KS S 1007-1-2011 Market and opinion research service－Process《市场及舆论调查服务 流程》.pdf

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2、.6 6.1 6 6.2 7 7 7 8 .7 8.1 7 8.2 7 8.3 8 8.4 9 8.5 10 9 10 9.1 10 9.2 11 10 12 10.1 12 10.2 13 11 13 12 .13 KS S 1007 1:2011 ii ( .) . , . . KS S 1007 1:2011 Market and opinion research service Process 1 . 2 . . ( ) . KS S 1007 2, 2： 3 . 3.1 (research service provider)( .) , , , . 3.2 (client) . 3.

3、3 (subcontractor) 3 , 3.4 (public) , KS S 1007 1:2011 2 3.5 (researcher) , 3.6 (fieldwork supervisor) 3.7 (moderator) , 3.8 (interviewer) , 3.9 (respondent) 3.10 (research briefing) 3.11 (research proposal) 3.12 (sample) 3.13 (target population) 3.14 (bias) 3.15 (representativeness) 3.16 (reliabilit

4、y) KS S 1007 1:2011 3 3.17 (quantitative research) 3.18 (qualitative research) 3.19 (pre-test) 3.20 (telephone interviewing) 3.21 (Computer Aided Interviewing) CAI , (CATI ： Computer Aided Telephone Interviewing) (CAPI： Computer Aided Personal Interviewing) . 3.22 (online survey) 3.23 (focus group d

5、iscussion) 3.24 (in-depth interview) 3.25 (observation research) 3.26 2 (secondary data) , 3.27 (questionnaire) KS S 1007 1:2011 4 3.28 (self-administered questionnaire) , 3.29 (discussion guide) 3.30 (telephone survey room) 3.31 (validation of data management) 3.32 (monitering) 3.33 (editing) 3.34

6、(coding) 3.35 (code) 3.36 (code frame) ( , , ) 3.37 (data record) 3.38 (raw data) 3.39 (data entry) , KS S 1007 1:2011 5 3.40 (logic check) 3.41 (logic data entry) 3.42 (simple data entry) 3.43 (data cleaning) , 3.44 (data processing) 3.45 (weighting) 3.46 (non response) . 3.47 (open-ended response)

7、 3.48 (frequency count) 3.49 (tabulation) 4 a) , . b) . c) . KS S 1007 1:2011 6 d) . 5 a) . b) , . c) , . d) . e) . 6 6.1 . a) , . b) . c) . , . d) . , . e) . f) . g) . h) , . i) , . j) . k) . KS S 1007 1:2011 7 l) . , m) . , . n) . 6.2 , . a) , , , b) c) , 7 a) , . b) , . , , , c) , . d) , . 8 8.1

8、a) , . , . b) . 8.2 KS S 1007 1:2011 8 a) . b) . c) , . 8.3 8.3.1 a) , . . b) 2 , . 8.3.2 a) , . b) . . c) , . d) , . , . e) . , . f) . g) . h) , . , . 10 % . 5 % . i) , , . , KS S 1007 1:2011 9 . , . 8.3.3 a) . b) , . . c) . . d) . , . . , . 8.3.4 a) , . b) . . c) , 8.3.2 d) . 8.4 8.4.1 a) . , . b)

9、 , . c) , . d) 5 %, 10 % 3 . KS S 1007 1:2011 10 8.4.2 a) , . b) , , . 8.4.3 a) , . b) 5 % 3 . c) . “ ” “ ” . 8.5 a) . b) . c) . d) . , (raw) , , 9 9.1 a) . , . b) . . c) , . (raw) . . KS S 1007 1:2011 11 . , . , . . , . . d) , . , e) , . / / ( , ) / f) . ( ) , , , , 9.2 a) . , , . b) , , . KS S 1007 1:2011 12 c) , . d) 3 . e) ( , , ) , , , . 3 . f) , 3 , . g) . h) , . . i) 3 , . j) . 10 KS S 1007 2 . 10.1 a) . b) . . . KS S 1007 1:2011 13 . , . c) , . 10.2 a) , . b)