Design of network questionnaire
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
The design of the online market questionnaire is the combination of management and art. A scientific questionnaire not only requires that the items set up can meet the requirements of information collection, but also requires that the designed questionnaire is conducive to the collection and sorting of data and the statistical analysis of calculation results. However, writing an accurate, vivid and professional survey report is much better than using general numbers and simple words, charts and formulas. Therefore, the design of the online market survey questionnaire and the writing of the survey report are of great significance to the success of the online market survey.
The Design of the Questionnaire of the Network Market
The online market questionnaire needs the close cooperation of network technicians and professional investigators. The online market questionnaire is generally designed according to the characteristics of online marketing. Professional online market survey questionnaire design is the basis for reliable results of online market survey.
（1） Design principles of online market questionnaire
The success of the market survey questionnaire can be measured from two aspects: first, whether the questionnaire can clearly convey the investigated questions to the respondents; The second is whether the respondents are willing to cooperate, which determines whether the respondents can truthfully and accurately answer the questionnaire questions. In the actual market survey questionnaire design, the accuracy of the survey results will be affected by the different comprehensive qualities of the respondents and the different professional knowledge and technical level of the survey volume designers. Therefore, the design of the questionnaire should follow certain principles:
1. Purpose principle
The purposive principle is that the questions asked by the questionnaire should be closely related to the theme and purpose of the W transfer, and the key points should be highlighted. Clarifying the purpose and content of market research is not only the premise of questionnaire design, but also the basis of interval volume design.
2. Principle of acceptability
The principle of acceptability means that the respondents have their own freedom whether to reply and which to reply to. Therefore, the questionnaire design should be easy for the respondents to accept. In both Western and Eastern countries, respondents are generally unwilling or refuse to respond to questions involving personal privacy, such as personal income. Therefore, questions about personal privacy should not appear in the investigation questions, so as not to arouse the disgust of the respondents.
3. Principle of simplicity
First of all, the inquiry content should be concise and to the point, so that the respondents can read and understand easily, and the reply content should be short and time-saving. Therefore, the design of the questionnaire should adopt more techniques such as two choice method, ordinal method and comparison method. Secondly, there should be corresponding adjustments in language wording. The description of the investigation questions should be concise, accurate and understandable, and should not be ambiguous, ambiguous or unprofessional, otherwise it will be difficult for the respondents to decide the most suitable option, which will not only affect the credibility of the investigation results, but may even make the participants stop the investigation before completing all the options. For example, in the survey of housewives, language use must be as popular as possible; For white-collar workers in cities with high cultural level, the choice of questions and language difficulty can be improved to a certain extent.
4. Matching principle
The questionnaire design should fully consider the follow-up statistical analysis work according to the purpose of the survey. For the subjective questions of the market survey questionnaire, the text should be standardized and the summary should be strong; For the data type questions of the questionnaire, the design must be easy to record people, consistent in data caliber, and easy to operate in data statistics and analysis. In the statistical processing of survey results, it is often found that some survey data do not have much practical value, or are inconsistent with the information required by the survey report, which not only causes waste of research resources, It will also affect the value of the survey report. Therefore, the questions answered by interviewers should be convenient for inspection, processing, statistics and analysis to improve the efficiency of market research.
5. Rationality principle of problem quantity
The form and content of the questionnaire questions are important, but the number of questions is also the key factor to ensure the success of a questionnaire survey. The respondents are generally unwilling to accept a complicated and lengthy questionnaire, and are prone to boredom. Therefore, the number of questions should be reduced as far as possible when the purpose of the survey can be completed.
6. Logic and normative principles
When designing questions, enterprises should also pay attention to the standardization of language application and the logic of questions, and should try to avoid hypothetical questions to ensure the authenticity of the survey.
（2） Design steps of online market questionnaire
The design of the online market questionnaire is mainly divided into the following five steps:
1. Clarify the theme of questionnaire design
After the investigators have made clear the purpose of the survey, they should make clear the theme of the questionnaire design. The theme should be as small as possible but not too broad. After the survey, they should be able to solve practical problems, with accurate positioning and refined content.
2. First draft of design questionnaire
According to the characteristics of the respondents, after determining the form of the questionnaire according to the subject requirements, the investigators should list the survey items, prepare questions and fill in instructions, and design the first draft of the questionnaire. The first part is the basic information of the respondents, such as their age, gender, education, occupation, address and monthly income per capita of their families; The second is the survey content itself, which is the specific topic of the survey, which is the core part of the questionnaire; The third is the description of the questionnaire, which mainly explains the items that the respondents need to pay attention to, the requirements for filling in the form, and the purpose; The fourth is numbering. The purpose of numbering is to facilitate classification, filing, summary and statistics.
