市场调研问卷设计专项培训(ppt 56页)

市场调研问卷设计专项培训目录：
一、QR Design
二、Formatting the Question
三、Closed-end Questions
四、Closed-end Questions (Contd.)
五、CHOICE OF WORDS
六、PHRASING OF QUESTIONS措词
七、PHRASING OF QUESTIONS
八、SCALES量表
九、QUESTION SEQUENCE

 

市场调研问卷设计专项培训内容提要：
Logical Steps to Develop a Good Questionnaire：
Plan what to measure计划好测量什么
Formulate questions to obtain the needed information拟定为获取所需要信息而要提的问题
Decide on the order and wording of questions and the layout of the questionnaire决定问题的顺序和措辞，决定问卷布局
Using a sample, test the questionnaire for omissions and ambiguity试访（剔除太长和含糊的）
Correct the problems (pretest again, if necessary)最后的修改
Formatting the Question：
Decision to be made regarding the degree of freedom to be given to the respondents in answering the questions
Alternatives 选择的方法
Open ended with no classification没有任何答复类别的开放题问题
Open ended where the interviewer uses precoded classifications to record the response开放题问题，访问员可以使用预先编码分类的答案记录（半开放题）
Close ended or structured format in which a question or a supplementary card presents the responses to be considered封闭式题

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