第六章描述性研究设计调查与观察x课件

ChapterSixDescriptiveResearchDesign:SurveyandObservation第六章描述性研究设计：调查与观察ChapterSixChapterObjectives

本章目标1.Discussandclassifysurveymethodsanddescribethevarioustelephone,personal,mail,andelectronicinterviewingmethods.2.Identifythecriteriaforevaluatingsurveymethods,comparethedifferentmethods,andevaluatewhichisbestsuitedforaparticularresearchproject.3.Explainandclassifythedifferentobservationmethodsusedbymarketingresearchersanddescribepersonalobservation,mechanicalobservation,audit,contentanalysis,andtraceanalysis.1.讨论市场营销人员能利用的调查方法及分类，并描述电话访谈、邮件访谈和人员访谈等不同方法。2.确定评价调查方法的标准，比较不同方法和并针对某一个特定的研究项目选择最适宜的方法。3.解释营销研究人员所使用的不同观测方法并进行分类，描述人员观察、机械观察、审计、内容分析和痕迹分析。2011/2/13ZHAODongyangPanzhihuaUniverity2ChapterObjectives

本章目标1.DiscuChapterObjectives

本章目标4.Identifythecriteriaforevaluatingobservationmethods,comparethedifferentmethods,andevaluatewhich,ifany,issuitedforaparticularresearchproject.5.Describetherelativeadvantagesanddisadvantagesofobservationalmethodsandcomparethemtosurveymethods.6.Discusstheconsiderationsinvolvedinimplementingsurveysandobservationmethodsinaninternationalsetting.7.Understandtheethicalissuesinvolvedinconductingsurveyandobservationresearch.4.确定评价观测方法的标准，比较不同方法并评价那一种方法最适合适合于一个特定的研究项目。5.描述观测方法的相对利弊并与调查法进行比较。6.讨论在国际环境中实施调查和观测方法所涉及的考虑事项。7.了解进行调查及观察研究时所涉及的的伦理问题。2011/2/13ZHAODongyangPanzhihuaUniverity3ChapterObjectives

本章目标4.IdenChapterOutline

章节提纲OverviewSurveyMethodsSurveyMethodsClassifiedbyModeofAdministrationi.TelephoneMethodsii.PersonalMethodsiii.MailMethodsiv.ElectronicMethodsAComparativeEvaluationofSurveyMethodsi.TaskFactorsii.SituationalFactorsiii.RespondentFactors概述调查方法根据填写方式分类的调查方法电话访谈人员访谈邮件访谈电子访谈调查方法的比较性评价任务因素情境因素调查对象因素2011/2/13ZHAODongyangPanzhihuaUniverity4ChapterOutline

章节提纲Overview概ChapterOutlineSelectionofSurveyMethod(s)ObservationMethodsStructuredVersusUnstructuredObservationDisguisedVersusUndisguisedObservationNaturalVersusContrivedObservationObservationalMethodsClassifiedbyModeofAdministrationPersonalObservationMechanicalObservationAuditContentAnalysisTraceAnalysis调查方法的选择观察法结构化与非结构化观察法掩饰与非掩饰观察自然观察与实验观察根据填写方式分类的观察法人员观察机械观察审计内容分析痕迹分析2011/2/13ZHAODongyangPanzhihuaUniverity5ChapterOutlineSelectionofSuChapterOutlineAComparativeEvaluationofObservationalMethodsDegreeofStructureDegreeofDisguiseAbilitytoObserveinNaturalSettingAnalysisBiasGeneralRemarksAComparisonofSurveyandObservationalMethodsRelativeAdvantagesofObservationRelativeDisadvantagesofObservationEthnographicResearch&OtherMethodsInternationalMarketingResearchEthicsinMarketingResearchSummary2011/2/13ZHAODongyangPanzhihuaUniverity6ChapterOutlineAComparativeESurveyMethods

调查法调查法涉及向调查对象发放一个机构化问卷，以收集特定信息。结构化数据收集（structureddatacollection)2011/2/13ZHAODongyangPanzhihuaUniverity7SurveyMethods

