第 4章 问卷设计
Questionnaire Design
本章概要（ 1）
? To learn the objectives of questionnaire
design.
? To understand the role of the questionnaire
in the data collection process.
? To become familiar with the criteria for a
good questionnaire.
? To learn the process for questionnaire
design.
本章概要（ 2）
? To become knowledgeable of the three
basic forms of questions.
? To understand the key role of the
questionnaire in data collection costs.
? To learn the necessary procedures for
successful implementation of a survey.
Questionnaire Defined
问卷的定义
A questionnaire is a set of questions designed to
generate the data necessary for accomplishing
the objectives of the research project.
1、问卷是数据收集方法的一般思路；
2、问卷提供了标准化和统一化的数据收集程序；
3、问卷在数据收集过程中起着重要作用。
The Questionnaire’s Position in the Research Process
问卷在调研过程中的地位
Questionnaire
Survey
Objectives
Respondent’s
Information
Data
Analysis
Findings
Recommendations
Managerial
Action
Criteria for a Good Questionnaire
一份优秀问卷的标准
To design a good questionnaire,the
following issues should be considered:
Does it Provide the
Necessary Decision-
Making
Information?
Does it Consider the
Respondent?
Does it satisfy editing,coding and processing data?
Editing and Data Processing Requirements
编辑与数据处理的要求
? Editing
– Refers to going through the questionnaire to
make certain the skip patterns are followed and
required questions are filled out.
– A skip pattern is the sequence in which
questions are asked.
? Open-Ended Questions（开放式问题）
– An open-ended question is one that does not
contain prerecorded possible responses.
The Questionnaire Development Process
问卷的设计过程
Determine Survey
Objectives and
Constraints
（ 1）
Determine Data
Collection Methods
Evaluate the
Questionnaire and
Layout
Describe
Questionnaire Flow
and Layout
Decide Question
Wording
Determine Question
Response Format
Obtain Approval
from all Relevant
Parties
Pretest and Revise
Prepare Final Copy
Implementation
（ 10）
Step One,Determine Survey Objectives,Resources,and Constraints
确定调研目的、来源和限制因素
? Survey (information) objectives should be
spelled out as clearly and precisely as
possible.
? If this step is completed in a thorough
fashion,the rest of the process will follow
more smoothly and efficiently.
Step Two,Determine the Data Collection Method
确定数据收集方法
? Chapter 6 discussed the variety of ways that
survey data can be gathered,such as in-person,
telephone,mail,or self-administration.
? Each method will have an impact on survey
design.
Step Three,Determine the Question Response Format
确定问题的回答形式（ 1）
? Open-Ended Questions（开放式问题）
– Open-ended questions are those in which the
respondent can reply in his or her own words.
? Example of an open-ended question:
1,What advantages,if any,do you think ordering from a
mail order catalog company offers compared with
local retail outlets?
Step Three,Determine the Question Response Format
确定问题回答形式（ 2）
? Closed-End Questions（ 封闭式问题 ）
– A closed-ended question is one that requires the
respondent to make a selection from a list of
options.
– The primary advantage of closed-ended
questions is simply the avoidance of many of
the problems (such as subjectivity) of open-
ended questions.
Step Three,Determine the Question Response Format
确定问题回答形式 (3)
? Dichotomous Questions(二项式问题 )
– This simplest form of a closed-ended question
is the dichotomous choice.
? Example of a dichotomous question:
1,Would you rather live in a small town or a city?
A,Small Town 1
B,City 2
Step Three,Determine the Question Response Format
确定问题回答形式（ 4）
? Multiple-Choice Questions（多选题）
– Multiple-Choice Questions permit the
respondent to select from several alternatives.
? Example of a multiple-choice question:
1,Who do you think will win the World Series?
A,New York Yankees
B,St,Louis Cardinals
C,Los Angeles Dodgers
D,Atlanta Braves
Step Three,Determine the Question Response Format
确定问题回答形式（ 5）
? Scaled-Response Questions(量表应答式问题 )
– Question format that permits the measurement of
the 搃 ntensity?of a respondents?answers.
? Example of a scaled-response question:
1,Now that you have read a sample of the Wall Street
Journal,would you say that you would?Check one)
Definitely buy it
Probably buy it
Might or might not buy it
Probably will not buy it
Definitely will not buy it
Step Four,Decide the Question Wording
决定问题的用词
? Four Guidelines in Selecting Wording
– The wording must be clear.
– Select words so as to avoid biasing the
respondent.
