JP2009245107A - Questionnaire survey method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To accurately inform the intention of a questionnaire setting person and accurately grasp the mentality of a respondent by using a function of a communication terminal that is typically a personal computer. <P>SOLUTION: The respondent can shift seats of a vehicle cabin 20 displayed on an answering board 8 with coordinates set thereon by using a mouse, and the respondent can grasp a shifted position by a coordinate position of a coordinate recognizing point of each seat. The method requires a respondent to paste parts 9 of crews or baggages selected from a menu 24 so as to decide which of the seats is taken by whom. The parts 9 such as a father, a mother and baggages are given with IDs and coordinate confirmation points capable of specifying contents of the parts. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to a questionnaire survey method for conducting a questionnaire survey using a communication network.

  As can be seen in Patent Document 1, questionnaire surveys using the Internet are widespread. The conventional questionnaire form is mainly composed of text, and as shown in Patent Document 1, even if a car image is displayed, it asks if you like or dislike this car, and respondents mark the check box. The form of answering in is adopted.

  In other words, the conventional questionnaire form uses a check button, check box, pull-down, text box, and free text to set various questions, and respondents select a corresponding answer from multiple answers. Is adopted.

  Questionnaire surveys have long been popular as an effective means of obtaining basic data and information for market analysis, and the survey results are compiled into a database. The analyst explores consumer trends and values under various hypotheses, taking into account the information contained in the database, and the results are used in new product development and sales strategies.

  In market analysis, cohort analysis is known as a method for searching the relationship between characteristic values and consumption of each generation. However, with the diversification of products and the diversification of values, there are consumption trends that cannot be elucidated just by focusing on the characteristics of each generation. For this reason, there is an urgent need to obtain information on consumption at the individual level and open the way to use it for product development.

JP 2007-172339 A

  Web questionnaire surveys using the Internet have the advantage of being easy and quick to obtain response data, but for questions based on text, it takes a long sentence to accurately convey the intention of the questioner to the respondent. This can undermine the advantage of easy and fast web surveys. Not only that, but questions that explore personal values and consumption trends, not limited to general questions, are naturally limited in the form of questions that are mainly written. In other words, it is practically difficult to correctly convey the intentions of the questioner to the respondent in a short sentence. For example, when asking about likes and dislikes, or when asking for the correlation of multiple factors, quantitatively grasp the degree. It is difficult to get answers that can.

  An object of the present invention is to provide a questionnaire survey method that can accurately convey the intention of the question setter to the respondent and accurately grasp the respondent's psychology using the function of the communication terminal that is typically a personal computer. It is to provide.

The above technical problem is, according to one aspect of the present invention,
A questionnaire survey method for distributing a questionnaire from a management device to a communication terminal through a communication network and requesting an answer,
Prepare a question board included in the questionnaire form of the questionnaire with an answer board in which coordinates are set, and a plurality of parts with a coordinate recognition point set for pasting on the answer board,
In response to the question, the respondent operates the input means of the communication terminal to reply by pasting the parts on the answer board;
After the answer of the questionnaire is over, the respondent returns from the communication terminal to the management device;
By providing the questionnaire survey method, wherein the management device that has received the reply of the questionnaire has a step of creating a database of IDs and coordinate positions of the parts pasted on the answer board of the question Achieved.

In addition, according to another aspect of the present invention, the above technical problem is
A questionnaire survey method for distributing a questionnaire from a management device to a communication terminal through a communication network and requesting an answer,
Prepare an answer board with coordinates set and images superimposed on the questions included in the questionnaire form of the questionnaire,
A coordinate recognition point is set in the part included in the image on the answer board,
In response to the question, the respondent operates the input means of the communication terminal to reply by changing the part;
After the answer to the questionnaire is over, the respondent returns from the communication terminal to the management device;
The management apparatus that has received a reply to the questionnaire has a step of creating a database of changes in the portion from the coordinate position of the portion included in the image on the question answering board. Is achieved.

  In other words, in the present invention, an answer using the visual editing function of a personal computer is typically obtained, so that the intention of the question setter can be accurately communicated to the respondent even if the question is a short sentence. Can do. In addition, for example, the degree of likes and dislikes of the respondent can be quantified and grasped by the distance from the coordinate origin of the tool pasted on the answer board, the color selected by the respondent, and the like. In addition, visual answers can be analyzed including the potential psychology of respondents who can only be realized with long sentences.

