问卷调查设计 (英文版).ppt
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DesigningandUsingQuestionnaires,commonwaystogetinformation,literaturesearchestalkingwithpeoplefocusgroupspersonalinterviewstelephonesurveysandmailsurveys.,AdvantagesofWrittenQuestionnaires,QuestionnairesareverycosteffectiveQuestionnairesareeasytoanalyzeQuestionnairesarefamiliartomostpeopleQuestionnairesreducebiasQuestionnairesarelessintrusivethantelephoneorface-to-facesurveys,DisadvantagesOfWrittenQuestionnaires,thepossibilityoflowresponseratestheinabilitytoproberesponsesByallowingfrequentspaceforcomments,theresearchercanpartiallyovercomethisdisadvantageGesturesandothervisualcuesarenotavailablewithwrittenquestionnairestherespondentmaynotbewhoyouthinkitisquestionnairesaresimplynotsuitedforsomepeople,SelectingYourSample,decidewhatkindofpeopletointerview.AvoidaBiasedSample(English&non-Englishmajors)decidehowmanypeopleyouneedtointerviewQuotasAQuotaisasamplesizeforasub-group.Forexample,menandwomenhavesomewhatdifferentopinionsinmanyareas.,QuestionnaireDesign-GeneralConsiderations,Well-definedgoalsarethebestwaytoassureagoodquestionnairedesignFormulateaplanfordoingthestatisticalanalysisduringthedesignstageoftheprojectIncludeotherexpertsandrelevantdecision-makersinthequestionnairedesignprocessUseprofessionalproductionmethodsforthequestionnaire-eitherdesktoppublishingortypesettingandkeylining,QuestionnaireDesign-GeneralConsiderations,MaketheenvelopeuniqueProvideawell-writtencoverletterProvideincentivesasamotivationforaproperlycompletedquestionnaire.GiveyourquestionnaireatitlethatisshortandmeaningfultotherespondentKeepyourquestionnaireshortIncludeclearandconciseinstructionsonhowtocompletethequestionnaireIfaquestionnaireismorethanafewpagesandisheldtogetherbyastaple,includesomeidentifyingdataoneachpage,QuestionnaireDesign-GeneralConsiderations,UsesimpleanddirectlanguageMakeitconvenient.Alwaysconsiderthelayoutofyourquestionnaire.Leaveadequatespaceforrespondentstomakecomments.LeaveaspaceattheendofaquestionnaireentitledOtherComments.Trytokeepyouranswerspacesinastraightline,eitherhorizontallyorvertically.,QuestionnaireDesign-GeneralConsiderations,Beginwithafewnon-threateningandinterestingitemsPlacethemostimportantitemsinthefirsthalfofthequestionnaireIfyouhaveusedaparticularscalebeforeandneedtocompareresults,usethesamescale.Alwayspresentagree-disagreechoicesinthatorder.Positivetonegativeandexcellenttopoorscalesshouldbepresentedinthoseorders.Whenusingnumericratingscaleshighernumbersshouldmeanamorepositiveormoreagreeinganswer.Thefinaltestofaquestionnaireistotryitonrepresentativesofthetargetaudience.,QuestionTypes,QualitiesofaGoodQuestion,1.Evokesthetruth.Questionsmustbenon-threatening.2.Asksforananswerononlyonedimension.Wereyousatisfiedwiththequalityofourfoodandservice?
3.Canaccommodateallpossibleanswers.Whatbrandofcomputerdoyouown?
_A.IBMPCB.Apple,3.Therearetwowaystocorrectthiskindofproblem.Thefirstwayistomakeeachresponseaseparatedichotomousitemonthequestionnaire.Forexample:
DoyouownanIBMPC?
(circle:
YesorNo)DoyouownanApplecomputer?
(circle:
YesorNo)Anotherwaytocorrecttheproblemistoaddthenecessaryresponsecategoriesandallowmultipleresponses.Thisisthepreferablemethodbecauseitprovidesmoreinformationthanthepreviousmethod.Whatbrandofcomputerdoyouown?
(Checkallthatapply)_Donotownacomputer_IBMPC_Apple_Other,QualitiesofaGoodQuestion,4.Hasmutuallyexclusiveoptions.Wheredidyougrowup?
_A.countryB.farmC.city5.Producesvariabilityofresponses.Whatdoyouthinkaboutthisreport?
A.ItstheworstreportIvereadB.ItssomewherebetweentheworstandbestC.ItsthebestreportIvereadAreyouagainstcampuslove?
(circle:
YesorNo),QualitiesofaGoodQuestion,6.Followscomfortablyfromthepreviousquestion.Groupingquestionsthataresimilarwillmakethequestionnaireeasiertocomplete,andtherespondentwillfeelmorecomfortable.7.Doesnotpresupposeacertainstateofaffairs.Areyousatisfiedwithyourcurrentautoinsurance?
(YesorNo)Oneofthemostcommonmistakenassumptionsisthattherespondentknowsthecorrectanswertothequestion.Whatpercentofyourbudgetdoyouspendondirectmailadvertising?
_,QualitiesofaGoodQuestion,8.Doesnotimplyadesiredanswer.Wouldntyouliketoreceiveourfreebrochure?
DontyouthinktheCongressisspendingtoomuchmoney?
9.Doesnotuseemotionallyloadedorvaguelydefinedwords.Quantifyingadjectives(e.g.,many)10.Doesnotuseunfamiliarwordsorabbreviations.WhatwasyourAGIlastyear?
_,QualitiesofaGoodQuestion,11.Isnotdependentonresponsestopreviousquestions.Ane