调查法调查法2011/2/1DefinitionsForTheParameters‘Structure’And‘Directness’Structurereferstothedegreeofstandardizationimposedonthedatacollectionprocess.Directnessindicatesthatthetruepurposeoftheprojectisknownbytherespondents.theseparametersareimportantbecausethemannerinwhichresearchersmanipulatethemwillaffectthetypeofinformationcollected.Forexample,thestructured-directdatacollectionprocessinvolvesusingaquestionnairetosurveyasamplefromapopulation.Structuredindirectmethodstypicallyconsistofaquestionnaire,butthetruepurposeofthestudyisnotrevealedusuallybecausedivulgingsuchinformationtotherespondentswouldbiasresults.Thistechniqueisoftenemployedinpsychologicalresearch.Afocusgroupisthetypicalexampleofanunstructureddirectapproach,whereasroleplayingexemplifiestheunstructuredindirectapproach.结构，是指对数据收集过程的标准化的程度。直接性指被访者知道项目的真正目的。因为，研究人员处理它们的方式会影响所收集的类型，这些参数对信息收据是重要的。例如结构直接数据收集过程涉及使用调查调查总体中的样本。结构化的间接方法通常包括的一份调查问卷，但通常不显示研究的真正目的，因为透露此类信息，被访者会偏压的结果。心理学研究中常常被用这种技术。焦点小组是一个非结构化的直接方法的典型例子，而角色扮演体现了非结构化的间接方法。2011/2/13ZHAODongyangPanzhihuaUniverity8DefinitionsForTheParameterAClassificationofSurveyMethods

调查法分类TraditionalTelephoneComputer-AssistedTelephoneInterviewingMailInterview传统邮件MailPanel邮寄式固定样本组Fig.6.1In-Home入户MallIntercept商场拦截Computer-AssistedPersonalInterviewingE-mailInternetSurveyMethods调查法TelephonePersonalMailElectronic2011/2/13ZHAODongyangPanzhihuaUniverity9AClassificationofSurveyMetSomeDecisionsRelatedtotheMailInterviewPackage

与传统的邮件访谈包有关的几项决策OutgoingEnvelope外寄信封Outgoingenvelope Size,color,returnaddress外装信封尺寸、颜色、回寄地址Postage邮资 Methodofaddressing地址书写方式CoverLetter封面信Sponsorship调查机构Typeofappeal诉求类型

Postscript附言Personalization个性化

Signature签名Questionnaire问卷Length长度Size大小Layout版面Format格式

Content内容ReproductionColor颜色

Respondentanonymity调查对象匿名ReturnEnvelope回寄信封Typeofenvelope信封类型

Postage邮资Incentives物资奖励Monetaryversusnon-monetary Prepaidversuspromisedamount货币或非货币形式

预付或承诺数量

Table6.12011/2/13ZHAODongyangPanzhihuaUniverity10SomeDecisionsRelatedtotheCriteriaforEvaluatingSurveyMethods

评价调查方法的标准TaskFactors任务因素DiversityofQuestionsandFlexibilityofDataCollectionTheflexibilityofdatacollectionisdeterminedprimarilybytheextenttowhichtherespondentcaninteractwiththeinterviewerandthesurveyquestionnaire.Thediversityofquestionsthatcanbeaskedinasurveydependsuponthedegreeofinteractiontherespondenthaswiththeinterviewerandthequestionnaire,aswellastheabilitytoactuallyseethequestions.UseofPhysicalStimuliTheabilitytousephysicalstimulisuchastheproduct,aproductprototype,commercials,orpromotionaldisplaysduringtheinterview.问题的多样性和数据收集的灵活性主要由的调查对象可以与采访者就调查问卷进行交互的程度决定了数据收集的灵活性。可以在一项调查中提出的问题的多样性取决于调查对象与访谈者就该调查问卷的相互作用的程度，以及实际看见的问题的能力。有形刺激的使用在访谈过程中使用如产品、产品原型、广告或促销展示等有形刺激的能力。2011/2/13ZHAODongyangPanzhihuaUniverity11CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准SampleControlSamplecontrolistheabilityofthesurveymodetoreachtheunitsspecifiedinthesampleeffectivelyandefficiently.QuantityofDataTheabilitytocollectlargeamountsofdata.

