Discussion on the value, theory and technology of network survey platform

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The value of network survey

The development of the Internet is far beyond people's imagination, but how to study the development of the network scientifically, it becomes very difficult to determine the target customers of the website accurately. Therefore, it is necessary to provide a reliable basis for practitioners to make decisions through scientific and rigorous investigation methods. CCTV "online survey" Sho Jianbing general manager for the network survey made a very figurative analogy: in a complex market, if there is no survey data for reference, it is tantamount to throwing darts in the dark, even if the technology is high, can not guarantee the registration, this is not related to the personal technology. If there is a survey data, coupled with their own experience and the full understanding of the market, can be targeted to carry out the work.

Currently in the country, cnnic every six months China's Internet development Survey is the most authoritative and most controversial network investigation, although the various aspects of the investigation methods have different views, but the results are constantly cited by the relevant parties, and even become the government decision-making and investors decided to invest in the project's important basis, This also fully illustrates the important role of network investigation.

How to make the network survey more accurate

The rapid development of the network provides a quicker way and a wider world for the traditional research. Compared with the traditional survey methods, network survey has obvious characteristics and advantages. Network survey can not be limited by time and space, speed, can interact, the anonymity of the internet world can also be released from the worries of the respondents. At present, in addition to some of the traditional methods of investigation, the survey of the network is more through the network, such as CNNIC's survey, is through the online questionnaire to carry out the way. According to statistics, this method now accounts for about 90% of all network surveys. In addition, the use of more e-mail survey, online interception (when netizens visit the site to jump out of the survey window) and so on. The most important advantage of these surveys is low cost, strong operability, but because the respondents are volunteers to fill out the questionnaire, whether to ensure the objectivity of the investigation results is a relatively large problem. In addition, since the survey was conducted online, the representation of the survey samples was also worth studying. Also, the current network survey is often based on the site, that is, it is often targeted at a Web site or specific columns, an assessment of the standard is relatively small, the conclusions obtained may not necessarily reflect the overall situation.

At present, Netvalue launched a new way of investigation has aroused people's attention. In the selection of samples, the main feature of the Netvalu survey is to cooperate with CCTV first, through a large number of "computer-assisted Telephone survey" (CATI) access to the user's basic demographic data, based on the basic demographic data to determine the sample box, and then Netvalue from the sample box to recruit volunteers to investigate, Download software to the computer of the volunteer respondents, through the software to record all the internet behavior of the respondents. Compared with the web-based survey, Nevalue's measurement is "user based", while the Netvalue survey is currently the only one based on TCP/IP in the world, which means that its survey can comprehensively record users ' online behavior, including not only the websites that users visit, the pages they click, But also recorded the upload and download software, send and receive e-mail and other online behavior. Thus it is an investigation of "Panorama". In the measurement and analysis of network behavior, the traditional method of investigation has been greatly advanced.

There's still a lot of room for internet research.

Although Netvalue's methods of investigation have made great improvements to the traditional survey, as much as possible scientific and rigorous, but this is not to say that Netvalue survey method has been very perfect. Some experts pointed out that China has a number of telephone extensions, for these extension calls, "computer-assisted telephone survey" has difficulties, and agreed to accept the "panoramic survey" between the people and disagree whether there is a systematic deviation has yet to be examined. In addition, the current Netvalue investigation involves only home surfing, and according to cnnic this June survey, China's internet users in units and Internet cafes accounted for 42.96% and 20.89% respectively, so its findings can be inferred to the overall netizen is also worth exploring.

In addition, according to the Internet Laboratory survey, the current domestic well-known websites, there are still 67% of the site has not set up a special market research department, at the same time, the company also has a lack of expertise and experience in the market research staff. Chaifei, 8848 vice president who has always attached importance to market research, said: "We only care about the results, the way we investigate, we are not so professional." "For commercial applications, only independent third party investigations are the most reliable." It can be said that the network survey method has not appeared eminence situation, the development of space is still very large.