– Consider the ability of the respondent to answer
the question.
– Consider the willingness of the respondent to
answer the question.
Step Five,Establish Questionnaire Flow and Layout
确定问卷流程和编排
? After the questions have been properly
formulated,the next step is to sequence
them and develop a layout for the
questionnaire.
? The general guidelines concerning
questionnaire flow are included in the next
slide.
How a Questionnaire Should be Organized
问卷如何组织
Use the screener
questions to
identify qualified
respondents
After obtaining a
qualified respondent,
begin with a question
that obtains a
respondent’s interest
Ask general
questions first
Position sensitive,
threatening,and
demographic
questions as the
end
Insert prompters
at strategic points
Ask questions that
require works in
the middle of the
questionnaire
Step Six,Evaluate the Questionnaire
问卷评价（ 1）
? Issues to Consider in Reviewing the Design
of the Questionnaire
– The issues to consider in reviewing the design
of the questionnaire are shown on the next
slide,
Step Six,Evaluate the Questionnaire
问卷评价（ 2）
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to
Accomplish the Research Objectives?
Appearances of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-Ended Responses
Consider Color-Coding the Questionnaires
Instructions Printed Within The Questionnaire Should be in
Capital Letters
Step Seven,Obtain Approval of All Relevant Parties
获得各方面的认同
? At this point in the questionnaire design
process,the first draft of the questionnaire
has been completed.
? Approval for going forward with the
questionnaire is the objective of this step.
Step Eight,Pretest and Revise
预先测试和修订
? When final managerial approval has been
obtained,the questionnaire must be pretested.
? The primary purpose of a pretest is to make
certain that the questionnaire gives the
respondent clear,understandable questions
that will evoke clear,understandable
responses.
Step Nine,Prepare Final Copy
准备最后印刷
? Even the final copy phase does not allow
the researcher to relax.
– Precise typing instructions,spacing,numbering,
and precoding must be set up,monitored,and
proofread.
Step Ten,Implementing the Survey
实施调研（ 1）
? Supervisor’s Instructions（ 管理者说明 ）
– Inform them of the nature of the study,start and
completion dates,quotas,reporting times,
equipment and facility requirements,sampling
instructions,number of interviewers required,and
validation procedures.
– Interviewer’s Instructions
– Cover many of the same points as supervisor’s
instructions but are geared to the actual interview.
Step Ten,Implementing the Survey
实施调研（ 2）
? Call Record Sheets（通话记录单）
– Interviewers?logs listing the number and results
of a contact.
– Call record sheets are used to measure the
efficiency of the interviewers,
? Visual Aids and Other Supplements
（可视化辅助材料和其他附录）
– Many studies use visual aids to facilitate the
interviewing process.
Step Ten,Implementing the Survey
实施调研（ 3）
? Field Management Companies(实地调研 )
– Field management companies such as Qfact,On-
Line Communications,and Direct Resource
generally provide questionnaire formatting,
screener writing,development of instructional
and peripheral materials,shipping departments,
field auditing,and all coordination of data
collection,coding,and tab services required for
the project.
Questionnaire Challenges
问卷在成本和获利性方面的作用（ 1）
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
1,Failed Attempts
- Busy
- No Answer
- Answering Machine
- Business Number
- Phone/Language Problem
- Discontinued Line
2,Cooperation Problems
- Respondent Not at Home
- Refused to be Interviewed
Questionnaire Challenges
（ 2）
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
3,Screener Determines Respondent Not Eligible
- Failed security test (works for marketing research firm,
advertising agency,or the client)
- Doesn抰 use the product
- Demographic disqualification (wrong gender,age,etc.)
- Quota filled (survey has quota of 500 users of Tide and 500
users of other clothing washing powder,Interviewer already
has 500 Tide users; the current respondent uses Tide.
4,Respondent Terminates During Interview
5,Completed interview
本章小结（ 1）
? This chapter examines the objectives of the
questionnaire,as well as its construction,
evaluation,and impact on project costs and
profitability.
? The criteria for a good questionnaire fall into
the following topic area,(1) achieving the
goals of the study; (2) fitting the questionnaire
to the respondent; and (3) editing,coding,and
data processing.
本章小结（ 2）
? The process of developing a questionnaire
is discussed,The process contains 10
sequential steps.
? The chapter concludes with a discussion of
the role of the questionnaire in survey
research costs,
Questionnaire Design
本章概要（ 1）
? To learn the objectives of questionnaire
design.
? To understand the role of the questionnaire
in the data collection process.