ResponseRateSurveyresponserateisbroadlydefinedasthepercentageofthetotalattemptedinterviewsthatarecompleted.样本控制样本控制是调查方式正确和有效地与该样本中指定的单位（个人或家庭）接触的能力。数据数量收集大量数据的能力回答率调查的响应率广泛地定义为完成的访问占所有试图访问的百分比。2011/2/13ZHAODongyangPanzhihuaUniverity12CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准SituationalFactors情景因素ControloftheDataCollectionEnvironmentThedegreeofcontrolaresearcherhasovertheenvironmentinwhichtherespondentanswersthequestionnaire.ControlofFieldForceTheabilitytocontroltheinterviewersandsupervisorsinvolvedindatacollection.数据收集环境的控制研究人员对调查对象回答问卷的环境控制程度对现场工作人员控制力对参与数据收集的面试人员和管理人员的控制能力。2011/2/13ZHAODongyangPanzhihuaUniverity13CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准PotentialforInterviewerBiasTheextentoftheinterviewer'sroledeterminesthepotentialforbias.SpeedThetotaltimetakenforadministeringthesurveytotheentiresample.CostThetotalcostofadministeringthesurveyandcollectingthedata.调查员的潜在偏差选择调查对象（采访了其他人）询问研究问（省略问题）记录答案（不正确或不完整）。速度将问卷分发到调查的整个样本所需的总时间。成本管理调查和收集数据的总成本。2011/2/13ZHAODongyangPanzhihuaUniverity14CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准RespondentFactors调查对象因素PerceivedAnonymityPerceivedanonymityreferstotherespondents'perceptionsthattheiridentitieswillnotbediscernedbytheinterviewerortheresearcher.SocialDesirability/SensitiveInformationSocialdesirabilityisthetendencyoftherespondentstogiveanswersthataresociallyacceptable,whetherornottheyaretrue.Withsomeexceptions,obtainingsensitiveinformationisinverselyrelatedtosocialdesirability.感知到的匿名程度是指调查对象对他们的身份不会被调查员研究者识别出的感知程度。社会期望/敏感信息社会期望是调查对象提供社会可接受的的答案的倾向，不论他们的答案是否真实。除了一些例外情况获得敏感信息是与社会期望成反比。2011/2/13ZHAODongyangPanzhihuaUniverity15CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准LowIncidenceRateIncidenceratereferstorateofoccurrenceofpersonseligibletoparticipateinthestudy.RespondentControlMethodsthatallowrespondentscontrolovertheinterviewingprocesswillsolicitgreatercooperationandarethereforedesirable.低发生率发生率是指合格的人员参加研究的发生率。回答控制允许对访谈过程控制争取被访者更多的合作和希望得到的方法。2011/2/13ZHAODongyangPanzhihuaUniverity16CriteriaforEvaluatingSurveyAComparativeEvaluationofSurveyMethods

Table6.2调查方法的比较性评价Criteria标准Telephone/CATIIn-home入户MallIntercept商场拦截CAPIMail

传统邮件MailPanels邮寄式固定样本E-Mail电子邮件Internet因特网TASKFACTORSModerateModerateModerateDiversityofquestionsandflexibilityLowtomoderateHigh

High

Useofphysicalstimuli

SampleControl

QuantityofdataResponserate

2011/2/13ZHAODongyangPanzhihuaUniverity17AComparativeEvaluationofSuAComparativeEvaluationofSurveyMethods

