市場(chǎng)調(diào)查與預(yù)測(cè)-市場(chǎng)調(diào)查問(wèn)卷設(shè)計(jì)3第三章市場(chǎng)調(diào)查問(wèn)卷設(shè)計(jì)

市場(chǎng)調(diào)查與預(yù)測(cè)--市場(chǎng)調(diào)查問(wèn)卷設(shè)計(jì)3第三章市場(chǎng)調(diào)查問(wèn)卷設(shè)計(jì)第三章市場(chǎng)調(diào)查問(wèn)卷設(shè)計(jì)調(diào)查問(wèn)卷的功能調(diào)查問(wèn)卷的設(shè)計(jì)流程調(diào)查問(wèn)卷的內(nèi)容調(diào)查問(wèn)卷的組織調(diào)查問(wèn)卷的預(yù)測(cè)試3.1調(diào)查問(wèn)卷的功能調(diào)查問(wèn)卷的六種主要功能把研究目標(biāo)轉(zhuǎn)化為特定問(wèn)題使問(wèn)題和回答標(biāo)準(zhǔn)化通過(guò)措辭、問(wèn)題流程與卷面設(shè)計(jì)來(lái)促進(jìn)合作記載記錄原始數(shù)據(jù)加快數(shù)據(jù)分析過(guò)程進(jìn)行有效性測(cè)試3.2調(diào)查問(wèn)卷的設(shè)計(jì)流程規(guī)范的問(wèn)卷設(shè)計(jì)流程3.3問(wèn)卷設(shè)計(jì)應(yīng)該遵循的原則問(wèn)題應(yīng)該針對(duì)單一論題問(wèn)題應(yīng)該簡(jiǎn)短問(wèn)題應(yīng)該以同樣的方式解釋給所有受訪(fǎng)者問(wèn)題應(yīng)該使用所有受訪(fǎng)者的核心詞匯問(wèn)題應(yīng)盡可能使用簡(jiǎn)單句3.4問(wèn)卷設(shè)計(jì)應(yīng)該避免的問(wèn)題問(wèn)題不應(yīng)該假設(shè)不明顯存在的標(biāo)準(zhǔn)問(wèn)題不應(yīng)該超越受訪(fǎng)者的能力與經(jīng)驗(yàn)問(wèn)題不應(yīng)該用特例來(lái)代表普遍狀況問(wèn)題中涉及的細(xì)節(jié)不應(yīng)超出受訪(fǎng)者的記憶能力問(wèn)題不應(yīng)該涉及到推斷與猜測(cè)不應(yīng)該詢(xún)問(wèn)過(guò)多的無(wú)關(guān)問(wèn)題問(wèn)題中不應(yīng)該使用夸張?jiān)~語(yǔ)問(wèn)題中不應(yīng)該使用有歧義的詞語(yǔ)不應(yīng)該將兩個(gè)問(wèn)題合并為一個(gè)不應(yīng)該誘導(dǎo)受訪(fǎng)者回答特定答案問(wèn)題不應(yīng)該具有暗示性3.5調(diào)查問(wèn)卷的問(wèn)題設(shè)計(jì)開(kāi)放式問(wèn)題封閉式問(wèn)題量表的運(yùn)用3.6問(wèn)卷組織介紹典型問(wèn)題的排列過(guò)濾性問(wèn)題熱身性問(wèn)題過(guò)渡性問(wèn)題主題性問(wèn)題