  Before explaining specific examples, market analysis will be explained. In market analysis, demand changes and target consumer values are analyzed from various viewpoints, and the results are used in product development. Cohort analysis is known as one method of market analysis. The cohort analysis is classified according to generations, and explores the specific daily behavior, consciousness and consumption trends of each generation, that is, the values of each generation (hereinafter referred to as “generational values”). A questionnaire survey is conducted for this purpose.

  By the way, there are products with strong personality like daily foods such as food, and products with strong taste and trendy colors such as automobiles and mobile phones. For products that include hobbies and trendy colors, consumption trends that cannot be explained only by the generation values of each generation may be seen. Therefore, in addition to the macro generational values of each generation, individual factors Subdivided and further analysis is required.

  For example, RV (recreational vehicle) was a model that climbers and anglers purchased because of its robustness and four-wheel drive on rough roads, but this was the first time an outdoor-oriented youth was paying attention to RV vehicles. In the 1990s, automakers developed RV vehicles with improved entry and exit characteristics and improved design, and the RV boom occurred, and when RV vehicles were widely recognized in the world, The phenomenon that even consumers who are not so interested in purchasing RV cars appeared. Such a phenomenon can be said to be the result of automakers continuing to feed back consumer needs and consumer changes in real time, such as automakers capturing consumer feedback and reflecting this in technology development. However, such a phenomenon is simply a phenomenon that cannot be explained by the conventional marketing theory that the product has spread and the target layer has expanded.

  However, the work of market analysis that delves deeper into the market theory based on generational values of each generation of macros is more likely to be influenced by the skill and sensitivity of the analyst. In other words, analysts will be required to create new values and added value that will guide the development of new consumption while stepping into the individual consumption of consumers. In order to be able to make objective judgments without being influenced by the generations to which they belong and the values of the analysts themselves, it is necessary to create a database of objective information up to a high level.

  Personal values may be rephrased as individual propensity, but personal traits include human personality and personal consumption trends. As shown in FIG. 1, the personality of human beings can be divided into several categories and the relationship with consumption behavior can be classified. This kind of classification is psychological, classifying characteristics by means of introvert, extrovert, nervousness, toughness, fiction, etc., and characteristics such as thought, emotional, sensory, intuitive etc. There is a known technique to do this.

  The category “change” in FIG. 1 means a character seeking newness or uniqueness, and this kind of character can be considered to favor advanced cars, for example. The category “stability” means the character that demands innocence within the range of daily living activities, and this kind of character thinks that she prefers cars that have been in the past or cars that she knows. Can do. The category “extraversion” means, for example, a personality that takes in fashion quickly, aims for a better lifestyle, appeals to self-improvement to the surroundings and is satisfied with the evaluation, and this kind of personality For example, it can be considered that he likes a car on a boom. The category “introvert” means a personality that does not stretch the shoulders and elbows, and this kind of personality can be considered to prefer a practical car. In the questionnaire survey, by preparing several questions that can be classified according to this category, the personality of the respondent can be classified.

  FIG. 2 is a diagram for explaining a personal consumption trend, that is, a product penetration cycle. Referring to FIG. 2 using the example of the RV vehicle, the “innovator” in (1) corresponds to a climber or an angler who pays attention to the robustness of the RV vehicle and the rough road driving performance of the four-wheel drive. In other words, the consumers of the target group at the beginning of the development of the RV vehicle correspond to innovators. The “early adapter No. 1” in (2), which occurs at the next stage, corresponds to an outdoor-oriented youth. That is, a consumer who wants to purchase an RV car for convenience and goodness when the function and value of the RV car are taken into consideration in his / her living environment. The “early adapter No.2” in (3) that occurs at the next stage is not outdoor-oriented, but it is an RV car that focuses on getting on and off and designing rather than changes in the RV car, that is, robustness and rough road performance. Consumers who are attracted to purchase. The “follower” of the above (4) that is generated lastly corresponds to a consumer who wants to purchase a RV car because RV cars are popular and everyone pays attention to RV cars.