3. Small sample trial investigation
The investigators sent the first draft of the questionnaire to a small number of people who met the requirements of the survey to test the reliability and validity of the questionnaire. During the experimental test, the number of tested personnel should be reasonable, generally 30-50 people. The personnel involved in the test investigation need to meet the requirements of the respondents, and it is better to conduct the test without the knowledge of the respondents. Only in this way can the reliability and validity of the experiment be meaningful and reference value.
4. Design a formal questionnaire
According to the results of the small sample trial survey, the investigators analyzed and sorted out the problems found, modified and supplemented the first draft of the questionnaire, and then designed a formal survey volume. In this process, relevant personnel need to strictly check, make collective decisions, and improve the volume through joint discussion. If necessary, a small sample trial survey can be conducted again to improve the questionnaire.
5. Re verify the formal questionnaire
This is the last step of designing the questionnaire survey. Generally, the investigators are required to demonstrate the feasibility and necessity of the questions raised in the questionnaire design and the purpose of the survey, and verify whether the questionnaire questions are concise, accurate, interesting, and meet the comprehensive quality level of the respondents.
（3） Questions that should be addressed in the design of online market survey questionnaire
Through the analysis of many online questionnaires, it can be found that many questionnaires Website Design There are some obvious errors, which seriously affect the recovery rate of the questionnaire and the credibility and feasibility of the survey data, making the online market survey less than ideal.
When designing the online market questionnaire, the following problems should be avoided:
1. The problem sequence is unreasonable
A reasonable question order can effectively improve the questionnaire recovery rate and the authenticity and reliability of the survey results. Scientific ranking should be consistent with the logic between problems. The following principles can be referred to when arranging the problem sequence. First, the basic information of the survey should be arranged at the front, the classified information in the middle, and the identifying information at the end. The second is to put the easy problems before the difficult ones. The easy, intuitive and clear problems are put before the difficult, complex, sensitive and embarrassing ones. As the investigation goes on, the interviewees may reduce or eliminate their original vigilance and be willing to answer some complex and sensitive questions, so that the investigation can obtain as much information as possible. Third, the general issues should precede the specific issues.
2. Non adherence to online codes of conduct and cultural norms
The online market survey cannot be conducted by bombarding email, because it is a violation of privacy to send questionnaires without the audience's permission. The network is an informal occasion, so the interval should be relaxed and humorous to improve the interest of the survey.
In addition, we can also boldly use the strong expressiveness of the network in the online questionnaire, and use multimedia technology to design a questionnaire with both sound and shape and unique style. For example, in the mobile phone style preference survey, people can insert or link images and sound files, so that respondents can see the appearance of the mobile phone, listen to the ringing tone of the mobile phone, know the functions of the mobile phone, etc. in the survey activities.
3. The problem is inductive
Some questionnaires incorporate the designer's personal views into them, and use words with emotional color and tendentiousness. These words with emotional color will guide and hint the respondents, which may make them give up their original views. Therefore, a qualified questionnaire should be neutral and objective, and there should be no inductive questions in the questionnaire.
4. Inaccurate words, ambiguous meanings
Each question in the questionnaire should represent the same topic for each respondent, with only one explanation. Inaccurate words and ambiguous topics will make the meaning of the question unclear, unclear or ambiguous, which will make the respondents feel at a loss and affect the accuracy of the market survey results. For some abstract conceptual questions that are prone to semantic ambiguity and ambiguity, the concepts or variables studied should first be transformed into specific measurable indicators through the operational process, so as to avoid some respondents being difficult to understand such questions and affecting the quality of the answer to the interval. Therefore, in the design of the questionnaire, we must pay attention to the standard use of words and clear semantics, so that the respondents can correctly understand the problem.
5. The answer design is unreasonable
In the design of intervolume, there are often situations where the answers are not exhaustive, mutually exclusive, or not at the same level and dimension, which will also affect the accuracy of the survey results. The question design should be as comprehensive as possible, and important question options should not be omitted. Especially for the inter survey question options that are highly professional and have a greater impact on the survey results, careful consideration should be given. Any omission of important information may reduce the validity of the survey results.
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