Information media is an important symbol of the progress of human civilization, from letters to television, telephone, the popularization of each new information media will be followed by the emergence of new investigative methods. A new generation of information media---the advent of the Internet at the turn of the century to the door of the information age, it takes the photoelectric speed, the multimedia content, the two-way fast information exchange form and the global integration structure, causes the information dissemination to go farther, the wider, and will become the 21st century information media mainstream. Adapting to the change of information media, a brand-new investigation method--online survey (Internet Survey, abbreviation is) comes into being. Beijing AI-letter heat Energy Fox Network Company and 0-point investigation company launched online survey column of the birth of the Chinese investigation industry began to move towards the network era. Although limited by the number of online users, the current online investigation is difficult to stretch, but the internet than any of the previous information media development faster, online survey will be from a new force to mainstream form development, and will eventually replace the traditional household survey and the street at any time to visit and other investigative methods.

The feasibility and practical significance of network investigation

First of all, from the current situation of Internet applications, the current number of domestic internet users have reached millions of people, and the average speed of nearly two years of development, networking computer has been a new situation in all administrative areas, distributed in educational research, mining and telecommunications, government and government agencies, financial insurance, social services, Health benefits and other areas, already have the feasibility of implementing a number of investigative projects. At the same time, according to the current online group (a higher level of urban knowledge of young people) can have a purpose to carry out some advanced research projects, such as the ideological development trend and strategic planning of the study, because today's high level of knowledge of the youth group of ideas, representing the city of tomorrow's ideology, The relatively developed areas of the economy today represent the less developed areas of the future, this advanced online research has a certain practical significance.

Second, from the perspective of development trends, in Europe and the United States and other Internet developed countries, with the market research and opinion polls online survey has been quite a lot, the author uses www.yahoo.com search engine to search, found that there are more than 5,000 sites, 470,000 English web contains survey columns, Chinese search found 126 sites, 90,000 Web contains survey columns (more distributed in Taiwan and Hong Kong), indicating that online surveys have a considerable degree of application. Abroad also for online surveys to develop some online survey software, most of which are based on Java, ActiveX or Java script, have foreign organizations to explore the use of online surveys to carry out routine statistical surveys from the domestic situation, through the last two years of computer, communications and the development of the Internet to see the momentum, No one doubts that the internet will become a popular information media in the early part of the next century, PC (personal computer), NC (network computer), set-top box, digital TV and other information products rapid update and popularization, so that we believe that in the next 10 years the Internet in China = cities and enterprises will be the basic popularity, then, The implementation of urban and business statistics on the Internet will become a reality, and ten years is just a flick of the moment, from now on online survey theory and technology is completely necessary and practical.

II. Advantages of Network survey

Compared with the traditional survey methods, online investigation has obvious advantages in the aspects of organization implementation, information collection, data processing and investigation effect, which is the intrinsic reason that the author thinks that the online survey method will produce, use and develop, and eventually replace the traditional investigation method.

1. Simple organization and low cost. Online survey in the information collection process does not need to send investigators, not subject to the weather and distance restrictions, do not need to print questionnaires, the investigation process of the most onerous, most critical information collection and input work is distributed to a large number of online users to complete the terminal, you can no one to hold and uninterrupted to accept the survey form, Information inspection and processing is done automatically by the computer.

2. The objectivity of the investigation results is high. First, the respondents are under the principle of fully voluntary participation in the investigation, the investigation is more targeted. Second, the respondents in a completely independent thinking environment under investigation, not subject to investigators and other external factors misleading and interference, can maximize the objectivity of the investigation results.

3. Rapid communication and multimedia questionnaire.

4, easy to collect information quality implementation system inspection and control. First, an online questionnaire can be added to the comprehensive normative interpretation of indicators, in favor of eliminating the uncertainty of the indicators or the investigators explain the differences in the investigation caused by the deviation. The second is that the examination of the questionnaire is automatically implemented by computer based on the test conditions and control measures, which can effectively guarantee the examination and control of the questionnaire 100% and maintain the objective impartiality. Third, through the investigation of the identity authentication technology can effectively prevent the information collection process of corrupt behavior.

