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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/10228
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/10228


    Title: 問題次序的訪答效應之初探
    Other Titles: An Exploratory Analysis of Response Effects in Question Order
    Authors: 樓永堅
    Lou, Yung-Chien
    Keywords: 訪答效應;問題次序;調查訪問;溝通型態;文化差異
    response effect, question order, survey, communication style, cultural difference
    Date: 1999
    Issue Date: 2008-11-25 10:36:13 (UTC+8)
    Abstract: 現代的經營管理往往依賴眾多的資訊來制訂重要決策,一般而言,資
    訊的來源常是藉由輯查訪問來取得。因此,調查訪問的良葵對於決策
    的晶質即有重大之影響。然而,謂查訪問結果的正確性不僅受到抽樣
    誤差的影響,更常因問卷中題臣灰摩(question order) 的不同,而導
    致答案的差異。但是,問題次序所產生之訪答效應(response effects)
    是否放諸四海而皆準,抑或是隨著不同文化而育差異?本研究即針對
    問題次序對民受訪者自害之影響進行了解,並與西方類似之研究比
    較,以進一步了解文化差異對輯查訪問之影響。結果顯示與西方研究
    結果一致的,特定的問題不會因其問題的次序而有任何不同的差異,
    而概括性的問題副會受到次序的影響。然而與西方研究結果不同的
    是,概括性的題目後問,則西方的受訪者會激除先前特定問題中的資
    訊,而國人則是加上的效應。此一結果說明國人之溝通型態應與西方
    有所差異,對於吾人在問卷設計及胞測應能提供助益。
    Contemporary business management often relies on the market
    information to make crucial decisions. Therefore, the validity of
    data from survey has great impact on the quality of the decisions.
    However, the outcome of survey is not only influenced by the
    sampling errors, but also by the question order. It is well
    documented in the western literature about the question order
    effects on the subjects' responses. Whether this response effect is
    generalizable to other cultures has not gained sufficient attention
    in the literature. This study took an initial step to test the ques.
    tion order effect on the Taiwanese respondents' answers. The
    results indicated that consistent with the western research, the
    specific question was free from its placement but the general
    question was affected by the question sequence. N evertheless, the
    direction of the response effect was just opposite. Taiwanese
    respondents tend to include the specific information when answering
    a following general question, while the western respondents
    tend to subtract it. The differences in the response pattern
    could be attributed to the distinct communication style between
    cultures. The implication derived from this research could be
    beneficial to the questionnaire and survey implementation.
    Relation: 調查研究, (7), 35-58
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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