文档介绍：Chapter Ten Questionnaire & Form Design 第十章:问卷与表格设计赵冬阳经济与管理学院 2011/4/1 ZHAO Dongyang Panzhihua University CHAPTER OBJECTIVES 学****目标 1. Explain the purpose of a questionnaire and its objectives of asking questions that the respondents can and will answer, encouraging respondents, and minimizing response error. 2. Describe the process of designing a questionnaire, the steps involved, and guidelines that must be followed at each step. 3. Discuss the observational form of data collection and specify the who, what, when, where, why, and way of behavior to be observed. ,提出被访者能够和愿意回答的问题, 鼓励受访者参与并使答案误差最小化的目的。 、所涉及的步骤以及每一步必须遵循的准则。 ,并指定被观察的人、事、时间、地点、原因和行为方式。 2011/4/1 ZHAO Dongyang Panzhihua University CHAPTER OBJECTIVES 学****目标 4. Discuss the considerations involved in designing questionnaires for international marketing research. 5. Understand the ethical issues involved in questionnaire design. 6. Describe the use of the puters in designing questionnaires. 。 。 。 2011/4/1 ZHAO Dongyang Panzhihua University Chapter Outline 学****内容 & Observation Forms ? Questionnaire Definition ? Objectives of a Questionnaire 3. Questionnaire Design Process the Information Needed 5. Type of Interviewing Method Question Content ? Is the Question Necessary? ? Are Several Questions Needed Instead of One? 概要问卷和观察表格?问卷的定义?问卷的目标问卷设计过程确认所需信息确定访谈方法的类型确定单个问题的内容?这个问题有必要吗? ?需要用数个而不是一个问题吗? 2011/4/1 ZHAO Dongyang Panzhihua University Chapter Outline 学****内容? Is the Respondent Informed? ? Can the Respondent Remember? ? Can the Respondent Articulate? Inability to Answer ? Effort Required of the Respondent ? Context ? Legitimate Purpose ? Sensitive Information ? Increasing the Willingness of Respondents 8. ing Unwillingness to Answer 设计问题以避免无法回答情况的发生?调查对象具备相关的信息吗? ?调查对象能记住他吗? ?调查对象能够清晰地表述吗? 避