Tin hnh khor st 1.

Cc loi kho st - Kho st thun tin + Gii tr + Kho st khng hn nh + Kho st tnh nguyn theo nhm - iu tra xc sut + iu tra chn hi + Ly mu trn c s ngi dng + Ch hn hp trc khi thu thp cc bng v cc mu dn s y 2. Cht lng kho st - Vng kho st - Sai lch do s t la chn - T l p ng - Li gi tr o

TIN HNH KHO ST

Ngi tin hnh nghin cu s hi nhng ngi c la chn mt b nhng cu hi c nh. Nhng cuc kho st ny s o v thi , nhn thc, nh. Thng thng, mt cuc kho st c thc hin rt n gin, do vy n c s dng mt cch kh rng ri. T nhng u im ca kho st truyn thng , m vic chuyn sang nghin cu trc tuyn l mt la chn tt yu ca nhng nh nghin cu Mar. Bi l chuyn i bng cu hi t giy ln trn cc trang web cng n gin, trong khi kt qu ca cc cuc kho st li c cp nht t ng vo cc trng d liu hoc cc bng tnh. Kho st trc tuyn c th tn dng c cc phng tin nghe nhn v video v c tnh tng tc cao. Ngi

s dng mng my tnh li khng b gii hn v khng gian v c th nhn c ngay lp tc cc phn hi v kin ca h. Xut pht t nhng li ch m kho st trn web pht trin mt cch nhanh chng. Cc s liu ch ra rng kho st trn web tng t di 10% trong tng s cc cuc kho st M nm 2000 ln n gn 30% vo nm 2005. Kho st trn web ni ln nh mt s thay th c hiu qu v chi ph v tc so vi cc phng php nghin cu truyn thng

iu tra thun tin

Gii tr C th nhn thy th cuc thm d d lun c tin hnh bi cc nh t chc tin tc nh CNN, ABC c nh gi cao. Hnh 16.4 cho thy, mt cuc thm d d lun c tin hnh trn trang web ca CNN. Bt k ngi no truy cp vo trang web cng c th tham gia Mt c nhn c th th hin mt kin v nhn c phn hi ngay lp tc t nhng ngi cn li. Kho st ny khng c ngha tho lun v bin li hoc chnh xc mu Mt loi th hai ca cuc thm d kin gii tr cho php ngi xem v ngi hm m c th trao i kin v chng trnh truyn hnh. Gim c iu hnh mng t theo di phn ng ca ngi hm m v nh hnh s pht trin ca kch bn, ct truyn ca chng trnh truyn hnh. Mt loi th ba ca cuc thm d kin gii tr l a ra mt ni cho mi ngi chia s kin v xc nh thng hiu m mnh trung thnh. Mt tm kim trn Yahoo to ra mt danh sch t nht 20 trang web dng bu chn vi nhiu ch a dng bao gm c nh gi bia, so snh gia Coca v Pepsi v cc ch khc. Kho st t chn khng hn nh ..

iu tr

c sut

iu tra xc sut ly mu s dng mt khung ly mu cung cp thng tin y ca nhng ngi c lin quan. d, nu trng tm ca nghin cu l khch hng gh thm mt trang web c nhn th ly mu tt c khch th n gh thm trang web v nhng ngi ny s to thnh mt mu ngu nhin. Hoc mt cch ly mu khc l quay s ngu nhin andom digil dialing- DD to ra mt mu ngu nhin. Trong phng php quay s ngu nhin, doanh nghip b tr in thoi gi mt cch ngu nhin to ra mu y u trn c s n sc ngi ng

Nhng trang web c cn c l ngi s dng ng k, hoc c c mt danh sch thch hp, th c th s dng n nh mt khung chn mu. d, ch nhng ngi s dng ng k mi c th truy cp vo phin bn trc tuyn ca bo The all tress ournal.

Bo ournal c th chn hi nhng ngi d ng ng k trn mt cch ngu nhin v yu cu s tham gia ca h. Nhng iu tra ly mu trn s s danh sch ngi dng ny cng c th c thc hin bng email. Email nh c nhng ngi c chn mu tham gia vo cuc iu tra. T nhng d liu c ng k cho php lc thm mt ln na nhng i tng iu tra. Nhng nh nghin cu c th ra mt ch tiu cho mt i tng khch hng no . t hn ch d thy ca cch tip cn danh-sch--c-ng-k l vic khng c thng tin v nhng khch hng tim nng hoc nhng v khch tnh c.

Cht lng cuc kho st:

Th mnh ca chi ph thp hn, thi gian quay vng ng n v mu ln to ra mt ngnh cng nghip ln v khng ngng pht trin xung quanh nhng cuc kho st da trn Web. Nhng xem xt cht lng d liu cn tng xng vi chi ph v thi gian quay vng. Nhng li do ly mu, bao ph, li do thiu s phn hi v o lng u nh hng n cht lng d liu.

