市场调查方法第十一章

2024/3/11市场调查方法第十一章LEARNINGOUTCOMESExplainthesignificanceofdecisionsaboutquestionnairedesignandwordingDefinealternativesforwordingopen-endedandfixed-alternativequestionsSummarizeguidelinesforquestionsthatavoidmistakesinquestionnairedesignDescribehowthepropersequenceofquestionsmayimproveaquestionnaireDiscusshowtodesignaquestionnairelayoutDescribecriteriaforpretestingandrevisingaquestionnaireandforadaptingittoglobalmarketsAfterstudyingthischapter,youshouldbeableto©2007Thomson/South-Western.Allrightsreserved.QuestionnaireQualityandDesign:

BasicConsiderationsQuestionnairedesignisoneofthemostcriticalstagesinthesurveyresearchprocess.Aquestionnaire(survey)isonlyasgoodasthequestionsitasks—askabadquestion,getbadresults.Composingagoodquestionnaireappearseasybut,itisusuallytheresultoflong,painstakingwork.Thequestionsmustmeetthebasiccriteriaofrelevanceandaccuracy.©2007Thomson/South-Western.Allrightsreserved.DecisionsinQuestionnaireDesignWhatshouldbeasked?Howshouldeachquestionbephrased?Inwhatsequenceshouldthequestionsbearranged?Whatquestionnairelayoutwillbestservetheresearchobjectives?Howshouldthequestionnairebepretested?Doesthequestionnaireneedtoberevised?©2007Thomson/South-Western.Allrightsreserved.WhatShouldBeAsked?QuestionnaireRelevancyAllinformationcollectedshouldaddressaresearchquestioninhelpingthedecisionmakerinsolvingthecurrentmarketingproblem.QuestionnaireAccuracyIncreasingthereliabilityandvalidityofrespondentinformationrequiresthat:Questionnairesshouldusesimple,understandable,unbiased,unambiguous,andnonirritatingwords.Questionnairedesignshouldfacilitaterecallandmotivaterespondentstocooperate.Properquestionwordingandsequencingtoavoidconfusionandbiasedanswers.©2007Thomson/South-Western.Allrightsreserved.HowShouldQuestionsBePhrased?Open-endedResponseQuestionsPosesomeproblemandaskrespondentstoanswerintheirownwords.Advantages:Aremostbeneficialinexploratoryresearch,especiallywhentherangeofresponsesisnotknown.Mayrevealunanticipatedreactionstowardtheproduct.Aregoodfirstquestionsbecausetheyallowrespondentstowarmuptothequestioningprocess.Disadvantages:Highcostofadministeringopen-endedresponsequestionsThepossibilitythatinterviewerbiaswillinfluencetheanswerBiasintroducedbyarticulateindividuals’longeranswers©2007Thomson/South-Western.Allrightsreserved.HowShouldQuestionsBePhrased?(cont’d)Fixed-alternativeQuestionsQuestionsinwhichrespondentsaregivenspecific,limited-alternativeresponsesandaskedtochoosetheoneclosesttotheirownviewpoint.Advantages:RequirelessinterviewerskillTakelesstimetoanswerAreeasierfortherespondenttoanswerProvidescomparabilityofanswersDisadvantages:LackofrangeintheresponsealternativesTendencyofrespondentstochooseconvenientalternative©2007Thomson/South-Western.Allrightsreserved.TypesofFixed-AlternativeQuestionsSimple-dichotomy(dichotomousalternative)QuestionRequirestherespondenttochooseoneoftwoalternatives(e.g.,yesorno).Determinant-choiceQuestionRequirestherespondenttochooseoneresponsefromamongmultiplealternatives(e.g.,A,B,orC).Frequency-determinationQuestionAsksforanansweraboutgeneralfrequencyofoccurrence(e.g.,often,occasionally,ornever).ChecklistQuestionAllowstherespondenttoprovidemultipleanswerstoasinglequestionbycheckingoffitems.©2007Thomson/South-Western.Allrightsreserved.PhrasingQuestionsforSelf-Administered,

Telephone,andPersonalInterviewSurveysInfluencesonQuestionPhrasing:Themeansofdatacollection—telephoneinterview,personalinterview,self-administeredquestionnaire—willinfluencethequestionformatandquestionphrasing.Questionsformail,Internet,andtelephonesurveysmustbelesscomplexthanthoseusedinpersonalinterviews.Questionnairesfortelephoneandpersonalinterviewsshouldbewritteninaconversationalstyle.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.1

