摘要
针对国内国外网络调查失败率高的问题,提出了影响网络调查适用性的20个因素,通过层次分析法确定了这20个因素的权重,分析得出在影响网络调查适用性上起主要作用的9个因素。在实施网络调查之前应通过重点考察这些因素来确定实施网络调查的可行性,从而可以有效地避免网络调查的盲目性。
Internet-based marketing survey has the advantages of low cost, short surveying time, and no limits to time and space. Therefore, this survey method is attractive. But internet-based survey shows the less success in home and abroad. 20 factors influencing the feasibility of the survey are presented and their weights are determined by AHP. The analysis shows that of these influencing factors, 9 factors are major. These 9 factors can be taken as the basses whether internet-based survey could be carried our or not.
出处
《管理学报》
2006年第4期493-497,共5页
Chinese Journal of Management
基金
四川省软科学研究计划资助项目(05ZR025-063)
