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1、A Comparison: Online and Offline Research 对比研究： 在线调研与CATI调研 对比研究： 在线调研与CATI调研 Prepared by: Elsa Fong Date: November 2007 演示人： Elsa Fong 2007年11月 INTRODUCTION 简介简介 Copyright 2007 Survey Sampling International Do you know? 您知道吗？您知道吗？ ? Chinas market research sector is the second largest in the region
2、and China enjoyed double-digit net growth 17.9% (ESOMAR Industry Report, 2007) 中国的市场研究行业规模在亚洲排名第二，且07年增长率达到17.9% Copyright 2007 Survey Sampling International Overview 更少极端回答 ? Higher midpoint positions更多中间项 ?Again, this can be explained by the effects of being modest 该结果再次表明追求“谦虚”的影响力 ?Therefore, on
3、line research tends to produce less socially desirable responses compared to offline (CATI) research 因此，与线下（CATI）调研相比，在线调研更容易得到受社会期许度影响较轻的回答 Offline (CATI)Online在线在线 Number of extreme responses 极端回答数量极端回答数量 111378 Midpoints with scale 评估表中间项数量评估表中间项数量 772386 Copyright 2007 Survey Sampling Internatio
4、nal Social Desirability: Polite 社会期许：礼貌社会期许：礼貌 ? A lower number for offline (CATI) research for dont know answers could be due to the fact that not answering someones question is regarded as impolite in China 线下（CATI）调研中，选择“不知 道”选项的原因可能是由于在中国， 不回答别人的问题被认为是不礼貌的 77 110 77 110 0 20 40 60 80 100 120 No
5、of respondents Offline (CATI)非网络（电话）非网络（电话） Online网络网络 Use of Dont Know Category 选择选择“不知道不知道”选项组选项组 Copyright 2007 Survey Sampling International Social Desirability: Decision Making 社会期许：做决定社会期许：做决定 ?Evaluation apprehension is the tendency of respondents to present themselves as better in situations
6、 when they believe they are being evaluated 评价顾忌：即受访者如果意识到自己正在受到他人评断，就倾向于表现得更好 ?The total number of respondents mentioned themselves as the one who goes grocery shopping was calculated 我们统计了称自己负责购买家庭日用品的受访者的人数 ?The result showed that grocery shopping is mainly the responsibility of females in China.
7、 This is similar for both online and offline research 统计结果表明在中国日用品的购买者大多是女性。这一点网络调查和线下调查的结果一致 Offline (CATI)Online Male男性Female女性Male男性Female女性 Self自己自己114177189217 Spouse配偶配偶91327820 CONCLUSION 结论结论 Copyright 2007 Survey Sampling International Conclusion 结论结论 ?Generally, the implications of these r
8、esults for research studies can be attributed to: 一般来说，以上调研结果可以从两方面进行分析： ? Data collection approaches: Online or Offline 数据收集方式：在线/线下 ? Country and the culture 国家与文化 Copyright 2007 Survey Sampling International Conclusion: Data Collection Approaches 结论：数据收集方式结论：数据收集方式 ? Online research has 网络调研特点 ?
9、Lower drop-out rate 中退率更低 ? Shorter interview time 访问时长更短 Copyright 2007 Survey Sampling International Conclusion: Data Collection Approaches 结论：数据收集方式结论：数据收集方式 ? The result of this study revealed that, online research has higher awareness level and lower extreme response behavior 本次调查结果表明，网络调研认知度更高
10、，极端回答现象更少 ? Nevertheless, online study may result in higher midpoints response and higher use of dont know 然而，网络调研可能会导致中间项选择率更高，“不知道”选项选择率更 高 Copyright 2007 Survey Sampling International Conclusion: Country & Cultural Influences 结论：国家和文化影响结论：国家和文化影响 ? This study also revealed that cultural influences do have an impact on the research results 本次调查还表明，文化对调研结果有着不可忽视的影响 ? For this study, online research indeed produces less socially desirable responses compared to offline (CATI) research 最后，本次调研表明，通过在线调研得到的回应，比通过线下调研 （CATI）所得到的回应受社会期许度的影响更小 THE END THANK YOU THE END THANK YOU