{ "id": 1316, "date": "2023-09-27T13:04:08", "date_gmt": "2023-09-27T11:04:08", "guid": { "rendered": "https:\/\/www.surveyrock.com\/blog\/?p=1316" }, "modified": "2023-09-23T13:05:21", "modified_gmt": "2023-09-23T11:05:21", "slug": "the-psychology-behind-surveys-a-deep-dive-into-definition-and-application", "status": "publish", "type": "post", "link": "http:\/\/www.surveyrock.com\/blog\/cs\/psychologie-za-pruzkumy-hluboky-ponoreni-do-definice-a-aplikace\/", "title": { "rendered": "Psychologie pr\u016fzkum\u016f: Hlubok\u00fd ponor do definice a pou\u017eit\u00ed" }, "content": { "rendered": "

\u00davod: Pro\u010d je psychologie v pr\u016fzkumech d\u016fle\u017eit\u00e1<\/strong><\/h2>\n\n\n\n

Ahoj, lidi! Tady Sarah. P\u0159edstavte si, \u017ee jste na koktejlov\u00e9m ve\u010d\u00edrku a n\u011bkdo k v\u00e1m p\u0159ijde s deskami v ruce a zept\u00e1 se: \"Hele, m\u016f\u017eu se t\u011b na n\u011bco zeptat?\". Va\u0161e reakce - zv\u011bdavost, podr\u00e1\u017ed\u011bn\u00ed nebo dokonce zaujatost - nen\u00ed n\u00e1hodn\u00e1. Stoj\u00ed za n\u00ed cel\u00e1 \u0159ada psychologick\u00fdch faktor\u016f a pr\u00e1v\u011b do nich se dnes pono\u0159\u00edme.<\/p>\n\n\n\n\n\n\n\n

Pr\u016fzkumy jsou jako mini soci\u00e1ln\u00ed experimenty. Nejde jen o kladen\u00ed ot\u00e1zek a s\u010d\u00edt\u00e1n\u00ed odpov\u011bd\u00ed. Jsou o lidsk\u00e9 interakci, motivaci a - co\u017e je nejd\u016fle\u017eit\u011bj\u0161\u00ed - o psychologii chov\u00e1n\u00ed. A\u0165 u\u017e jste podnikatel, v\u00fdzkumn\u00fd pracovn\u00edk nebo jen n\u011bkdo, kdo r\u00e1d de\u0161ifruje lidsk\u00e9 chov\u00e1n\u00ed (no tak, v\u0161ichni to d\u011bl\u00e1me!), pochopen\u00ed psychologick\u00fdch sil, kter\u00e9 jsou ve h\u0159e, m\u016f\u017ee z\u00e1sadn\u011b zm\u011bnit v\u00e1\u0161 p\u0159\u00edstup k pr\u016fzkum\u016fm. Z\u016fsta\u0148te s n\u00e1mi, abychom v\u00e1m vysv\u011btlili, pro\u010d je psychologie d\u016fle\u017eit\u00e1 jak p\u0159i vytv\u00e1\u0159en\u00ed pr\u016fzkum\u016f, tak p\u0159i jejich ch\u00e1p\u00e1n\u00ed. \ud83e\udde0 Tak\u017ee si vezm\u011bte sv\u016fj obl\u00edben\u00fd drink - jako na koktejlov\u00e9m ve\u010d\u00edrku - a poj\u010fme se do toho pustit!<\/p>\n\n\n\n

\"mozek<\/figure>\n\n\n\n

Definice pr\u016fzkumu<\/strong><\/h2>\n\n\n\n

Vy\u0159e\u0161\u00edme formalitu, ano? Co je to za pr\u016fzkum? Pokud si mysl\u00edte, \u017ee jde jen o s\u00e9rii ot\u00e1zek ke sb\u011bru dat, nem\u00fdl\u00edte se. Ale to je jako \u0159\u00edkat, \u017ee auto jsou jen \u010dty\u0159i kola a motor - chyb\u00ed v\u00e1m to. pro\u010d<\/em> a jak<\/em> cesty. Na adrese psychologick\u00e9 term\u00edny<\/a>, pr\u016fzkum je strukturovan\u00e1 metoda m\u011b\u0159en\u00ed postoj\u016f, p\u0159esv\u011bd\u010den\u00ed a n\u00e1zor\u016f. M\u016f\u017ee b\u00fdt tak jednoduch\u00fd, jako je dotaz na kamar\u00e1da, kam chce j\u00edt na ve\u010de\u0159i, nebo tak slo\u017eit\u00fd, jako je n\u011bkolikastr\u00e1nkov\u00fd pr\u016fzkum spokojenosti z\u00e1kazn\u00edk\u016f. A\u0165 u\u017e prov\u00e1d\u00edte pr\u016fzkum trhu nebo hodnot\u00edte spokojenost zam\u011bstnanc\u016f, typ pr\u016fzkumu, kter\u00fd zvol\u00edte, by m\u011bl odpov\u00eddat va\u0161im konkr\u00e9tn\u00edm c\u00edl\u016fm.<\/p>\n\n\n\n

