor 1 2 3 4Courtesy and Treatment fro

17、m the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . .Your Meal or Snack. . . . . . . . . . . . .Beverage Service . . . . . . . . . . . . . .Seat Comfort. . . . . . . . . . . . .

18、. . . . . Carry-On Stowage Space. . . . . . . .Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . .On-Time Departure . . . . . . . . . . . . Copyright 2000 Harcourt, Inc. All rights reserved.Questionnaire Design Question Sequence Order Bias Funnel Technique Filter Bias

19、Question LayoutCopyright 2000 Harcourt, Inc. All rights reserved.Pretesting is ImportantCopyright 2000 Harcourt, Inc. All rights reserved.Preliminary Considerations for Questionnaire Construction1. Exactly what information is required?2. Exactly who are appropriate target respondents?What data collection method will be used to survey respondents?Copyright 2000 Harcourt, Inc. All rights reserved.Guidelines for Devising a Good Questionnaire 1. Write specific questions only after you have thoroughly thought through your rese