營銷調(diào)研中的度量標(biāo)準(zhǔn)

第六章

營銷調(diào)研中的度量標(biāo)準(zhǔn)

設(shè)計(jì)一個(gè)問卷(questionnaire)，除了要求一些基本的問卷方面的知識外，還需要?jiǎng)?chuàng)造力(creativity)，就像創(chuàng)作一首歌曲(song)、一幅風(fēng)景畫(painting)?；締柎鹦问?basicquestionresponseformat)開放式問題：非細(xì)節(jié)性形式；細(xì)節(jié)性形式。封閉式問題：兩者擇一封閉式問題；多項(xiàng)選擇封閉式問題。量表問題：有標(biāo)簽量表問題；無標(biāo)簽量表問題。BasicquestionresponseformatsOpen-ended

Closed-ended

Unlabeled

Labeled

Multiplecategory

Dichotomous

Probed

Unprobed

Scaled-response

Formatcanbe

Open-endedResponsePresentsnoresponseoptionstotherespondentExampleWhatwasyoureactiontotheSonyCDplayer?Canyouthinkofanythingmore？UnprobedformatSeeksnoadditionalinformationfromtherespondentWhatdoyouthinkofthisCD?+allowrespondenttousehisorherownwords-difficulttocodeandinterpret-respondentsmaynotgivecompleteanswersProbedformatsAskformoreadditioninformationDidyouhaveanyotherthoughttotheCD？+getcompleteanswers-difficulttocodeandinterpretClosed-EndedProvidesresponseoptionsonthequestionnaireDoyouagreeordisagreewiththestatement,”SonyCDplayerisbest”Ifyoubuy,whichbranddoyoulikelybuy?A：SonyBGeneralElectricCJvcD：PanasonicEotherDichotomousOnlytworesponseoptionsDoyouagreeordisagreewiththestatement,”SonyCDplayerisbest”

？+simpletoadministerandcode-mayoversimplifyresponseoptionsMultiplecategoryIfyoubuy,whichbranddoyoulikelybuy?A：SonyBGeneralElectricCJvcD：PanasonicEother+simpletoadministerandcode+allowsforbroadrangeofpossibleresponses-mayalertrespondentstoresponseoptionsofwhichtheywereunaware-mustdistinguishpickonefromallScaleThescaled-responsequestionutilizesascaledevelopedbytheresearchertomeasuretheattributesofsomeconstructunderstudyunlabledandlabeledOnascaleof1to7,howwouldyouratetheSonyCDplayeroneaseofoperation?Doyoudisagreestrongly,disagree,agree,oragreestronglywiththestatement,“SonyCDplayersareabettervaluethanGeneralElectricCDplayer在選擇問題形式時(shí)應(yīng)該考慮的情況科研課題的屬性；之前的調(diào)研研究；數(shù)據(jù)收集方法；被訪問者的能力；所期望的量表劃分水平。度量(measurement)的基本概念度量：是調(diào)研者對調(diào)研對象某些特性的數(shù)量或強(qiáng)度的測量。我們真正度量的是什么?我們度量的是調(diào)研對象的特性--------有時(shí)也稱作屬性或性質(zhì)。調(diào)研對象包括消費(fèi)者、品牌、商店、廣告或調(diào)研者感興趣的其他東西。特性是指某一事物可以區(qū)別于其他事物的某些特征。

對象和特性（Objectandproperties）TheObjectPropertiesMeasurementConsumerMr.wangAgeIncomeSexBrandEvaluate353000maleSonyExcellent客觀特性與主觀特性客觀特性：ObjectivePropertiesarephysicallyverifiablecharacteristicsAge,income,numberofpurchaseprice主觀特性：SubjectivePropertiescannotbedirectlyobservedbecausetheyarementalconstructsuchasaperson’sattitudeorintentionsTranslatehisorhermentalconstructsontoacontinuumofintensity量表特征量表設(shè)計(jì)(scaledevelopment)就是設(shè)計(jì)被訪問者的主觀特性的度量標(biāo)準(zhǔn)。量表特征：描述性(description):auniquedescriptor