Pt\u00e1te se, pro\u010d je d\u016fle\u017eit\u00fd \"psychologick\u00fd\" aspekt? Ka\u017ed\u00fd podnik chce proniknout do mysli sv\u00fdch z\u00e1kazn\u00edk\u016f, \u017ee? Znalost toho, co vyvol\u00e1v\u00e1 pozitivn\u00ed nebo negativn\u00ed reakce, m\u016f\u017ee zm\u011bnit pravidla hry. Ve spole\u010dnosti SurveyRock jsme integrovali funkce, kter\u00e9 umo\u017e\u0148uj\u00ed. pokro\u010dil\u00e1 logika pr\u016fzkumu<\/a> a reporty a anal\u00fdzy v re\u00e1ln\u00e9m \u010dase, kter\u00e9 v\u00e1m pomohou pochopit nejen to, co lid\u00e9 \u0159\u00edkaj\u00ed, ale tak\u00e9 pro\u010d<\/em> mo\u017en\u00e1 to \u0159\u00edkaj\u00ed. Berte to jako \u0161est\u00fd smysl va\u0161\u00ed firmy!<\/p>\n\n\n\n

Psychologick\u00e9 spou\u0161t\u011b\u010de zapojen\u00ed<\/strong><\/h2>\n\n\n\n

Dob\u0159e, pop-kv\u00edz: Odpov\u00edte rad\u011bji na dotazn\u00edk s 50 ot\u00e1zkami, kter\u00fd se v\u00e1s pt\u00e1 na tot\u00e9\u017e p\u011bti r\u016fzn\u00fdmi zp\u016fsoby, nebo na stru\u010dn\u00fd dotazn\u00edk s 10 ot\u00e1zkami, kter\u00fd respektuje v\u00e1\u0161 \u010das a prostor v mozku? J\u00e1 v\u00edm, je to bezv\u00fdznamn\u00e9. Vzpom\u00edn\u00e1te si na sc\u00e9n\u00e1\u0159 koktejlov\u00e9ho ve\u010d\u00edrku? Ne, kdyby v\u00e1s n\u011bkdo oslovil se seznamem 50 ot\u00e1zek, pravd\u011bpodobn\u011b byste odlo\u017eili n\u00e1poj a ode\u0161li. Proto je d\u00e9lka a komplexnost pr\u016fzkumu rozhoduj\u00edc\u00ed. To n\u00e1s p\u0159iv\u00e1d\u00ed k psychologick\u00fdm spou\u0161t\u011b\u010d\u016fm zapojen\u00ed - jak mohou kognitivn\u00ed p\u0159edsudky a z\u00e1sady ovlivnit va\u0161i interakci s pr\u016fzkumem.<\/p>\n\n\n\n

Prvn\u00ed je \"paradox volby\". U\u017e jste n\u011bkdy byli v restauraci s desetistr\u00e1nkov\u00fdm j\u00eddeln\u00edm l\u00edstkem a c\u00edtili jste se zahlceni? Stejn\u00e9 emoce m\u016f\u017ee vyvolat i dotazn\u00edk, pokud je p\u0159\u00edli\u0161 dlouh\u00fd nebo slo\u017eit\u00fd. Pak je tu \"hal\u00f3 efekt\", kdy v\u00e1\u0161 dojem z jedn\u00e9 ot\u00e1zky m\u016f\u017ee ovlivnit, jak budete reagovat na ostatn\u00ed. U\u017e se v\u00e1m n\u011bkdy stalo, \u017ee v\u00e1s jedna ot\u00e1zka roz\u010d\u00edlila natolik, \u017ee se v\u00e1m za\u010dal cel\u00fd pr\u016fzkum nel\u00edbit? Ano, to je hal\u00f3 efekt v akci.<\/p>\n\n\n\n

