当代市场调研 （原第12版）指导手册 Instructor Manual ch04 通过问卷获取数据

McDaniel&Gates–MarketingResearch,12thEdition Instructor’sManual

Copyright©2021JohnWiley&Sons,Inc. 4-

CHAPTER4

AcquiringDataviaaQuestionnaire

LEARNINGOBJECTIVES

1.Understandtheroleofthequestionnaireinthedatacollectionprocess.

2.Becomefamiliarwiththecriteriaforagoodquestionnaire.

3.Learntheprocessforquestionnairedesign.

4.Understandhowsoftware,theInternet,andmobiledevicesareinfluencingquestionnairedesign.

5.Understandtheimpactofthequestionnaireondatacollectioncosts.

KEYTERMS

Augmentedintelligence

Clarity

Close-endedquestions

Dichotomousquestions

Do-it-together(DIT)research

Do-it-yourself(DIY)research

Editing

Fieldmanagementcompanies

Multiplechoicequestions

Open-endedquestions

Pretest

Questionnaire(dataacquisitionform)

Respondentfatigue

Scaled-responsequestions

Screeners

Sentimentextraction

Skippattern

Software-as-a-service(SaaS)

Surveyobjectives

CHAPTERSUMMARY

Thischapterexaminestheroleofthequestionnaireinmarketingresearchanddiscussesthecorrectmethodforcreatingaquestionnaire.Aquestionnaireisasetofquestionsdesignedtogeneratethedatanecessaryforaccomplishingtheobjectivesoftheresearchproject.Itispositionedbetweenthesurveyobjectivesandtherespondent’sinformation.Agoodquestionnaireprovidesthenecessarydecision-makinginformation.Whencreatingit,theresearchermustconsidertherespondent.Thequestionnairedevelopmentprocessconsistsoftensteps.Withinthose,theresearchermustdeterminewhatformatofquestionresponsewillproducethebestresults.Thethreedifferenttypesofquestions—open-ended,closed-ended,andscaledresponsequestions—eachhaveadvantagesanddisadvantages.Inestablishingthewordingandpositioningofquestionswithinthequestionnaire,theresearchermusttrytoensurethatthewordingisclearanddoesnotbiastherespondentandthattherespondentwillbeableandwillingtoanswerthequestions.

QUESTIONSFORREVIEWANDCRITICALTHINKING

Explaintheroleofthequestionnaireintheresearchprocess.

Thequestionnaireisthetoolusedtocreatetheproduct(respondentinformation.)Itisasetofquestionsdesignedtogeneratethedataneededfortheproject.Itprovidesstandardizationanduniformityinthedatagathering,whileactingasthecriticallinkbetweenthesurveyobjectivesandtherespondent’sinformation.

Howdorespondentsinfluencethedesignofaquestionnaire?Givesomeexamples,(e.g.,questionnairesdesignedforengineers,baseballplayers,Armygenerals,andmigrantfarmworkers).

Thequestionnairemustbefittedtotherespondent.Itmustbeinalanguagetherespondentcanunderstandandwithwhichheorshecanidentify.Forexample,aquestionnairedesignedforanengineermustbewrittenwithcaretoavoidmisusingtechnicalterms,whilenotbeingtoosimplistic.Baseballplayerscouldbespokentointermsofsports,whileageneralwouldhavetobespokentowithrespect.AmigrantfarmworkermightnotunderstandEnglish,soanalternativetranslationmightneedtobeavailable.

Discusstheadvantagesanddisadvantagesofopen-endedquestionsandclosed-endedquestions.

Open-endedQuestion:Advantages

Theyenablerespondentstogivetheirgeneralreactions.

Theycanprovidetheresearcherwithmuchinformation.

Thedataprovidedcanserveasameansofinterpretingclosed-endedquestions.

Theymaysuggestadditionalalternativesnotlistedinaclosed-endedquestion.

Open-endedQuestions:Disadvantages

Thetimeandmoneyconsumingprocessofdatacollection,editingandcoding.

Interviewerbiasmaybepresent

Maybebiasedtowardthearticulateinterviewee

Interpretation-processingarea–Apropersetofcategoriesmustbedetermined,theneachresponseevaluatedastowhichcategoryitfallsinto.

Thequestionsareinappropriateonsomeself-administeredquestionnaires

Closed-endedQuestions:Advantages

Theadvantageisthattheyavoidallthedisadvantageoftheopen-endedquestions.

