对外经贸大学：《商务英语写作》课程教学资源（授课教案）第二十七课 调查问卷 Questionnaires

Lesson 27 Questionnaires 第二十七课调查问卷 教学目的 学生通过学习分析调查问卷的范例，掌握调查问卷的语篇组织结构和设问原 则、方法，能够编写简单的调查问卷。 教学安排 本课需要3个学时完成。其中课文讲解和范例分析需要1学时，课外材料展 示和课堂练习各1学时，后者利用计算机多媒体教室进行。 1.学生分组讨论课文的各个部分：概述，写作目的和读者预估，调查问卷 的格式和组成部分，设问原则。 2.学生参照范例进行口头练习：目的是熟悉范例内容。 3.家庭作业：收集调查问卷实例：编写一篇调查问卷。 主要教学内容 本课主要讲解调查问卷的编写写法，涉及写作目的和读者预估、格式、设问 原则的方法。 A questionnaire is a form that consists of a series of questions on a topic or group of topics designed to be answered by a number of people.It is commonly used to gather information for a report or a presentation. Since a questionnaire is produced to draw information from respondents,it is of primary importance to define the goal(s)of the questionnaire,that is,information the questionnaire is intended to elicit.The questionnaire must include enough topics that are relevant to the goal(s).In practice,the more important a topic is,the more questions you ask about it. It is equally important to consider the audience,the respondents from whom the information comes.The respondents have to be selected carefully.When it is unfeasible to survey the whole population,a reliable and representative sample of the population should be obtained. As a questionnaire tends to be intrusive or costing people time and extra work,it is sensible to make the task of completing it worthwhile.Your questions should be clear

Lesson 27 Questionnaires 第二十七课 调查问卷 教学目的 学生通过学习分析调查问卷的范例，掌握调查问卷的语篇组织结构和设问原 则、方法，能够编写简单的调查问卷。 教学安排 本课需要 3 个学时完成。其中课文讲解和范例分析需要 1 学时，课外材料展 示和课堂练习各 1 学时，后者利用计算机多媒体教室进行。 1．学生分组讨论课文的各个部分：概述，写作目的和读者预估，调查问卷 的格式和组成部分，设问原则。 2．学生参照范例进行口头练习：目的是熟悉范例内容。 3．家庭作业：收集调查问卷实例；编写一篇调查问卷。 主要教学内容 本课主要讲解调查问卷的编写写法，涉及写作目的和读者预估、格式、设问 原则的方法。 A questionnaire is a form that consists of a series of questions on a topic or group of topics designed to be answered by a number of people. It is commonly used to gather information for a report or a presentation. Since a questionnaire is produced to draw information from respondents, it is of primary importance to define the goal(s) of the questionnaire, that is, information the questionnaire is intended to elicit. The questionnaire must include enough topics that are relevant to the goal(s). In practice, the more important a topic is, the more questions you ask about it. It is equally important to consider the audience, the respondents from whom the information comes. The respondents have to be selected carefully. When it is unfeasible to survey the whole population, a reliable and representative sample of the population should be obtained. As a questionnaire tends to be intrusive or costing people time and extra work, it is sensible to make the task of completing it worthwhile. Your questions should be clear

and easy to answer. 重点讲解 1.围绕本课课文中的范例讲解调查问卷的组成部分和格式。 Cover letter Although it can be delivered orally,on the telephone,or by other electronic means, the questionnaire is usually mailed to the respondents with a cover letter.The letter explains who you are,what you are doing and why,how the research results will be used,and why the respondents'help will be so valuable to you.It may include instructions on when,how,and to whom the completed questionnaire should be returned.The letter may also contain a statement of confidentiality to assure your respondents that the information they disclose in the questionnaire will be kept confidential. Layout of a questionnaire The questionnaire typically falls into four parts.It begins with a section of instructions on how to complete the questionnaire,and possibly where to return it should such information have not been given in the cover letter.The second part is a set of questions you ask the respondents to answer,and/or some space where you invite them to make comments.The third part is for demographic information such as age, gender,education,or occupation of the respondents.The questionnaire formally ends with a thank-you note for the trouble on the part of the respondents. The sample questionnaire in the text was distributed by the teacher in class upon completion of the course.It was designed to survey the students'opinions on the course.Each part is marked on the left margin.Note that there is no request for demographic information or thank-you note in this case,as is common in such school settings. 2.调查问卷的设问原则和方式 Framing the questions Formulate questions whose answers can be readily computed.As the questionnaire is usually sent to a large number of respondents,the work of processing their responses can be daunting.To save processing time,you should try to design your questions carefully before hand.Ideally,they should take the form suitable for electronic processing.The sample questionnaire in the text was designed for machine reading

