問卷知會內容廣度與深度對有效回應率之研究

A Study of Questionnaire Informed Content’s Scope and Depth on Effective Response Rates

呂姿瑩(Lu, Tzu–Ying)

指導教授 ： 黃營杉

共同指導教授 ： 古永嘉

國立臺北大學/商學院/企業管理學系/博士(2008年)

摘要

在管理研究中，研究者常使用問卷調查法蒐集資料，問卷回收率在過去國內外的學術研究中，一直扮演重要的角色。而知會應用於社會調查研究中，主要關注於調查研究的品質與回應率，且大部份聚焦於探討單一項目或三、四個項目對問卷回收率的研究，如問卷的設計、個人化、追蹤連絡與財務誘因等項目，或是針對網路問卷與紙本問卷回應率之比較，似乎尚未有系統地將問卷調查知會內容對有效回應率影響因素的研究。故本研究根據過去八年國內各研究領域的學術論文有作問卷調查的學術論文，從知會內容的深度與廣度探究對有效回應率影響，以155篇的樣本論文資料把知會內容從廣度分為8構面，從深度則以每一構面採取多個項目衡量，並以截斷式迴歸(Tobit模型)進行實證研究；並考慮每一構面二次式對有效回應率之影響，得到以下的結論：在知會內容構面，以表達謝意、學術研究、問卷回收之時效及理解構面與問卷調查的有效回應率有關，而且表達謝意、研究議題、學術性研究、問卷回收之時效、受訪機構與理解6構面在二次式分析具有顯著效果。這樣的管理意涵之應用，促使研究者更重視問卷知會內容的深度與廣度，裨益提昇問卷調查的有效回應率。

關鍵字

關鍵字：知會內容、有效回應率、Tobit模型

並列摘要

In management is studied, the researchers often conduct the survey investigation method of the questionnaire to collect the materials, the response rates have been playing an important role all the time in the domestic and international academic research of the past. And inform it while applying to make investigations in the society, pays close attention to the data quality and response rates in investigations mainly, and the majority focuses on and probes into the single item or the study on improving response rates of three, four items, such as questionnaire design, personalization, is it follow-up contact with subjects as the financial incentive inducement, etc., or direct against the comparison of web-based questionnaire and response rates of paper-based questionnaire, seems not to notify the study on influence factors of the effective response rates by the informed content of questionnaire investigation systematically yet. So this study uses eight-year materials conducted questionnaire investigation according to the cross-field academic thesis in the domestic research field, influence the effective response rates from both the informed content’s scope and depth to probe into, with sample thesis informed content, divides from scope into 8 constructs, materials of 155 coded, every construct from depth adopts several items, and uses the truncated regression (Tobit model) to carry on the positive research; Whether consider every construct and its quadratic analyses are they to influence of effective response rates, then get the following conclusions: within the informed content constructs, there are the gratitude expression, academic research, the questionnaire-returning time, and comprehension that they relate to effective response rates, and furthermore, in quadratic analyses used to each construct the gratitude expression, study topic, academic research, the questionnaire-returning time, the organization interviewed as comprehension six constructs show significant effects. Application of such managerial implication, impelling the researchers to pay attention to the questionnaire informed content’s scope and depth even more, the benefit promotes the effective response rates of questionnaire investigation.

並列關鍵字

Informed content、Effective response rates 、Tobit model

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