Highlyefficienttooltocapturelargeamountsofdata.

Closed-endedquestions:Disadvantages

Forthedichotomousquestionform,theresponsesfailtocommunicateanyintensityoffeeling.

Theresearchermustspendtimegeneratingthelistofpossibleresponses.

Therangeofpossibleanswerscanbetoolongortooshorttobeuseful.

AssumethatyouaredevelopingaquestionnaireaboutanewsandwichforMcDonald’s.Usethissituationtooutlinetheprocedurefordesigningaquestionnaire.

StepOne:DetermineSurveyObjectives,ResourcesandConstraints.TheobjectiveforthisquestionnaireistodeterminethelevelofsatisfactionwiththeMcDonald’snewRonaldWranglerBarbecuesandwich.

StepTwo:DetermineDataCollectionMethod.Thisdatawillbecollectedthroughatelephonesurveyinthecitieswherethesandwichhasbeentestmarketed.

StepThree:DeterminetheQuestionResponseFormat.Thisquestionnairewilluseadichotomousscreeningquestion,closed-endedquestionstodeterminesatisfaction,andoneopen-endedquestiontogiverespondentsachancetocomment.

StepFour:DecideQuestionWording.Questionswillbewordedinafashionsimilarto:

HowsatisfiedwereyouwiththesauceontheRonaldWranglerBarbecuesandwich?

_____Verysatisfied _____Somewhatsatisfied _____Neithersatisfiednordissatisfied _____Somewhatdissatisfied _____Verydissatisfied

StepFive:EstablishQuestionnaireFlowandLayout–Placethescreeningquestionfirst,theclosedendedquestionsnext,theopen-endedquestion,thenthedemographicquestions.

StepSix:EvaluatetheQuestionnaire–Makesurethequestionnairemeetstheobjectivesinstepone.

StepSeven:ObtainApprovalofAllRelevantParties–AllowMcDonald’smanagerstoreviewtheinstrument.

StepEight:PretestandRevise–Pretestandrevisethequestionnaire

StepNine:PrepareFinalQuestionnaireCopy–Sendthequestionnairetotheprintersforfinalprinting.

StepTen:ImplementingtheSurvey–Preparesupervisor’sinstructions,interviewer’sinstructions,andselectafieldmanagementfirm.

Giveexamplesofpoorquestionnairewordingandexplainwhatiswrongwitheachquestion.

“HaveyourecentlytriedandenjoyedthenewBurgerKingBigKingsandwich?”Doublequestionsandisleading(biased).

“Manypeoplehaverecentlywatchedthemovie,Titanic.Haveyouseenit?”Leadingtobias

“HowsatisfiedwereyouwiththeallnewandimprovedClean-Olaundrydetergent?”Introducedbias.

“Howmanydaysdoyousleepuntil8:00a.m.?”Vague.

Whyispre-testingaquestionnaireimportant?Aretheresomesituationsinwhichpre-testingisnotnecessary?

Pretestinghelpstheresearchertodetermineifthequestionnaireisadequate,appropriate,useful,andvalid.Nosurveyshouldbeundertakenwithoutpretestingthequestionnaire.Abouttheonlytimethisstepmaybeomittediswhenrecyclinganinstrumentfrompreviousprojects.Eventhen,itwouldbeagoodideatorunapretest,justtoverifyitscontinuedvalidity.

Designthreeopen-endedandthreeclosed-endedquestionstomeasureconsumers’attitudestowardBMWautomobiles.

Open-ended:

Howcomfortableisthedriver’sseatintheBMW?

Whatisyouropinionofthebodystyleofthetwo-doorcoupe?

WhatdidyouthinkofthesoundsystemintheBMW?

Closed-ended:

WhatexteriorcolordoyoulikemostofthoseofferedbyBMW?

___ForestGreen ___White ___Navy ___Burgundy

HowwouldyoujudgethequalityoftherideintheBMW?

___Verysmooth ___Somewhatsmooth ___NoOpinion

___Somewhatbumpy ___Verybumpy

Pleaserankthefollowingfeatures(with1beingthemostimportantand8beingtheleastimportant)intheirimportancetoyouinbuyinganewcar.

___GasMileage ___AutomaticTransmission ___Bodystyle

___Specialfeature(powerdoors,windows,etc.) ___Soundsystem

___Accelerationspeed ___Interiorcolor ___Exteriorcolor

What’swrongwiththefollowingquestions?

