市场调研问卷设计
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QUESTIONNAIRE DESIGN
Closed-end Questions
There Are Two Basic Formats for Closed Ended or Structured Questions封闭题目的2种
基本格式
Choice from a list of responses从列举的选项中 选择
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Limitations of Closed Response Questions (Contd.)
缺点
Good questions are hard to develop好的问题不容易设 计 Provides fewer opportunities of self expression没有太 多自我表达的机会 The list of alternative responses provides answers that might have not been considered by the respondent who are reluctant to admit ignorance, and thereby selecting a “reasonable” response 因此，如果被调查者 既有难以抉择的心理，也有可能对情况不了解，就应该提 供中立答案和“不知道”
ie. 技术味很浓的专业术语
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
How many pieces of white clothes did you wash the last time you did the laundry? How many pieces of coloreds did you wash the last time you did the laundry? So, how many pieces of clothes in total did you wash the last time you did the laundry?
Appropriate single-choice rating on a scale在 量表范围中选择一个适合的
QUESTIONNAIRE DESIGN
封闭题/半封闭题
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Advantages优点 Easier to answer容易回答 Require less effort by the interviewer访问员操作轻松
百度文库
“专家委员会建议道，…你对此表示赞成还是反对？” “难道你不同意？”
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
When interviewing professionals, avoid oversimplification访问专业人士
QUESTIONNAIRE DESIGN
问卷设计中的普通问题
题目顺序不合理
容易引起被访者理解上的歧义 题目措词差 问卷太长 没有给出完整的选项等
QUESTIONNAIRE DESIGN
QR Design
Planning What to Measure计划好测量什么
Specify research objectives and information to be collected 研究目的和要收集的信息
Tabulation and analysis is easier容易处理数据和分析
Less potential error in the way the question is asked and the way it is recorded不容易出错 The responses are directly comparable from respondent to respondent被访者间的答案可直接比较
市场调研问卷设计
QUESTIONNAIRE DESIGN
Logical Steps to Develop a Good Questionnaire
Plan what to measure计划好测量什么 Formulate questions to obtain the needed information 拟定为获取所需要信息而要提的问题
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Limitations of Closed Response Questions缺点 Disagreement among researchers on the type of responses that should be listed不论是否认同的意见都要 罗列出来 The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context无论如何都要取得答案 May not produce meaningful results可能产生没有意义 的答案
QUESTIONNAIRE DESIGN
Open Ended Questions
Open Ended Questions Are Good for the Following Circumstances以下情况适合用开放题
When there are too many responses to be listed, or they can„t be foreseen 答案多，无法罗列，或不可预见 When verbatim responses are desired to give the flavor of people„s answers or to cite examples 需要逐字逐句记下被访 者的答复以便充分了解人们的回答，或者报告里要引用被访者的 语言
Articulateness of the respondent in personal interview表述带有 连接词
Respondents may neglect to state the obvious answers答案不明 确 Involves subjective judgments during summarization and are prone to error在总结时可能会引起主观判断错误 Difficult to train and enforce interviewers uniformity in questioning, probing and recording培训访问员提问，追问，记录 的难度高 Responses require longer time to process because of coding编 码耗时
QUESTIONNAIRE DESIGN
Open Ended Questions (Contd.)
Advantages优点 Wide range of responses回答广泛 Responses obtained without any influence答案不受任何影响 Free choices自由选择 Disadvantages缺点
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
Use common/simple words that consumers are familiar with使用消费者熟悉的语言
Complicated words can make consumers feel stupid and/or lead to misunderstanding of the question.
QUESTIONNAIRE DESIGN
WORDING IN QUESTIONNAIRE
Care Has to Be Taken That人性化考虑
Is the vocabulary simple, direct, and familiar to all respondents?言语简洁，直接，通俗 Do any words have vague or ambiguous meanings?是否有 模糊的意思 Are any questions “ double-barreled”?一题多义 Are any questions leading or loaded?诱导或者压力给被访者 Are the instructions potentially confusing?指引混乱 Is the question applicable to all respondents?是否适合所有 被访者 Are the questions of appropriate length?问题长度适合
Never ask consumers to do math 千万不要让消费者做算术题
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
To test the products, I would appreciate it if you - and only you- would use them for me since it is only your opinion in which I am interested. Use neutral/unbiased words使用中性/无歧义的措词 For example, the word “test” is biasing. It can be a scary word to respondents -- This product may not be safe. What’s wrong with it?白老鼠？
Relevance of the study
Translating Research Objectives Into Information Requirements将研究目的转换成所需的信息
QUESTIONNAIRE DESIGN
Formatting the Question
Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions
Alternatives 选择的方法
Open ended with no classification没有任何答复类别的 开放题问题 Open ended where the interviewer uses precoded classifications to record the response开放题问题，访 问员可以使用预先编码分类的答案记录（半开放题） Close ended or structured format in which a question or a supplementary card presents the responses to be considered封闭式题
Decide on the order and wording of questions and the layout of the questionnaire决定问题的顺序和措辞，决定 问卷布局
Using a sample, test the questionnaire for omissions and ambiguity试访（剔除太长和含糊的） Correct the problems (pretest again, if necessary)最后 的修改
Closed-end Questions
There Are Two Basic Formats for Closed Ended or Structured Questions封闭题目的2种
基本格式
Choice from a list of responses从列举的选项中 选择
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Limitations of Closed Response Questions (Contd.)
