This document summarizes a study on internet-based survey methodology in China. It discusses the background and rise of internet surveys, current adoption and applications in China, obstacles and problems, and orientations for future research. Some key findings are that internet surveys are growing in popularity due to advantages like low cost and timeliness. However, there are also challenges regarding representativeness, response rates, and a lack of scientific methodology. The document proposes frameworks for future research focusing on new survey methods, sampling techniques, questionnaire design, and incentive strategies to address these issues.

1. A Study of Internet-based Survey Methodology --Where can we go? Ke Huixin, Huang Gang Beijing Broadcasting Institute Email: hxke@public.bta.net.cn [email_address]

2. Part 1 Background of Internet survey’s quiet rising Part 2 Adoption and application of Internet survey in china Part 3 Present Obstacles and problems Part 4 Orientations and frameworks of future research

3. Part 1 Background of Internet survey’s quiet rising 1 Impulse from the market 2 Obstacles of traditional survey 3 Advantages of Internet survey 4 External conditions and circumstance

4. 1 Impulse from the market China’s entry of WTO Customers’ request to the timeliness, universality and low-cost of market information New current of marketing modes Impulse from E-business and change of commercial modes Trend of economic globalization …………………

5. 2 Obstacles of traditional survey Data quality descends Cost of face-to-face interviews at home ascends Response rates of face-to-face interviews at home descends Quoted prices declines Profit decreases while operation increases Internet-based survey goes up in the world

6. A study on MR in SARS period Conducted by CMRA By telephone interviews From May 12 to June 12, 2003 Once a week, four times in total 95 companies responded 31 cities covered

7. Introduction A study on MR in SARS period 24 Chengdu,Xi’an,Beijing,Shanghai,Shenyang,Shenzhen,Chongqing,Guangzhou,Wuhan 9 June 11-12 21 Chengdu,Ha’erbin,Dalian,Xi’an,Nanchang,Lanzhou,Qingdao,Tianjin,Yinchuan,Changchun 10 May 26-27 28 Shanghai,Hangzhou,Nanjing,Changsha,Zhengzhou,Chongqing,Kunming,Shenyang,Ningbo,Shenzhen 10 May 19-20 22 Wuhan,Wenzhou,Hefei,Shijiazhuang,Taiyuan,Guangzhou,Nanning,Haikou,Jinan,Fuzhou 10 May 12-14 Company amount City name City amount Date

8. Company scale A study on MR in SARS period

9. 1) fieldwork conducted normally A study on MR in SARS period

10. 2) fieldwork in Beijing (2003, 5-22) A study on MR in SARS period

11. Growth of Internet survey worldwide Source: BMRA

12. 3 Advantages of Internet survey Timeliness Low cost Little effect of interviewers longer and more questions than telephone interview More convenient for respondents Changeability of survey content Multiplicity and flexibility of questionnaire forms Less artificial interference and higher data quality Anonymity helps getting some certain information Possibility to reach difficult people Pertinence to Netizens

13. 4 External conditions and circumstances Popularization of Internet Multiplization of Netizens Age Gender Education Income ……… .

14. Popularization of Internet Unit: 10 thousand

15. Profile of Netizens--age

16. Profile of Netizens--age Populations (5 th census, 2000-11) Netizens (CNNIC, 2003-7)

17. Profile of Netizens--gender

18. Profile of Netizens--gender

19. Profile of Netizens--education

20. Profile of Netizens--education

21. Profile of Netizens--income Unit: RMB

22. Part 2 Adoption and application of Internet survey in China --- A Study on MR Industry Methodology Main findings about Internet-based survey Popularity Adoption history Frequency of adoption Providers characters Way of use Domain of application Survey methods

23. Methodology Self-administered survey by mail In-depth interviews A Study on MR Industry

24. Attached to 2003 Annual Survey of CMRA Conducted by CMRA from June to September Self-administered By mail and e-mail 41 companies responded Response rate: 18.6% A Study on MR Industry Survey

25. Survey --Respondents profile A Study on MR Industry

26. In-depth interviews Conducted in September 2003 Interviewees: 4 from MR companies (2 in china, 1 in Japan, 1 in Korea) 2 from counseling company 1 from website company 1 from scientific research institute By face-to-face, telephone and e-mail A Study on MR Industry

27. Result 1: Popularity A Study on MR Industry

28. Result 2: Adoption history A Study on MR Industry

29. Result 2: Adoption history A Study on MR Industry

30. Result 3: Frequency of adoption A Study on MR Industry

31. Result 3: Frequency of adoption A Study on MR Industry

32. Result 4: Providers characters--types A Study on MR Industry

33. Result 4: Providers characters--types A Study on MR Industry

34. Result 4: Providers characters—services A Study on MR Industry

35. Result 4: Providers characters--scale A Study on MR Industry

36. Result 5: Way of use A Study on MR Industry

37. Result 5: Way of use A Study on MR Industry

38. Result 6: Domain of application Developing new product Testing new advertisement Customers / employees satisfaction TV program tracing inspection Pop issues on Internet Others A Study on MR Industry

39. Result 7: Research methods A Study on MR Industry

40. Part 3 Present Obstacles and problems Obstacles of external environments Problems or limitations of technology and methodology

41. Obstacles Customers Insufficient identify with Internet-based survey methodology Netizens Quality, concept, attitude and consciousness Scale and structure MR companies Short of order / market Restriction in capital, personnel and operation

42. Problems or limitations Limitations of survey methods Limited in traditional survey methods Limited in quantificational structural questionnaire survey Copying the traditional questionnaire measures only

43. Problems or limitations Lack of scientificity in questionnaire survey Authenticity Representativeness Response rates Lack of study on survey methodologies Research design, questionnaire design, sample design, implementing and data processing……

44. Part 4 Orientations and frameworks of future research Orientations of research to various Internet survey methods Frameworks of research for Internet-based questionnaire survey Whole framework Concrete framework

45. Orientations Quicken the development and application of new methods beyond traditional methods Solve the problems rising from the transplant of traditional methods to the Internet research

46. Survey modes Sampling methods Survey instruments Incentive measures ……………… Frameworks —whole framework Timeliness Cost Authenticity Representativeness Nonresponse Users’ satisfaction Nonresponse includes unit non-response, item non-response and partial non-response.

47. Frameworks —survey modes Contact modes Response modes Follow-up modes Timeliness Cost Authenticity Representativeness Nonresponse Users’ satisfaction Contact, response, and follow-up can be conducted in (a) different mode(s) respectively: 1-Interviewer-administered: in-person, telephone 2-Self-administered: mail, Internet

48. Frameworks —sampling Pre-recruited panel Sample from a general population Sample from a closed population list Probability Volunteer panel Systematic sampling of Web site visitors (pop up) Uncontrolled instrument distribution Convenience Optional Method Sampling Category

49. Frameworks —survey design features Content: instructions topics Style of expression helping and explaining information Form: display of content color advanced technological features space of a whole page length of questionnaire whole style Technological control Timeliness Cost Authenticity Nonresponse Users’ satisfaction

50. Frameworks —incentives Types of incentives Value of incentives Time for incentives …… Timeliness Cost Authenticity Representativeness Nonresponse Users’ satisfaction and loyalty

51. Summary Internet-based survey in demand The adoption going up Be aware of the problems Well designed and specified research on methodologies required – our next research target

52. Thank you !