How

welldidthisexhibitionperform?CaseBriefingGECExpoheldaninternationalceramicsexhibition.Thiscaptivatingeventshowcasedawidearrayofexquisiteceramicartworksandattractedvisitorsfromallaroundtheworld,offeringaplatformforculturalexchange.Inlightoftheinitialfeedbackreceivedfromdomesticandinternationalvisitors,GECExpohasrecognizedtheneedtoconductathoroughreviewofthisexhibition.Inthiscase,MonicaasksLiuYangtomakeaneventsatisfactionsurveytogatherinsightsthatcouldhelpimprovethehostingofhigh-qualityinternationalexhibitionsinthefuture.SupposeyouareLiuYang.Youwouldlikelyneedto:?designaquestionnairetocollectfeedback?proposepracticalandeffectivesolutionsAudioclipHereisanaudioclippresentingthesceneofthecase.Intheaudio,MonicaisbriefingLiuYangontherequirementsandLiuYangistakingnotes.01-Case4-Casebriefing.mp3

CaseBriefingListentotheaudioclipandcompleteLiuYang’snotes.BackgroundTheceramicsexhibitionended,andGECExponeedstoconductaneventsatisfactionsurvey.Task1:DesignaneventsatisfactionquestionnairetocollectfeedbackRequirementsCovervariousaspects:productquality,1)________,venue,etc.Makethequestionnairesimpleand2)___________________InitiatethesurveyassoonaspossibleTask2:Providea3)____________________RequirementsPresentareportwithaclearstructureProvideanin-depthanalysisoftheidentifiedissuesand4)_______________Propose5)_______________________________basedontheanalysisCaseBriefingservicequicktocompletewrittenreporttheirrootcausespracticalandeffectivesolutionsWorkinpairsanddiscusswhatquestionsshouldbeincludedinthequestionnaire.Referenceanswer：Dependingonthespecificpurposeofthesurvey,aquestionnairecanincludethefollowingquestions:Customerserviceexperience,e.g.:Howhappyareyouwiththecustomersupport?Howwouldyoulikeustoimproveourservice?Customerloyalty,e.g.:Wouldyouchooseourserviceagain?Towhatextentwouldyourecommendourservicetoafriend?Website/Appexperience:Wasourwebsiteeasytobrowseandnavigate?WhatimprovementswouldyouliketoseetotheApp?CaseBriefingUnit7DesignaquestionnairetocollectfeedbackUnitOutlineStartingupTakinginCarryingoutLookingbeyondBuildingup1234IdentifytheproblemswithaneventFollowthestructureofaquestionnaireDeterminethesuitablequestiontypesfordifferentobjectivesDesigneffectivequestionsforaquestionnaireLearningobjectivesStartingUp5CreateanunbiasedandthematicallyconsistentquestionnaireTakinginReadingListeningWorkinpairsanddiscussthehighlightsanddrawbacksofanexhibitionyouattended.1ReadingTakinginReferenceanswer：TheChinaImportandExportFair,alsoknownastheCantonFair.ItisheldeveryspringandautumninGuangzhou,China.Theeventisco-hostedbytheMinistryofCommerceofthePRCandthePeoplesGovernmentofGuangdongProvince.ItisorganizedbytheChinaForeignTradeCentre.TheCantonFairisanimportantinternationaltradeevents,boastingalonghistoryandimpressivescale.Exhibitingavastarrayofproducts,itattractsbuyersfromallovertheworldandhasgeneratedanimmensenumberofbusinessdealsinChina.TheenormoussizeandscopeoftheCantonFairmakesitthemostimportanteventonthecalendarforanybusinessinvolvedinimportorexportdealswithChina.Morethan25,000exhibitorscomefromallovertheworldtoattendthistwice-yearlymarketinGuangzhouthathasbeengoingonsince1957.ReadthenewsreportontheceramicsexhibitionheldbyGECExpo.2ReadingTakinginCompletetheinformationbyfillingintheblanks.3TakinginReadingReportontheceramicsexhibitionHighlights