调查方法的比较性评价TaskFactorsDiversityofquestionsandflexibility

LowtomoderateHigh

High

ModeratetohighModerate

Moderate

Moderate

ModeratetohighUseofphysicalstimuli

Low

ModeratetohighHigh

High

Moderate

Moderate

Low

Moderate

SampleControl

ModeratetohighPotentially

highModerate

Moderate

Low

ModeratetohighLow

Lowtomoderate

QuantityofdataLowHighModerateModerateModerateHighModerateModerateResponserate

ModerateHighHighHighLowHighLowVerylowTable6.2Criteria标准Telephone/CATIIn-home入户MallIntercept商场拦截CAPIMail传统邮件MailPanels邮寄式固定样本E-Mail电子邮件Internet因特网2011/2/13ZHAODongyangPanzhihuaUniverity18AComparativeEvaluationofSuAComparativeEvaluationofSurveyMethodsSituationalFactors

Controlofdatacollectionenvironment

ModerateModerateHighHighLowLowLowLow

tohigh

Controloffieldforce

ModerateLowModerateModerateHighHighHighHighPotentialforinterviewerbias

ModerateHighHighLowNoneNoneNoneNoneSpeed

HighModerateModerateModerateLowLowHighVery

tohightohigh

tomoderate

highCost

ModerateHighModerateModerateLowLowLowLow

tohightohigh

tomoderate

Criteria

TelephoneIn-HomeMall-InterceptCAPIMailSurveysMailPanelsE-MailInternet

CATIInterviewsInterviews

Table6.22011/2/13ZHAODongyangPanzhihuaUniverity19AComparativeEvaluationofSuAComparativeEvaluationofSurveyMethodsCriteria

Telephone/CATIIn-HomeInterviewsMall-InterceptCAPIMailSurveys

MailPanels

E-Mail

Internet

InterviewsRespondentFactors

Perceivedanonymityoftherespondent

ModerateLowLowLowHighHighModerateHighSocialdesirability

ModerateHighHighModerateLowLowModerateLowtoHighObtainingsensitiveinformationHighLowLowLowHighModerateModerateHigh

tomoderate

tohigh

LowincidencerateHighLowLowLowModerateModerateModerateHighRespondentcontrolLowLowLowLowHighHighHighModerate

tomoderate

tohighTable6.22011/2/13ZHAODongyangPanzhihuaUniverity20AComparativeEvaluationofSuObservationMethodsStructuredVersusUnstructuredObservation结构化观察与非结构化观察Forstructuredobservationtheresearcherspecifiesindetailwhatistobeobservedandhowthemeasurementsaretoberecorded,e.g.,anauditorperforminginventoryanalysisinastore.Inunstructuredobservationtheobservermonitorsallaspectsofthephenomenonthatseemrelevanttotheproblemathand,e.g.,observingchildrenplayingwithnewtoys.结构化的观察研究人员详细指定观察的内容，以及记录测量结果的方式。例如，由一名审计员对一家店铺内的存货进行分析在非结构化观察观察员监视与手头的问题可能有关的所有方面。例如，观察在玩新玩具孩子们的所有的方面。2011/2/13ZHAODongyangPanzhihuaUniverity21ObservationMethodsStructuredObservationMethodsDisguisedVersusUndisguisedObservation

掩饰观察与非掩饰观察Indisguisedobservationtherespondentsareunawarethattheyarebeingobserved.Disguisemaybeaccomplishedbyusingone-waymirrors,hiddencameras,orinconspicuousmechanicaldevices.Observersmaybedisguisedasshoppersorsalesclerks.Inundisguisedobservationtherespondentsareawarethattheyareunderobservation.掩饰观察受访者不知道他们被观察。伪装可能通过使用单向镜像、隐藏的相机或不显眼的机械设备。观察员可能乔装顾客或销售人员。非掩饰观察受访者意识到他们正在观察。2011/2/13ZHAODongyangPanzhihuaUniverity22ObservationMethodsDisguisedObservationMethodsNaturalVersusContrivedObservation

自然观察与实验观察Naturalobservationinvolvesobservingbehaviorasittakesplacesintheenvironment.Forexample,onecouldobservethebehaviorofrespondentseatingfastfoodatBurgerKing.Incontrivedobservationrespondents'behaviorisobservedinanartificialenvironment,suchasatestkitchen.自然观察指发生在自然环境中行为的观察。例如，我们可以观察吃快餐在汉堡王的被访者的行为。刻意观察是在一个人工环境观察研究对象的行为。2011/2/13ZHAODongyangPanzhihuaUniverity23ObservationMethodsNaturalVeAClassificationofObservationMethods