  As shown in FIG. 3, in the market analysis, the personal car consumption can be understood more deeply by adding the personality to the generational values and the conditions that are constrained when purchasing the product. As a constraint, I want a large car that looks good, but I have to choose a compact car because the parking lot is narrow. An example is that you want a sporty car because you have children, but you have to buy a one box to travel with your family.

  Therefore, in the questionnaire survey, it is necessary to set the optimum questions for grasping individual consumption related to a specific product such as generation values, individual tendency, and constraint conditions.

  FIG. 4 shows an outline of a Web questionnaire survey system capable of conducting a questionnaire survey using the Internet as a communication network. In the Web questionnaire survey system 1, the communication terminal 2 is connected to the management device 4 via the Internet 3 as in the prior art, and the management device 4 is configured by a computer system including a server. The communication terminal 2 is generally composed of a personal computer, and includes a monitor 5 as display means and a keyboard 6 and a mouse 7 as input means.

  The management device 4 functions as a Web server by a Web server program, and distributes a questionnaire form to the communication terminal 2 in response to a respondent's request. In the questionnaire form, in addition to the questions that can be selected from several answers using check buttons and check boxes, you can select and paste an arbitrary image from multiple prepared images, or change its size and shape Questions can be created, and the characters and colors can be changed. Respondents answer using visual event functions such as mouse dragging and pasting. can do.

  The management device 4 that has obtained the answer uses the X and Y coordinates (FIG. 5) or the X, Y, and Z coordinates (FIG. 6) of the answer board 8 in the questionnaire to determine the distance from the coordinate origin and the distance between parts A and B 7), and the data including the time until the mouse event is executed and its history are stored in a questionnaire database related to the management apparatus 4.

  Examples of the question format include the biaxial questionnaire shown in FIG. 7, the four-quadrant questionnaire shown in FIG. 8, and the radar chart questionnaire shown in FIG. 9. By adopting such a question format, Because it is possible to grasp the respondent's psychology accurately and multilaterally by conjoint analysis of which elements are important with respect to multiple elements provided, and by changing the arrangement of some parts, what brand image and Correspondence analysis that respondents have product images becomes easier.

  As shown in FIG. 10A, by giving one coordinate recognition point 10 to the part 9 as shown in FIG. 10A, the coordinate position of the part 9 in the answer board 8 can be detected. By providing at least three coordinate recognition points 10 as in B), rotation or size change can be detected in addition to the coordinate position of the part 9. Further, as can be seen from FIG. 10C, the change of the character, the change of the size and the color of the character include the character information and the color information in the questionnaire returned from the respondent, and the management device 4 stores this in the database. Can be

  As for the visual parts 9 such as a picture, a photograph, and a sketch, as illustrated in FIG. 11, the respondent is made to select a part 9 from a menu including a plurality of parts 9 and the respondent 8 In addition to being pasted at the desired coordinate position, as can be seen from the answer examples 1 and 2 in FIG. 11, it is possible to obtain an answer that changes or rotates the shape and size of the part 9 according to the respondent's preference. The management device 4 that has obtained the response is converted into data including the distance from the axis origin of the response board 8 and the distance between the parts A and B (FIG. 7), and the time and operation until the mouse event is executed. It is converted into data including the history such as the order.

  FIG. 12 shows an example in which an arbitrary shape and color can be changed according to the respondent's preference. In the drawing, although it cannot be expressed for reasons of drawing, the color and shape are different between the base image and the answer example 1. Answer example 2 in FIG. 12 also shows an example in which a point to be worried about a part is added and a comment is written at this point.

  FIG. 13 shows an example in which a vehicle to be investigated is displayed and a part 9 selected from a menu of parts including characters and image images is pasted on the vehicle image. The strength of the image of the respondent can be represented by the distance of the attachment position of the part 9 from the coordinate origin, and the strength of the image can be represented by the size of the characters. In addition to this, FIG. 14 shows an example in which an additional comment is selected from a pull-down menu.

  Fig. 15 shows a photograph of multiple cars in the menu, which is in the form of a two-axis questionnaire, with words such as novelty and high-quality written on each evaluation axis, and the respondents of the cars attached to the menu. Here is an example of pasting a photo according to your image. Each car photo is given an ID and a coordinate recognition point, and the ID and coordinate position of each photo pasted by the respondent are used to grasp the extent to which the photo is considered novel and high-quality. be able to.

