In the autumn of 20 19, I started writing my own graduate thesis. Although I am embarrassed to say that my initial intention is to graduate smoothly, I still want to record my feelings and gains during this time after I finally have enough words. This article is just my own understanding in the process of learning. Please correct me. )

Research on papers often requires research. What is research? Research is to connect the respondents and investigators through information, and investigators can find problems and formulate corresponding strategies by analyzing information.

The most common survey is questionnaire survey. Questionnaire survey, as its name implies, is to conduct research in the form of questionnaire. The questionnaire survey involves six steps: defining the purpose of the survey, designing the questionnaire, collecting information, analyzing information, showing the survey results, and sending corresponding marketing strategies directly.

Therefore, in order to make the questionnaire survey of the thesis carry out smoothly, I have to study and sort out these six aspects.

Questionnaires exist to accurately obtain the information that investigators want to obtain. Therefore, in order to ensure that the designed questionnaire can accurately reflect the original intention of the investigator, the investigator must first clearly determine the purpose of the investigation.

Some surveys are specific and practical. At this time, the investigator can easily determine the content of the investigation.

For example, I want to study whether Wi-Fi service should be launched on the plane. At this time, according to your own experience and knowledge, you can initially draw up the angles to be investigated in the questionnaire: (1) Investigate the demand of first class, business class and economy class passengers for Wi-Fi services respectively; (2) Investigate the prices that first class, business class and economy class passengers are willing to pay for Wi-Fi services; (3) Investigate the ranking of first class, business class and economy class passengers on Wi-Fi service, and compare it with other on-board services; (4) Investigate how many respondents will choose an airline because it provides Wi-Fi services; (5) Investigate whether Wi-Fi service can improve the brand reputation of airlines.

At this time, I can also design corresponding questions for each survey angle. It can be found that according to the different survey angles, the forms of survey questions can include multiple-choice questions, multiple-choice questions, ranking questions and so on.

This kind of questionnaire is called general questionnaire.

The general questionnaire is suitable for the questionnaire survey that can make the survey content clear. There are various forms of questions in general questionnaires. As long as the relevant design principles are followed, general questionnaire questions can be designed according to personal knowledge and experience. Therefore, in order to ensure that the designed questionnaire questions can accurately reflect the purpose of the survey, it is necessary to test not only the reliability of the questionnaire, but also the content validity of the questionnaire.

However, many times, the purpose of our investigation may be abstract, exploratory, descriptive or causal. At this time, it is difficult to define the purpose of the survey based on personal experience and knowledge, and it is also difficult to further determine the content of the survey.

For example, I want to investigate the customer satisfaction of a clothing company. Customer satisfaction is not only influenced by enterprise sales and management, but also by customers' own psychology and habits. Therefore, it is not easy to determine the content of the survey.

For this kind of investigation, we need to use a special questionnaire-scale.

Scale allows us to study subjective or abstract problems quantitatively. The specific operation of the scale is: (1) choose the theory of matching research and build the research framework of the article (you can build the research framework based on the existing model or put forward reasonable assumptions according to the theory. ); (2) Then, researchers need to consult the maturity scale of each research dimension in the research framework (generally searching for papers and journals of this kind of research). ), find out the scale suitable for the research dimension through screening; (3) Then, the selected scales are combined and sorted to form the content of the survey, and then the corresponding questionnaire questions can be designed. (It should be noted that the maturity scale cannot be used directly, and the questions need to be adjusted according to the specific investigation. )

Because the scale involves the research model, it needs to test its structural validity in addition to reliability and content validity. There are also standards, and the effectiveness of school standards needs to be tested.

Therefore, the purpose of the survey is to determine whether to design a general questionnaire or scale in the survey. General questionnaires and scales will also carry out different investigations and investigations. I will continue to sort out the specific design, testing and analysis of these two questionnaires.