论市场调查拒绝率问题

On the Problem of Survey Refusal Rate

随着市场调查业的发展,美国调查业正面临着这样一种趋势:每年被调查者拒绝参加调查的拒绝率越来越高。对中国市场调查业来说,需要阐明CMOR关于拒绝率的定义,分析造成拒绝率上升的六种原因:即市场调查业本身为了取悦顾客而愿意为顾客做任何事;公众对隐私的担心;形形色色打着市场调查幌子的商业推销活动对市场调查业的负面影响;公众对电话调查的反感及公众缺少对市场调查方法的选择;访员素质不高薪水较低;被调查者没有得到物质补偿等,并从中找出对中国市场调查业的启示。

With the development of marketing research,US Research industry is facing an upward tend in the number of people refusing to participate in surveys each year. In this article, the authors give CMOR's definition of survey refusal rate and analyze six aspects that cause the rising tide of survey refusal rate. They are:research industry itself in its need to please clients ;the public's concerns regarding data privacy protection;a negative association with telemarketing efforts of all stripes; consumers' aversion to telephone surveys and a lack of survey method choices for consumers ;a need for better salaries for interviewers and that consumers receive no financial compensation for participating in most surveys. Then the authors give some advice for Chinese research industry.