Howdoyouliketheflavorofthishigh-qualityMaxwellHousecoffee?

Thisisaleadingquestionsincethequestionpresupposesthattheflavoris“highquality.”

WhatdoyouthinkofthetasteandtextureofthisSaraLeecoffeecake?

Thisiswhatiscalledadouble-barreledquestion.Whatiftheylikethetastebutnotthetexture?

WeareconductingastudyforApplewatches.WhatdoyouthinkofthequalityofApplewatches?

Thequestiongivesthenameoftheclientandthatcouldbiastherespondant.

Whatdoyouseeasthemajoradvantagesofusingafieldmanagementcompany?Whataboutthedrawbacks?

Advantages

Itcancost-effectivelyincreasetheproductivityoffull-servicecompaniesbyfreeingtheresearchersfrommoremundanetasks.

Disadvantages

Fieldmanagementfirmsdonotprovidedesignandanalyticalcapabilitiesandtheexperience,services,andstandardsvaryfromfirmtofirm.

Discussfourwaystoreducerespondentfatigue.

Respondentfatiguehappenswhentherespondentbecomesbored,exhaustedoruninterestedinthesurvey.Fatiguecanbereducedbythefollowing:

Iftakingthesurveyonline,addaprogressbaratthetopofthescreensothatrespondentscangaugethetimeremaining.Ofcourse,thiswillnotworkforotherformsofsurveys.

Keepthesurveylengthdown–preferablynolongerthan20minutes.

Varythetypesofquestionsbeingaskedandthestructureofthequestionssotherespondentdoesnotbecomeboredwiththetypeofquestions.

Giveanhonestestimateup-frontregardingthelengthoftheinterview.Respondentsarelesslikelytoabandonasurveyinthemiddleiftheyaregivenanhonesttimeestimateupfrontandcommittocompletingthesurvey.

Ifappropriateandifthereisabudgetforit,offeranhonorariumorgiftasathankyouforcompletingthesurvey.

Ifpossible,makethesurveyfun.

Whatroledoesaugmentedintelligenceplayincoding?

AugmentedintelligenceisanalternativeconceptualizationofartificialintelligencethatfocusesonAI’sassistiverole,designedtoenhancehumanintelligence,ratherthanreplaceit.Codinghastraditionallybeenatedious,time-consumingtask.Today,SaaSfirmsusingaugmentedintelligenceandsentimentanalysishavesharplyimprovedtheanalysisofopen-endedquestionsandreducedthetimeandcost.Assuch,itreducestheneedforcarefulcodingupfront.

Whataresomemajorpointstoconsiderwhendesigningasurveyforasmartphone?

Thedesignofsurveysforsmartphoneshascreatednewchallengesforquestionnairedesignasmorepeoplewanttocompletesurveysbythismeans.InanInternetorsmartphonesurvey,respondentscanbeshownpicturesorvideostodemonstrateaconcept.Pointstoconsiderinclude:

Allinstructionssmartphone,tabletandInternetWebsurveysshouldbeincapitalletters.

Internet,smartphoneorothermobiledeviceandtelephonesurveysshouldtakelessthan15minutestocomplete.

SmartphonescreensareasmallfractionofthesizeofPCscreensand,thoughlarger,tabletscreensarestillonlyhalforlessthesizeofdesktopscreens.

Smartphonescanbeusedinbothportraitandlandscapeviews.

Peoplecommunicatewithfewerwordsonsmartphonessoshorterquestionsareneeded.

Anythingthatpeoplehavetotouch,like“next”buttons,radiobuttonsorcheckboxes,shouldbeaslargeaspossibleandhaveasmuchspacearoundthemaspossible.

Surveysneedtobetestedondifferentbrandsofsmartphones.

Insteadofaskingpeopletoscrollorpinchtoexpand,reducethenumberofitemsinalistorgrid.

Maketextboxesaslargeasyoucan.

WhyhasDIYresearchbecomesopopular?WhatisthedifferencebetweenDIYandDIT?

WhenfirmslikeSurveyMonkeyfirstappeared,about20yearsago,thatenabledsomeonetocreatetheirownsurvey,drawasample,andreceivequantitativeresults.Today,DIYresearchhasbecomeathrivingoptionforbothclient-and-supply-sideresearchers.Newsoftware,augmentedintelligence,andothertechnologyhascreatedmanynewoptionsforresearchers.

