SurveyResearch英文版SurveysSurveysaskrespondentsforinformationusingverbalorwrittenquestioningRespondentsRespondentsarearepresentativesampleofpeople勇于开始，才能找到成功的路GatheringInformationviaSurveysQuickInexpensiveEfficientAccurateFlexibleProblemsPoorDesignImproperExecutionTotalerrorSystematicerror(bias)RandomsamplingerrorTreeDiagramofTotalSurveyErrorRandomSamplingErrorAstatisticalfluctuationthatoccursbecauseofchangevariationintheelementsselectedforthesampleSystematicErrorSystematicerrorresultsfromsomeimperfectaspectoftheresearchdesignorfromamistakeintheexecutionoftheresearchSystematicerror(bias)AdministrativeerrorRespondenterrorTreeDiagramofTotalSurveyErrorSampleBiasSamplebias-whentheresultsofasampleshowapersistenttendencytodeviateinonedirectionfromthetruevalueofthepopulationparameterRespondenterrorNonresponseerrorResponsebiasTreeDiagramofTotalSurveyErrorRespondentErrorAclassificationofsamplebiasresultingfromsomerespondentactionorinactionNonresponseBiasResponseBiasNonresponseErrorNonrespondents-PeoplewhorefusetocooperateNot-at-homesSelf-selectionbiasOverrepresentsextremepositionsUnderrepresentsindifferentTreeDiagramofTotalSurveyErrorResponsebiasUnconsciousmisrepresentationDeliberatefalsificationResponseBiasAbiasthatoccurswhenrespondentstendtoanswerquestionswithacertainslantthatconsciouslyorunconsciouslymisrepresentsthetruthAcquiescencebiasExtremitybiasInterviewerbiasAuspicesbiasSocialdesirabilitybiasTreeDiagramofTotalSurveyErrorAcquiescenceBiasAcategoryofresponsebiasthatresultsbecausesomeindividualstendtoagreewithallquestionsortoconcurwithaparticularposition.ExtremityBiasAcategoryofresponsebiasthatresultsbecauseresponsestylesvaryfrompersontoperson;someindividualstendtouseextremeswhenrespondingtoquestions.InterviewerBiasAresponsebiasthatoccursbecausethepresenceoftheinterviewerinfluencesanswers.AuspicesBiasBiasintheresponsesofsubjectscausedbytherespondentsbeinginfluencedbytheorganizationconductingthestudy.SocialDesirabilityBiasBiasinresponsescausedbyrespondents’desire,eitherconsciousorunconscious,togainprestigeorappearinadifferentsocialrole.Systematicerror(bias)AdministrativeerrorRespondenterrorTreeDiagramofTotalSurveyErrorAdministrativeErrorImproperadministrationoftheresearchtaskBlundersConfusionNeglectOmissionDataprocessingerrorSampleselectionerrorInterviewererrorInterviewercheatingTreeDiagramofTotalSurveyErrorAdministrativeErrorInterviewercheating-fillinginfakeanswersorfalsifyinginterviewersDataprocessingerror-incorrectdataentry,computerprogramming,orotherproceduralerrorsduringtheanalysisstage.Sampleselectionerror-impropersampledesignorsamplingprocedureexecution.Interviewererror-fieldmistakesTimePeriodforSurveysCross-SectionalLongitudinalCross-SectionalStudyAstudyinwhichvarioussegmentsofapopulationaresampledDataarecollectedatasinglemomentintime.LongitudinalStudyAsurveyofrespondentsatdifferenttimes,thusallowinganalysisofchangesovertime.Trackingstudy-comparetrendsandidentifychangesconsumersatisfactionConsumerPanelAlongitudinalsurveyofthesamesampleofindividualsorhouseholdstorecord(inadiary)theirattitudes,behavior,orpurchasinghabitsovertime.TotalQualityManagementandCustomerSatisfactionSurveysTotalqualitymanagement-Abusinessphilosophythatemphasizesmarket-drivenqualityasatoporganizationalpriority.StagesinTrackingQualityImprovementCommitmentandExplorationBench-markingInitialqualityimprove-mentContinuousQualityImprovementCommitmentandExplorationStageManagementmakesacommitmenttototalqualityassuranceMarketingresearchersexploreexternalcustomers’needsandproblems.Marketingresearchersexploreinternalcustomers’needs,beliefs,andmotivations.BenchmarkingStageResearchestablishesquantitativemeasuresasbenchmarksorpointsofcomparisonOverallsatisfactionandqualityratingsofspecificattributesEmployeesactualperformanceandperceptionsInitialQualityImprovementStageTrackingwave1measurestrendsEstablishesaqualityimprovementprocesswithintheorganization.Translatequalityissuesintotheinternalvocabularyoftheorganization.Establishperformancestandardsandexpectationsforimprovement.ContinuousQualityImprovementConsistsofmanyconsecutivewaveswiththesamepurpose—toimproveoverthepreviousperiod.Qualityimprovementmanagementcontinues.DeterminantsoftheQualityofGoodsPerformanceFeaturesConformancewithspecificationsReliabilityDurabilityServiceabilityAestheticdesignDeterminantsofServiceQualityAccessCommunicationCompetenceCourtesyReliabilityCredibility
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