第七章 一手资料收集访问法

2.几种主要的访问调查法——办公室访问
2.1.2.3办公室访问(Executive interview): This type of survey involves interviewing businesspeople, at their offices, concerning industrial products or service. A. Advantages and disadvantages of executive interview the same as door-to-door interviewing, except very expensive. B. Process of the executive interview Identify the individuals involved in the purchase decision for the product in question; Locate those people; Get those person to agree to be interviewed and to set a time for the
1.3.2.2测量误差：是指实际想要得到的信息与经测量所获得的信息之间
所存在的差异。
调研工具误差(measurement instrument bias)由调查问卷或调查 工具而引起的误差； 数据分析误差(data analysis error)； 无响应产生的误差(nonresponse bias)：响应与不响应的受访源自文库之 间所存在的系统误差； 调研人员产生的误差： 提问引起的误差(questioning error)； 记录引起的误差(recording error)； 欺骗性误差(cheating error)
2.几种主要的访问调查方法——街头拦截访问
2.1.2.2街头拦截访问(mall intercept interview)：Shoppers are intercepted in public areas of shopping malls and either interviewed in the mall of asked to come to a permanent interviewing facility in the mall. Advantages of mall intercept interview A low-cost substitute for the door-to-door interview; Also have the advantages associated with door-to-door interview. Disadvantages of mall intercept interview Sample representative. 写出三个你经常去逛的商店。 Data quality. The mall environment is not the comfortable home environment associated with the door-to-door interview. The respondent may be ill at ease, in a hurry, or preoccupied by various distractions outside the researcher’s control. These factors may adversely affect the quality of the data obtained.
interview;
Go to the particular place at the appointed time maybe encounter long waits or cancellations
2.几种主要的访问调查法——电话访问
2.2电话访问(Telephone interviewing)
1.什么是访问调查法？
1.3.2.2测量误差：是指实际想要得到的信息与经测量所获得的信息之间 所存在的差异。 信息替代误差(surrogate information error):调研所需信息与调研 人员寻求信息之间的误差。定义营销调研问题、营销调研目标不当时 。如New Coke
1.什么是访问调查法？
2.2.2.2 Computer-assisted telephone interviewing(CATI电脑辅助电话访问)
:Central location telephone interviewing in which the interviewer enters answers directly into a computer.提高访谈效率：如跳转问题；提高数据整理、 分析效率：减少人工录入引致的误差等。
Advantages of Door-to-Door Interview：
the ability to use special questionnaire techniques that require visual contact to speed up the interview or improve data quality; the ability to show the respondent product concepts and other stimuli for evaluation. The respondents is seen as being at ease in a familiar, comfortable, secure environment.
2.几种主要的访问调查法——家访
Difficulties associated with Door-to-Door Interview less availability of potential respondent,due to the growth of the two-adult working family, unsafe(high crime)； the drop in qualified interviewers； the lack of communication between the home office, the field office and the interviewing staff ( except at the end of day) is a serious
1.什么是访问调查法？
1.3影响访问调查法所收集数据质量的因素
总体误差=抽样误差+系统误差
1.3.1抽样误差：抽样与样本总体之间的差异 1.3.2系统误差 系统误差=测量误差+样本设计误差
Table 7.1 Types of Survey Error
Random sampling error
Total survey error
1.什么是访问调查法？
受访者引起的误差：
a.无能力引起的误差(inability error)如向男性询问化装品的使用 效果；
b.不情愿引起的误差(unwilling error)：对一些非社会认可的行为
、出于礼貌等问题，如你是否吸食毒品？ c.记不清确切的信息：
d.不理解或误解了问句的意思，无法回答或答非所问：
2.2.1 电话访问的优缺点： 优点：
成本低；
样本质量高； 缺点： 无法进行实物展示； 无法借助观察受访者的环境来判断受访者回答的真假； 拒答率高。
2.几种主要的访问调查法——电话访问
2.2.2 电话访问的类型： 2.2.2.1 Central Location Telephone Interviews（定点电话访问）: Interviewers make calls from a centrally located marketing research facility to reach and interview respondents.便于控制现场质量：如访谈员的语气、考勤等；
Selection error
Frame error
Response error Nonrespons e bias
1.什么是访问调查法？
样本容量：
有限总体，抽样大小的公式如下 N n N 1 ( ) 1 k P(1 P)
无限总体抽样公式如下 n ( ) P(1 P)
2
k

其中：N为抽样总体；α为显著水平；k为分位数；P=0.5
2.2.2.3 Completely Automated Telephone Surveys(CATS)
第七章
一手资料收集：访问法
主要内容
了解什么是访问法 几种常用的访问调查方法
面谈
家访 办公室访问
街头拦截访问
电话调查
定点电话调查 CATI、CATS
留置问卷调查法 邮寄调查问卷
选择何种访问法时所考虑的因素
1.什么是访问调查法？
1.1定义：指通过调查问卷方式来获得有关信息的一种调查方法。是
营销调研领域在收集一手资料时最常用的一种方法。 1.2 优点 •标准化（standardization） •操作容易(ease of administration) •易于制表和统计分析(suitability to tabulation and statistical analysis)
Systematic error
Sample design error Surrogate informatio n error Interviewe r error Instrument bias Population specification error
Measuremen t error
Processin g error
handicap if one wishes to execute questionnaire changes, examine
incidence rate or hasten data retrieval. the effects of such old bugaboos as weather, car problems, broken-in cars, sickness, etc. cheating, fudging, or shortcutting by the interviewers, interviewing the wrong respondent, etc., promote high levels of validation.
1.什么是访问调查法？
1.3.2.1样本设计误差： 抽样框误差(sampling frame error): sampling frame is the list of population elements or members from which units to be sampled are selected. 抽样框：整体抽样单位的详细名单，供抽样之用。
e.受访者判定不了或说不出确切的信息：题目设计太过笼统，如 你是否经常坐飞机？
2.几种主要的访问调查法——家访
2.1面谈访问法： 2.1.1定义：指面谈访问法是由调查者直接与受访者接触，通过面对面 的交谈获取信息的一种方法。 2.1.2 主要类型（按访问地点分） 2.1.2.1家访(in-home or door-to-door interview): Interviewer completes survey in respondent’s home.
抽样框误差往往因抽样结构不完备或不准确而产生。
1.什么是访问调查法？
1.3.2.1样本设计误差： 调研对象总体定义误差(population definition error)：如YMCA 选择性误差(selection error)：Error that results from following incomplete or improper sampling procedures or not following proper ones.