24-hour investigation.

Third, the Network survey method classification, the concept description and the technical assumption

(i) Classification and conceptual description of survey methods

1. Network Survey classification

According to the behavior of investigating samples organized by investigators, online investigation can be divided into active investigation and passive investigation. According to the online survey technology can be divided into site method, e-mail, random IP and Video conferencing law.

2, the basic description of the concept

The active investigation method, namely the investigator Initiative organizes the investigation sample, completes the statistical investigation method.

Passive investigation, that is, investigators passively wait for investigation samples to visit, complete the method of statistical investigation. The author believes that the emergence of passive investigation is a new situation in the statistical investigation, based on this point of view, this paper puts forward the idea of the classification of active investigation method and passive investigation method.

The site method is to append the questionnaire's HTML file to one or more Web sites, and to answer the survey questions on the web by the online users who browse the sites. Site law belongs to the passive investigation method, which is the basic method of online investigation, and it will become the main method of online investigation recently.

E-mail method is to send the questionnaire to the respondents in the form of e-mail to some specific online users, the user filled in the form of e-mail feedback to the investigators of the survey method. e-mail law belongs to the active investigation method, which is similar to the traditional mail method, and the advantage is that the timeliness of mail transmission is greatly improved.

Random IP method is an investigation method to generate a batch of random IP addresses as sampling samples. Random IP method belongs to active investigation method, and its theoretical basis is random sampling. This method can be used for pure random sampling, and can be queued for stratified sampling and sectional sampling according to certain signs.

The video conferencing method is a web-based computer-assisted access (Computer Assisted Web Interviewing, abbreviated Cawi). is to be dispersed in different regions of the respondents through the Internet video conferencing functions of virtual organization, under the guidance of the moderator to discuss the investigation of investigative methods. This method of investigation belongs to the active investigation method, its principle is similar to the expert investigation method in the traditional investigative method, the difference is that the experts who participate in the investigation do not have to actually gather together, but scatter in any place that can connect the Internet, such as home, office, etc. It is easier to see the organization of a survey meeting on the Internet than the traditional method of expert investigation. The video conferencing method is suitable for qualitative investigation of key problems.

(ii) Technical assumptions of network surveys

The implementation of network survey involves hypertext, e-mail, online video conferencing, fuzzy classification, online user authentication, random IP automatic dialing, data interface, Java, ActiveX or Java script and other computer and network technologies.

Fuzzy classification technology. The technique of classifying the unstructured survey problem is realized by setting the key word and gradually adjusting the keyword length and matching rigor. The main purpose of studying fuzzy classification technology is to explore the automatic classification of unstructured survey problems.

Online User identity Inspection technology. In order to eliminate the representative deviation of the survey result caused by the same investigator many times, it is possible to consider using "several characteristic signs of ip+" as the only test condition to judge the number of the respondents. About the feature flags, discussed in the second half of this article.

Random IP automatic dialing technology. On the Internet, the IP of each networked computer is unique. Therefore, it is envisaged that a random IP can be generated by setting the range of IP code segment in the software of a randomly-occurring ip-based system. Again by an IP automatic dialing software, to these IP call, and send a similar "excuse me, we are XXX investigation agency, is now on the issue of XXX online investigation, wit is xxx, If you are interested to participate in this survey, we will be very grateful, this is a prize-winning survey activities, thank you! " Information, the online users who receive the information can decide for themselves whether to participate in the survey.

Java, ActiveX, or Java script. This is the production of network questionnaires or questionnaires required by the software, foreign existing commodity software.

Iv. The application of network survey

(i) Application framework of Network survey

The author thinks that network survey will become one of the most popular research methods in the field of application in the 21st century, and the online survey is suitable for both case investigation and statistical investigation. For investigative organizations engaged in the information research industry, it is possible to carry out profitable online high demand business, and for government agencies and social organizations, non-profit research projects can be carried out.