and easy to answer. 重点讲解 1．围绕本课课文中的范例讲解调查问卷的组成部分和格式。 Cover letter Although it can be delivered orally, on the telephone, or by other electronic means, the questionnaire is usually mailed to the respondents with a cover letter. The letter explains who you are, what you are doing and why, how the research results will be used, and why the respondents’ help will be so valuable to you. It may include instructions on when, how, and to whom the completed questionnaire should be returned. The letter may also contain a statement of confidentiality to assure your respondents that the information they disclose in the questionnaire will be kept confidential. Layout of a questionnaire The questionnaire typically falls into four parts. It begins with a section of instructions on how to complete the questionnaire, and possibly where to return it should such information have not been given in the cover letter. The second part is a set of questions you ask the respondents to answer, and/or some space where you invite them to make comments. The third part is for demographic information such as age, gender, education, or occupation of the respondents. The questionnaire formally ends with a thank-you note for the trouble on the part of the respondents. The sample questionnaire in the text was distributed by the teacher in class upon completion of the course. It was designed to survey the students’ opinions on the course. Each part is marked on the left margin. Note that there is no request for demographic information or thank-you note in this case, as is common in such school settings. 2．调查问卷的设问原则和方式 Framing the questions Formulate questions whose answers can be readily computed. As the questionnaire is usually sent to a large number of respondents, the work of processing their responses can be daunting. To save processing time, you should try to design your questions carefully before hand. Ideally, they should take the form suitable for electronic processing. The sample questionnaire in the text was designed for machine reading

Make your questions easy to understand.To gather accurate and honest information,you should ask questions that are easy for your respondents to understand Avoid loaded questions.Loaded questions are hard to answer.For example,the question "Why do people think that this brand is popular?"is unanswerable if the respondent does not agree that the brand is popular in the first place. Include one or two cross-referencing questions.Cross-referencing questions are those that ask for basically the same information but take different forms.The respondents may not have answered all the questions carefully,so cross-referencing questions provide a check on reliability of their responses.You can turn the question round so that a positive response corresponds to a negative one in the other.Such questions are effective only if their emphasis is not altered,and the questions should have asked for identical information,albeit in a different way and usually in different sections of the questionnaire. Avoid potentially biased questions.Rhetorical questions like "Don't you think...?" lead respondents to think that you are against the idea.This may cause them to give biased answers,too. Ask open questions as well as closed questions.Open questions do not require a one-word or curtailed answer.The respondent has maximum freedom to present his or her views.This type of questions may reveal things you did not know.In addition, open questions may arouse the interests of the respondents and set him or her working on the specific questions that follow.Yet there is the danger of digression and of undesirable spontaneity on the part of the respondent.The data thus obtained may be difficult to code and process.Closed questions,on the contrary,involve specific questions and are answered in a definite way.They give precise information on certain questions.The disadvantage is that the questions and answers may well be prejudged issues and responses.It is therefore productive to combine open questions and closed questions.Set more open questions in pilot studies and examine the specific areas they suggest by closed questions. Arrange your questions properly.Starting with easier and safer questions may create a safe atmosphere for the respondent to answer questions.Questions concerning demographic information belong to this type.When the respondents feel they are getting on well with the questionnaire,they are likely to answer more specific and difficult questions

Make your questions easy to understand. To gather accurate and honest information, you should ask questions that are easy for your respondents to understand. Avoid loaded questions. Loaded questions are hard to answer. For example, the question “Why do people think that this brand is popular?” is unanswerable if the respondent does not agree that the brand is popular in the first place. Include one or two cross-referencing questions. Cross-referencing questions are those that ask for basically the same information but take different forms. The respondents may not have answered all the questions carefully, so cross-referencing questions provide a check on reliability of their responses. You can turn the question round so that a positive response corresponds to a negative one in the other. Such questions are effective only if their emphasis is not altered, and the questions should have asked for identical information, albeit in a different way and usually in different sections of the questionnaire. Avoid potentially biased questions. Rhetorical questions like “Don’t you think…?” lead respondents to think that you are against the idea. This may cause them to give biased answers, too. Ask open questions as well as closed questions. Open questions do not require a one-word or curtailed answer. The respondent has maximum freedom to present his or her views. This type of questions may reveal things you did not know. In addition, open questions may arouse the interests of the respondents and set him or her working on the specific questions that follow. Yet there is the danger of digression and of undesirable spontaneity on the part of the respondent. The data thus obtained may be difficult to code and process. Closed questions, on the contrary, involve specific questions and are answered in a definite way. They give precise information on certain questions. The disadvantage is that the questions and answers may well be prejudged issues and responses. It is therefore productive to combine open questions and closed questions. Set more open questions in pilot studies and examine the specific areas they suggest by closed questions. Arrange your questions properly. Starting with easier and safer questions may create a safe atmosphere for the respondent to answer questions. Questions concerning demographic information belong to this type. When the respondents feel they are getting on well with the questionnaire, they are likely to answer more specific and difficult questions

思考题 1)What are the principles for setting questions in a questionnaire? 2)How may one avoid biased responses in using the questionnaire for information? 练习 1)收集不同调查目的的调查问卷两份。 2)完成本课课后练习第2或3题

思考题 1) What are the principles for setting questions in a questionnaire? 2) How may one avoid biased responses in using the questionnaire for information? 练习 1) 收集不同调查目的的调查问卷两份。 2) 完成本课课后练习第 2 或 3 题