问卷与表格设计

ChapterTen

Questionnaire&FormDesign

第十章：问卷与表格设计赵冬阳经济与管理学院问卷与表格设计第1页CHAPTEROBJECTIVES

学习目标1.Explainthepurposeofaquestionnaireanditsobjectivesofaskingquestionsthattherespondentscanandwillanswer,encouragingrespondents,andminimizingresponseerror.2.Describetheprocessofdesigningaquestionnaire,thestepsinvolved,andguidelinesthatmustbefollowedateachstep.3.Discusstheobservationalformofdatacollectionandspecifythewho,what,when,where,why,andwayofbehaviortobeobserved.1.解释调查问卷的用途，提出被访者能够和愿意回答的问题，鼓励受访者参与并使答案误差最小化的目的。2.描述设计调查问卷的过程、所涉及的步骤以及每一步必须遵循的准则。3.讨论数据收集的观测表格，并指定被观察的人、事、时间、地点、原因和行为方式。/4/1ZHAODongyangPanzhihuaUniversity2问卷与表格设计第2页CHAPTEROBJECTIVES

学习目标4.Discusstheconsiderationsinvolvedindesigningquestionnairesforinternationalmarketingresearch.5.Understandtheethicalissuesinvolvedinquestionnairedesign.6.DescribetheuseoftheInternetandcomputersindesigningquestionnaires.4.讨论在设计国际市场营销研究问卷设时需要考虑的问题。5.理解在设计问卷中所涉及的伦理道德问题。6.讨论因特网和计算机在设计调查问卷的时的应用。/4/1ZHAODongyangPanzhihuaUniversity3问卷与表格设计第3页ChapterOutline

学习内容1.Overview2.Questionnaire&ObservationFormsQuestionnaireDefinitionObjectivesofaQuestionnaire3.QuestionnaireDesignProcess4.SpecifytheInformationNeeded5.TypeofInterviewingMethod6.IndividualQuestionContentIstheQuestionNecessary?AreSeveralQuestionsNeededInsteadofOne?概要问卷和观察表格问卷的定义问卷的目标问卷设计过程确认所需信息确定访谈方法的类型确定单个问题的内容这个问题有必要吗？需要用数个而不是一个问题吗？/4/1ZHAODongyangPanzhihuaUniversity4问卷与表格设计第4页ChapterOutline

学习内容7.OvercomingInabilitytoAnswerIstheRespondentInformed?CantheRespondentRemember?CantheRespondentArticulate?8.OvercomingUnwillingnesstoAnswerEffortRequiredoftheRespondentContextLegitimatePurposeSensitiveInformationIncreasingtheWillingnessofRespondents设计问题以避免无法回答情况的发生调查对象具备相关的信息吗？调查对象能记住他吗？调查对象能够清晰地表述吗？避免不愿回答问题的发生要求调查对象付出的努力情景合理的目的敏感信息增加调查对象的自愿性/4/1ZHAODongyangPanzhihuaUniversity5问卷与表格设计第5页ChapterOutline

学习内容9.ChoosingQuestionStructureUnstructuredQuestionStructuredQuestion10.ChoosingQuestionWordingDefinetheIssueUseOrdinaryWordsUseUnambiguousWordsAvoidLeadingorBiasingQuestionsAvoidImplicitAlternativesAvoidImplicitAssumptionsAvoidGeneralizations&EstimatesDualStatements:Positive&Negative选择问题的结构非结构化问题结构化问题选择问题的措辞定义所讨论的问题使用通俗易懂的词汇使用明确的词汇避免诱导性或倾向性的提问避免隐含选择避免隐含假设避免推论和估计正面和负面的双重陈述/4/1ZHAODongyangPanzhihuaUniversity6问卷与表格设计第6页ChapterOutline

学习内容11.DeterminingtheOrderofQuestionsOpeningQuestionsTypeofInformationDifficultQuestionsEffectonSubsequentQuestionsLogicalOrder12.Form&Layout13.ReproductionoftheQuestionnaire14.Pretesting15.ObservationForms16.InternationalMarketingResearch17.EthicsinMarketingResearch18.Summary确定问题次序开头问题信息类型困难问题对后面问题影响逻辑次序问卷形式和版面设计复制问卷预调查观察表格国际市场营销研究市场营销研究道德总结/4/1ZHAODongyangPanzhihuaUniversity7问卷与表格设计第7页QuestionnaireDefinition