  By conducting a questionnaire survey that asks for answers using the various visual editing functions of the computer as described above, the intention of the questionnaire questioner and the intention received by the respondent from the questionnaire question are matched. Becomes easy. In other words, the essence of the question in the questionnaire is to ask you first “what?” (Identification of the object to be evaluated) and secondly “how?” (Evaluation axis). In order to communicate accurately to respondents, a long sentence is required. On the other hand, by asking for answers that use currently known computer visual functions, the intention of the question setter can be intuitively communicated to the respondents, and parts such as illustrations and photographs were used. Visualization makes it possible to grasp the potential elements of respondents that are difficult to express in the respondent's words.

  16 to 20 show specific examples. This specific example is a question on how to use a one-box car. In the first question (FIG. 16), an illustration of the cabin 20 is displayed on the answer board 8 in a superimposed manner, and the front row seat at the time of returning home 21, the position of the middle row sheet 22 and the rear row sheet 23 is asked to the respondent. By giving a coordinate confirmation point (not shown) to each of the front row sheet 21, the intermediate row sheet 22, and the rear row sheet 23, and giving the coordinates to the board 8 displaying the passenger compartment 20, the front row sheet 21, The position, rotation state, and folding of each sheet included in the intermediate row sheet 22 and the rear row sheet 23 can be converted into data.

  Further, by preparing a menu 24 including a plurality of parts 9 consisting of selectable image images in the question, as shown in the example of FIG. The part 9 such as the selected occupant or luggage is required to be pasted. Of course, the parts 9 such as father, mother, and luggage are given IDs and coordinate confirmation points for identifying them, and the respondent responds by pasting the parts 9 selected by drag and paste on each sheet. In addition, the management device 4 can convert data indicating which baht 9 is selected in relation to each sheet.

  FIG. 19 is a third question asking about the driver's change. In the example of the figure, it can be seen that the father is mainly driving and the mother sitting in the passenger seat is sometimes changed.

  FIG. 20 asks a point to be worried about when returning home as a fourth question, and selects a corresponding word 25 from several words 25 included in the menu 26 and sets this to a portion to be worried about. By pasting it, it is possible to make concrete data on what you are interested in during a long-distance family trip.

  As can be seen from the specific examples of FIGS. 16 to 20, each part regarding the final seat arrangement, vehicle interior use, and requests can be obtained by changing the seat position, rotating the seat, or folding the seat. It is possible to create a database by identifying the coordinate confirmation points and the selected parts.

  As above, by adopting a question system that asks for answers using parts that can be edited by respondents using various visual editing functions of the computer, such as pasting part 9, changing position, changing shape, changing color, etc. Can answer not only long-term questions but also questions that seek personal-level consumption accurately to respondents without relying on long sentences, and can understand potential factors of respondents Can increase the sex.

  Of course, conventional question format radio buttons, check boxes, pull-downs, text boxes, free text, etc. may be mixed as question formats, and the answer board 8 with visually editable parts 9 and coordinates is used. , By acquiring the history of the operation sequence and operation time, such as where the respondent pasted, how the shape was changed, what words were entered, etc. It is possible to add the respondent's thought pattern including the subtle psychological state to the analysis object, and to create this database.

  In addition, by using various question formats in the right place, you can ask targeted questions such as generation values, personality, and constraints in short sentences, and answer including the subtle psychological state of respondents. By analyzing the thinking patterns of consumers, it is possible to grasp the overall picture of individual consumption, taking into account the personality and constraints of generation values, and the subtle differences in questions involving multiple factors By using visuals, it is possible to accurately communicate to respondents without requiring a long sentence, and information including the subtle psychology of respondents from the answers can be made into a database. Therefore, it is possible to carry out a questionnaire survey useful not only for cohort analysis but also for multilateral market analysis including conjoint analysis and correspondence analysis.

