文档介绍：ESExplainthesignificanceofdecisionsaboutquestionnairedesignandwordingDefinealternativesforwordingopen-endedandfixed-alternativequestionsSummarizeguidelinesforquestionsthatavoidmistakesinquestionnairedesignDescribehowthepropersequenceofquestionsmayimproveaquestionnaireDiscusshowtodesignaquestionnairelayoutDescribecriteriaforpretestingandrevisingaquestionnaireandforadaptingittoglobalmarketsAfterstudyingthischapter,youshouldbeableto1©2007Thomson/South-: (survey)isonlyasgoodasthequestionsitasks—askabadquestion,posingagoodquestionnaireappearseasybut,itisusuallytheresultoflong,©2007Thomson/South-?Howshouldeachquestionbephrased?Inwhatsequenceshouldthequestionsbearranged?Whatquestionnairelayoutwillbestservetheresearchobjectives?Howshouldthequestionnairebepretested?Doesthequestionnaireneedtoberevised?3©2007Thomson/South-?:Questionnairesshouldusesimple,understandable,unbiased,unambiguous,©2007Thomson/South-?Open-:Aremostbeneficialinexploratoryresearch,:Highcostofadministeringopen-endedresponsequest