问卷定义Aquestionnaire

isaformalizedsetofquestionsforobtaininginformationfromrespondents.调查问卷指的是一组用于从调查对象获取信息的格式化问题/4/1ZHAODongyangPanzhihuaUniversity8问卷与表格设计第8页QuestionnaireObjectives

问卷目标Itmusttranslatetheinformationneededintoasetofspecificquestionsthattherespondentscanandwillanswer.Aquestionnairemustuplift,motivate,andencouragetherespondenttobecomeinvolvedintheinterview,tocooperate,andtocompletetheinterview.Aquestionnaireshouldminimizeresponseerror.它必须将所需要的问题翻译成一组调查对象能够并且愿意回答的具体问题。问卷必须促使、激励和鼓励调查对象在访谈中变得投入、合作并完成访谈。问卷应该将回答误差减到最小。/4/1ZHAODongyangPanzhihuaUniversity9问卷与表格设计第9页YouthResearchAchieves

QuestionnaireObjectivesYouthresearch(YR)ofBrookfield,Connecticut,conductsanomnibussurveyofchildreneveryquarter.Typically,YRinterviews150boysandgirlsbetweenages6and8,alongwith150boysandgirlsbetweenages9and12.YRusesmallinterceptsofmotherstorecruitforitsone-on-oneinterviews,whichlasteightminutes.Thestudyobtainschildren’sviewsonfavoritesnackfoods,televisionshows,commercials,radio,magazines,buzzwords,andmovies./4/1ZHAODongyangPanzhihuaUniversity10问卷与表格设计第10页YouthResearchAchievesQuestionnaire

ObjectivesYRintentionallykeepsitsquestionnairetoeightminutesbecauseofattentionspanlimitsofchildren.YRPresidentKarenForcadenotesthatsomeclientsattempttomeetalltheirresearchobjectiveswithonestudy,insteadofsurveying,fine-tuningobjectives,andre-surveying.Indoingso,theseclientsoverlookattentionlimitsofyoungrespondentswhendevelopingquestionnaires.“Thequestionnaireskeepgoingthroughtheapprovalprocessandpeoplekeepaddingquestions,‘Welllet’saskthisquestion,let’saddthatquestion,andwhydon’twetalkaboutthisalso,’”Forcadesaid.“Andsoyouendupkeepingchildren25minutesinacentrallocationstudyandtheygetkindofitchy.”Theresponseerrorincreasesandthequalityofdatasuffers./4/1ZHAODongyangPanzhihuaUniversity11问卷与表格设计第11页青年研究成功--问卷调查目标Brookfield青年研究（YR），康涅狄格州，每季度进行一项儿童综合调查。通常情况下，YR访谈150个6岁和8岁男孩和女孩之间，以及150个9岁-12岁之间男孩和女孩。YR使用商场拦截母亲连续八分钟一对单面试。这项研究得出儿童对最喜欢零食食品、电视节目、广告、广播，杂志，流行语、和电影意见。YR有意保持其调查问卷为八分钟，因为孩子注意力跨度限制。YR主席指出，一些客户试图让一项研究满足他们全部研究目标，代替调查，微调目标，并重新测量。这么做，这些客户在制订问卷时忽略注意年轻受访者限制。“问卷继续经过审批流程和人们不停添加问题‘好吧，让我们问这个问题，让我们添加问题，为何不这么讲，我们也’”Forcade说。“所以你最终使儿童做25分钟中心位置研究，他们得到中央发痒种。错误反应增加，数据质量受到影响。”/4/1ZHAODongyangPanzhihuaUniversity12问卷与表格设计第12页Forcadenotesotherlessonsfrominterviewingchildren.Whenaskingquestions,interviewersshoulddefinethecontexttowhichthequestionrefers.“Itinvolvesgettingthemtofocusonthings,puttingtheminasituationsothattheycanidentifywithit,”Forcadesaid.“Forexample,whenaskingabouttheirradiolisteninghabits,wesaid,‘Whataboutwhenyou’reinMom’scar,doyoulistentotheradio?’ratherthan,‘Howoftendoyoulistentotheradio?Morethanonceaday,onceaday,morethanonceaweek?’Thosearekindofbigquestionsforlittlechildren.”QuestionnairesdesignedbyYouthResearchtoobtainchildren’sviewsonfavoritesnackfoods,televisionshows,commercials,radio,magazines,buzzwords,andmoviesattempttominimizeresponseerror.YouthResearchAchievesQuestionnaireObjectives/4/1ZHAODongyangPanzhihuaUniversity13问卷与表格设计第13页Forcade注意到采访儿童其它教训。提问时候，访问者应该定义该问题包括背景。

