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笔者们在完成总人口的多阶段抽样的笔记本电脑辅助的实地调查之后,以缩减的同一问卷进行网站调查。两者的可比性得以论证。通过对照分析,发现网站调查应答者的阶层分布相比于前者出现了全面的统计学上的显著差异,证明网站调查既不能代表总人口,也不能代表网民,甚至不能代表城市男性网民。网站调查的兴旺与不受批评的现状,来源于当前大众的信息饥渴与无知IT从业者和无良传媒商的自觉合谋制造以及学术界对社会责任的忽视。网站调查本质上是招募调查,因此不是做不到而是不需要总体界定与随机抽样。这违背了科学研究方法的基本定义,因此网站调查只能向着开展定性调查的方向发展。
After completing a laptop-assisted field survey of multistage sampling of the general population, the authors conducted site surveys using the same reduced questionnaire. The comparability of the two is demonstrated. Through the comparative analysis, we find that there is a comprehensive statistical difference between the survey respondents’ class distribution and the former. It proves that the website survey can neither represent the total population nor the Internet users, nor even represent the urban male netizens. The prosperity of websites and the status quo of criticism come from the current mass public information hunger and ignorance of conscious conspiracies of IT practitioners and unscrupulous media companies and the neglect of social responsibility by academics. Website surveys are essentially recruiting surveys and are therefore not impossible to do but do not require an overall definition and random sampling. This is contrary to the basic definition of scientific research methods, so web site surveys can only be conducted in the direction of carrying out qualitative surveys.