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网络调查随着互联网的迅速发展及普及愈来愈多地为市场调查公司所应用,但对于其可信性多被质疑。对此,文章以市场调查公司调研项目的数据为研究对象,使用了经验法,对比分析法等定性研究方法,根据误差分析理论及影响调研数据收集方法的决策模型,研究网络调查与传统调查的数据特点,通过对数据的解读,综合市场研究公司的实际执行经验来总结出综合数据采集方法的策略建议。
Internet Survey With the rapid development of the Internet and its popularity more and more used by market research companies, its credibility is often questioned. Based on the error analysis theory and the decision-making model that affects the research data collection method, the article studies the relationship between the network survey and the traditional survey. In this paper, we take the data of the market research company research project as the research object and use the qualitative research methods such as empirical method and comparative analysis method. Data characteristics, through the interpretation of the data, integrated market research firm’s actual implementation experience to sum up the strategy of integrated data collection methods.