Forcade说。

“这包括到让他们集中精力，将它们放在一个情境中，使他们能够识别它，”Forcade说。““比如，当问询他们收听广播习惯，我们说：‘你在妈妈车里时候，你听收音机吗？’，而不是‘你多久收听收音机吗’

超出一天一次，天天一次，每七天一次以上？”这些对儿童来说是个很大问题。

由YR设计为取得儿童最喜欢零食食品，电视节目，广告，广播，杂志、电影意见问卷试图使回答误差最小化。/4/1ZHAODongyangPanzhihuaUniversity14问卷与表格设计第14页SpecifytheInformationNeededDesigntheQuestiontoOvercometheRespondent’sInabilityandUnwillingnesstoAnswerDeterminetheContentofIndividualQuestionsDecidetheQuestionStructure DeterminetheQuestionWordingArrangetheQuestionsinProperOrderReproducetheQuestionnaire SpecifytheTypeofInterviewingMethodIdentifytheFormandLayoutEliminateBugsbyPre-testingFig.10.1Questionnaire

DesignProcess/4/1ZHAODongyangPanzhihuaUniversity15问卷与表格设计第15页QuestionnaireDesignProcess

问卷设计过程明确所需的信息确定访谈方法的类型确定单个问题的内容设计克服调查者不能和不愿回答的问题决定问题结构确定问题的措辞以恰当的顺序排列问题确定形式和布局复制问卷预测试消除缺陷/4/1ZHAODongyangPanzhihuaUniversity16问卷与表格设计第16页DepartmentStoreProjectMailQuestionnairePleaserankorderthefollowingdepartmentstoresinorderofyourpreferencetoshopatthesestores.Beginbypickingouttheonestorethatyoulikemostandassignitanumber1.Thenfindthesecondmostpreferreddepartmentstoreandassignitanumber2.Continuethisprocedureuntilyouhaverankedallthestoresinorderofpreference.Theleastpreferredstoreshouldbeassignedarankof10.Notwostoresshouldreceivethesameranknumber. Store RankOrder

1. Nordstrom ____________2. Macy's ____________..10. Wal-Mart ____________EffectofInterviewingMethodonQuestionnaireDesign访谈方法问卷设计影响/4/1ZHAODongyangPanzhihuaUniversity17问卷与表格设计第17页EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响百货项目

邮寄问卷

请按照您在以下商店购物偏好次序为他们排序。从挑出您最喜欢一家商店并填入数字1开始，然后找出第二偏爱百货商店并填入数字2，继续这一过程直到您按偏好次序为全部商店排好次序，最不喜欢商店应该是10。任何两家商店不应该得到一样序位数字。偏好标准完全取决于您，没有正确或错误答案，只是请尽可能保持一致。商店等级次序1.Nordstrom2.Macy's 10.Wal-Mart/4/1ZHAODongyangPanzhihuaUniversity18问卷与表格设计第18页TelephoneQuestionnaireIwillreadtoyouthenamesofsomedepartmentstores.Pleaseratethemintermsofyourpreferencetoshopatthesestores.Useaten-pointscale,where1denotesnotsopreferredand10denotesgreatlypreferred.Numbersbetween1and10reflectintermediatedegreesofpreference.Again,pleaserememberthatthehigherthenumber,thegreaterthedegreeofpreference.Now,pleasetellmeyourpreferencetoshopat(READONESTOREATATIME)

