Social survey is through structural access，System、Directly get quantitative information from a sample from the overall，and through the statistical analysis of these materials, to understand social research methods and its regular social research methods。Questionnaire design is the basic work of social survey，A standardized questionnaire with both applicability is the key to investigating effective execution and effective collection of data。But China is vast，Urban and rural、Regional differences are prominent，There is huge differences in population rapid flow and population quality，Standardized questionnaire design is also very prominent。

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Since the 21st century，my country has launched a series of large -scale academic social survey projects，It mainly includes two categories，One is a comprehensive social survey，For example, "China Comprehensive Social Survey (CGSS)、"Comprehensive Survey in China" (CSS) and "Chinese Family Tracking Survey" (CFPS), etc.; The other is a special social survey，For example、"Chinese Family Financial Survey" (CHFS)、"China Education Tracking Survey" (CEPS)、"China Labor Dynamic Survey (CLDS), etc.，greatly promoted the development of empirical social science research in my country。National Social Social Examination Questionnaire Design usually has two aspects of common features。

First，The basic module of the question is similar。The national social survey questionnaire is generally divided into the basic bet365 best casino games module、Theme module、Add module and other different modules。First，The content of the basic module questionnaire mainly includes the social population characteristics of the survey object、Education and employment、Economic income and consumption、Family structure、Family economic status and other content。2，Theme module mainly involves the status flow of social classes、Social public service、Leisure Culture Consumption、Social Network、Social and political participation, etc.。third，Additional modules keep up with social hotspots，Reflecting the investigation object's attention and evaluation of hot spots at that time，The effect of social hotspots on the survey objects，Reflecting the timeliness of the design of social survey questionnaires。

Next，Question orientation is similar。The questionnaire design of national social surveys can directly reflect the individual、Family、Multi -dimensional changes in socio -economic life in the village，And further reflect China's modernization process。The questionnaire design characteristics are "long questionnaire content", "the theme of the investigation" and "The survey object covers a wide coverage"。

　　Question standardization and interviewees exist in heterogeneity

National Social Survey Questions and Options Design Exquisite，The purpose is to obtain accuracy、True、Effective data，Improve data quality。But due to the existence of heterogeneity of the respondents during the execution stage，There are often too much questionnaire questions、Questionnaires have a strong academic and lower level of education.，It may cause the interviewee's burnout or perfunctory answer，so that it cannot collect valid data。

The national social survey questionnaire design is inadequate to consider the characteristics of the group inside the interviewees，The tension between the bet365 live casino games design of the "standardization" problem and the heterogeneity between the respondents，Concentrated reflected in three aspects。

First，The overall content design of the questionnaire is not consistent with the characteristics of the respondent group。Interviewees in the National Comprehensive Survey Different Education Levels Different，Low education level respondents understand that there is difficulty in questionnaire。Unified content design designs all interviewees as answers with high understanding，It will bring problems in insufficient flexibility during the access process。Especially women in rural areas、Elderly、There are obvious obstacles to the understanding and answers of the ethnic group。other，Visit non -Chinese low -education interviewees，Double deviations that may also face translation and understanding。

Next，The question settings of the questionnaire are difficult to match with the life situation of the respondent。There is a certain heterogeneity in Bet365 lotto review urban and rural life situation，Rural residents do not know much about urban life，Vice vice versa。The questionnaire design of the national survey generally does not separate the survey module of urban and rural residents，Make some problems that are not suitable for rural residents cannot match the life world of rural residents，It is difficult to get the data result of approaching the "real" questionnaire。For example, in a questionnaire，Most of the rural residents do not have volunteer service experience，But the questionnaire requires rural residents respondents to experience the volunteer service -related experience、Answer。As if a questionnaire in a question, the respondents are required to evaluate the government's work。Due to grass -roots rural residents to care about government work、Insufficient attention，Therefore, it is difficult to evaluate this。