BecauseofthegrowthofDIY,anewtermhasbeencreatedcalledDITwhichmeansdo-it-together.Researchsuppliersarenowpartnershelpingclientsatvariouspointsduringprojects.SosuppliersarebecomingtrustedadvisorsasmoreclientsoptforDIY.

Dividetheclassintogroupsoffourorfive.Next,matchthegroupsevenlyintosupplierandclientteams.Theinstructorwillthenpairaclientteamwithasupplierteam.Eachclientteamshouldpicksomeaspectoftheuniversitysuchasstudenthousing,studenttransportation,sports,sororities,fraternities,foodoncampus,andsomeotheraspectofstudentlife.Nexttheclientteamshouldcreatefourmanagementobjectivesfortheirtopicandconstructaquestionnairetomeetthemanagementobjectives.Inaddition,thequestionnaireshouldincludethefollowingdemographics:age,gender,major,andothersdeterminedbyyourinstructor.Oncetheclientteamapprovesthequestionnaire,boththeclientandsuppliermembersshouldcomplete10interviewseach.Theresultsshouldthenbepresentedtotheclass.Note:thisdatacanbeformattedintoSPSSformoredetailedanalysislaterinthetext.

Studentresponsestothisexercisewillvary.

WORKINGTHENET

GotoSurveyMandperusetheirofferings.Clickon“learnMore”forAudience,SurveyMonkey,CX,SurveyMonkeyandGDPR.Explaintheirservicestotheclass.

ThemainSurveyMonkeysitehaslinksstudentscanclickontogetmoreinformation.Theselinksandthecontenttheyprovidewillvaryovertime.

Forexample,atthetimeofthiswriting(May2020),theSurveyMonkeylinkprovidespricingandthefollowinginformation:

Search“QuestionnaireTemplate”andthengotofoursites.Explainthedifferencesintheirofferings.Whichwouldyouchoose,ifany,toconductasurveyforanewfast-casualrestaurantclosetoyourschool?

Thissearch,inquotationmarks,returnsover275,000results.Thespecificsitesreturnedandtheirorderwillvarydependingonchangesovertime,thebrowserused,andifthequotationmarksareincludedornot.(Yougetover680,000,000resultswithoutthequotationmarks.)Someofthetypesofsitesreturnedareasfollows:

QuestionnairetemplatesinMicrosoftWord

Samplesurveys

Surveytools,likeSurveyMonkey

Samplequestionsforavarietyoftopics

Questionnairetutorials

Surveyblogs

Andmuch,muchmore.

Seewhatit’sliketobeatthereceivingendofanonlinesurvey;takeoneortwosurveysatandclickon“TakeaSurvey.”

Responseswillvarydependingonthespecificsurveytakenandthedeviceusedtotakethesurvey.

REAL-LIFERESEARCH

4.1ArrowCleaners

S.T.Arrowownedachainofdrycleanersinthemid-west.CompetitionfromOne-HourMartinizingandaregionalchainhadloweredArrow’smarketsharefrom14percentto12percent.Inordertounderstandthemarket,asurveywascreatedthatgiventoeachcustomerasheorsheleftoneofhisstores.

Questions

WillS.T.beabletoregainmarketsharefromthisquestionnaire?Whyorwhynot.

No.Asurveyjustcollectsinformation.Ithasnotpowertochangemarketshare.However,theresultsfromthesurveycouldbeusedtoregainmarketshare.

Critiqueeachquestioninthequestionnaire.

Studentevaluationsofthequestionswillvarygreatly.Somepossiblecommentsaregivenbelow:

Name,address,phonenumber

Respondentsmaybereluctanttoprovidethisinformationanditisnotneededforthissurvey.

Wheredoyoutakeyoudrycleaningandlaundry?

Thisisadouble-barreledquestion.Aswritten,itisnotclearifarespondentcangivemorethanonename.PerhapstheygetdrycleaningdoneatS.T.Arrowbutdotheirownlaundry.

MaritalStatus

Singleandmarriedarenottheonlypossibilities.

Education

Notneeded.Additionally,nooptionforsomeonewhodidnotfinishhighschool.

Home

Rentorowndoesnotgivetheoptionoflivingwithsomeoneelse,likeparents.

Whattypeofhousing

Thisisnotaclearquestion.

Howwouldyourateit?

Notclearthatthis