回收率影響變數暨貨幣誘因及產業別對回收率影響之探討－調查法及隨機集區設計分析

The Survey on the Determinant of Response Rate and the Effects of Monetary Incentive and Industry on Response Rate-by Survey on Surveys and Random Block Design

林東正(Tung-Cheng Lin) ； 陳芳萍(Fang-Ping Chen)

《行銷評論》 2卷3期 (2005/09) Pp. 339-366

https://doi.org/10.29931/MR.200509.0004

摘要

問卷是重要的資料收集工具之一，惟常面臨回收率偏低問題。以往常使用實驗設計方式進行探討，然單一研究能操弄變數有限為其最大限制，此外亦未探討回收率影響因素，是否因產業別而異。本研究除採調查法探討影響企業問卷回收率變數外，並透過隨機集區實驗設計方式，同時探討貨幣誘因及產業別對回收率及回收率影響變數之影響。調查法結果顯示提供回郵、提供研究成果、問卷內容熟悉、承諾保密及研究主題重要性等，對塡答意願之影響最高；而手寫說明函、贊助機構為一般企業、親筆簽名、陳明回答期限等則對回答意願之影響較低，研究亦發現產業別對部分回收率影響變數達顯著水準。回收率方面，大型製造業及服務業回收率高於中小型製造業。至於貨幣誘因，則發現無顯著影響。

關鍵字

調查法 ； 隨機集區設計 ； 問卷回收率

並列摘要

Questionnaire is one of the most powerful tools for data collection. However, many researchers have always been faced the low response rate. In the past, most studies were used experiment design to solve this problem, but the limitations were only a few variables could be discussed in each single study. This study conduct the Survey on Surveys and random block design to survey the determinant of response rate and exam the effect on response rate of monetary incentive and industry. Survey on survey's results show return-stamps, research results, anonymity/ confidentiality, good research topics and easy answer questions are significance influences on willingness of response. On the other hand, hand writing instruction letter, private sponsorship, personal signatures and deadline indication have miner influences on willingness of response. The results also show that the responses rate of large-sized manufacturing and the service industry are higher than SME. The effect of monetary incentive is no significance in this study.

並列關鍵字

Survey on Surveys ； Random Block Design ； Response Rate

參考文獻

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