Store NotSo

Greatly Preferred

Preferred1. Nordstrom 123456789102. Macy's 12345678910...10. Wal-Mart 12345678910EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响/4/1ZHAODongyangPanzhihuaUniversity19问卷与表格设计第19页EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响电话问卷

我将向您读一些百货企业名字。请依据您在这些百货商店购物偏好对他们评分。采取10分制，其中1表示不太偏爱，10表示非常偏爱。

1至10之间数字反应偏好中间程度。另外，请记住数字越大，偏爱程度越高。现在，请告诉我您告诉我在以下商店购物偏好(请一次读一行）商店不太偏爱非常偏爱1.Nordstrom123456789102.Macy's 12345678910。12345678910。1234567891010.Wal-Mart12345678910/4/1ZHAODongyangPanzhihuaUniversity20问卷与表格设计第20页PersonalQuestionnaire(HANDDEPARTMENTSTORECARDSTOTHERESPONDENT.)Hereisasetofdepartmentstorenames,eachwrittenonaseparatecard.Pleaseexaminethesecardscarefully.(GIVERESPONDENTTIME.)Now,pleaseexaminethesecardsagainandpulloutthatcardwhichhasthenameofthestoreyoulikethemost,i.e.,yourmostpreferredstoreforshopping.(RECORDTHESTORENAMEANDKEEPTHISCARDWITHYOU.)Now,pleaseexaminetheremainingninecards.Oftheseremainingninestores,whatisyourmostpreferredstoreforshopping?(REPEATTHISPROCEDURESEQUENTIALLYUNTILTHERESPONDENTHASONLYONECARDLEFT.)

StoreRank NameoftheStore1. 1 __________________2. 2 __________________.10. 10 __________________EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响/4/1ZHAODongyangPanzhihuaUniversity21问卷与表格设计第21页EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响人员访谈问卷

(给调查对象递上百货商店卡片）这里是一组百货商店名字，每一家写在一个单独卡片上。请仔细查看这些卡片（给调查对象时间）。现在，请再次查看这些卡片，并挑出写有您最喜欢购物商店名称、也就是您最偏爱去购物商店名字卡片。（统计商店名称并将卡片留下）。现在，请检验剩下九张卡片。在这些剩下九家商店中，您最偏爱去购物商店是哪一家？（依次重复此过程，直到调查对象只剩一张卡片）商店排序商店名称0/4/1ZHAODongyangPanzhihuaUniversity22问卷与表格设计第22页EffectofInterviewingMethodonQuestionnaireDesign

访谈方法问卷设计影响ElectronicQuestionnaireThisquestionfore-mailandInternetquestionnaireswillbeverysimilartothatforthemailquestionnaire.

Inallthesemethods,thequestionnaireisself-administeredbytherespondent.

电子邮件和因特网的问卷中的问题与邮寄问卷中的问题非常相似。这些调查问卷都是有调查对象填写的。/4/1ZHAODongyangPanzhihuaUniversity23问卷与表格设计第23页IndividualQuestionContent─IstheQuestionNecessary?

单个问题内容这个问题有必要吗？Ifthereisnosatisfactoryuseforthedataresultingfromaquestion,thatquestionshouldbeeliminated.假如从某一问题取得数据没有令人满意用处，这一问题应被淘汰。/4/1ZHAODongyangPanzhihuaUniversity24问卷与表格设计第24页IndividualQuestionContent─

AreSeveralQuestionsNeededInsteadofOne?Sometimes,severalquestionsareneededtoobtaintherequiredinformationinanunambiguousmanner.Considerthequestion:“DoyouthinkCoca-Colaisatastyandrefreshingsoftdrink?” (Incorrect)Suchaquestioniscalledadouble-barreledquestion,becausetwoormorequestionsarecombinedintoone.Toobtaintherequiredinformation,twodistinctquestionsshouldbeasked:

“DoyouthinkCoca-Colaisatastysoftdrink?”and“DoyouthinkCoca-Colaisarefreshingsoftdrink?” (Correct)/4/1ZHAODongyangPanzhihuaUniversity25问卷与表格设计第25页需要数个而不是一个问题吗？有时，一些问题是需要一个明确方式取得所需信息研究。考虑这个问题，“你认为可口可乐是味道美味和清凉饮料吗？”（错误）这么问题被称为双管问题，因为两个或更多问题合并成一个。若要获取所需信息，应要求问不一样两个问题：你认为可口可乐是美味饮料？”和你认为可口可乐是一个清凉饮料？”（正确）/4/1ZHAODongyangPanzhihuaUniversity26问卷与表格设计第26页OvercomingInabilityToAnswer–IstheRespondentInformed?

设计问题以防止无法回答情况发生—调查对象具备相关信息吗？Insituationswherenotallrespondentsarelikelytobeinformedaboutthetopicofinterest,filterquestionsthatmeasurefamiliarityandpastexperienceshouldbeaskedbeforequestionsaboutthetopicsthemselves.A“don'tknow”optionappearstoreduceuninformedresponseswithoutreducingtheresponserate.在并非所有的调查对象都对有关的话题有所了解的情况下，在提问于此话题的问题之前，应该问一些测量熟悉程度、产品使用以及过去经验的过滤性问题，设个“不知道”的选项，以减少不知情的回答没有减少回答率。/4/1ZHAODongyangPanzhihuaUniversity27问卷与表格设计第27页OvercomingInabilityToAnswer–CantherespondentRemember?Howmanygallonsofsoftdrinksdidyouconsumeduringthelastfourweeks? (Incorrect)Howoftendoyouconsumesoftdrinksinatypicalweek? (Correct)1.

___Lessthanonceaweek2.___1to3timesperweek3.

___4to6timesperweek4.

___7ormoretimesperweek过去四面你消费了多少加仑软饮料？错误通常你一周内消费饮料频率是多少？1.少于一周一次2.一周1~3次3.一周4~6次4.一周7次以上/4/1ZHAODongyangPanzhihuaUniversity28问卷与表格设计第28页OvercomingInabilityToAnswer–CantheRespondentArticulate?调查对象能清楚地表述吗？Respondentsmaybeunabletoarticulatecertaintypesofresponses,e.g.,describetheatmosphereofadepartmentstore.Respondentsshouldbegivenaids,suchaspictures,maps,anddescriptionstohelpthemarticulatetheirresponses.调查对象可能无法表明一些类型答案，比如，描述一个商店气氛。给与调查对象帮助，如图片，地图和说明，以帮助他们清楚地表述他们答案。

/4/1ZHAODongyangPanzhihuaUniversity29问卷与表格设计第29页OvercomingUnwillingnessToAnswer–EffortRequiredoftheRespondentsMostrespondentsareunwillingtodevotealotofefforttoprovideinformation.大多数受访者不愿意花大量努力来提供信息。/4/1ZHAODongyangPanzhihuaUniversity30问卷与表格设计第30页OvercomingUnwillingnessToAnswer

克服不愿回答下列问题发生Pleaselistallthedepartmentsfromwhichyoupurchasedmerchandiseonyourmostrecentshoppingtriptoadepartmentstore. (Incorrect)

Inthelistthatfollows,pleasecheckallthedepartmentsfromwhichyoupurchasedmerchandiseonyourmostrecentshoppingtriptoadepartmentstore. 1. Women'sdresses ____

2. Men'sapparel ____

3. Children'sapparel ____

4. Cosmetics ____

.

.

.

16. Jewelry ____

17. Other(pleasespecify) ____ (Correct)/4/1ZHAODongyangPanzhihuaUniversity31问卷与表格设计第31页OvercomingUnwillingnessToAnswer

克服不愿回答下列问题发生请列出你最近一次去百货商店购物时购置了商品全部部门名单。（错误）在以下这个名单里，请在您最近一次购物时购置了商品全部部门名单上划勾。1.____女装2.

____男装3.

____儿童服装4.

____化装品

.。

.。

.。

16.

____珠宝

17.

