问卷设计技术

第四讲第四讲（（第7章）问卷设计

Questionnaire Design

内容提要

•理解问卷设计的基本要求和程序；•掌握单个问题的设计；

•掌握问卷中问题的结构编排；•掌握问卷中格式的编排；

问卷与问卷设计

•问卷，也叫调查表、访问表格或询问工具，它由一组从被调查者处获取信息的格式化的问题构成。一份完整的问卷通常由标题、问卷说明、调查主题内容、被调查者基本资料和编码构成。

•问卷设计是依据市场调研的目标，明确调研所需的信息，设计问题的格式和措辞，并以一定的格式，将其有序地排列组合成调查表（问卷）的活动过程。

小组讨论

•有人说：“问卷设计是一门艺术，所以无需遵循固定的指南，而是依赖于研究者的创造性和巧妙构思。”你对此有何看法？

•“Because questionnaire design is an art, it is useless to follow a rigid set of guidelines. Rather, the process should be left entirely to the creativity and ingenuity of the researcher.”

问卷设计的要求

•1、提供与调研目标一致的信息。

•2、便于调查工作的开展。

•3、便于对问卷的处理。

•4、问卷应该将回答误差减到最小。

•5、问卷应该简洁、有趣、内容明确、具有逻辑性。

确定调研目标和调研内容设计问题设计问题：：克服调查对象无法或不愿回答的情况确定单个问题的内容决定问题结构决定问题措辞确定问题顺序印制问卷确定数据收集方法确定形式和布局试调查问卷设计的过程（10个步骤）

1.确定调研目标和调研内容

•第一，问卷的内容应当与调研目标相一致。

•第二，问卷的内容应当完备有效，能为调研人员提供充分的信息。

•第三，问卷内容的设计应当遵循效率的原则，在满足调查要求的前提下，确定的信息一定要精简。

2.数据收集方法对问卷设计的影响Department Store Project

Mail Questionnaire or Electronic Questionnaire

•Please rank order the following department stores in order of your preference to shop at these stores. Begin by picking out the one store that you like most and assign it a number 1. Then find the second most preferred department store and assign it a number 2. Continue this procedure until you have ranked all the stores in order of preference. The least preferred store should be assigned a rank of 10.

No two stores should receive the same rank number.

Store Rank Order

1.Lord & Taylor____________

2.Macy's____________

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10.Wal-Mart____________

2.访谈方法对问卷设计的影响

Telephone Questionnaire

•I will read to you the names of some department stores. Please rate them in terms of your preference to shop at these stores. Use a ten point scale, where 1 denotes not so preferred and 10 denotes greatly preferred. Numbers between 1 and 10 reflect intermediate degrees of preference.

Again, please remember that the higher the number, the greater the degree of preference. Now, please tell me your preference to shop at .......(READ ONE STORE AT A TIME)

Store Not So Greatly

Preferred Preferred

1.Lord & Taylor 1 2 3 4 5 6 78 9 10

2.Macy's 1 2 3 4 5 6 7 8 9 10

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.

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10.Wal-Mart 1 2 3 4 5 6 7 8 9 10

2.访谈方法对问卷设计的影响

Personal Questionnaire

•(HAND DEPARTMENT STORE CARDS TO THE RESPONDENT). Here is a set of department store names, each written on a separate card. Please examine these cards carefully. (GIVE

RESPONDENT TIME). Now, please examine these cards again and pull out that card which has the name of the store you like the most, i.e., your most preferred store for shopping. (RECORD THE STORE NAME AND KEEP THIS CARD WITH YOU). Now, please examine the remaining nine cards. Of these remaining nine stores, what is your most preferred store for shopping? (REPEAT THIS PROCEDURE SEQUENTIALLY UNTIL THE RESPONDENT HAS ONLY ONE CARD LEFT)

Store Rank Name of the Store

1.1__________________

2.2__________________

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.

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10.10__________________