It is a figure for demonstrating the example which divides and classifies a human character into some divisions. It is a figure for demonstrating the example which divides and classifies the trend of human consumption into some divisions. It is a figure for demonstrating the typical element which should be obtained by a questionnaire in a market analysis. 1 is an overall configuration diagram of a questionnaire survey system using the Internet. It is a figure for demonstrating the coordinate as an example provided in the answer board which the questionnaire form used for the questionnaire survey of an Example contains. It is a figure for demonstrating the coordinate as another example provided in the answer board which the questionnaire form used for the questionnaire survey of an Example contains. It is a figure which shows the example of the biaxial questionnaire provided with two evaluation axes. It is a figure which shows the example of a four quadrant questionnaire. It is a figure which shows the example of a radar chart questionnaire. It is a figure for demonstrating three patterns of the basic example of the visual editing employable in an Example. It is a figure for demonstrating the other example of the basic example of the visual editing employable in an Example. It is a figure for demonstrating the further another example of the basic example of the visual editing employable in an Example. It is a figure for demonstrating another example of the basic example of the visual editing employable in an Example. It is a figure for demonstrating the modification of the visual editing of FIG. It is a figure for demonstrating another example of the basic example of the visual editing employable in an Example. It is a figure which shows one question of the questionnaire of an Example exemplarily. It is a figure which shows another question of the questionnaire of an Example exemplarily. It is a figure which shows the other question of the questionnaire of an Example exemplarily. It is a figure which shows further another question of the questionnaire of an Example. It is a figure which shows further another question of the questionnaire of an Example.

Explanation of symbols

1 Web questionnaire survey system 2 Communication terminal (personal computer)
3 Internet 4 Management device 5 Monitor of personal computer 6 Keyboard as input means 7 Mouse as input means 8 Answer board provided in question 9 Parts 10 Coordinate recognition point

Claims (8)

A questionnaire survey method for distributing a questionnaire from a management device to a communication terminal through a communication network and requesting an answer,
Prepare a question board included in the questionnaire form of the questionnaire with an answer board in which coordinates are set, and a plurality of parts with a coordinate recognition point set for pasting on the answer board,
In response to the question, the respondent operates the input means of the communication terminal to reply by pasting the parts on the answer board;
After the answer of the questionnaire is over, the respondent returns from the communication terminal to the management device;
The questionnaire survey method, comprising: a step in which the management device that has received the reply to the questionnaire creates a database of IDs and coordinate positions of the parts pasted on the answer board for the question.   When the part has characters or colors and the respondent changes the characters and / or colors by operating the input means, the character information and / or color information is transmitted to the management device together with the questionnaire. The questionnaire survey method according to claim 1.   When the part includes at least three coordinate recognition points spaced apart from each other and the respondent changes the form of the part by operating the input means, the management device changes the part according to the coordinate point. The questionnaire survey method according to claim 1, wherein the data is recognized and converted into a database. A questionnaire survey method for distributing a questionnaire from a management device to a communication terminal through a communication network and requesting an answer,
Prepare an answer board with coordinates set and images superimposed on the questions included in the questionnaire form of the questionnaire,
A coordinate recognition point is set in the part included in the image on the answer board,
In response to the question, the respondent operates the input means of the communication terminal to reply by changing the portion;
After the answer of the questionnaire is over, the respondent returns from the communication terminal to the management device;
The questionnaire survey method, comprising: a step in which the management device that has received the reply to the questionnaire creates a database of changes in the portion from the coordinate position of the portion included in the image on the question answering board. The form of the image superimposed on the answer board can be changed by operating the input means of the respondent,
The questionnaire survey method according to claim 4, wherein the management device creates a database of forms changed from the coordinate positions of the coordinate recognition points of the image. The color of at least a part of the image superimposed on the answer board can be changed by operating the input means of the respondent,
The questionnaire survey method according to claim 4, wherein the color information is transmitted to the management device together with the questionnaire. Characters pointing to the part of the image can be input by operating the input means of the respondent,
The questionnaire survey method according to any one of claims 4 to 6, wherein the color information is transmitted to the management device together with the questionnaire. Prepare a menu that includes multiple parts, each with an ID and coordinate recognition point.
In response to the question, the respondent selects a desired part from the menu and pastes it on a desired part on the image of the answer board, so that the management device can identify the ID and coordinate position of the pasted part. The questionnaire survey method according to claim 4, further comprising: creating a database as to which part of the image on the answer board the part has been pasted.

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