Ve spole\u010dnosti SurveyRock jsme na\u0161e rozhran\u00ed a funkce navrhli tak, abychom tyto chyby zm\u00edrnili. Na\u0161e pokro\u010dil\u00e1 logika pr\u016fzkumu se dok\u00e1\u017ee p\u0159izp\u016fsobit odpov\u011bd\u00edm u\u017eivatel\u016f, tak\u017ee pr\u016fzkum p\u0159ipom\u00edn\u00e1 sp\u00ed\u0161e rozhovor ne\u017e v\u00fdslech. Na\u0161e intuitivn\u00ed u\u017eivatelsk\u00e9 rozhran\u00ed nav\u00edc zaji\u0161\u0165uje, \u017ee se soust\u0159ed\u00edte na kladen\u00ed spr\u00e1vn\u00fdch ot\u00e1zek co nejpoutav\u011bj\u0161\u00edm zp\u016fsobem, tak\u017ee v\u00e1\u0161 pr\u016fzkum nen\u00ed jen n\u00e1strojem pro sb\u011br dat, ale smyslupln\u00fdm dialogem s va\u0161\u00edm publikem.<\/p>\n\n\n\n

Ot\u00e1zky a kognitivn\u00ed z\u00e1t\u011b\u017e<\/strong><\/h2>\n\n\n\n

Promluvme si o n\u011b\u010dem, co v\u0161ichni zn\u00e1me, ale o \u010dem se mluv\u00ed jen z\u0159\u00eddka: o mozkov\u00e9 kapacit\u011b. P\u0159edstavte si, \u017ee v\u00e1\u0161 mozek je jako chytr\u00fd telefon. M\u00e1te spu\u0161t\u011bn\u00e9 aplikace, p\u0159ich\u00e1zej\u00ed v\u00e1m zpr\u00e1vy a baterie v\u00e1m vydr\u017e\u00ed jen tolik, kolik pot\u0159ebujete. \u010c\u00edm slo\u017eit\u011bj\u0161\u00ed \u00fakol, t\u00edm v\u00edce \"baterie\" se vyb\u00edj\u00ed. To je v podstat\u011b kognitivn\u00ed z\u00e1t\u011b\u017e - jak moc mus\u00ed v\u00e1\u0161 mozek pracovat, aby \u00fakol dokon\u010dil.<\/p>\n\n\n\n

Pokud jde o pr\u016fzkumy, kognitivn\u00ed z\u00e1t\u011b\u017e<\/a> je velk\u00fd probl\u00e9m. P\u0159\u00edli\u0161 slo\u017eit\u00e9 ot\u00e1zky nebo slo\u017eit\u00fd jazyk mohou v respondentech vyvolat pocit, \u017ee \u0159e\u0161\u00ed sp\u00ed\u0161e h\u00e1danku ne\u017e dotazn\u00edk. Ne\u017e se nad\u011bjete, zav\u0159ou kartu a vy se budete divit, kde jste ud\u011blali chybu. M\u00edsto ot\u00e1zky \"Jak jste vn\u00edmali efektivitu na\u0161ich slu\u017eeb z\u00e1kazn\u00edk\u016fm?\" by verze s n\u00edzkou kognitivn\u00ed z\u00e1t\u011b\u017e\u00ed zn\u011bla: \"Byli jste spokojeni s na\u0161imi slu\u017ebami z\u00e1kazn\u00edk\u016fm?\". Jednoduch\u00e9, \u017ee?<\/p>\n\n\n\n

Ve spole\u010dnosti SurveyRock jsme zast\u00e1nci ot\u00e1zek s n\u00edzkou kognitivn\u00ed z\u00e1t\u011b\u017e\u00ed. Jedn\u00e1 se o ot\u00e1zky, kter\u00e9 jsou navr\u017eeny tak jednodu\u0161e, \u017ee se na n\u011b odpov\u00edd\u00e1 t\u00e9m\u011b\u0159 samo. Na\u0161e platforma v\u00e1m je pom\u016f\u017ee formulovat bez n\u00e1mahy d\u00edky funkc\u00edm, jako je ov\u011b\u0159ov\u00e1n\u00ed obsahu a intuitivn\u00ed designov\u00e9 prvky. P\u0159edstavte si to tak, \u017ee respondent\u016fm poskytnete pohodln\u00e9 k\u0159eslo, do kter\u00e9ho se mohou posadit p\u0159i proch\u00e1zen\u00ed va\u0161ich ot\u00e1zek. Ach, ty mal\u00e9 radosti u\u017eivatelsk\u00e9 psychologie!<\/p>\n\n\n\n

