[chapter 9] 调查数据收集方法.pptVIP

_______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 _______________________________________________________________ * 肖翔 - 湖南师范大学商学院 2010 Survey-Data Collection Methods Xiao Xiang Business School, Hunan Normal University xiaoxiang100@126.com Chapter 9 Surveys A survey involves interviews with a large number of respondents using a predesigned questionnaire. Three basic survey methods: Person-administered surveys（人工操作调查） Computer-assisted surveys（计算机辅助查） Self-administered surveys（自我管理调查） Advantages of Surveys Standardization 标准化 Ease of administration 操作简单 Ability to tap the “unseen” 能揭示隐性问题 Suitability to tabulation and statistical analysis 便于制表和统计分析 Sensitivity to subgroup differences 能反映子群的差异性 Person-Administered Surveys Person-administered: an interviewer reads questions, either face-to-face or over the telephone, to the respondent and records his or her answers Person-Administered Surveys Advantages: Feedback 及时反馈 Rapport 和睦的关系 Quality control 质量控制 Adaptability 适应性 Disadvantages: Humans make errors 人员出错 Slow speed 速度慢 High cost 成本高 Interview evaluation 面访评价 Computer-Administered Surveys A computer-assisted survey is one in which computer technology plays an essential role in the interview work Advantages: Speed Error-free interviews Use of pictures, videos, and graphics Real-time capture of data Reduction of “interview evaluation” concern in respondents Disadvantages: Technical skills required High set-up costs Self-Administered Surveys A self-administered survey is one in which the respondent completes the survey on his or her own. paper-and-pencil questionnaires as well as online surveys Advantages: Reduced cost Respondents control pace at which they answer No interview-evaluation apprehension Disadvantages: Respondent controls the survey Lack of monitoring High questionnaire requirements 数据收集的方法（表9-1） Person-Administered Surveys：In-Home Interview Key Advantages: Conducted in the privacy of the hom