Abstract
Companies often carry out questionnaire(s) in order to design marketing strategies or to grasp the market trends. Recently, Web questionnaire survey becomes popular with the spread of the Internet in order for companies to reduce cost and to get a lot of questionnaire data. However, in the Web questionnaire survey, some respondents do not answer the questions seriously, because it is not done face-to-face and is done just for giveaway basically. The authors have tried to quantify the conflict of response based on the contradiction represented by the pair(s) of questions with opposite meaning. One of the most important matters in the quantification of the conflict of response is the selection of the pair(s) of opposing questions, which are actually regarded as opposite meanings by respondents. This paper defines the distance between questions which shows the similarity of questions for respondents and proposes a method to derive the pair(s) of opposing questions based on the distance between questions. This paper applies the proposed method to an actual questionnaire data and shows more appropriate opposing questions for respondents can be extracted than the prepared pairs of questions.
