当代市场调研10E全套配套课件中英文PPTch12.ppt 27页

ChapterTwelve12-1 TheRoleoftheQuestionnaireKeyTerms&DefinitionsAQuestionnaire:Setofquestionsdesignedtogeneratethedatanecessarytoaccomplishtheobjectivesoftheresearchproject;alsocalledaninterviewscheduleorsurveyinstrument.12-2 Doesitprovidedecision-makinginformation?Doesitconsidertherespondent?Doesitmeeteditingandcodingrequirements?WhattoConsider:CriteriaforaGoodQuestionnaire12-3KeyTerms&Definitions Goingthrougheachquestiontoensurethatskippatternswerefollowedandtherequiredquestionswerefilledout.Editing12-4KeyTerms&Definitions Sequenceinwhichquestionsareasked,basedonarespondent’sanswer.SkipPatterns12-5KeyTerms&Definitions TheQuestionnaireDesignProcess12-6KeyTerms&Definitions DetermineSurveyObjectives,Resources,andConstraintsDeterminetheDataCollectionMethodDeterminetheQuestionResponseFormatDecideontheQuestionWordingEstablishQuestionnaireFlowandLayoutAsdirectedbymanagementShapedbytime&budgetKnowledgeofrespondentRememberdosanddon’tsQuestionsshouldflowlogicallyKeyQuestionnaireIssues12-7KeyTerms&Definitions EvaluatetheQuestionnaireObtainApprovalofallRelevantPartiesPretestandRevisetheQuestionnairePreparetheFinalCopyImplementtheSurveyForlength,missing&unnecessaryquestions,etcEnsuremanagerbuy-inTest&revisequestionsDecideonformat/layoutMail,telephone,etc.KeyQuestionnaireIssues12-8KeyTerms&Definitions Objectives—Outlineofthedecision-makinginformationrequiredResources—Budgetintermsofmoney,time,andpersonnelConstraints—Thebudget,alsoandotherrequirements1.SurveyObjectives,Resources,andConstraintsKeyTerms&Definitions12-9 Thedatacollectionmethodwillhaveamajorimpactonthequestionnairedesignandtheproject’stimeandmoneybudget.Examples:In-person-suchasmallinterceptTelephoneMailorotherself-administeredInternet2.DataCollectionMethodKeyTerms&Definitions12-10 Questionstowhichtherespondentrepliesinhisorherownwords.Probedvs.Un-probed.Questionsrequiringrespondentstochoosefromalistofanswers.Dichotomous:Choiceisbetweentwoanswers.MultipleChoice:Choiceisamongthreeormoreoptions.ScaledResponses:Designedtocapturetheintensityofrespondent’sfeelings.Open-EndedClosed-Ended3.TheResponseFormat12-11KeyTerms&Definitions ScaledResponseScaledResponseQuestions:Atypeofclosed-endedquestioninwhichtheresponsechoicesaredesignedtocapturetheintensityoftherespondent’sfeeling.12-12KeyTerms&Definitions MakeSuretheWordingisClearAvoidBiasingtheRespondentConsidertheRespondent’sAbilitytoAnswertheQuestionsConsidertheRespondent’sWillingnesstoAnswertheQuestionKeyTerms&Definitions12-134.QuestionWording Screeners-QualifyingQuestions:Askgeneralquestionsfirst-establishrespondent“buy-in”BasicquestionsthatlaythegroundworkforupcomingquestionsExample:“HaveyoushoppedattheGapinthepastmonth?”Warm-ups-FirstFewQuestions:GetstherespondentthinkingaboutthetopicathandEstablishesparametersabouttherespondents’attitudes,behavior,etc.Example:“Howoftendoyougoshopping?”Transitions-FirstThirdoftheQuestions:QuestionsthatsetthetoneforthemoredifficultquestionstocomeExample:“NowI’mgoingtoaskyousomemoredifficultquestions”5.QuestionnaireFlowandLayout12-14KeyTerms&Definitions Complicated-SecondThirdoftheQuestions:Useofratingscalesforattributes,attitudes,beliefs,opinion,etcTacklingcontroversialissuesExample:“Howwouldyourateyourboss’performance?”