| 问卷和量表技术在市场调查中的综合应用 |
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| 引用本文： | 黄英,黄娟,张敏.问卷和量表技术在市场调查中的综合应用[J].洛阳师范学院学报,2014(5):100-102. |
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| 作者姓名： | 黄英 黄娟 张敏 |
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| 作者单位： | 中国地质大学江城学院经济与管理学部,湖北武汉430200 |
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| 基金项目： | 国家社科基金资助项目（13BSH010） |
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| 摘 要： | 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.
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| 关 键 词： | 问卷 量表 市场调查 综合应用 |
Comprehensive Application of Questionnaire and Scale Technique in Market Research |
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| HUANG Ying,HUANG Juan,ZHANG Min.Comprehensive Application of Questionnaire and Scale Technique in Market Research[J].Journal of Luoyang Teachers College,2014(5):100-102. |
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| Authors: | HUANG Ying HUANG Juan ZHANG Min |
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| Institution: | ( Department of Economics and Management, Jiangcheng College, China University of Geosciences, Wuhan 430200, China) |
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| Abstract: | 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. |
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| Keywords: | questionnaire scale market research comprehensive application |
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