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第七章 一手资料收集访问法


Systematic error
Sample design error Surrogate informatio n error Interviewe r error Instrument bias Population specification error
Measuremen t error
Processin g error
1.什么是访问调查法?
受访者引起的误差:
a.无能力引起的误差(inability error)如向男性询问化装品的使用 效果;
b.不情愿引起的误差(unwilling error):对一些非社会认可的行为
、出于礼貌等问题,如你是否吸食毒品? c.记不清确切的信息:
d.不理解或误解了问句的意思,无法回答或答非所问:
Selection error
Frame error
Response error Nonrespons e bias
1.什么是访问调查法?
样本容量:
有限总体,抽样大小的公式如下 N n N 1 ( ) 1 k P(1 P)
无限总体抽样公式如下 n ( ) P(1 P)
2
k

其中:N为抽样总体;α为显著水平;k为分位数;P=0.5
2.几种主要的访问调查法——家访
Difficulties associated with Door-to-Door Interview less availability of potential respondent,due to the growth of the two-adult working family, unsafe(high crime); the drop in qualified interviewers; the lack of communication between the home office, the field office and the interviewing staff ( except at the end of day) is a serious
2.2.2.2 Computer-assisted telephone interviewing(CATI电脑辅助电话访问)
:Central location telephone interviewing in which the interviewer enters answers directly into a computer.提高访谈效率:如跳转问题;提高数据整理、 分析效率:减少人工录入引致的误差等。
interview;
Go to the particular place at the appointed time maybe encounter long waits or cancellations
2.几种主要的访问调查法——电话访问
2.2电话访问(Telephone interviewing)
1.什么是访问调查法?
1.3影响访问调查法所收集数据质量的因素
总体误差=抽样误差+系统误差
1.3.1抽样误差:抽样与样本总体之间的差异 1.3.2系统误差 系统误差=测量误差+样本设计误差
Table 7.1 Types of Survey Error
Random sampling error
Total survey error
2.2.2.3 Completely Automated Telephone Surveys(CATS)
2.2.1 电话访问的优缺点: 优点:
成本低;
样本质量高; 缺点: 无法进行实物展示; 无法借助观察受访者的环境来判断受访者回答的真假; 拒答率高。
2.几种主要的访问调查法——电话访问
2.2.2 电话访问的类型: 2.2.2.1 Central Location Telephone Interviews(定点电话访问): Interviewers make calls from a centrally located marketing research facility to reach and interview respondents.便于控制现场质量:如访谈员的语气、考勤等;
e.受访者判定不了或说不出确切的信息:题目设计太过笼统,如 你是否经常坐飞机?
2.几种主要的访问调查法——家访
2.1面谈访问法: 2.1.1定义:指面谈访问法是由调查者直接与受访者接触,通过面对面 的交谈获取信息的一种方法。 2.1.2 主要类型(按访问地点分) 2.1.2.1家访(in-home or door-to-door interview): Interviewer completes survey in respondent’s home.
1.什么是访问调查法?
1.3.2.1样本设计误差: 抽样框误差(sampling frame error): sampling frame is the list of population elements or members from which units to be sampled are selected. 抽样框:整体抽样单位的详细名单,供抽样之用。
抽样框误差往往因抽样结构不完备或不准.3.2.1样本设计误差: 调研对象总体定义误差(population definition error):如YMCA 选择性误差(selection error):Error that results from following incomplete or improper sampling procedures or not following proper ones.
第七章
一手资料收集:访问法
主要内容
了解什么是访问法 几种常用的访问调查方法
面谈
家访 办公室访问
街头拦截访问
电话调查
定点电话调查 CATI、CATS
留置问卷调查法 邮寄调查问卷
选择何种访问法时所考虑的因素
1.什么是访问调查法?
1.1定义:指通过调查问卷方式来获得有关信息的一种调查方法。是
营销调研领域在收集一手资料时最常用的一种方法。 1.2 优点 •标准化(standardization) •操作容易(ease of administration) •易于制表和统计分析(suitability to tabulation and statistical analysis)
1.3.2.2测量误差:是指实际想要得到的信息与经测量所获得的信息之间
所存在的差异。
调研工具误差(measurement instrument bias)由调查问卷或调查 工具而引起的误差; 数据分析误差(data analysis error); 无响应产生的误差(nonresponse bias):响应与不响应的受访者之 间所存在的系统误差; 调研人员产生的误差: 提问引起的误差(questioning error); 记录引起的误差(recording error); 欺骗性误差(cheating error)
handicap if one wishes to execute questionnaire changes, examine
incidence rate or hasten data retrieval. the effects of such old bugaboos as weather, car problems, broken-in cars, sickness, etc. cheating, fudging, or shortcutting by the interviewers, interviewing the wrong respondent, etc., promote high levels of validation.
2.几种主要的访问调查法——办公室访问
2.1.2.3办公室访问(Executive interview): This type of survey involves interviewing businesspeople, at their offices, concerning industrial products or service. A. Advantages and disadvantages of executive interview the same as door-to-door interviewing, except very expensive. B. Process of the executive interview Identify the individuals involved in the purchase decision for the product in question; Locate those people; Get those person to agree to be interviewed and to set a time for the
1.什么是访问调查法?
1.3.2.2测量误差:是指实际想要得到的信息与经测量所获得的信息之间 所存在的差异。 信息替代误差(surrogate information error):调研所需信息与调研 人员寻求信息之间的误差。定义营销调研问题、营销调研目标不当时 。如New Coke
1.什么是访问调查法?
Advantages of Door-to-Door Interview:
the ability to use special questionnaire techniques that require visual contact to speed up the interview or improve data quality; the ability to show the respondent product concepts and other stimuli for evaluation. The respondents is seen as being at ease in a familiar, comfortable, secure environment.
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