(scale1to10)Classification-LastThirdoftheQuestions:Personal&demographictypequestions–moreinvasiveExample:“Whatisyourreligion?”5.QuestionnaireFlowandLayout12-15KeyTerms&Definitions ScreeningQuestions12-16KeyTerms&Definitions Isthequestionnecessary?Isthequestionnairetoolong?Willthequestionsprovidetheinformationneededtoaccomplishtheresearchobjectives?KeyTerms&Definitions12-176.EvaluatetheQuestionnaire 1.Avoidabbreviations,slang,oruncommonwordsthatyouraudiencemightnotunderstand.2.Bespecific.Vaguequestionsgeneratevagueanswers.3.Ontheotherhand,don’toverdoit.4.Makesureyourquestionsareeasytoanswer.5.Don’tassumetoomuch6.Watchoutfordoublequestionsanddoublenegatives.7.Checkforbias.KeyTerms&Definitions12-18TipsforWritingaGoodQuestionnaire 7.ObtainApprovalofAllRelevantParties8.PretestandRevise9.PrepareFinalQuestionnaireCopy10.ImplementtheSurveyKeyTerms&Definitions12-19TheLastFourSteps Supervisor’sInstructionsSupervisor’sInstructions:Writtendirectionstothefieldservicefirmonhowtoconductthesurvey.12-20KeyTerms&Definitions QFact,On-LineCommunications,andDirectResourceareexamplesofthesesuppliers.Ofcourse,usingthesesuppliershaslimitations,also,thathavetobeconsidered.12-21KeyTerms&DefinitionsFieldManagementCompaniesFirmsthatprovidesuchsupportservicesasquestionnaireformatting,screenerwriting,andcoordinationofdatacollection. TheInternetImpactOnQuestionnaireDevelopmentEmailSurveysInternetSurveysCost&ProfitabilitySoftwareTheInternetImpact12-22KeyTerms&Definitions Thequestionnaire’sappearanceconsistencyiseasiertoachieve.Thequestionnairecanbecheckedfortyposeasily.Thesurveycanbecreatedquickly.Skippatternscanbeefficientlyestablished.Thesurveycanbedistributedquicklyforexpertreview&input.TheInternetImpactPros12-23KeyTerms&Definitions Overrelianceonelectronicsurveyconstructioncanleadtotheresearcher’sgettingsloppyashe/shemightthinkthesoftwarewilldotheworkandcorrectanyerrors.Theresearchermightfeellessconnectedtotheprocess.Multipleversionsofthesurveymightgetcirculated/distributed.TheInternetImpactCons12-24KeyTerms&Definitions Presentgrids/batteriesasindividualquestions.Keepscalepointsinthe5to7range.Minimizequestionwording.Keepanswerliststoamaxof10-12items.Keeptimetoamaxof10minutes.Redesignquestionsthatseekcomparisonsbetween2differentgraphicsincreativeways.WebsurveysforMobiledevices12-25KeyTerms&Definitions Roadblocksthataddtoresearchcosts12-26KeyTerms&Definitions 12-27KeyTerms&DefinitionsQuestionnaireEditingSkipPatternCodingTheQuestionnaireDesignProcessSurveyObjectivesOpen-endedQuestionsClosed-endedQuestionsDichotomousQuestionsMultipleChoiceQuestionsScaledResponseQuestionsClarityinWordingLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsRespondentBiasingQuestionnaireDesignIssuesRespondent’sWillingnesstoAnswerQuestionnaireFlowScreenersPromptersNecessaryQuestionsApprovalbyManagersPretestSupervisor’sInstructionsFieldManagementCompaniesTheInternetImpactQuestionnaireCostsandProfitability