大数据背景下平台类企业开展抽样调查的应用研究

The Application of the Sampling Survey for the Platform Enterprises Under the Background of Big Data

大数据背景下,对于抽样调查的必要性和重要性,目前还存在一定争论.文章定义了两种类型的大数据场景,一种是现有数据量海量的情况;另一种是现有抽样框名录海量的情况.对于抽样框名录海量的情况下,抽样调查既必要又重要.文章基于某平台类企业的海量抽样框名录,对该平台类企业关心的问题采用目录抽样的方法进行抽样调查研究,并考虑了样本轮换情况下样本量分配、目标量估计与评估等问题,为今后其他类似的抽样调查应用提供一个有益的借鉴.

Under the background of big data,there still exists certain controversy over the necessity and significance of sampling surveys.This article defines two types of big data scenarios:one is the situation of the existing massive amount of data;the other is the situation of the existing massive sampling frame directory.In the case of massive sampling frame directories,sampling surveys are both necessary and important.Based on a massive sampling frame directory of a platform company,this article uses catalog sampling to conduct a sample survey study over the issues that the platform company is concerned about,and considers sample size allocation,target volume estimation and evaluation in the case of sample rotation,to try to provide a useful reference for future similar sampling survey applications.