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Companies often carry out questionnaire(s) in order to design marketing strategies or to grasp the 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. If those answers are included to questionnaire data, there is a possibility that the analysis result of the data is not accurate and shows different characteristics or trends. This paper proposes a quantification of earnestness for answers and a visualization method based on them. This paper put the quantified earnestness into the visualization of questionnaire data and the analysis of them as the weight of each data. This paper applies the proposed method to actual questionnaire data for an outdoor product α and it shows that we can find some important groups of respondents to construct marketing strategy by the proposed method while they are difficult to be found by the conventional one.

Study on Quantification of Respondent's Conflict and Interest and Analysis Method of Questionnaire data