Applications of Internet User Panel Survey. Chen Hong

Transcription

1 Applications Internet User Panel Survey Chen Hong

2 Contents 1. Internet User Panel 2. Panelist Recruitment 3. Panelist Management Maintenance 4. epanel Online Survey System 5. Applications 6. Case 2

3 Internet User Panel Internet User Panel, short for the Internet User Access Panel, is an respondents database with the same feature: Represent the Internet User in Mainl. Respondents with true rich attributes (Hobbies online/ Internet activity, etc.) All respondents in a panel are willing to be surveyed continuously regularly. As a kind widely-used market survey approach, Access Panel originates from the market survey industry Europe America, with a view to save survey time survey cost, overcome higher higher decline rate. 3

4 Attributes Internet User Panel Basic Attributes 1 Name 10 Number Children 2 Sex 11 Occupation 3 Address 12 Industry 4 Address: location 13 Department 5 Address:city 14 Title 6 Address:county (district) 15 Education 7 ID No. 16 Living Status 8 Date Birth 17 9 Marital Status 18 Family Income Per Month Individual Income Per Month Hobbies online Duration location Equipment Access Method Main time interval Frequency use Purpose Internet user panel is an access panel with attributes online hobbies. online activity, Customary Website is additional attributes. 4 Internet activity IM Information Type Website Current chatting affairs room (inc. international, domestic local ) Search engine Sports news Blog Entertainment news Network video/network TV/movieFinance economics (inc. shares,, funds other financing Network products) game Websites Network Women music & Baidu fashion Stware Education download Rayli (training, going abroad, Alumni record exam, campus, etc.) Hexun Forum /community/bbs Health (medical, hygiene, health Taobao care, etc.) Shopping online/selling ChianRen online Games Tudou Real estate Tianya Autos Thunder Mobile phones Computer relevant... products Digital products

5 Access Panels epanel Access Panel(for general market research) Differentiate Volume (By Jun.30th 2008) Panelists 1,075,869 Contacting Method Phone Mail 537, , ,862 Info Classify Main Attribute (include but not limit to ) Basic info Family status Occupation/education Consuming goods hold Media Gender Date birth Living Area ID Phone Number Monthly Income Personal Interest Marriage Status Number Children Monthly Income Habitation Status Type House Occupation Corporation Character Department Belonged Position Education Mobile Phone, PC, Digital Camera, Car Television, Print, Internet 5

6 Access Panels Internet user panel is an access panel with attributes in online hobbies online activity online etc.. Name Quantity Main Attribute Motor Vehicle Motor Vehicle Owner 108,662 Car Br, Number, Price, Purchase Date, Appearance, Color, etc. Panel Potential Purchaser 121,000 Purchasing Plan (in coming 2 years), Buying Purpose,Budget Internet User Panel 479,852 Print Media Panel 513,793 Online hobbies, Online Activity Information Customary Website, etc. Browse Content,Reading Time, etc.(according to the Chinese population distribution) 6

7 Panelist Recruitment Recruitment source epanel uses a range recruitment methods with diversified sources to ensure recruitment a broad audience. We recruit the netizens who are interested in online survey through TV media, print media, web media other organizations. Purchasing address lists is not utilized. Panel Management Center Internet User Access Panel Media Sources TV media:cctv, satellite channels local TV stations Press media: newspaper, journal press. Network media:epanel survey website, emagzine Yi You independently run by epanel, Internet advertising company other cooperative websites. 7

8 Panelist Recruitment Procedure Step 1. Authorization The potential panelists from any source can not progress to become a member until they underst the purpose the recruitment, obligations rights panel members, the usage purpose attributes (solely for marketing research purpose) privacy policy. Step 2. Application Complete submit the address, gender, location, date birth. Step 3. Confirmation Those who successfully complete submit the above will receive a confirmation sent by epanel Panel Management Center (PMC). The application will be accepted formally after the activating procedure required in confirmation is finished. Step 4. Providing Background Information Qualified applicants will receive be asked to complete a questionnaire their basic. Step 5. Checking Background Information PMC will cross check the background provided by potential panelists via the questionnaire. An applicant can become a member IUP only after they pass the above examination. 8

9 Panelist Management Maintenance Through systematically panelists recruitment management system based on epanel Online Survey Platform, PMC constantly optimizes the integrity activity all IUP panelists to ensure: Quick accurate screening quota sampling during surveys; Integrity activity target to respondents. 1. Panelist Source Management Leverage the number lists from various media (TV, press, web) to ensure the balance IUP.. 2. Panelist Identity Management By examining the uniqueness address, IP address identity, we low the percentage duplicate registration, so as to ensure the uniqueness the panelists.. 3. Panelist Activity Management In order to encourage panelists to participate in our surveys, we have adopted multi-source interactive panelist management methods, such as incentives, interactive activities, electronic journals, etc.. 9

10 Panelist Management Maintenance 4.Panelist Attributes Management We utilize several methods to constantly enhance panelists integrity accuracy, such as cross checking the attributes during the registration the attributes recollected during the surveys, regularly refreshing panelists attributes, etc.. 1. General Update PMC updates all panelists attributes by sending the questionnaire (bonus is available) three times one year. 2. Partial Update In case there is some difference between the attributes collected during the survey the registration, we will update the attributes after getting the permission from the panelists.. 3. Self Update Attributes update window is available on epanel online interactive platform. 10