Stupnice odpov\u011bd\u00ed: V\u00edce ne\u017e jen \u010d\u00edsla<\/strong><\/h2>\n\n\n\n

Klasick\u00e1 ot\u00e1zka \"Na stupnici od 1 do 5\". V\u0161ichni jsme ji u\u017e vid\u011bli, ale p\u0159em\u00fd\u0161leli jste n\u011bkdy o tom, pro\u010d jsou tyto stupnice navr\u017eeny tak, jak jsou? To je zase psychologie, p\u0159\u00e1tel\u00e9! Poj\u010fme si promluvit o Likertova stupnice<\/a>, kter\u00fd je ur\u010den pro mnoho pr\u016fzkum\u016f. Tato \u0161k\u00e1la nab\u00edz\u00ed respondent\u016fm mo\u017enosti od \"rozhodn\u011b nesouhlas\u00edm\" po \"rozhodn\u011b souhlas\u00edm\" a zachycuje nejen \u010dernob\u00edlou, ale i \u0161edou \u0161k\u00e1lu lidsk\u00fdch n\u00e1zor\u016f.<\/p>\n\n\n\n

N\u00e1stroj\u016f je v\u0161ak v\u00edce: zadejte stupnice s\u00e9mantick\u00e9ho diferenci\u00e1lu, vizu\u00e1ln\u00ed analogov\u00e9 stupnice a dal\u0161\u00ed. Tyto \u0161k\u00e1ly pom\u00e1haj\u00ed proniknout do podv\u011bdom\u00fdch pocit\u016f a mohou dokonce respondenty p\u0159im\u011bt k up\u0159\u00edmn\u011bj\u0161\u00ed a promy\u0161len\u011bj\u0161\u00ed odpov\u011bdi.<\/p>\n\n\n\n

Skv\u011bl\u00e9 je, \u017ee SurveyRock nab\u00edz\u00ed celou \u0159adu stupnic, z nich\u017e si m\u016f\u017eete vybrat, od p\u0159edp\u0159ipraven\u00fdch a\u017e po p\u0159id\u00e1n\u00ed vlastn\u00edch stupnic. A v\u00fdb\u011br spr\u00e1vn\u00e9 stupnice pro spr\u00e1vnou ot\u00e1zku zv\u00fd\u0161\u00ed kvalitu a spolehlivost va\u0161ich dat. P\u0159edstavte si to jako v\u00fdb\u011br spr\u00e1vn\u00e9ho ko\u0159en\u00ed do pokrmu - kdy\u017e se v\u00e1m poda\u0159\u00ed spr\u00e1vn\u00e1 kombinace, m\u00e1te mistrovsk\u00e9 d\u00edlo.<\/p>\n\n\n\n

Motiva\u010dn\u00ed faktory: Pro\u010d lid\u00e9 d\u011blaj\u00ed pr\u016fzkumy<\/strong><\/h2>\n\n\n\n

Dob\u0159e, \u010das na p\u0159izn\u00e1n\u00ed. U\u017e jste n\u011bkdy vyplnili dotazn\u00edk jen proto, abyste na konci z\u00edskali slevov\u00fd k\u00f3d 10%? Vinen jako obvin\u011bn\u00fd! Tomu \u0159\u00edk\u00e1me vn\u011bj\u0161\u00ed motivace - d\u011bl\u00e1te to pro n\u011bjakou vn\u011bj\u0161\u00ed odm\u011bnu. Ale co kdy\u017e chcete skute\u010dn\u011b pomoci zna\u010dce zlep\u0161it se nebo se pod\u011blit o sv\u00e9 n\u00e1zory na d\u016fle\u017eit\u00fd probl\u00e9m? To je vnit\u0159n\u00ed motivace - d\u011bl\u00e1te n\u011bco pro radost nebo pro hodnotu.<\/p>\n\n\n\n

