问卷和量表技术在市场调查中的综合应用

Comprehensive Application of Questionnaire and Scale Technique in Market Research

问卷调研作为收集数据的一项有效手段,可以通过结合量表技术使其达到更好的效果.借助问卷和量表技术综合应用的思想,市场调查可以通过选用配对比较量表、常量求和量表等得到不同调查目的下的更深层次的市场信息.同时,市场调查还可以结合测量信度和测量效度的评价方法,对问卷和量表的综合运用的调查效果进行评价.

As an effective means ot eoitectmg ctata, quc^uuu j up to get better results. Through the thought on comprehensive application of questionnaire and scale technology, market research can get further information under different investigation purpose by choosing a paired comparison scale, constant sum scale etc. Meanwhile, the research effect on integrated use of questionnaires and scales can be evaluated by measurement of reliability and validity.