____其它（请注明）（正确）/4/1ZHAODongyangPanzhihuaUniversity32问卷与表格设计第32页OvercomingUnwillingnessToAnswerContextRespondentsareunwillingtorespondtoquestionswhichtheyconsidertobeinappropriateforthegivencontext.Theresearchershouldmanipulatethecontextsothattherequestforinformationseemsappropriate.

LegitimatePurposeExplainingwhythedataareneededcanmaketherequestfortheinformationseemlegitimateandincreasetherespondents'willingnesstoanswer.

SensitiveInformationRespondentsareunwillingtodisclose,atleastaccurately,sensitiveinformationbecausethismaycauseembarrassmentorthreatentherespondent'sprestigeorself-image./4/1ZHAODongyangPanzhihuaUniversity33问卷与表格设计第33页OvercomingUnwillingnessToAnswer–IncreasingtheWillingnessofRespondentsPlacesensitivetopicsattheendofthequestionnaire.Prefacethequestionwithastatementthatthebehaviorofinterestiscommon.Askthequestionusingthethird-persontechnique(seeChapter5):phrasethequestionasifitreferredtootherpeople.Hidethequestioninagroupofotherquestionswhichrespondentsarewillingtoanswer.Theentirelistofquestionscanthenbeaskedquickly.Provideresponsecategoriesratherthanaskingforspecificfigures.Userandomizedtechniques./4/1ZHAODongyangPanzhihuaUniversity34问卷与表格设计第34页ChoosingQuestionStructure–

UnstructuredQuestionsUnstructuredquestionsareopen-endedquestionsthatrespondentsanswerintheirownwords. Whatisyouroccupation? Whoisyourfavoriteactor? Whatdoyouthinkaboutpeoplewhoshopathigh-enddepartmentstores?/4/1ZHAODongyangPanzhihuaUniversity35问卷与表格设计第35页ChoosingQuestionStructure–StructuredQuestionsStructuredquestionsspecifythesetofresponsealternativesandtheresponseformat.Astructuredquestionmaybemultiple-choice,dichotomous,orascale.

/4/1ZHAODongyangPanzhihuaUniversity36问卷与表格设计第36页ChoosingQuestionStructure–

Multiple-ChoiceQuestionsInmultiple-choicequestions,theresearcherprovidesachoiceofanswersandrespondentsareaskedtoselectoneormoreofthealternativesgiven.

Doyouintendtobuyanewcarwithinthenextsixmonths? ____ Definitelywillnotbuy ____ Probablywillnotbuy ____ Undecided ____ Probablywillbuy ____ Definitelywillbuy ____ Other(pleasespecify)/4/1ZHAODongyangPanzhihuaUniversity37问卷与表格设计第37页ChoosingQuestionStructure–

DichotomousQuestionsAdichotomousquestionhasonlytworesponsealternatives:yesorno,agreeordisagree,andsoon.Often,thetwoalternativesofinterestaresupplementedbyaneutralalternative,suchas“noopinion,”“don'tknow,”“both,”or“none.”

Doyouintendtobuyanewcarwithinthenextsixmonths?

_____Yes

_____No

_____Don'tknow/4/1ZHAODongyangPanzhihuaUniversity38问卷与表格设计第38页ChoosingQuestionStructure–ScalesScaleswerediscussedindetailinChapters8and9:Doyouintendtobuyanewcarwithinthenextsixmonths?Definitely Probably Undecided Probably Definitely willnotbuy willnotbuy willbuy willbuy1 2 3 4 5/4/1ZHAODongyangPanzhihuaUniversity39问卷与表格设计第39页ChoosingQuestionWording–

DefinetheIssueDefinetheissueintermsofwho,what,when,where,why,andway(thesixWs).Who,what,when,andwhereareparticularlyimportant.