Pochopen\u00ed t\u011bchto motiva\u010dn\u00ed faktory<\/a> m\u016f\u017ee v\u00e1\u017en\u011b zlep\u0161it va\u0161i hru s pr\u016fzkumy. Pokud v\u00edte, co va\u0161e odpov\u011bdi zaj\u00edm\u00e1, m\u016f\u017eete p\u0159izp\u016fsobit ot\u00e1zky nebo dokonce cel\u00fd pr\u016fzkum tak, abyste tyto motivace vyu\u017eili.<\/p>\n\n\n\n

A zde SurveyRock op\u011bt zaz\u00e1\u0159\u00ed. Na\u0161e platforma umo\u017e\u0148uje snadno integrovat odm\u011bny za vypln\u011bn\u00ed pr\u016fzkumu a zam\u011b\u0159it se tak na ty, kte\u0159\u00ed jsou motivov\u00e1ni zven\u010d\u00ed. Poskytujeme v\u0161ak tak\u00e9 n\u00e1stroje pro otev\u0159en\u00e9 ot\u00e1zky a podm\u00edn\u011bn\u00e9 cesty, kter\u00e9 \u010din\u00ed pr\u016fzkum poutav\u011bj\u0161\u00edm a oslovuj\u00ed lidi s vnit\u0159n\u00ed motivac\u00ed.<\/p>\n\n\n

\n
\"v\u00e1ha<\/figure>\n<\/div>\n\n\n

Jste k vytvo\u0159en\u00ed dal\u0161\u00edho pr\u016fzkumu motivov\u00e1ni vn\u011bj\u0161\u00ed nebo vnit\u0159n\u00ed motivac\u00ed? Se SurveyRock si nemus\u00edte vyb\u00edrat; z\u00edsk\u00e1te to nejlep\u0161\u00ed z obou sv\u011bt\u016f.<\/p>\n\n\n\n

Tak\u017ee tady to m\u00e1te - pr\u016fzkumy jsou v\u00edc ne\u017e jen ot\u00e1zky a odpov\u011bdi, jsou to hlubok\u00e9 ponory do lidsk\u00e9 psychiky. Pochopen\u00ed psychologie pr\u016fzkum\u016f v\u00e1m m\u016f\u017ee zm\u011bnit pravidla hry. D\u00edky pokro\u010dil\u00fdm funkc\u00edm SurveyRock nekladete pouze ot\u00e1zky, ale zapojujete se do smyslupln\u00e9ho dialogu. Kdo se chce pustit do psychologick\u00e9ho pr\u016fzkumu? \ud83c\udf1f<\/p>", "protected": false }, "excerpt": { "rendered": "

\u00davod: Ahoj, lidi!: Pro\u010d je psychologie d\u016fle\u017eit\u00e1 v pr\u016fzkumech? Tady Sarah. P\u0159edstavte si, \u017ee jste na koktejlov\u00e9m ve\u010d\u00edrku a n\u011bkdo k v\u00e1m p\u0159ijde s deskami v ruce a zept\u00e1 se: \"Hele, m\u016f\u017eu se t\u011b na n\u011bco zeptat?\". Va\u0161e reakce - zv\u011bdavost, podr\u00e1\u017ed\u011bn\u00ed nebo dokonce zaujatost - nen\u00ed n\u00e1hodn\u00e1. Je za t\u00edm cel\u00e1 \u0159ada psychologick\u00fdch faktor\u016f, a pr\u00e1v\u011b do nich se pono\u0159\u00edme, abychom zjistili, co se d\u011bje, a [...]<\/p>", "protected": false }, "author": 1, "featured_media": 1319, "comment_status": "open", "ping_status": "open", "sticky": false, "template": "", "format": "standard", "meta": { "footnotes": "" }, "categories": [ 1 ], "tags": [ 109 ], "class_list": [ "post-1316", "post", "type-post", "status-publish", "format-standard", "has-post-thumbnail", "hentry", "category-uncategorized", "tag-psychology" ], "yoast_head": "\nPsychologie pr\u016fzkum\u016f: Hlubok\u00fd ponor do definice a pou\u017eit\u00ed - SurveyRock Articles<\/title>\n<meta name=\"description\" content=\"Odhalte psychologii pr\u016fzkum\u016f a vytvo\u0159te lep\u0161\u00ed ot\u00e1zky a z\u00edskejte hlub\u0161\u00ed poznatky. 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