当代市场调研10E全套配套课件中英文PPTch12.ppt

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1、ChapterTwelve12-1TheRoleoftheQuestionnaireKeyTerms&DefinitionsAQuestionnaire:Setofquestionsdesignedtogeneratethedatanecessarytoaccomplishtheobjectivesoftheresearchproject;alsocalledaninterviewscheduleorsurveyinstrument.12-2Doesitprovidedecision-makinginform

2、ation?Doesitconsidertherespondent?Doesitmeeteditingandcodingrequirements?WhattoConsider:CriteriaforaGoodQuestionnaire12-3KeyTerms&DefinitionsGoingthrougheachquestiontoensurethatskippatternswerefollowedandtherequiredquestionswerefilledout.Editing12-4KeyTerms

3、&DefinitionsSequenceinwhichquestionsareasked,basedonarespondent’sanswer.SkipPatterns12-5KeyTerms&DefinitionsTheQuestionnaireDesignProcess12-6KeyTerms&DefinitionsDetermineSurveyObjectives,Resources,andConstraintsDeterminetheDataCollectionMethodDeterminetheQu

4、estionResponseFormatDecideontheQuestionWordingEstablishQuestionnaireFlowandLayoutAsdirectedbymanagementShapedbytime&budgetKnowledgeofrespondentRememberdosanddon’tsQuestionsshouldflowlogicallyKeyQuestionnaireIssues12-7KeyTerms&DefinitionsEvaluatetheQuestionn

5、aireObtainApprovalofallRelevantPartiesPretestandRevisetheQuestionnairePreparetheFinalCopyImplementtheSurveyForlength,missing&unnecessaryquestions,etcEnsuremanagerbuy-inTest&revisequestionsDecideonformat/layoutMail,telephone,etc.KeyQuestionnaireIssues12-8Key

6、Terms&DefinitionsObjectives—Outlineofthedecision-makinginformationrequiredResources—Budgetintermsofmoney,time,andpersonnelConstraints—Thebudget,alsoandotherrequirements1.SurveyObjectives,Resources,andConstraintsKeyTerms&Definitions12-9Thedatacollectionmetho

7、dwillhaveamajorimpactonthequestionnairedesignandtheproject’stimeandmoneybudget.Examples:In-person-suchasmallinterceptTelephoneMailorotherself-administeredInternet2.DataCollectionMethodKeyTerms&Definitions12-10Questionstowhichtherespondentrepliesinhisorherow

8、nwords.Probedvs.Un-probed.Questionsrequiringrespondentstochoosefromalistofanswers.Dichotomous:Choiceisbetweentwoanswers.MultipleChoice:Choiceisamongthreeormoreoptions.ScaledResponses:Designedtocapturet