【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.更多还原

【Abstract】 As an effective means of collecting data,questionnaire survey and scale technology can be joined 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.更多还原