比較性(order):therelativesizes

程度(distance):absolutedifferencesbetweenthedescriptions

起點(diǎn)(origin):auniquebeginningortruezeropoint量表的每個(gè)特征都是建立在前一個(gè)特征上的，也就是說，描述性是最基本的，他存在于每個(gè)量表中。

量表度量標(biāo)準(zhǔn)類別量表(nominalscales)；順序量表(ordinalscales)；差別量表(intervalscales)；比例量表(ratioscales)。類別量表(nominalscales)只用一個(gè)標(biāo)識；只具有描述性。例如，種族、宗教信仰、居住類型、性別、上次購買的品牌、以及其它用是或否、同意或反對來回答的問題。Checkallthebrandsyouwouldconsiderpurchasing:IBM——HP——聯(lián)想——長城Doyouagreethat,agreedisagree順序量表(ordinalscales)允許調(diào)研人員列出被訪問人員或答案的范圍。具有描述性和比較性。ExamplePleaserankeachbrandintermsofyourpreference.placea“1”byyourfirstchoice,a“2”byyoursecondchoiceandsoon.小天鵝——海爾——榮事達(dá)——水仙——差別量表(intervalscales)標(biāo)明了每個(gè)量表間的差別等級。具有描述性、比較性和程度。可以利用t檢驗(yàn)、F檢驗(yàn)等參數(shù)統(tǒng)計(jì)分析請根據(jù)下列品牌整體表現(xiàn)為其打分，1分是非常不好，10分是非常好小天鵝12345678910榮事達(dá)12345678910水仙12345678910例對下列陳述表明你的觀點(diǎn)，1表示非常不同意，5表示非常同意購物時(shí)我總是講價(jià)12345我喜歡戶外活動(dòng)12345我喜歡下廚12345例請指出聯(lián)想電腦在下列特性如何表現(xiàn)速度快——————————速度慢設(shè)計(jì)好——————————設(shè)計(jì)差價(jià)格高——————————價(jià)格低服務(wù)好——————————服務(wù)差質(zhì)量好——————————質(zhì)量差比例量表(ratioscales)指存在一個(gè)真正的零起點(diǎn)的等級。具有描述性、比較性、程度和起點(diǎn)。例請指出你的年齡———您每月購買幾次香煙？您每次購買幾盒香煙？您每次購買支出多少？HowtoIdentifyaScaleHowdothesequestionsdiffer?Whatbranddoyoubuy?

VersusHowdoyourankthesebrands?1st,2nd,3rd,etc.VersusHowdoyouratethisbrandonascaleof1to10?Versus

Howmany12-ozcansofthisbranddoyoubuyinamonth?MeasurementScalesScaleNameNominal

Whichoneorones...Ordinal

Rankordirectlycompare...

Interval

Rateonascale...Ratio

Givenumberoftimesoramount...

量表劃分的問題形式改進(jìn)的利克特量表(modifiedLikertscale)；生活方式調(diào)查(life-styleinventory)(利克特形式的一個(gè)特殊運(yùn)用方式)；語義差別量表(semanticdifferentialscale)。ModifiedLikertScaleStemSentenceDisagree-AgreeResponseContinuumSemanticDifferentialScaleBi-polaradjectivesDimensionsBrandAttitude/BrandImage2RestaurantImagesHighPricesInconvenientLocationWarmAtmosphereLimitedMenuFastServiceLowQualityFoodASpecialPlaceLowPricesConvenientLocationColdAtmosphereWideMenuSlowServiceHighQualityFoodAnEverydayPlace|||||||MikeAnderson’sRedLobsterExtremelyVerySomewhatSomewhatVeryExtremelyNoOpinionOtherScalesContinuousnumberscales 1-7,1-10Labeledscales Poor-Fair-Good-ExcellentBipolarScales Verysatisfactory...VeryunsatisfactoryGraphicscalesSa