[chapter11]设计数据收集表格课件.ppt
- 【下载声明】
1. 本站全部试题类文档,若标题没写含答案,则无答案;标题注明含答案的文档,主观题也可能无答案。请谨慎下单,一旦售出,不予退换。
2. 本站全部PPT文档均不含视频和音频,PPT中出现的音频或视频标识(或文字)仅表示流程,实际无音频或视频文件。请谨慎下单,一旦售出,不予退换。
3. 本页资料《[chapter11]设计数据收集表格课件.ppt》由用户(晟晟文业)主动上传,其收益全归该用户。163文库仅提供信息存储空间,仅对该用户上传内容的表现方式做保护处理,对上传内容本身不做任何修改或编辑。 若此文所含内容侵犯了您的版权或隐私,请立即通知163文库(点击联系客服),我们立即给予删除!
4. 请根据预览情况,自愿下载本文。本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
5. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007及以上版本和PDF阅读器,压缩文件请下载最新的WinRAR软件解压。
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- chapter11 设计 数据 收集 表格 课件
- 资源描述:
-
1、Designing the QuestionnaireXiao XiangBusiness School,Hunan Normal UChapter 11_2肖翔-湖南师范大学商学院 2010LEARNING OBJECTIVES To appreciate the basic functions of a questionnaire To learn the“Dos”and“Do Nots”of question wording To learn the basics of questionnaire organization To comprehend coding of question
2、naires To understand the advantages of computer-assisted questionnaire design software To learn how to use Web surveyor_3肖翔-湖南师范大学商学院 2010Questionnaire design A questionnaire is the vehicle used to pose the questions that the researcher wants respondents to answer.Questionnaire design is a systemati
3、c process in which the researcher contemplates various question formats,considers a number of factors characterizing the survey at hand,ultimately words the various questions very carefully,and organizes the questionnaires layout._4肖翔-湖南师范大学商学院 2010The Functions of a Questionnaire Translates the res
4、earch objectives into specific questions Standardizes those questions and the response categories Fosters cooperation and motivation Serves as permanent records of the research Can speed up the process of data analysis Can serve as the basis for reliability and validity measures_5肖翔-湖南师范大学商学院 2010_6
5、肖翔-湖南师范大学商学院 2010Developing Questions Question development is the practice of selecting appropriate response formats and wording questions so that they are understandable,unambiguous,and unbiased.Marketing research questions measure Attitudes Beliefs Behaviors Demographics_7肖翔-湖南师范大学商学院 2010Words to
6、 Avoid in Questionnaire Development These words:all,any,anybody,best,ever,every,never,etc.are all EXTREME ABSOLUTES They place respondents in a situation where they must either fully agree or they must completely disagree with the extreme position in the question.Do you always observe traffic signs?
7、Would you say all cats have four legs?_8肖翔-湖南师范大学商学院 2010The Five“Shoulds”of Question Wording should be focused on a single issue or topic.should be brief should be interpreted the same way by all respondents should use the respondents core vocabulary should be a grammatically simple sentence if pos
8、sible_9肖翔-湖南师范大学商学院 2010The 11“Should Nots”of Question Wording Should not assume criteria that are not obvious Should not be beyond the respondents ability or experience Should not use a specific example to represent a general case Should not ask the respondent to recall specifics when only generali
9、ties will be remembered Should not require the respondent to guess a generalization_10肖翔-湖南师范大学商学院 2010The 11“Should Nots”of Question Wording Should not ask for details that cannot be related Should not use words that overstate the condition Should not have ambiguous wording Should not be“double-bar
10、reled”Should not lead the respondent to a particular answer Should not have“loaded”wording or phrasing_11肖翔-湖南师范大学商学院 2010Four“Dos”of Questionnaire Wording The question should be focused on a single issue or topic.The question should be brief.The question should be grammatically simple,if possible.T
11、he question should be crystal clear_12肖翔-湖南师范大学商学院 2010Four“Do Nots”of Questionnaire Wording The question should not“lead”the respondent to a particular answer.“Dont you see any problem with using credit cards for online purchases?”The question should not have“loaded”wording or phrasing.Use universa
12、l beliefsSince our Founding Fathers gave us the right to bear arms_13肖翔-湖南师范大学商学院 2010Four“Do Nots”of Questionnaire Wording The question should not be“double-barreled.”The question should not use words that overstate the conditiondo not use“dramatics.”“Would you buy sunglasses that protect your eyes
13、 from harmful ultraviolent rays that cause blindness?”_14肖翔-湖南师范大学商学院 2010What is wrong with each question?How do you feel about Sears?When some gasoline or electric-powered product in your house breaks,do you call the Sears repair service?If the Sears repair service schedule was not convenient for
14、you,would you consider or not consider calling a competing repair organization to fix the problem you have?How much do you think you would have to pay to have Sears fix something that needs to be repaired?_15肖翔-湖南师范大学商学院 2010What is wrong with each question?How do you feel about Sears?Please rate ea
展开阅读全文