Whichbrandofshampoodoyouuse? (Incorrect)Whichbrandorbrandsofshampoohaveyoupersonallyusedathomeduringthelastmonth?Incaseofmorethanonebrand,pleaselistallthebrandsthatapply. (Correct)/4/1ZHAODongyangPanzhihuaUniversity40问卷与表格设计第40页ChoosingQuestionWordingDefiningtheQuestionTheRespondentItisnotclearwhetherthisquestionrelatestotheindividualrespondentortherespondent'stotalhousehold.TheBrandofShampooItisunclearhowtherespondentistoanswerthisquestionifmorethanonebrandisused.UnclearThetimeframeisnotspecifiedinthisquestion.Therespondentcouldinterpretitasmeaningtheshampoousedthismorning,thisweek,oroverthepastyear.TheW'sWhoWhatWhenWhereAthome,atthegym,ontheroad?Unclear/4/1ZHAODongyangPanzhihuaUniversity41问卷与表格设计第41页ChoosingQuestionWording–

UseOrdinaryWords“Doyouthinkthedistributionofsoftdrinksisadequate?” (Incorrect)“Doyouthinksoftdrinksarereadilyavailablewhenyouwanttobuythem?” (Correct)/4/1ZHAODongyangPanzhihuaUniversity42问卷与表格设计第42页ChoosingQuestionWording–

UseUnambiguousWords Inatypicalmonth,howoftendoyoushopindepartmentstores?

_____Never

_____Occasionally

_____Sometimes

_____Often

_____Regularly (Incorrect)

Inatypicalmonth,howoftendoyoushopindepartmentstores?

_____Lessthanonce

_____1or2times

_____3or4times

_____Morethan4times (Correct)/4/1ZHAODongyangPanzhihuaUniversity43问卷与表格设计第43页ChoosingQuestionWording–

AvoidLeadingorBiasingQuestionsAleadingquestionisonethatcluestherespondenttowhattheanswershouldbe,asinthefollowing:

DoyouthinkthatpatrioticAmericansshouldbuyimportedautomobileswhenthatwouldputAmericanlaboroutofwork?

_____Yes

_____No

_____Don'tknow (Incorrect)

DoyouthinkthatAmericansshouldbuyimportedautomobiles?

_____Yes

_____No

_____Don'tknow (Correct)/4/1ZHAODongyangPanzhihuaUniversity44问卷与表格设计第44页ChoosingQuestionWording–

AvoidImplicitAlternativesAnalternativethatisnotexplicitlyexpressedintheoptionsisanimplicitalternative.

1. Doyouliketoflywhentravelingshortdistances?(Incorrect)

2. Doyouliketoflywhentravelingshortdistances,orwouldyouratherdrive? (Correct)/4/1ZHAODongyangPanzhihuaUniversity45问卷与表格设计第45页ChoosingQuestionWording–

AvoidImplicitAssumptionsQuestionsshouldnotbewordedsothattheanswerisdependentuponimplicitassumptionsaboutwhatwillhappenasaconsequence.

1. Areyouinfavorofabalancedbudget?(Incorrect)

2. Areyouinfavorofabalancedbudgetifit wouldresultinanincreaseinthepersonal incometax? (Correct)

/4/1ZHAODongyangPanzhihuaUniversity46问卷与表格设计第46页ChoosingQuestionWording–

AvoidGeneralizationsandEstimates“Whatistheannualpercapitaexpenditureongroceriesinyourhousehold?” (Incorrect)

“Whatisthemonthly(orweekly)expenditureongroceriesinyourhousehold?”

and

“Howmanymembersarethereinyourhousehold?” (Correct)/4/1ZHAODongyangPanzhihuaUniversity47问卷与表格设计第47页ChoosingQuestionWording

DualStatements:PositiveandNegativeQuestionsthatareintheformofstatementsshouldbewordedbothpositivelyandnegatively./4/1ZHAODongyangPanzhihuaUniversity48问卷与表格设计第48页DeterminingtheOrderofQuestionsOpeningQuestionsTheopeningquestionsshouldbeinteresting,simple,andnon-threatening.

TypeofInformationAsageneralguideline,basicinformationshouldbeobtainedfirst,followedbyclassification,and,finally,identificationinformation.

DifficultQuestionsDifficultquestionsorquestionswhicharesensitive,embarrassing,complex,ordull,shouldbeplacedlateinthesequence./4/1ZHAODongyangPanzhihuaUniversity49问卷与表格设计第49页DeterminingtheOrderofQuestionsEffectonSubsequentQuestionsGeneralquestionsshouldprecedethespecificquestions(funnelapproach).