ExhibitsTraditionalartworksCeladon:exquisite1)________________andtimelessbeautyPaintedporcelain:2)_________________witheachbrushstrokerevealingtheartists’ imaginationandskillsModernartworksImaginativeshapes,boldcolors,and3)___________________EducationalprogramsLecturescoveringtheoriginsofceramicsinancientChinaandthe4)__________ofdifferentfiringtechniquesWorkshopsprovidinga5)_________________ofceramicmakingcraftsmanshipstorytellingnatureunexpectedtexturesevolutionhands-onexperienceCompletetheinformationbyfillingintheblanks.3TakinginReadingReportontheceramicsexhibitionMinorissuesThestaff’slimitedEnglishproficiency:6)______________________withinternationalvisitorsLackofpunctuality:failuretoadheretotheplannedactivityscheduleInsufficientpromotion:notusing7)____________________________forpromotionineffectivecommunicationpopularinternationalplatformsWorkinpairsanddiscussthepossiblecausesoftheissuesmentionedinActivity3.4ReadingTakinginReferenceanswer：Staffselectedbasedondomesticexperience,age,orrelationshipratherthanrequiredabilities;Poorcoordinationbetweenteams,delayingprogress;Promotionfortheeventwasanafterthought,ratherthanbeingbuiltintotheevent’sdesign.Workinpairsanddiscussthelinguisticfeaturesthatindicateapositiveornegativetoneinoralfeedback.Takingin1ListeningReferenceanswer：Usuallyrespondentsuseshortexpressionsthatcontainsuperlativeadjectivessuchas“firstclass”,“bestshowever”,“excellentservice”,orinamorereservedway,“goodstuff”,or“greatjob”.Whenexpressingnegativefeedback,respondentswillbelessemotionalunlesstheyareverydisappointed.Theytendtouseexpressionslike“Iamafraid…”,“Irealizethat…”,“Wewereabitconfusedabout…”.Theycouldalsocontributeconstructivecommentslike“Theshowwouldbebetterif…”.Listentotheoralcommentsfromthreeattendeesandcompletetheinformationbyfillingintheblanks.Takingin2ListeningSatisfactionDissatisfactionAttendee1Stunningexhibitswithexquisitecraftsmanshipandartistry1)__________________inthesignageInadequateassistanceduetothestaff’slimitedEnglishAttendee2Thedemonstrationof2)____________________________________________The3)__________________ofceramicmakingFailuretodistribute4)_____________________aspromisedAttendee3Limitedandlate5)_________________Translationerrorstheentireceramicproductionprocesshands-onexperiencefreeparkingvouchersadvertisingcampaignWorkinpairsanddiscusswhatsolutionsyouwouldproposefortheissuesmentionedinActivity2.Takingin3ListeningReferenceanswer：Atleastthreesolutionscanbeproposed:Regularstafftrainingprogramstoimprovetheirability;Moredrillsbeforetheeventtofindpotentialissues;Havingprofessionalmarketingstafftofocusonadvertising,andgettingtheminvolvedwiththeprocessformtheearlydaysoftheevent’splanninganddesign.BuildingUpPreparingforthestructureSharpeningtheskillsDevelopingthestrategiesBuildingUpPreparingforthestructureStructureofaquestionnaire1Workinpairsanddiscusswhatshouldbeincludedinaquestionnaire.Referenceanswer：Thefirstpartshouldprovidethepurposeofthequestionnaire,aconfidentialitystatement,andwhethertheparticipationisvoluntaryorrequired,aswellasinstructionsastohowtocompletethequestionnaire.Thesecondpartisforgatheringpersonalinformation.Thispartwillprovideageneralprofileoftherespondent,providinganswerstosomebasicquestionssuchaswhetherpreferencesareinfluencedbygender,age,employmentoreducationalbackground.Thethirdpartisthemainbodyofthequestionnaire,andcontainsspecificquestionsregardingtherespondent’ssatisfactionlevels,preferences,orgeneralattitudes.Thefinalpartisoftenashortnoteofacknowledgement,andinstructionsastohowtoattainanyrewards.BuildingUp2Thefollowingispartofasatisfactionquestionnaire.Readitcarefullyandfindoutitsstructure.Referenceanswer：Asmentionedabove,thequestionnairecontainsintroductoryinformation,instructions,questionsaboutpersonalinformation,amainbody,andanacknowledgementsection.BuildingUpSharpeningtheskills1Readthequestionnairein“Preparingforthestructure”.Workinpairsandmatchthequestions1-7inthequestionnairewiththefollowingtypes.ChoosingappropriatequestiontypesA.