? To become familiar with the criteria for a
good questionnaire.
? To learn the process for questionnaire
design.
本章概要（ 2）
? To become knowledgeable of the three
basic forms of questions.
? To understand the key role of the
questionnaire in data collection costs.
? To learn the necessary procedures for
successful implementation of a survey.
Questionnaire Defined
问卷的定义
A questionnaire is a set of questions designed to
generate the data necessary for accomplishing
the objectives of the research project.
1、问卷是数据收集方法的一般思路；
2、问卷提供了标准化和统一化的数据收集程序；
3、问卷在数据收集过程中起着重要作用。
The Questionnaire’s Position in the Research Process
问卷在调研过程中的地位
Questionnaire
Survey
Objectives
Respondent’s
Information
Data
Analysis
Findings
Recommendations
Managerial
Action
Criteria for a Good Questionnaire
一份优秀问卷的标准
To design a good questionnaire,the
following issues should be considered:
Does it Provide the
Necessary Decision-
Making
Information?
Does it Consider the
Respondent?
Does it satisfy editing,coding and processing data?
Editing and Data Processing Requirements
编辑与数据处理的要求
? Editing
– Refers to going through the questionnaire to
make certain the skip patterns are followed and
required questions are filled out.
– A skip pattern is the sequence in which
questions are asked.
? Open-Ended Questions（开放式问题）
– An open-ended question is one that does not
contain prerecorded possible responses.
The Questionnaire Development Process
问卷的设计过程
Determine Survey
Objectives and
Constraints
（ 1）
Determine Data
Collection Methods
Evaluate the
Questionnaire and
Layout
Describe
Questionnaire Flow
and Layout
Decide Question
Wording
Determine Question
Response Format
Obtain Approval
from all Relevant
Parties
Pretest and Revise
Prepare Final Copy
Implementation
（ 10）
Step One,Determine Survey Objectives,Resources,and Constraints
确定调研目的、来源和限制因素
? Survey (information) objectives should be
spelled out as clearly and precisely as
possible.
? If this step is completed in a thorough
fashion,the rest of the process will follow
more smoothly and efficiently.
Step Two,Determine the Data Collection Method
确定数据收集方法
? Chapter 6 discussed the variety of ways that
survey data can be gathered,such as in-person,
telephone,mail,or self-administration.
? Each method will have an impact on survey
design.
Step Three,Determine the Question Response Format
确定问题的回答形式（ 1）
? Open-Ended Questions（开放式问题）
– Open-ended questions are those in which the
respondent can reply in his or her own words.
? Example of an open-ended question:
1,What advantages,if any,do you think ordering from a
mail order catalog company offers compared with
local retail outlets?
Step Three,Determine the Question Response Format
确定问题回答形式（ 2）
? Closed-End Questions（ 封闭式问题 ）
– A closed-ended question is one that requires the
respondent to make a selection from a list of
options.
– The primary advantage of closed-ended
questions is simply the avoidance of many of
the problems (such as subjectivity) of open-
ended questions.
Step Three,Determine the Question Response Format
确定问题回答形式 (3)
? Dichotomous Questions(二项式问题 )
– This simplest form of a closed-ended question
is the dichotomous choice.
? Example of a dichotomous question:
1,Would you rather live in a small town or a city?
A,Small Town 1
B,City 2
Step Three,Determine the Question Response Format
确定问题回答形式（ 4）
? Multiple-Choice Questions（多选题）
– Multiple-Choice Questions permit the
respondent to select from several alternatives.
? Example of a multiple-choice question:
1,Who do you think will win the World Series?
A,New York Yankees
B,St,Louis Cardinals
C,Los Angeles Dodgers
D,Atlanta Braves
Step Three,Determine the Question Response Format
确定问题回答形式（ 5）
? Scaled-Response Questions(量表应答式问题 )
– Question format that permits the measurement of
the 搃 ntensity?of a respondents?answers.
? Example of a scaled-response question:
1,Now that you have read a sample of the Wall Street
Journal,would you say that you would?Check one)
Definitely buy it
Probably buy it
Might or might not buy it
Probably will not buy it
Definitely will not buy it
Step Four,Decide the Question Wording
决定问题的用词
? Four Guidelines in Selecting Wording
– The wording must be clear.
– Select words so as to avoid biasing the
respondent.
– Consider the ability of the respondent to answer
the question.
– Consider the willingness of the respondent to
answer the question.
