市场调查方法第十一章
LEARNING OUTCOMES
Explain the significance of decisions about questionnaire design and wordingDefine alternatives for wording open-ended and fixed-alternative questionsSummarize guidelines for questions that avoid mistakes in questionnaire designDescribe how the proper sequence of questions may improve a questionnaireDiscuss how to design a questionnaire layoutDescribe criteria for pretesting and revising a questionnaire and for adapting it to global markets
After studying this chapte ...