基于网络的问卷调查回复率影响因素实证研究

An Empirical Study on the Incentive Influencing the Response Rate of the Web-Based Survey

本文从被调查者的角度,通过对692例被调查者的问卷调查,实证研究得出了影响被调查者参与网络调查的一些因素。对调查数据分析后发现,在网络调查中物质的激励在提高回复率方面并不具有国外相关研究中所起到的决定性作用,相反,被调查者参与网络调查最主要的原因在于其对所调查内容的感兴趣;导致目前网络调查过低的回复率原因在于其他的一些因素诸如:网络的安全性缺乏、调查问卷的设计不合理等等影响了被调查者参与网络调查的积极性。网络病毒成为和垃圾邮件一样阻碍网络调查健康发展的一个重要影响因素。另外,在文章的结尾提出了一些提高网络调查回复率的针对性的建议。

The response rate of web-based survey is declining in the recent 20 years. This paper approaches the problem from the participant’s point of view. Investigation of more than 692 participants shows some interesting and important results. For example, instead of material incentives, participants’ interests are critical in their decision about whether or not to respond. Network Viruses, just like the Spam Mail, plays an important role in the web-based survey. In addition, the paper gives some pointed suggestions to promote the response rate of the web-based survey.