博碩士論文 90431017 詳細資訊


姓名 王懷萱(Huai-Hsuan Wang)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 具自動檢查機制的線上調查設計對於問卷有效性的影響
(Web Survey Quality: Experimental research for automatic re-check mechanism on web survey)
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摘要(中) 網路已成為人們極為重要的資訊互動以及商業活動的平台之一,線上調查方法伴隨著網際網路使用人口的爆炸性成長,可望延續紙筆、電話、傳真等傳統調查工具之後,成為調查領域中極為重要的調查工具之一。 國外有相關文獻在比較傳統紙筆調查與線上調查的效率,其結果證明了線上調查在問卷的回收效率與事後處理上的許多優點,但對於如何改善線上調查的有效性研究並不多見。 線上調查問卷的自動填寫檢查機制可確保問卷填答品質,但在實際應用上,必填問題往往涉及個人隱私,因而導致降低受訪者的填答意願,使問卷回收率與填答完成率都受到影響,調查結果容易產生系統性的偏差,使得以線上調查問卷做為調查工具的研究之有效性廣受爭議。
本研究使用實驗設計法,探討具自動檢驗機制的線上調查設計對於問卷有效性的影響。以160位中央大學大學部同學為調查目標群體,實驗分成五個控制組與實驗組的設計,比較一般自由填答問卷之控制組與加入必填檢查的機制以及再加入其它社會交換的激勵因子(隱私權保護宣告、助人行為說明、獎勵措施) 實驗群組之間在問卷回收率與填答完成率的差異。
研究結果發現,線上調查問卷增加必填檢查的實驗群組,都造成較低的回收率的負面結果,但也產生增加問卷問題的填答率完成率的正面結果,不僅明顯的改善了必填問題的填答完成率,也影響受訪者更仔細的填答非必填問題項目。在相關設有必填檢查機制的問卷實驗群組,填答完成率相較於自由填答問卷的控制組有顯著上昇的趨勢。研究結果隱含著問卷必填檢查機制對於回收問卷的填答品質將有一定程度的幫助;另外,由於受訪者對於隱私權的顧慮遠大於本實驗所放入的其他社會交換的激勵因子,對問卷回收率的改善作用不大,因此在實際應用上,若其他負面因子能控制得宜,應該能避免線上問卷回收率的進一步降低。
摘要(英) Internet has been one of important interactive and commercial platform. Web survey tool becomes getting popular following traditional survey tools by paper-pen, telephone and FAX, etc. Some studies had proved that web survey has much better efficiency on sending and receiving survey form, and after work of analysis, but just a few studies made for the topic of web survey effectiveness. Web survey tool can make varied design like automatic re-check mechanism that is not any else can do. It’s no doubt about automatic re-check mechanism can make sure fill-in quality but such questionnaire with re-check normally put with privacy question, so that it reduces fill-in intention to people, and it reflects to lower reply and lower fill-in rate on web survey type of questionnaire. It also makes most of web survey quality being challenged on its effectiveness.
This is the first study made by the experimental research for web survey quality related in Taiwan, R.O.C. We focus on the influence of automatic re-check mechanism to web survey effectiveness. We conducted 160 students in BA department of NCU and made 5 different questionnaires for sending total 160 pcs of electronic questionnaire to each student, and we compared the result of both fill-in rate and response rate for these questionnaires by designed 5 independent variables --- Re-check, Privacy protecting declaration, Social goodness behavior and Incentive.
We found that it made lower response rate when the questionnaire is with automatic re-check mechanism; in addition, it increased fill-in rate of the questionnaire not only for those privacy questions with re-check mechanism but also for those general questions without putting re-check mechanism.
關鍵字(中) ★ 線上調查
★ 網路調查
★ 電子郵件調查
★ 調查品質
★ 調查工具
關鍵字(英) ★ Online survey
★ e-mail survey
★ survey tool
★ survey quality
★ web survey
論文目次 第一章、 緒論 1
1-1 研究背景 2
1-2 研究動機 3
1-3 研究目的 7
第二章、 文獻探討 9
2-1 線上問卷的研究背景 9
2-2 線上問卷的形式 11
2-3 線上問卷的優缺點 12
2-4 線上調查的隱私問題 14
2-5 線上調查有效性 17
第三章、 研究方法 19
3-1 製作線上問卷的事前準備 19
3-2 線上調查的限制 19
3-3 本研究的線上研究方法 20
3-4 研究設計 21
3-4-1 獨立變數與應變數 21
3-4-2 取樣人口與抽樣方法 22
3-4-3 研究模型 23
3-5 實驗效度探討 24
3-6 控制組-實驗組設計 25
第四章、 研究結果與分析 27
4-1 問卷回收結果 27
4-2 統計分析 28
4-2-1 兩組獨立T-test (分別變異數估計) 28
4-2-2 獨立變數與應變數的平均值與交互作用圖 31
4-2-3 One way ANOVA變異數分析 33
4-2-4 綜合研究分析結果 35
第五章、 結論 37
5-1研究貢獻 38
5-2 研究限制 38
5-3 未來可供研究的方向 39
參考文獻 41
附錄 49
附錄一、線上問卷範例 49
1. 自由填答組 (Free) 49
2. 必填檢查組 (Recheck) 51
3. 隱私權保護宣告組 (Protect) 53
4. 助人行為說明組 (Help) 56
5. 獎勵組 (Incenti) 60
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國內書籍與文獻:
1. 陳順宇、鄭碧娥 (1999), “STATISTICA手冊(I) 基本統計”, 華泰書局。
2. 陳順宇 (2000), “多變量分析”, 華泰書局。
3. 黃俊英 (1997), “行銷研究概論 第二版”, 華泰書局。
4. 蘇蘅、吳淑俊(民86), “電腦網路問卷調查可行性及回復者特質的研究”, 新聞學研究,54;75-100。
指導教授 葉穎蓉(Ying-Jung Yeh) 審核日期 2004-7-2
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