观察方法的分类ObservationMethodsPersonalObservationMechanicalObservationAuditContentAnalysisTraceAnalysisFig.6.3ClassifyingObservationMethods2011/2/13ZHAODongyangPanzhihuaUniverity24AClassificationofObservatioObservationMethods:PersonalObservation

观察方法：人员观察Aresearcherobservesactualbehaviorasitoccurs.Theobserverdoesnotattempttomanipulatethephenomenonbeingobservedbutmerelyrecordswhattakesplace.Forexample,aresearchermightrecordtrafficcountsandobservetrafficflowsinadepartmentstore.研究人员观察实际行为的发生。观察员不会尝试操纵正被观察的研究对象的现象，但只是记录发生的事情。例如研究员可能在一家百货商店记录交通计数，并观察交通流量的。2011/2/13ZHAODongyangPanzhihuaUniverity25ObservationMethods:PersonalObservationMethods:MechanicalObservation

观察方法：机械观察

Donotrequirerespondents'directparticipation.TheACNielsenaudiometerTurnstilesthatrecordthenumberofpeopleenteringorleavingabuilding.On-sitecameras(still,motionpicture,orvideo)OpticalscannersinsupermarketsDorequirerespondentinvolvement.Eye-trackingmonitorsPupilmetersPsychogalvanometersVoicepitchanalyzersDevicesmeasuringresponselatency不需要受访者直接参与尼尔森试听监视仪记录人员进入或离开建筑物的记录仪现场摄像机（持续，运动图像或视频）在超市中的光学扫描仪要求研究对象参与眼球跟踪监视器瞳孔测量仪心理电流测量仪音调分析仪测量反应时间的设备2011/2/13ZHAODongyangPanzhihuaUniverity26ObservationMethods:MechanicaObservationMethods:AuditTheresearchercollectsdatabyexaminingphysicalrecordsorperforminginventoryanalysis.Dataarecollectedpersonallybytheresearcher.Thedataarebaseduponcounts,usuallyofphysicalobjects.RetailandwholesaleauditsconductedbymarketingresearchsupplierswerediscussedinthecontextofsyndicateddatainChapter4.2011/2/13ZHAODongyangPanzhihuaUniverity27ObservationMethods:AuditTheObservationMethods:ContentAnalysisTheobjective,systematic,andquantitativedescriptionofthemanifestcontentofacommunication.Theunitofanalysismaybewords,characters(individualsorobjects),themes(propositions),spaceandtimemeasures(lengthordurationofthemessage),ortopics(subjectofthemessage).Analyticalcategoriesforclassifyingtheunitsaredevelopedandthecommunicationisbrokendownaccordingtoprescribedrules.对沟通内容进行的客观、系统，和定量描述。分析单位可能是消息的单词、特征（个人或对象），主题（提议）、空间和时间测量（长度或持续时间）或主题（信息的题目）。分析单位进行分类，研究人员指定出分析的类别，并根据鬼子对沟通进行分组。2011/2/13ZHAODongyangPanzhihuaUniverity28ObservationMethods:ContentAObservationMethods:TraceAnalysisDatacollectionisbasedonphysicaltraces,orevidence,ofpastbehavior.

Theselectiveerosionoftilesinamuseumindexedbythereplacementratewasusedtodeterminetherelativepopularityofexhibits.Thenumberofdifferentfingerprintsonapagewasusedtogaugethereadershipofvariousadvertisementsinamagazine.Thepositionoftheradiodialsincarsbroughtinforservicewasusedtoestimateshareoflisteningaudienceofvariousradiostations.Theageandconditionofcarsinaparkinglotwereusedtoassesstheaffluenceofcustomers.Themagazinespeopledonatedtocharitywereusedtodeterminepeople'sfavoritemagazines.Internetvisitorsleavetraceswhichcanbeanalyzedtoexaminebrowsingandusagebehaviorbyusingcookies.