Yes/Noquestions

B.

Multiple-choicequestions

D.

Open-endedquestions

C.

Likertscalequestions

4126357BuildingUp2Workinpairs.BrainstormthesuitablequestiontypesforthefollowingtopicsbasedonActivity1andcomeupwithaquestionforeachtopic.Choosingappropriatequestiontypes1.respondents’age_______________________________________2.suggestionforeventorganization_______________________________________3.quantityofbooksreadlastyear_______________________________________4.timeforreading_______________________________________5.satisfactionwithrepairservice_______________________________________BuildingUp2Workinpairs.BrainstormthesuitablequestiontypesforthefollowingtopicsbasedonActivity1andcomeupwithaquestionforeachtopic.ChoosingappropriatequestiontypesReferenceanswer：What’syourage?_______________Doyouhaveanysuggestionsfortheorganizationofthisevent?Howmanybooksdidyoureadlastyear?A.0bookB.1-5booksC.6-10booksD.11-15booksE.Over15booksWhendoyouusuallyread?A.InthemorningB.IntheafternoonC.IntheeveningAreyousatisfiedwithourrepairservice?A.VerydissatisfiedB.DissatisfiedC.NeutralD.SatisfiedE.VerysatisfiedBuildingUpSKILLSAskingquestionsisanimportantpartofcollectingdatatomakeeducateddecisionsforabusiness’futureoperations.Thefollowingarecommonquestiontypesthatyoucanusewhendesigningquestionnaires.Yes/NoquestionsAyes/noquestionallowsforonlytwopossibleanswers.Therespondentsprovideanswersthatareeitherthisorthat,andthereisnomiddleground.Sinceyes/noquestionsnarrowdowntheoptionsavailable,theycanbeeffectiveforclarifyingaspecifictopicorissue.Multiple-choicequestionsMultiple-choicequestionsareaclose-endedquestiontypedesignedtosimplifytheresponseprocessforboththerespondentsandtheevaluators.Thiskindofquestionprovidespredefinedresponseoptionsfromwhichtherespondentsselectoneormultiplechoices.BuildingUpSKILLSLikertscalequestionsLikertscalequestionsaimtocapturerespondents’opinionsand/orfeelingsbypresentingthemwithaseriesofoptionsthatvaryindegree.Theyaregenerallyusedtomeasurefactorssuchasacceptability,agreement,concern,awareness,frequency,importance,likelihood,andsatisfaction.Open-endedquestionsOpen-endedquestionsallowrespondentstoprovidedetailedandnuancedanswers.Thiskindofquestioncanbeparticularlyusefulwhenyouareseekingqualitativeinsightsordealingwithcomplextopicsthatcannotbeadequatelyexploredbypredefinedresponseoptions.BuildingUpDevelopingthestrategies1AskinggoodquestionsWorkinpairsanddiscussthefeaturesofgoodquestionsinaquestionnaire.Referenceanswer：Askonlyforinformationthatisdirectlyneededforthesurvey.Similarquestionsshouldbegroupedtogether.Questionsstartoffeasier,andthengetincreasinglymorecomplexordeep.Questionsshouldbeclearlyworded,avoidingconfusionorambiguity.BuildingUpDevelopingthestrategies2Workinpairsanddiscusshowtorewritethefollowingquestionstoimprovetheireffectiveness.WritingobjectivelyExtremely

dissatisfiedDissatisfiedNeutralSatisfiedExtremelysatisfied〇〇〇〇〇1.

Shouldcellphonesbeallowedtobeusedinmiddleschools?

AYesBNo

2.

Doyouagreewithraisingthemaleretirementageto65,althoughmostpeopleopposeit?

AYesBNo

3.

Doyouagreethatthelocalgovernmentshouldberesponsibleforprovidingclean

drinkingwaterandhigh-speedInternettoeveryone?

4.

Doyouthinktheproductisofhighqualityandreasonablypriced?

AYesBNo

5.

