问卷分割技术在市场调查中的应用

市场调查中为了实现成本效益、准确性以及速度目标往往会采用较长问卷,本文首先分析了因此可能对数据质量产生的影响,在此基础上提出了分割问卷的思想。重点阐述其设计要点,以及如何利用多重插补方法对缺失数据进行处理。

Split-questionnaire Designs in Marketing Surveys

In this article, the author first analyses the reason why commonly adopt longer questionnaires in marketing surveys and their likely influence on the quality of data, then brings out the idea of split-questionnaire. The topics enclose the important phases of designing a split questionnaire, and the methods of using the multiple imputation method to deal with the missing data.