Marketing Research 市场营销研究 （英文原版 下）

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1、QuestionnaireDesign1.Tounderstandtheroleofthequestionnaireinthedatacollectionprocess.2.Tobecomefamiliarwiththecriteriaforagoodquestionnaire.3.Tolearntheprocessforquestionnairedesign.4.TobecomeknowledgeableaboutthethreebasicformsofquestionsLearningObjectives2JohnWiley&Son,Inc5.Tolea

2、rnthenecessaryproceduresforsuccessfulimplementationofasurvey.6.TounderstandhowsoftwareandtheInternetareimpactingquestionnairedesign.7.TounderstandtheimpactofthequestionnaireondatacollectioncostsLearningObjectives3JohnWiley&Son,IncTounderstandtheroleofthequestionnaireinthedatacollec

3、tionprocess.TheRoleofaQuestionnaireQuestionnaireDefinedAsetofquestionsdesignedtogeneratethedatanecessaryforaccomplishingtheobjectivesoftheresearchproject.ThePivotalRoleSeeFigure9.1-nextslidePositionedbetweenthesurveyobjectivesandtherespondent’sinformation.Translatestheobjectivesint

4、ospecificquestionstosolicitinformation.4JohnWiley&Son,IncExhibit9.1TheQuestionnaire’sPivotalRoleintheResearchProcessQuestionnaireDataAnalysisFindingsRecommendationsManagerialActionSurveyObjectivesRespondentInformation5JohnWiley&Son,IncTobecomefamiliarwiththecriteriaforagoodquestion

5、naire.CriteriaForaGoodQuestionnaireDoesitProvidetheNecessaryDecision-MakingInformation?Ifthequestionnairefailstoprovideinsights,thendiscardorrevise.QuestionnairemustbeapprovedbymanagementDoesitConsidertheRespondent?DesignofquestionnaireIntendedrespondents6JohnWiley&Son,IncDoesitmee

6、tEditing,CodingandDataProcessingRequirements?EditingSkippatternsCodingQuestionnaireservesmanymastersAccommodateresearchobjectives“Speak”totherespondentinanunderstandablelanguageConvenientforinterviewerEasytocheckTranslatabletofindingsCriteriaForaGoodQuestionnaireTobecomefamiliarwit

7、hthecriteriaforagoodquestionnaire.7JohnWiley&Son,Inc(1)SurveyObjectives(2)DataCollectionMethods(3)QuestionResponseFormat(4)QuestionWording(5)FlowandLayout(6)EvaluateLayout(7)ObtainApproval(8)PretestandRevise(9)FinalCopy(10)ImplementationExhibit9.4QuestionnaireDesignProcess8JohnWile

8、y&Son,IncTolearntheprocess