Howsatisfiedareyouwiththeserviceandtheprofessionalismofthestaff?

StronglyDisagreeDisagreeUndecidedAgreeStronglyAgree〇〇〇〇〇BuildingUpDevelopingthestrategiesReferenceanswer：Doyouagreethatcellphonesshouldbeallowedtobeusedinmiddleschools?Doyouagreewithraisingthemaleretirementageto65?Towhatextentdoyouagreethatthelocalgovernmentshouldberesponsibleforprovidingcleandrinkingwatertoeveryone?Doyouagreethattheproductisofhighqualityandornot?Howsatisfiedareyouwiththeserviceofthestaff?2Workinpairsanddiscusshowtorewritethefollowingquestionstoimprovetheireffectiveness.WritingobjectivelyBuildingUpSTRATEGIESGoodquestionsarefocusedandfreefromanyformofbias.Theycanbeunderstoodbyallrespondentsinaconsistentmanner,ensuringreliability,andcanaccuratelymeasurethespecificsubjectmatterofinterest,thereforeensuringvalidity.Thefollowingaretwostrategiestoensurethatquestionsarefocusedandunbiased.1AddressonlyonethemewitheachquestionThequestionsshouldhaveaclearfocus.Avoidaddressingtwoormoredifferentthemesinasinglequestiontopreventconfusionandpotentiallymisleadingconclusions.Examples:Whatdoyouthinkofournewproducts1101and1341?Whatdoyouthinkofournewproduct1341?BuildingUpSTRATEGIES2AvoidleadingquestionsLeadingquestionsusuallyproviderespondentswithextrainformationandguidethemtowardansweringinspecificways,evenifthat’snothowtheyactuallythink.Therefore,framequestionsusingneutralandunbiasedlanguage.Avoidusingwordsorphrasesthatimplyaspecificansweroraparticularopinion.Examples:Since2020,workingfromhomehassavedmanyemployeestimeandmoney.Doyoufavorflexiblework-from-homepolicies?Towhatextentdoyousupportwork-from-homepolicies?Carryingout

BizpracticeIn“Takingin”,LiuYanghasobtainedfeedbackfromthemediaandattendees.In“Buildingup”,hehasstudiedthebasicstructureofaquestionnaire,howtochoosequestiontypes,andhowtoaskgoodquestions.SupposeyouareLiuYang.Youaregoingtocreatethequestionnaire.Usethefollowingstepsasaguidetodesignyourquestionnaire.CREATEASATISFACTIONQUESTIONNAIRE:EXPLORETHEPROBLEMSCarryingout

Step1Getinformation

Step3WriteitupStep2Organizethequestionnaireandwriteanoutline

Step4ConductapilottestStep5ReviseandreflectCarryingoutGathertheinformationneededforpreparingthequestionnairefromthenewsreportandattendees’commentsin“Takingin”.Step1Collectinformation

NewsreportAttendees’commentsCarryingoutSpendsometimeorganizingthequestionnaireandwritinganoutline.Youmayreferto“Preparingforthestructure”.Step2OrganizethequestionnaireandwriteanoutlineCarryingoutMakesurethatyouhavechosensuitablequestiontypesandformulatedquestionsinaproperway.Yourquestionsshouldbefocusedandfreefrombias.Youmayreferto“Sharpeningtheskills”and“Developingthestrategies”.Step3WriteitupCarryingoutStep4ConductapilottestDecideonthenumberofparticipantsneededforthepilottestandexplainthepurposeofthequestionnairetotheparticipants.Then,administerthequestionnaireandgatherfeedbackfromtheparticipantsregardingtheirunderstandingofthequestions.Makesurethattheyhavenotroublecompletingthequestionnaire.CarryingoutStep5ReviseandreflectNow,you’vefinishedthepilottest.Beforedistributingthequestionnaire,youmayimproveandreflectonitbasedonthefollowingquestions.1.Haveyoucoveredalltheproblemsyouwanttoexplore?2.Haveyouusedanappropriatestructureforthequestionnaire?3.Haveyouusedproperquestiontypes?4.Haveyouputthequestionsinalogicalsequence?5.Haveyouusedproperwordingtomakethequestionsfocusedandunbiased?Cloisonné,oneofthefamoustraditional