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1、Section34问卷调查QuestionnaireSurveyI要点概述MainPointsWhatisaquestionnairesurvey?Whydoweneedtomakeaquestionnairesurveyindevelopinganewmarketofpushingsalesforourproducts?Howtomakeaquestionnairesurvey?1.Whatisaquestionnaire?Aquestionnaireisaresearchinstrumentconsistingofaseriesofquestionsandotherprompt
2、sforthepurposeofgatheringinformationfromrespondents.Althoughquestionnairesareoftendesignedforstatisticalanalysisoftheresponses,thisisnotalwaysthecase.Questionnaireshaveadvantagesoversomeothertypesofsurveysinthattheyarecheap,donotrequireasmucheffortfromthequestionerasverbalortelephonesurveys,an
3、doftenhavestandardizedanswersthatmakeitsimpletocompiledata.However,suchstandardizedanswersmayfrustrateusers.Questionnairesarealsosharplylimitedbythefactthatrespondentsmustbeabletoreadthequestionsandrespondtothem.Thus,forsomedemographicgroupsconductingasurveybyquestionnairemaynotbepractical.Asa
4、typeofsurvey,questionnairesalsohavemanyofthesameproblemsrelatingtoquestionconstructionandwordingthatexistinothertypesofopinionpolls.2.Whatarethemainstepsinasurveyproject?Developingawell-designedmarketsurveyquestionnairewillensurethatyougettheinformationyouneedaboutyourtargetmarket.Thesesurveys
5、canbeconductedinwriting,inperson,viae-mailoroverthephone.Themainstepsinasurveyprojectinclude:a)establishthegoalsoftheproject,thatis,whatyouwanttolearn;b)determineyoursample,thatis,whomyouwillinterview;c)chooseinterviewingmethodology,thatis,howyouwillinterview;d)createyourquestionnaire,thatis,w
6、hatyouwillask;e)pre-testthequestionnaire,ifpractical;f)conductinterviewsandenterdata,thatis,askthequestions;g)analyzethedata,thatis,producethereports.3.Howtowriteaneffectivequestionnaire?Writinganeffectivequestionnaireisnotataskfornovices.Attheveryleast,itrequiresanunderstandingoffourbasicissu
7、es:First,youhavetoconsiderthedifferencesbetweenaquestionnairethatrespondentsfilloutthemselvesandonethataprofessionalintervieweradministers.Second,youhavetoknowwhatquestionsshouldbeaskedearlyoninthequestionnaire,inthemiddle,andtowardthee