ReducingQuestionComplexitybyProvidingFewerResponsesSource:DonA.Dillman,MailandTelephoneSurveys:TheTotalDesignMethod(NewYork:JohnWiley&Sons,1978),p.209.Reprintedwithpermission.©2007Thomson/South-Western.Allrightsreserved.TheArtofAskingQuestionsNohardandfastrules;howeveravoid:UsingcomplexquestionlanguageAskingleadingandloadedquestionsUsingambiguousphrasinginquestionsAskingconfusingdouble-barreleditemsMakinginternalassumptionsinquestionsAskingburdensomequestionsthattaxtherespondent’smemory©2007Thomson/South-Western.Allrightsreserved.WhatIstheBestQuestionSequence?FactorsInfluencingtheSequencingQuestionsOrderbiasBiascausedbytheinfluenceofearlierquestionsinaquestionnaireorbyananswer’spositioninasetofanswers.FunneltechniqueAskinggeneralquestionsbeforespecificquestionsinordertoobtainunbiasedresponses.FilterquestionAquestionthatscreensoutrespondentswhoarenotqualifiedtoanswerasecondquestion.PivotquestionAfilterquestionusedtodeterminewhichversionofasecondquestionwillbeasked.©2007Thomson/South-Western.Allrightsreserved.WhatIstheBestQuestionSequence?(cont’d)FactorsInfluencingtheSequencingQuestions(cont’d)AnchoringeffectThefirstconceptmeasuredtendstobecomeacomparisonpointfromwhichsubsequentevaluationsaremade.Randomizationofitemsonaquestionnairesusceptibletotheanchoringeffecthelpsminimizeorderbias.OrderofalternativesonclosedquestionsTheorderofchoicesshouldberotatedifproducingalternativeformsofthequestionnaireispossible.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.2

FlowofQuestionstoDeterminetheLevelofPromptingRequiredtoStimulateRecallSource:“GeneralFoodsCorporation:TangInstantBreakfastDrink(B),”©1978F.StewartDeBruickerandHarveyN.Singer,TheWhartonSchool,UniversityofPennsylvania.Reprintedwithpermission.©2007Thomson/South-Western.Allrightsreserved.WhatIstheBestLayout?TraditionalQuestionnairesMultiple-gridquestionSeveralsimilarquestionsarrangedinagridformat.Thetitleofaquestionnaireshouldbephrasedcarefully:Tocapturetherespondent’sinterest,underlinetheimportanceoftheresearchEmphasizetheinterestingnatureofthestudyAppealtotherespondent’segoEmphasizetheconfidentialnatureofthestudyTonotbiastherespondentinthesamewaythataleadingquestionmight©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.3

LayoutofaPagefromaTelephoneQuestionnaire©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.4

TelephoneQuestionnairewithSkipQuestions©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.5

PersonalInterviewQuestionnaireSource:ReprintedwithpermissionfromtheCouncilofAmericanSurveyResearch,.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.6

ExampleofaSkipQuestion©2007Thomson/South-Western.Allrightsreserved.InternetQuestionnaireLayoutGraphicalUserInterface(GUI)SoftwareTheresearchercancontrolthebackground,colors,fonts,andotherfeaturesdisplayedonthescreensoastocreateanattractiveandeasy-to-useinterfacebetweentheuserandtheInternetsurvey.LayoutIssuesPagingbygoingfromscreentoscreenScrollinglayoutgivestherespondenttheabilitytoscrolldown©2007Thomson/South-Western.Allrightsreserved.InternetQuestionnaireLayout(cont’d)PushButtonAsmalloutlinedarea,suchasarectangleoranarrow,thattherespondentclicksontoselectanoptionorperformafunction,suchassubmit.StatusBarAvisualindicatorthattellstherespondentwhatportionofthesurveyheorshehascompleted.RadioButtonAcircularicon,resemblingabutton,thatactivatesoneresponsechoiceanddeactivatesotherswhenarespondentclicksonit.©2007Thomson/South-Western.Allrightsreserved.InternetQuestionnaireLayout(cont’d)Drop-downBoxAspacesavingdevicethatrevealsresponseswhentheyareneededbutotherwisehidesthemfromview.CheckBoxesSmallgraphicboxes,nexttoananswers,thatarespondentclicksontochooseananswer;typically,acheckmarkoranXappearsintheboxwhentherespondentclicksonit.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.7

QuestioninanOnlineScreeningSurveyforJoiningaConsumerPanelSource:J.D.PowerandAssociates,“JDPowerPanel,”/20/survey/onsurvey.phtml,accessedJune25,2006.©2007Thomson/South-Western.Allrightsreserved.InternetQuestionnaireLayout(cont’d)Open-endedBoxesBoxeswhererespondentscantypeintheirownanswerstoopen-endedquestions.Pop-upBoxesBoxesthatappearatselectedpointsandcontaininformationorinstructionsforrespondents.©2007Thomson/South-Western.Allrightsreserved.EXHIBIT11.8

AlternativeWaysofDisplayingInternetQuestions©2007Thomson/South-Western.Allrightsreserved.InternetQuestionnaireLayout(cont’d)SoftwareThatMakesQuestionnairesInteractiveVariablepipingsoftwareAllowsvariablestobeinsertedintoanInternetquestionnaireasarespondentiscompletingit.ErrortrappingsoftwareControlstheflowofaninternetquestionnaire.ForcedansweringsoftwarePreventsrespondentsfromcontinuingwithanInternetquestionnaireiftheyfailtoansweraquestion.InteractivehelpdeskAlive,real-timesupportfeaturethatsolvesproblemsoranswersquestionsrespondentsmayencounterincompletingthequestionnaire.©2007Thomson/South-Western.Allrightsreserved.HowMuchPretestingandRevisingAreNecessary?PretestingProcessSeekstodeterminewhetherrespondentshaveanydifficultyunderstandingthequestionnaireandwhetherthereareanyambiguousorbiasedquestions.PreliminaryTabulationAtabulationofthe