11 epanel Online Survey System1Project brief 2Questionnaire Editing 3sample Operation Dept. Online Survey System Access Panel Collection 5Fill in Online6Data 4Send invitation mail 7Data Cleaning 研究项目组 Project Team 8Other Services Raw Data Survey Procedures: sample in the panel, send a letter survey invitation to the available samples with the unique questionnaire link. The respondents access epanel questionnaires webpage for replies by clicking on the link, which will be closed by the system after questionnaires are completed, then questionnaires will be returned to the system automatically. 11 Respondents

12 Applications Internet industry is one the core research fields epanel Internet Industry Website Marketing Dept. Website Operation Dept. Website R&D Dept. Internet User s U&A Monitoring Internet Applications Trial Survey Individual Case Study Advertiser Website Media Sale Dept. Media Plan Dept. Ad. Co. Internet Media Research (IMR) Internet Advertising Effect Evaluation Internet Advertising Test 12

13 Internet Application U&A Monitoring IUP Survey contents Website Application Br Br cognition, cognition, penetration, penetration, occupancy occupancy etc. etc. internet internet application. application. Key Key Reason Reason why why users users use use behavior behavior changes changes Problems Problems user user experience. experience. Dem Dem for for function/service function/service improvement improvement Know Know competition competition status status cause cause Know Know life life cycle cycle structure structure users users Proportion Proportion product/service product/service problem problem Rank Rank the the sequence sequence product/service product/service improvement improvement optimization. optimization. Sample Size:300 samples per period Data Collection:online survey Monitoring Period:weekly/monthly/quarterly/semiannual 13

14 Internet Applications Trial Survey IUP Survey contents Website Application Evaluation Evaluation product product interface interface Evaluation Evaluation product product function function Evaluation Evaluation product product speed speed stability stability Opinions Opinions suggestions suggestions product product improvement improvement Product Product dem dem Improve Improve product product interface interface functional functional design design Sample Size :300 samples Data Collection:online survey 14

15 Internet Advertising Effect Evaluation IUP Survey contents Website Application Whether Whether to to watch watch target target advertisings advertisings Advertising Advertising element element recognition recognition Users Users interest interest in in target target advertisings. advertisings. Users Users evaluation evaluation target target advertisings advertisings Target Target advertisings' advertisings' influence influence on on users users shopping shopping behavior behavior Rapidly Rapidly underst underst the the advertising advertising effect effect website website in in this this campaign campaign to to provide provide customers customers with with value-added value-added service service promote promote advertising advertising sales. sales. Sample Size :300 samples Data Collection:online survey Survey Subjects:not exceeding 15 questions every time Survey Period:2-5 days 15

16 Case IMR, Internet Media Research Imr.epanel.cn Interpret the Internet media advertising value Perfect Internet advertising plan

17 Internet Media Research China Internet Media Research (IMR for short) is the continuous survey the third party as released by epanel. IMR is designed to help advertising agencies, advertisers, websites to underst advertising value Internet media, optimize internet advertising media plan. IMR focuses on 15 kinds key internet activities 13 kinds key, covers nearly 200 website brs. 17

18 Internet Media Advertising Value Internet Media Advertising Value Communication Traffic Users Users Quality Homepage Traffic Quantity Active Users Using Frequency User duplication Users Prile value Income Consumption Level. Buying Behavior 18

19 Internet Activities Information 1 1 Browse Browse news news various various 2 2 Receive Receive send send s s 3 3 Instant Instant Message Message 4 4 Chat Chat with with words, words, sound sound or or video video at at a a website website chat chat room. room. 5 5 Use Use search search engines engines 6 6 Read Read or or write write Blog Blog 7 7 Watch Watch or or download download network network video/online video/online TV/movie TV/movie 8 8 Listen Listen to to music music on on line/download line/download music music 9 9 Play Play online online charge charge games games Play Play online online free free games games Download Download computer computer stware stware Browse Browse or or post post a a topic topic at at alumni alumni records. records Browse Browse or or post post a a topic topic at at forum/community/bbs. forum/community/bbs Shopping/selling Shopping/selling online online Use Use personal personal internet internet banking banking 1 1 Current Current affairs affairs (inc. (inc. international, international, domestic domestic local local news) news) 2 2 Sports Sports news news 3 3 Entertainment Entertainment news news 4 4 Finance Finance economic economic 5 5 Woman Woman & vogue vogue 6 6 Education Education 7 7 Health Health 8 8 Game Game 9 9 Real Real estate estate Auto Auto Mobile Mobile phone phone Computer Computer relevant relevant products products Digital Digital products products 19

20 Methodology Survey Scope: 31 provinces around China (except for Hong Kong, Macao Taiwai) Respondents Prile: Any person who is above 6 years old has used the internet in the past half a year Sample Size: 8,000 Data Collection epanel online survey Sample Sample from epanel Internet user panel. Divided Internet user mainl into 31 sampling units, the quota unit was determined according to the 21st Statistical Survey Report on the Internet Development in China Rom sampling from panelist specify province in each sampling unit. 20

21 Methodology Weight method RIM weighing (Ranking iteration Method) Weighing Variables Weighing Value Weighing Variables include 6 items such as region, age, sex, monthly income, educational background, average online duration per week Weighing value: adopt relevant data stated in the 21st Statistical Survey Report on the Internet Development in China 21

22 Imr.epanel.cn 22

23 Thanks! Beijing epanel Co., Ltd. Address:No. 31, Jiaoda East Road, Haidian District, Beijing, China Zip: Contact:Chen Hong Tel.:(8610) ext. 220 Fax:(8610) Website: