文档介绍：Exploring Marketing Research William G. Zikmund
Chapter 15:
Questionnaire Design
“It is not every question that deserves an answer.” Publius Syrus (Roman,1st century .)
Copyright © 2000 Harcourt, Inc. All rights reserved.
A questionnaire is only as good as the questions it asks
Copyright © 2000 Harcourt, Inc. All rights reserved.
A Good Questionnaire Appears
As easy pose as a good poem
But, it is usually the result of long, painstaking work
Copyright © 2000 Harcourt, Inc. All rights reserved.
The Major Decisions in Questionnaire Design
1. What should be asked?
2. How should each question be phrased?
3. In what sequence should the questions be arranged?
4. What questionnaire layout will best serve the research
objectives?
5. How should the questionnaire be pretested? Does
the questionnaire need to be revised?
Copyright © 2000 Harcourt, Inc. All rights reserved.
What Should Be Asked?
Questionnaire Relevance
Questionnaire Accuracy
Copyright © 2000 Harcourt, Inc. All rights reserved.
Phrasing Questions
Open-Ended Questions
Fixed-Alternative Questions
Copyright © 2000 Harcourt, Inc. All rights reserved.
Structured Unstructured
Undisguised
Disguised
Example:
Typical descriptive survey
with straight-forward, structured
questions
Example:
Survey with open-ended
questions to discover “new”
answers or focus group interview
Example:
Survey interview to measure
brand A’s image petitive brands’ images or
brand recall (unaided recall)
Example:
Projection techniques used
mostly for exploratory research
Classifying Surveys
by Degree of Structure and Degree of Disguise
Copyright © 2000 Harcourt, Inc. All rights reserved.
Developing a Questionnaire
No Hard and Fast Rules
Only Guidelines
Copyright © 2000 Harcourt, Inc. All rights reserved.
plexity: use simple, conversational language
Avoid leading and loaded questions
Avoid ambiguity: be as specific as possible
Avoid double-barreled items
Avoid making assumptions
Avoid burdensome q