2011/2/13ZHAODongyangPanzhihuaUniverity29ObservationMethods:TraceAnaAComparativeEvaluationofObservationMethodsTable6.3Criteria PersonalMechanicalAuditContentTrace ObservationObservationAnalysisAnalysisAnalysisDegreeofstructure

Low Lowtohigh High High MediumDegreeofdisguise

Medium Lowtohigh Low High High

Abilitytoobserve

High Lowtohigh High Medium Lowinnaturalsetting

Observationbias

High Low Low Medium MediumAnalysisbias

High Lowto Low Low Medium

MediumGeneralremarks

Most Canbe ExpensiveLimitedtoMethodof

flexible intrusivecommu-lastresort

nications2011/2/13ZHAODongyangPanzhihuaUniverity30AComparativeEvaluationofObRelativeAdvantagesofObservation

观察法的相对优势Theypermitmeasurementofactualbehaviorratherthanreportsofintendedorpreferredbehavior.Thereisnoreportingbias,andpotentialbiascausedbytheinterviewerandtheinterviewingprocessiseliminatedorreduced.Certaintypesofdatacanbecollectedonlybyobservation.Iftheobservedphenomenonoccursfrequentlyorisofshortduration,observationalmethodsmaybecheaperandfasterthansurveymethods.它们允许实际行为的测量，而不是有意或偏好行为的报告。没有报告的误差、消除或减少了因访谈员和面试过程造成的潜在误差。只收集通过观察到某些类型的数据。如果观察到的现象经常发生的或期限短，观测方法比调查方法可能更便宜和更快。2011/2/13ZHAODongyangPanzhihuaUniverity31RelativeAdvantagesofObservaRelativeDisadvantagesofObservation

Thereasonsfortheobservedbehaviormaynotbedeterminedsincelittleisknownabouttheunderlyingmotives,beliefs,attitudes,andpreferences.Selectiveperception(biasintheresearcher'sperception)canbiasthedata.Observationaldataareoftentime-consumingandexpensive,anditisdifficulttoobservecertainformsofbehavior.Insomecases,theuseofobservationalmethodsmaybeunethical,asinobservingpeoplewithouttheirknowledgeorconsent.Itisbesttoviewobservationasacomplementtosurveymethods,ratherthanasbeingincompetitionwiththem.由于无法确定观察到的行为的原因，因为对潜在的动机、信念、态度和偏好了解甚少。选择性感知（研究员的感知的偏见）可以偏压的数据。观测数据往往费时和昂贵，并且很难观察到某些形式的行为。在某些情况下，在其不知情或不同意情况下的对其使用观察观测法可能是不道德的。最好把观察法座位一个补充的调查方法，而不是在与他们竞争。2011/2/13ZHAODongyangPanzhihuaUniverity32RelativeDisadvantagesofObseSummary

小结2011/2/13ZHAODongyangPanzhihuaUniverity33Summary

小结2011/2/13ZHAODongyaAllrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmitted,inanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwise,withoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.Copyright©2010PearsonEducation,Inc.publishingasPrenticeHallAllrightsreserved.NopartoChapterSixDescriptiveResearchDesign:SurveyandObservation第六章描述性研究设计：调查与观察ChapterSixChapterObjectives

本章目标1.Discussandclassifysurveymethodsanddescribethevarioustelephone,personal,mail,andelectronicinterviewingmethods.2.Identifythecriteriaforevaluatingsurveymethods,comparethedifferentmethods,andevaluatewhichisbestsuitedforaparticularresearchproject.3.Explainandclassifythedifferentobservationmethodsusedbymarketingresearchersanddescribepersonalobservation,mechanicalobservation,audit,contentanalysis,andtraceanalysis.1.讨论市场营销人员能利用的调查方法及分类，并描述电话访谈、邮件访谈和人员访谈等不同方法。2.确定评价调查方法的标准，比较不同方法和并针对某一个特定的研究项目选择最适宜的方法。3.解释营销研究人员所使用的不同观测方法并进行分类，描述人员观察、机械观察、审计、内容分析和痕迹分析。2011/2/13ZHAODongyangPanzhihuaUniverity36ChapterObjectives