Sai lch do s t la chn:

Sai lch do s t la chn cng lin quan n cht lng cuc kho st. S d ngi tham gia tr li cho cuc kho st bi v h nhn thy ch m h quan tm hoc v nhng hnh thc khuyn khch t cc cuc kho st. V d, mt nghin cu pht hin ra rng n ng thng quan tm ti cc u i dnh cho cc thit b my tnh trong khi , ph n thng dnh s quan tm nhiu hn cho cc ch lin quan ti sc khe. Nhng ngi tr li chuyn nghip l nhng ng tham gia vo nhiu bng hi v tin bi dng v nhng hnh thc khuyn khch . iu to ra s gia tng tnh chuyn nghip trong tr li cu hi i vi cc nghin cu trc tuyn. mt v d l cc trang web SurveySpy, tp trung cc tho lun chn. n bn trn cc trang web cho rng: Hu ht cc kho st m bn ng k v hon thnh tin mt v cc phn thng m bn kim c. nh 1 ng lc m cuc kho st to ra tim nng cho nhng ngi i din ca 1 nhm ngi tr li c bit.

Li gi tr o
Thit k ca cc cng c kho st c th lm thay i thi quen ca ngi c kho st v gy nn nhng li khi o lng.Ngun gc ca cc li o lng ny bao gm t ng ca cu hi kh hiu, cc phng n la chn thay th khng y ,th t c mt ca cc tc nhn v s dng khng hiu qu ca cc yu t ha. Cc nhn t ha v mu s c c th lm thay i qu trnh nhn bit thng tin. Nhng la chn khc v thit k gm c n t radio, cc menu th xung v trt t ca cc mc tin. t qu nghin cu ban u cho thy rng nhng la chn thit k nh vy khng phi l khng c nh hng n kt qu kho st.

Bng 16.3 T l p

Tc gi Sproull 1986

Phng php Email Mt i mt

T l p ng 73 87

Cht lng p ng 1,4% T l b st khon mc 0,02% t l b st khon mc

Kiesler & Sproull

Email Th

67 75 68 38

Email c li t v t l hon thnh khon mc cao Khng bo co

Parker 1992

Th cng ty

Schuldt & Totten 1994

Email Th

19.3 56.5 28.1 75.5 60 58

Khng bo co

Kittleson 1995

Email Th

Khng bo co

Mehta & Sivadas 1995

Email Th

S tng t ca b st khon mc Ngi tr li email ghi hn

Opperman 1995

Email Hai kho st bng th

49 26/33 6 27 52.5 65.6 30 35.7

Khng bo co

Tse et al. 1995

Email Th

Khng c s khc bit ng k trong s cc khon mc b b st Nhng ngi tr li email h lun sn sng tr li cu hi m. Khng bo co

Bachmann, Elfrink & Vazzana 1996

Email Th Email Th

Weible & Wallace 1998

Fax Mu trang Web

31 34.4

Schaefer & Dillman 1998

4 th a ch lin lc 4 email a ch lin lc Email=>mail Mail=>email

57.5 58 48 54.4 7 52 46 19 8 37

Cuc kho st bng email c b st khon mc t v di hn tr li cho cu hi m

Tse 1998

Email Th

Khng c s khc bit ng k no Nhng ngi tr li email rng hn, nhng b st mn hng cao Khng c s khc bit ng k no

Bachmann, Elfrink & Vazzana 1999

Email Th Email nh km Email(G n vo)

Dommeyer & Moriarty 2000

Ngun: Ursula Grandcolas, Ruth Rettie, v Kira Marusenko. " Web Kho st khuynh hng hoc nh hng ca Ch Nht k qun tr tip th 19 ( 2000 ) : 1-21

Bng 16.6 minh ha nh hng ca vic s dng cc box th xung so vi cc n t radio. Kt qu cho thy rng cc hp th xung biu th c nhiu mc tin vi mt lng ln cc tc nhn nh hng c s p xp theo trt t. Nm mc tin u tin c hin th trong hp thoi th xung c xu hng c la chn cao hn so si nhng mc tin cn li. Nhng kt qu ny cho thy rng cc nhn t thit k ca mt cuc kho st web c ngha quan trng. Thm ch vic quyt nh thit k n gin c th thay i cu tr li. t tp hp nhng suy xt c n thn v thit k lm ny sinh cc cuc iu tra tng thut v iu tra a phng tin. Mt s la chn thit k m trong s dng mt ging nam so vi mt ging n cho ngi phng vn. Nhng suy xt k lng v m thanh cha ng c yu t s c-thi-ca-ging-ni. V d, mt ging ni lnh l ng so vi mt ging ni c s c thi vui v ca ngi phng vn c th dn n sai s php o. C ng vi s c thi ging ni, biu hin trn khun mt l c ni chuyn c th nhn thy s lnh l ng hay vui v. Nghin cu trong l thuyt giao din x hi ch ra rng i tng c th c ngy trang" vi cc tn hiu tinh vi. rng nghin cu i vi nhng nh hng ny l ti ca ca nhng cuc nghin cu ang c tin hnh. Nhng thch thc cho cc nh thit k cuc kho st web l s dng cc kh nng a phng tin ca trang web to ra d liu cht lng cao m khng v tnh gy ra sai s o.