Step Five,Establish Questionnaire Flow and Layout
确定问卷流程和编排
? After the questions have been properly
formulated,the next step is to sequence
them and develop a layout for the
questionnaire.
? The general guidelines concerning
questionnaire flow are included in the next
slide.
How a Questionnaire Should be Organized
问卷如何组织
Use the screener
questions to
identify qualified
respondents
After obtaining a
qualified respondent,
begin with a question
that obtains a
respondent’s interest
Ask general
questions first
Position sensitive,
threatening,and
demographic
questions as the
end
Insert prompters
at strategic points
Ask questions that
require works in
the middle of the
questionnaire
Step Six,Evaluate the Questionnaire
问卷评价（ 1）
? Issues to Consider in Reviewing the Design
of the Questionnaire
– The issues to consider in reviewing the design
of the questionnaire are shown on the next
slide,
Step Six,Evaluate the Questionnaire
问卷评价（ 2）
Is the Question Necessary?
Is the Questionnaire Too Long?
Will the Questions Provide the Desired Information to
Accomplish the Research Objectives?
Appearances of Mail and Self-Administered Questionnaires
Avoid a Cluttered Look
Allow Plenty of Space for Open-Ended Responses
Consider Color-Coding the Questionnaires
Instructions Printed Within The Questionnaire Should be in
Capital Letters
Step Seven,Obtain Approval of All Relevant Parties
获得各方面的认同
? At this point in the questionnaire design
process,the first draft of the questionnaire
has been completed.
? Approval for going forward with the
questionnaire is the objective of this step.
Step Eight,Pretest and Revise
预先测试和修订
? When final managerial approval has been
obtained,the questionnaire must be pretested.
? The primary purpose of a pretest is to make
certain that the questionnaire gives the
respondent clear,understandable questions
that will evoke clear,understandable
responses.
Step Nine,Prepare Final Copy
准备最后印刷
? Even the final copy phase does not allow
the researcher to relax.
– Precise typing instructions,spacing,numbering,
and precoding must be set up,monitored,and
proofread.
Step Ten,Implementing the Survey
实施调研（ 1）
? Supervisor’s Instructions（ 管理者说明 ）
– Inform them of the nature of the study,start and
completion dates,quotas,reporting times,
equipment and facility requirements,sampling
instructions,number of interviewers required,and
validation procedures.
– Interviewer’s Instructions
– Cover many of the same points as supervisor’s
instructions but are geared to the actual interview.
Step Ten,Implementing the Survey
实施调研（ 2）
? Call Record Sheets（通话记录单）
– Interviewers?logs listing the number and results
of a contact.
– Call record sheets are used to measure the
efficiency of the interviewers,
? Visual Aids and Other Supplements
（可视化辅助材料和其他附录）
– Many studies use visual aids to facilitate the
interviewing process.
Step Ten,Implementing the Survey
实施调研（ 3）
? Field Management Companies(实地调研 )
– Field management companies such as Qfact,On-
Line Communications,and Direct Resource
generally provide questionnaire formatting,
screener writing,development of instructional
and peripheral materials,shipping departments,
field auditing,and all coordination of data
collection,coding,and tab services required for
the project.
Questionnaire Challenges
问卷在成本和获利性方面的作用（ 1）
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
1,Failed Attempts
- Busy
- No Answer
- Answering Machine
- Business Number
- Phone/Language Problem
- Discontinued Line
2,Cooperation Problems
- Respondent Not at Home
- Refused to be Interviewed
Questionnaire Challenges
（ 2）
The Difficulty of Finding a Qualified Respondent in a Central
Location Telephone Interview
3,Screener Determines Respondent Not Eligible
- Failed security test (works for marketing research firm,
advertising agency,or the client)
- Doesn抰 use the product
- Demographic disqualification (wrong gender,age,etc.)
- Quota filled (survey has quota of 500 users of Tide and 500
users of other clothing washing powder,Interviewer already
has 500 Tide users; the current respondent uses Tide.
4,Respondent Terminates During Interview
5,Completed interview
本章小结（ 1）
? This chapter examines the objectives of the
questionnaire,as well as its construction,
evaluation,and impact on project costs and
profitability.
? The criteria for a good questionnaire fall into
the following topic area,(1) achieving the
goals of the study; (2) fitting the questionnaire
to the respondent; and (3) editing,coding,and
data processing.
本章小结（ 2）
? The process of developing a questionnaire
is discussed,The process contains 10
sequential steps.
? The chapter concludes with a discussion of
the role of the questionnaire in survey
research costs,
