市场营销课件英文22个文件教学作者几十个ppt 09-survey types.ppt

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1、ExploringMarketingResearchWilliamG.ZikmundChapter9:SurveyResearch:BasicCommunicationMethodsSurveysSurveysasarespondentforinformationusingverbalorwrittenquestioningCommunicatingwithRespondentsPersonalInterviewsDoor-to-DoorShoppingMallInterceptsTelephoneInterviewsSelf-AdministeredQuestionnairesPerson

2、alInterviewsGoodAfternoon,mynameis_________.Iamwith_________surveyresearchcompany.Weareconductingasurveyon_________Door-to-DoorPersonalInterviewSpeedofDataCollectionModeratetofastGeographicalFlexibilityLimitedtomoderateRespondentCooperationExcellentVersatilityofQuestioningQuiteversatileQuestionnaire

3、LengthLongItemNonresponseLowPossibilityofRespondentLowestMisunderstandingDegreeofInterviewerHighInfluenceofAnswerSupervisionofInterviewersModerateDoor-to-DoorPersonalInterviewAnonymityofRespondentLowEaseofCallBackorFollow-upDifficultCostHighestSpecialFeaturesVisualmaterialsmaybeshownordemonstrated;e

4、xtendedprobingpossibleDoor-to-DoorPersonalInterviewMallInterceptPersonalInterviewSpeedofDataCollectionFastGeographicalFlexibilityConfined,urbanbiasRespondentCooperationModeratetolowVersatilityofQuestioningExtremelyversatileQuestionnaireLengthModeratetoLongMallInterceptPersonalInterviewItemNonrespons

5、eMediumPossibilityofRespondentLowestMisunderstandingDegreeofInterviewerHighestInfluenceofAnswersSupervisionofInterviewersModeratetohighMallInterceptPersonalInterviewAnonymityofRespondentLowEaseofCallBackorDifficultFollow-upCostModeratetohighSpecialFeaturesTastetest,viewingofTVCommercialspossibleTele

6、phoneSurveysSpeedofDataCollectionVeryfastGeographicalFlexibilityHighRespondentCooperationGoodVersatilityofQuestioningModerateTelephoneSurveysQuestionnaireLengthModerateItemNonresponseMediumPossibilityofRespondentAverageMisunderstandingDegreeofInterviewerModerateInfluenceofAnswerSupervisionofIntervie

7、wersHigh,especiallywithcentrallocationWATSinterviewingTelephoneSurveysAnonymityofRespondentModerateEaseofCallBackorFollow-upEasyCostLowtomoderateSpecialFeaturesFieldworkandsupervisionofdatacollectiona