Q1:“Whatconsiderationsareimportanttoyouinselectingadepartmentstore?”

Q2:“Inselectingadepartmentstore,howimportantisconvenienceoflocation?” (Correct)/4/1ZHAODongyangPanzhihuaUniversity50问卷与表格设计第50页DeterminingtheOrderofQuestionsLogicalOrderThefollowingguidelinesshouldbefollowedforbranchingquestions:Thequestionbeingbranched(theonetowhichtherespondentisbeingdirected)shouldbeplacedascloseaspossibletothequestioncausingthebranching.Thebranchingquestionsshouldbeorderedsothattherespondentscannotanticipatewhatadditionalinformationwillberequired.

/4/1ZHAODongyangPanzhihuaUniversity51问卷与表格设计第51页OwnershipofStore,Bank,andOtherChargeCardsIntroductionStoreChargeCardPurchasedProductsinaSpecificDepartmentStoreduringtheLastTwoMonthsHowwasPaymentmade?EverPurchasedinaDepartmentStore?BankChargeCardOtherChargeCardIntentionstoUseStore,Bank,andotherChargeCardsYesYesNoNoCashCreditOtherFig.10.2FlowChartforQuestionnaireDesign/4/1ZHAODongyangPanzhihuaUniversity52问卷与表格设计第52页FormandLayoutDivideaquestionnaireintoseveralparts.Thequestionsineachpartshouldbenumbered,particularlywhenbranchingquestionsareused.Thequestionnairesshouldpreferablybeprecoded.Thequestionnairesthemselvesshouldbenumberedserially./4/1ZHAODongyangPanzhihuaUniversity53问卷与表格设计第53页11/2hoursto1hour59minutes-42hoursto2hours59minutes-53hoursormore-6Lessthan30minutes-130to59minutes-21hourto1hour29minutes-3TheAmericanLawyerAConfidentialSurveyofOurSubscribers(Pleaseignorethenumbersalongsidetheanswers.Theyareonlytohelpusindataprocessing.)1.Consideringallthetimesyoupickitup,abouthowmuchtime,intotal,doyouspendreadingorlookingthroughatypicalissueofTHEAMERICANLAWYER?ExampleofaPrecodedQuestionnaire/4/1ZHAODongyangPanzhihuaUniversity54问卷与表格设计第54页ReproductionoftheQuestionnaireThequestionnaireshouldbereproducedongood-qualitypaperandhaveaprofessionalappearance.Questionnairesshouldtaketheformofabookletratherthananumberofsheetsofpaperclippedorstapledtogether.Eachquestionshouldbereproducedonasinglepage(ordoublespread).Verticalresponsecolumnsshouldbeusedforindividualquestions.Gridsareusefulwhenthereareanumberofrelatedquestionsthatusethesamesetofresponsecategories.Thetendencytocrowdquestionstogethertomakethequestionnairelookshortershouldbeavoided.Directionsorinstructionsforindividualquestionsshouldbeplacedasclosetothequestionsaspossible./4/1ZHAODongyangPanzhihuaUniversity55问卷与表格设计第55页Pretesting

Pretestingreferstothetestingofthequestionnaireonasmallsampleofrespondentstoidentifyandeliminatepotentialproblems.Aquestionnaireshouldnotbeusedinthefieldsurveywithoutadequatepretesting.Allaspectsofthequestionnaireshouldbetested,includingquestioncontent,wording,sequence,formandlayout,questiondifficulty,andinstructions.Therespondentsforthepretestandfortheactualsurveyshouldbedrawnfromthesamepopulation.Pretestsarebestdonebypersonalinterviews,eveniftheactualsurveyistobeconductedbymail,telephone,orelectronicmeans,becauseinterviewerscanobserverespondents'reactionsandattitudes./4/1ZHAODongyangPanzhihuaUniversity56问卷与表格设计第56页PretestingAfterthenecessarychangeshavebeenmade,anotherpretestcouldbeconducted