研究方法

1、,Surveys 調(diào)查研究,中央大學(xué).資訊管理系范錚強(qiáng)mailto: ckfarn@mgt.ncu.edu.tw2014.04 updated,7,中央資管：范錚強(qiáng),2,Dilemma for Surveys,“The ubiquity of cell phones and the rapid and continuing development of the Internet have completely altered

2、the way we talk to each other, the way marketers talk to customers, the way customers shop and the way the media research their audiences.” Alain Tessier , founder, Mediamark Research, Inc.,中央資管：范錚強(qiáng),3,Data Col

3、lection Approach,中央資管：范錚強(qiáng),4,Selecting a Communication Data Collection Approach,,中央資管：范錚強(qiáng),5,Communication Approach,StrengthsVersatilityEfficiencyGeographic coverage,WeaknessesErrorInaccessible populations,中央資管：范錚強(qiáng),6

4、,Sources of Error,ErrorSources,Measurement Questions,Interviewer,Participant,中央資管：范錚強(qiáng),7,Participant Motivation,中央資管：范錚強(qiáng),8,Response Terms,Noncontact rate,Refusal rate,Incidence rate,中央資管：范錚強(qiáng),9,Communication Approaches,S

5、elf-AdministeredSurvey,Survey via PersonalInterview,TelephoneSurvey,中央資管：范錚強(qiáng),10,Self-Administered Surveys,Modes,Mail,中央資管：范錚強(qiáng),11,Self-Administered Surveys,Systematic,Costs,Time Constraints,中央資管：范錚強(qiáng),12,Designing Ques

6、tionnaires Using the TDM,,,中央資管：范錚強(qiáng),13,,Options for Web-based Surveys,Surveying Software,Fee-BasedService,中央資管：范錚強(qiáng),14,Advantages of Surveying Software,Questionnaire design in word processing environmentQuestion and sc

7、ale librariesAutomated publishing to the WebReal-time viewing of incoming dataRapid transmission of resultsFlexible analysis and reporting mechanisms,中央資管：范錚強(qiáng),15,The Web as a Survey Research Venue,AdvantagesCost sav

8、ingsShort turnaroundUse of visual stimuliAccess to participants Perception of anonymityAccess to data and experiences otherwise unavailable,DisadvantagesRecruitmentCoverageDifficulty developing probability sample

9、sTechnical skillSystem compatibility issuesPossible self-selection bias,中央資管：范錚強(qiáng),16,Advantages of Self-Administered Study,Access inaccessible participantsIncentives for higher response ratesLowest-costGeographic co

10、verageMinimal staff needed,Perceived anonymityReflection timeQuestion complexityRapid data collection Visuals possibleMultiple sampling possible,中央資管：范錚強(qiáng),17,Disadvantages of Self-Administered Study,Low response ra

11、tes in some modesNo interviewer interventionCannot be too longCannot be too complexRequires accurate list,Skewed responses by extremistsParticipant anxiety possibleDirections necessaryNeed for low-distraction envi

12、ronmentSecurity,中央資管：范錚強(qiáng),18,Improving Response Rates,Advance notificationRemindersReturn directions and devicesMonetary incentivesDeadlinesPromise of anonymityAppeal for participation,中央資管：范錚強(qiáng),19,Telephone Survey,

13、Traditional,CATI systems,Computer-administered,中央資管：范錚強(qiáng),20,Advantages of the Telephone Survey,Lower costs than personal interviewWide geographic coverageFewer interviewersReduced interviewer biasFast completion time

14、Random DialingCATI,中央資管：范錚強(qiáng),21,Disadvantages of the Telephone Survey,Lower response rate Early terminationHigher costs if geographically dispersed sampleLimited Interview lengthInaccessible populationsLimited comp

15、lexity of scales,iPhone,Voice-over IP,中央資管：范錚強(qiáng),22,,Survey via Personal Interview,Intercept,CAPI,中央資管：范錚強(qiáng),23,Personal Interview Survey,AdvantagesGood cooperation ratesInterviewer can probe and explainVisual aids possib

16、leIlliterate participants can be reachedInterviewer can prescreenCAPI possible,DisadvantagesHigh costsNeed for highly trained interviewersTime consumingLabor-intensiveSome unwilling to invite strangers into homes