本章目标1.DiscuChapterObjectives

本章目标4.Identifythecriteriaforevaluatingobservationmethods,comparethedifferentmethods,andevaluatewhich,ifany,issuitedforaparticularresearchproject.5.Describetherelativeadvantagesanddisadvantagesofobservationalmethodsandcomparethemtosurveymethods.6.Discusstheconsiderationsinvolvedinimplementingsurveysandobservationmethodsinaninternationalsetting.7.Understandtheethicalissuesinvolvedinconductingsurveyandobservationresearch.4.确定评价观测方法的标准，比较不同方法并评价那一种方法最适合适合于一个特定的研究项目。5.描述观测方法的相对利弊并与调查法进行比较。6.讨论在国际环境中实施调查和观测方法所涉及的考虑事项。7.了解进行调查及观察研究时所涉及的的伦理问题。2011/2/13ZHAODongyangPanzhihuaUniverity37ChapterObjectives

本章目标4.IdenChapterOutline

章节提纲OverviewSurveyMethodsSurveyMethodsClassifiedbyModeofAdministrationi.TelephoneMethodsii.PersonalMethodsiii.MailMethodsiv.ElectronicMethodsAComparativeEvaluationofSurveyMethodsi.TaskFactorsii.SituationalFactorsiii.RespondentFactors概述调查方法根据填写方式分类的调查方法电话访谈人员访谈邮件访谈电子访谈调查方法的比较性评价任务因素情境因素调查对象因素2011/2/13ZHAODongyangPanzhihuaUniverity38ChapterOutline

章节提纲Overview概ChapterOutlineSelectionofSurveyMethod(s)ObservationMethodsStructuredVersusUnstructuredObservationDisguisedVersusUndisguisedObservationNaturalVersusContrivedObservationObservationalMethodsClassifiedbyModeofAdministrationPersonalObservationMechanicalObservationAuditContentAnalysisTraceAnalysis调查方法的选择观察法结构化与非结构化观察法掩饰与非掩饰观察自然观察与实验观察根据填写方式分类的观察法人员观察机械观察审计内容分析痕迹分析2011/2/13ZHAODongyangPanzhihuaUniverity39ChapterOutlineSelectionofSuChapterOutlineAComparativeEvaluationofObservationalMethodsDegreeofStructureDegreeofDisguiseAbilitytoObserveinNaturalSettingAnalysisBiasGeneralRemarksAComparisonofSurveyandObservationalMethodsRelativeAdvantagesofObservationRelativeDisadvantagesofObservationEthnographicResearch&OtherMethodsInternationalMarketingResearchEthicsinMarketingResearchSummary2011/2/13ZHAODongyangPanzhihuaUniverity40ChapterOutlineAComparativeESurveyMethods

调查法调查法涉及向调查对象发放一个机构化问卷，以收集特定信息。结构化数据收集（structureddatacollection)2011/2/13ZHAODongyangPanzhihuaUniverity41SurveyMethods

调查法调查法2011/2/1DefinitionsForTheParameters‘Structure’And‘Directness’Structurereferstothedegreeofstandardizationimposedonthedatacollectionprocess.Directnessindicatesthatthetruepurposeoftheprojectisknownbytherespondents.theseparametersareimportantbecausethemannerinwhichresearchersmanipulatethemwillaffectthetypeofinformationcollected.Forexample,thestructured-directdatacollectionprocessinvolvesusingaquestionnairetosurveyasamplefromapopulation.Structuredindirectmethodstypicallyconsistofaquestionnaire,butthetruepurposeofthestudyisnotrevealedusuallybecausedivulgingsuchinformationtotherespondentswouldbiasresults.Thistechniqueisoftenemployedinpsychologicalresearch.Afocusgroupisthetypicalexampleofanunstructureddirectapproach,whereasroleplayingexemplifiestheunstructuredindirectapproach.结构，是指对数据收集过程的标准化的程度。直接性指被访者知道项目的真正目的。因为，研究人员处理它们的方式会影响所收集的类型，这些参数对信息收据是重要的。例如结构直接数据收集过程涉及使用调查调查总体中的样本。结构化的间接方法通常包括的一份调查问卷，但通常不显示研究的真正目的，因为透露此类信息，被访者会偏压的结果。心理学研究中常常被用这种技术。焦点小组是一个非结构化的直接方法的典型例子，而角色扮演体现了非结构化的间接方法。2011/2/13ZHAODongyangPanzhihuaUniverity42DefinitionsForTheParameterAClassificationofSurveyMethods

