questionnaire designppt.ppt

1、Exploring Marketing ResearchWilliam G. Zikmund,Chapter 15: Questionnaire Design,天马行空官方博客： ；QQ:1318241189；QQ群：175569632,“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 qu

2、estions it asks,Copyright 2000 Harcourt, Inc. All rights reserved.,A Good Questionnaire Appears,As easy to compose as a good poem But, it is usually the result of long, painstaking work,Copyright 2000 Harcourt, Inc. All rights reserved.,The Major Decisions in Questionnaire Design,1. What should be a

3、sked? 2. How should each question be phrased? 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

4、reserved.,What Should Be Asked?,Questionnaire Relevance Questionnaire Accuracy,Copyright 2000 Harcourt, Inc. All rights reserved.,Phrasing Questions,Open-Ended Questions Fixed-Alternative Questions,Copyright 2000 Harcourt, Inc. All rights reserved.,StructuredUnstructured,Undisguised Disguised,Classi

5、fying Surveys by Degree of Structure and Degree of Disguise,Copyright 2000 Harcourt, Inc. All rights reserved.,Developing a Questionnaire,No Hard and Fast Rules Only Guidelines,Copyright 2000 Harcourt, Inc. All rights reserved.,Avoid Complexity: use simple, conversational language Avoid leading and

6、loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questions,Copyright 2000 Harcourt, Inc. All rights reserved.,1. Do you believe that private citizens have the right to own firearms to defend themselves, their families,

7、 and property from violent criminal attack? YesNoUndecided,Copyright 2000 Harcourt, Inc. All rights reserved.,2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? YesNoUndecided,Copyright 2000 Harcourt,

8、 Inc. All rights reserved.,1a. How many years have you been playing tennis on a regular basis? Number of years: _ b. What is your level of play? Novice . . . . . . . . . . . . . . . -1Advanced . . . . . . .-4 Lower Intermediate . . . . .-2Expert . . . . . . . . .-5 Upper Intermediate . . . . . -3Tea

9、ching Pro . . . . -6 c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved. . . . . . . . . . . . . .-1Decreased. . . . . . . -3 Remained the same . . . . .-2,Copyright 2000 Harcourt, Inc. All rights reserved.,2a. Do you belong to a club with tennis faci

10、lities?Yes . . . . . . . -1 No . . . . . . . -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 . . . . . . . . . . -1 To stay fit. . . . . . . . . . . . -2 To be with friends. . .

11、. . . -3 To improve my game . . .-4 To compete. . . . . . . . . . .-5 To win. . . . . . . . . . . . . . .-6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes?Yes . . . . . . . -1 No . . . . . . . -2,Copyright 2000 Harcourt, Inc. All rights reserved.,Dear Pass

12、enger: American Airlines is pleased to have you 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 pic

13、k up your completed questionnaire shortly. Thank you.,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 . . . . 1 Yes, from Other Airl

14、ine . .2 No . . . . . . . . . . . . . . . . . .3 b. Did 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 . . . . . . . . . .1 Through passenger. . . . . .2 3. How would you rate the overall service

15、from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good Fair Poor Overall Service . . . . . . . . . .12 3 4,Copyright 2000 Harcourt, Inc. All rights reserved.,4. Please rate each of the following with regard to this flight, if applica

16、ble.,Excellent Good Fair Poor 1 2 3 4,Courtesy and Treatment from the: Skycap at airport . . . . . . . . . . . . . . Airport Ticket Counter Agent . . . . . Boarding Point (Gate) Agent . . . . . Flight Attendants . . . . . . . . . . . . . . Your Meal or Snack. . . . . . . . . . . . . Beverage Service

17、 . . . . . . . . . . . . . . Seat Comfort. . . . . . . . . . . . . . . . . . Carry-On Stowage Space. . . . . . . . Cabin Cleanliness . . . . . . . . . . . . . Video/Stereo Entertainment . . . . . . On-Time Departure . . . . . . . . . . . .,Copyright 2000 Harcourt, Inc. All rights reserved.,Questionn

18、aire Design,Question Sequence Order Bias Funnel Technique Filter Bias Question Layout,Copyright 2000 Harcourt, Inc. All rights reserved.,Pretesting is Important,Copyright 2000 Harcourt, Inc. All rights reserved.,Preliminary Considerations for Questionnaire Construction,1. Exactly what information is

19、 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 research questions. Write the research