The online investigation service of the profitable information survey organization can be made up of three application service levels, which are free to open public Survey service for all cash accounts, inquiry information Database inquiry and release service for toll member customers, and Charge investigation service for special customers.

Internet surveys conducted by government agencies and social organizations can include surveys of surveys, market surveys, opinion polls and research projects.

(b) The practical application of China's online survey at present stage

According to the advantages of online survey and the current application of domestic Internet, online survey can be applied to the effective experimental survey and opinion poll projects for online groups. Specific considerations can be applied in the following areas:

1. Market Research

Online market research in Europe and the United States Internet has been a very common form, in view of China's Internet users are not enough, the use of the Internet to carry out market research should be carried out in a certain field, at present, for regional it product performance improvement and service survey projects, and E-commerce (EC) Users closely related survey projects, it customer data survey projects are representative, and most appropriate and the most economical and efficient.

2. Experimental investigation

The design and implementation of a survey mission is a complex and extremely important task, and in order to test and revise the feasibility, scientificity or accessibility of the survey programme and indicator system, the survey organizers often carry out some experimental investigations prior to the formal investigation and, at present, Some of the research projects on urban youth are aided design and experimental investigation can be used online survey, and simple, simple, fast, low-cost.

3, for example, the country for the National Grand Theater Construction Program argument, because the Grand Theater is a cultural taste of a very high construction project, should reflect the idea of young knowledge stratum, reflecting the ideas of contemporary youth knowledge groups, the use of online investigation is very appropriate, In the course of the investigation, the National Grand Theater design and relevant background information can be displayed together on the Internet, online users vote, can also put forward constructive suggestions. For example, for the transition period of talent flow, state-owned enterprise reform, residents investment intention, urban Special group lifestyle and other hot issues of the survey, also suitable for the use of online survey.

The application of network survey is very wide, which will be displayed gradually with the popularization of Internet application.

V. Several problems in implementing network survey

1, the network Questionnaire additional multimedia background information

In the network questionnaire can be attached to a variety of forms of background information, can be text, graphics, images and sound, the traditional survey methods incomparable superiority, in the implementation of online surveys should take full advantage of this advantage, such as the additional specifications for each survey indicators explained, It is a very important function for market research and opinion polls to make the respondents correctly understand the meaning and caliber of the survey index, and to attach graphics and image data to each survey index.

2. The important function of the characteristic sign

The feature mark is an effective tool for classifying and statistic, by setting the characteristic mark can realize the packet processing of the collection information and the inspection control of the data quality, the characteristic sign also has the function of "filter", through the characteristic sign will filter out the sample that represents the bad sex in the questionnaire. Many indicators can be used for the characteristics of signs, such as: Age, sex, education, occupation, title, area and other quality marks and number of indicators, according to the specific investigation of the criteria to choose an effective indicator as a signature.

3, the quality of information collection prosecution

It is necessary for general statistical investigation to carry out quality prosecution for collecting information. When conducting a network survey, special attention should be paid to the problem that a person who has been asked to fill out the results of the survey to bring the unreliable deviation, and the method of "ip+ some characteristic marks" can be used as the test condition to judge the uniqueness of the number of the respondents. At the same time, all the logical and quantitative relationships that can be affirmed in the index system should be fully utilized and included in the quality prosecution procedure.

4, thank the respondents

It is necessary for network survey to give appropriate rewards and acknowledgement to the respondents, which can not only help to arouse the enthusiasm of online users to participate in online investigation, but also make up for the fees (such as network usage fee, local telephone fee, etc.) that are attached to the respondents. The effective way to thank you is to use the ID card number as the basis for the computer automatic lottery, the winning face can be a little bit bigger, but the value of the prize can be as small as possible, such as the gift of a certain value of the press, small software, CD-ROM, etc., the list of winners should be published in a timely manner on the Web site, and e-mail to inform the winners, And for all network users to participate in the network survey should be in due course, the appropriate form to express gratitude, such as the advent of the new year to send e-mail cards, and so on.