调查法分类TraditionalTelephoneComputer-AssistedTelephoneInterviewingMailInterview传统邮件MailPanel邮寄式固定样本组Fig.6.1In-Home入户MallIntercept商场拦截Computer-AssistedPersonalInterviewingE-mailInternetSurveyMethods调查法TelephonePersonalMailElectronic2011/2/13ZHAODongyangPanzhihuaUniverity43AClassificationofSurveyMetSomeDecisionsRelatedtotheMailInterviewPackage

与传统的邮件访谈包有关的几项决策OutgoingEnvelope外寄信封Outgoingenvelope Size,color,returnaddress外装信封尺寸、颜色、回寄地址Postage邮资 Methodofaddressing地址书写方式CoverLetter封面信Sponsorship调查机构Typeofappeal诉求类型

Postscript附言Personalization个性化

Signature签名Questionnaire问卷Length长度Size大小Layout版面Format格式

Content内容ReproductionColor颜色

Respondentanonymity调查对象匿名ReturnEnvelope回寄信封Typeofenvelope信封类型

Postage邮资Incentives物资奖励Monetaryversusnon-monetary Prepaidversuspromisedamount货币或非货币形式

预付或承诺数量

Table6.12011/2/13ZHAODongyangPanzhihuaUniverity44SomeDecisionsRelatedtotheCriteriaforEvaluatingSurveyMethods

评价调查方法的标准TaskFactors任务因素DiversityofQuestionsandFlexibilityofDataCollectionTheflexibilityofdatacollectionisdeterminedprimarilybytheextenttowhichtherespondentcaninteractwiththeinterviewerandthesurveyquestionnaire.Thediversityofquestionsthatcanbeaskedinasurveydependsuponthedegreeofinteractiontherespondenthaswiththeinterviewerandthequestionnaire,aswellastheabilitytoactuallyseethequestions.UseofPhysicalStimuliTheabilitytousephysicalstimulisuchastheproduct,aproductprototype,commercials,orpromotionaldisplaysduringtheinterview.问题的多样性和数据收集的灵活性主要由的调查对象可以与采访者就调查问卷进行交互的程度决定了数据收集的灵活性。可以在一项调查中提出的问题的多样性取决于调查对象与访谈者就该调查问卷的相互作用的程度，以及实际看见的问题的能力。有形刺激的使用在访谈过程中使用如产品、产品原型、广告或促销展示等有形刺激的能力。2011/2/13ZHAODongyangPanzhihuaUniverity45CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准SampleControlSamplecontrolistheabilityofthesurveymodetoreachtheunitsspecifiedinthesampleeffectivelyandefficiently.QuantityofDataTheabilitytocollectlargeamountsofdata.

ResponseRateSurveyresponserateisbroadlydefinedasthepercentageofthetotalattemptedinterviewsthatarecompleted.样本控制样本控制是调查方式正确和有效地与该样本中指定的单位（个人或家庭）接触的能力。数据数量收集大量数据的能力回答率调查的响应率广泛地定义为完成的访问占所有试图访问的百分比。2011/2/13ZHAODongyangPanzhihuaUniverity46CriteriaforEvaluatingSurveyCriteriaforEvaluatingSurveyMethods

评价调查方法的标准SituationalFactors情景因素ControloftheDataCollectionEnvironmentThedegreeofcontrolaresearcherhasovertheenvironmentinwhichtherespondentanswersthequestionnaire.ControlofFieldForceTheabilitytocont