缺点
Good questions are hard to develop好的问题不容易设 计 Provides fewer opportunities of self expression没有太 多自我表达的机会 The list of alternative responses provides answers that might have not been considered by the respondent who are reluctant to admit ignorance, and thereby selecting a “reasonable” response 因此，如果被调查者 既有难以抉择的心理，也有可能对情况不了解，就应该提 供中立答案和“不知道”
ie. 技术味很浓的专业术语
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
How many pieces of white clothes did you wash the last time you did the laundry? How many pieces of coloreds did you wash the last time you did the laundry? So, how many pieces of clothes in total did you wash the last time you did the laundry?
Appropriate single-choice rating on a scale在 量表范围中选择一个适合的
QUESTIONNAIRE DESIGN
封闭题/半封闭题
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Advantages优点 Easier to answer容易回答 Require less effort by the interviewer访问员操作轻松
百度文库
“专家委员会建议道，…你对此表示赞成还是反对？” “难道你不同意？”
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
When interviewing professionals, avoid oversimplification访问专业人士
QUESTIONNAIRE DESIGN
问卷设计中的普通问题
题目顺序不合理
容易引起被访者理解上的歧义 题目措词差 问卷太长 没有给出完整的选项等
QUESTIONNAIRE DESIGN
QR Design
Planning What to Measure计划好测量什么
Specify research objectives and information to be collected 研究目的和要收集的信息
Tabulation and analysis is easier容易处理数据和分析
Less potential error in the way the question is asked and the way it is recorded不容易出错 The responses are directly comparable from respondent to respondent被访者间的答案可直接比较
市场调研问卷设计
QUESTIONNAIRE DESIGN
Logical Steps to Develop a Good Questionnaire
Plan what to measure计划好测量什么 Formulate questions to obtain the needed information 拟定为获取所需要信息而要提的问题
QUESTIONNAIRE DESIGN
Closed-end Questions (Contd.)
Limitations of Closed Response Questions缺点 Disagreement among researchers on the type of responses that should be listed不论是否认同的意见都要 罗列出来 The answer to a closed response question will be received no matter how relevant or irrelevant the question is in that context无论如何都要取得答案 May not produce meaningful results可能产生没有意义 的答案
QUESTIONNAIRE DESIGN
Open Ended Questions
Open Ended Questions Are Good for the Following Circumstances以下情况适合用开放题
When there are too many responses to be listed, or they can„t be foreseen 答案多，无法罗列，或不可预见 When verbatim responses are desired to give the flavor of people„s answers or to cite examples 需要逐字逐句记下被访 者的答复以便充分了解人们的回答，或者报告里要引用被访者的 语言
Articulateness of the respondent in personal interview表述带有 连接词
Respondents may neglect to state the obvious answers答案不明 确 Involves subjective judgments during summarization and are prone to error在总结时可能会引起主观判断错误 Difficult to train and enforce interviewers uniformity in questioning, probing and recording培训访问员提问，追问，记录 的难度高 Responses require longer time to process because of coding编 码耗时
QUESTIONNAIRE DESIGN
Open Ended Questions (Contd.)
Advantages优点 Wide range of responses回答广泛 Responses obtained without any influence答案不受任何影响 Free choices自由选择 Disadvantages缺点
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
Use common/simple words that consumers are familiar with使用消费者熟悉的语言
Complicated words can make consumers feel stupid and/or lead to misunderstanding of the question.
QUESTIONNAIRE DESIGN
WORDING IN QUESTIONNAIRE
Care Has to Be Taken That人性化考虑
Is the vocabulary simple, direct, and familiar to all respondents?言语简洁，直接，通俗 Do any words have vague or ambiguous meanings?是否有 模糊的意思 Are any questions “ double-barreled”?一题多义 Are any questions leading or loaded?诱导或者压力给被访者 Are the instructions potentially confusing?指引混乱 Is the question applicable to all respondents?是否适合所有 被访者 Are the questions of appropriate length?问题长度适合
Never ask consumers to do math 千万不要让消费者做算术题
QUESTIONNAIRE DESIGN
CHOICE OF WORDS
To test the products, I would appreciate it if you - and only you- would use them for me since it is only your opinion in which I am interested. Use neutral/unbiased words使用中性/无歧义的措词 For example, the word “test” is biasing. It can be a scary word to respondents -- This product may not be safe. What’s wrong with it?白老鼠？
Relevance of the study
Translating Research Objectives Into Information Requirements将研究目的转换成所需的信息
QUESTIONNAIRE DESIGN
Formatting the Question
Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions
Alternatives 选择的方法
Open ended with no classification没有任何答复类别的 开放题问题 Open ended where the interviewer uses precoded classifications to record the response开放题问题，访 问员可以使用预先编码分类的答案记录（半开放题） Close ended or structured format in which a question or a supplementary card presents the responses to be considered封闭式题
Decide on the order and wording of questions and the layout of the questionnaire决定问题的顺序和措辞，决定 问卷布局
Using a sample, test the questionnaire for omissions and ambiguity试访（剔除太长和含糊的） Correct the problems (pretest again, if necessary)最后 的修改