Bet365 lotto review Last，The option of the questionnaire cannot be connected with the Chinese interviewees' thinking methods。Westerners are measured when the problem is measured，Utilized numbers to get more accurate results，The way of thinking tends to analyze the logical order from small to large。The opposite of this，Chinese people's observation and cognition methods have an integrated qualitative features from large to small，Therefore，Chinese people generally have obstacles to evaluate the attitude evaluation through the quantitative thinking of scoring。Interviewees often give a score evaluation that it is difficult to determine through "compromise"。

The important reason for the tension between the problem standardization and the heterogeneity of the respondent is that the changes in the ecology of social survey in the past ten years。First，Large -scale population hometown -city flow。China ’s urban and rural social environment is large，Accelerate with urban modernization，More and more rural population flows to the city。Elderization of the rural population structure、Low academicization is becoming more serious。When the investigation area covers rural areas，I will access more educational levels lower、Older villagers。2，Social trust decreases。The traditional rural social community with mutual benefit and trust is disintegrating，Urban communities are more strangers society with interests，Universal social trust in urban and rural society weakened，Natural respondents participating in the cooperation also declined。third，Specialization of the investigation agency。Specialization of the investigation agency provides important support for the implementation of the survey standardization。But in fact，Investigation executors often do not bet365 Play online games use data for research，Their attention points focus on the standardization of the data collection process。Questionnaire designers usually do not directly perform data collection and face huge interviewees，Frequent research on problems Design。The separation of the two caused academic concepts to fail to some extent。

　　Promoting high -quality questionnaire design

High -quality questionnaire design follows four basic requirements，One is the concept measurement、The purpose of operating and research is in line with，Second, the problem design should be suitable for investigation objects，Third, the option design can meet the analysis needs，Fourth, the trial inspection must be in line with social reality。The tension between the standardization of the problem and the heterogeneity of the respondent，High -quality national social survey questionnaire design needs to fully consider the heterogeneity of the respondent，Integration of researchers' perspective is integrated with the interviewee。

Depending on the interviewee as the center, the problem module is re -designed。The individual interviewee covered by national social survey is in education、Life situation、Age and other aspects have huge differences，These structural differences directly affect the respondent's ability to understand the problem and answer validity。Therefore，Design with the respondent as the center，Design according to the heterogeneous split module of the interviewee and the heterogeneous split module of the Bet365 lotto review urban and rural life situation，Make the problem module design suitable for interviewees。For example, you can consider grouping according to the degree of education，Divided into a low academic module、Module modules: middle school education module and high education module。Consider urban and rural differences at the same time，Differences from the interviewee's urban and rural life situation prediction questionnaire visit field，Divide the urban problem module and rural problem module。

Questions and option design of subjective questions from the perspective of the respondent。Chinese Social Survey often needs to respond to major problems in real society。Therefore, questionnaire designers usually need to convert "policy concepts" into "academic concepts"，and further promote the operationalization of "academic concepts"。Facing the complexity and diversification of Chinese social interaction，To optimize the subjective question method and option design from the perspective of the subject of the interviewee。First, the expression habits and audiovisual thinking of subjective questions are close to the life situation of the interviewees，Explain professional terms with standardized daily discourse。Second, subjective problems options need to comply with the overall thinking method of Chinese people。

National Social Social Examination questionnaire design will be more inclined to the new mode of "Internet+questionnaire survey"，Use big data technology，Embedded Expansion Smart App、Development and innovation of intelligent system，Further promote the development of social investigations towards the new direction of "professional technology" and "artificial intelligence"。Questionnaire design of the dual perspective of researchers and interviewees in this technical background，Intelligent hierarchical jumping for the respondent's heterogeneity problems，thus shorten the interview duration of the questionnaire、Improve the collection of data。The investigation agency needs to further strengthen the effective connection of academic and reality。Through the innovation of survey technology、Innovation of questionnaire design ideas and investigation bet365 Play online games execution，Make the questionnaire design more in line with social reality，More in line with the heterogeneity of the interviewee，to promote the high -quality development of social surveys。

　(Author Unit: School of Ethnology and Sociology, Yunnan University)