{"id":11298,"date":"2014-11-05T01:52:20","date_gmt":"2014-11-05T01:52:20","guid":{"rendered":"https:\/\/www.sisinternational.com\/upgrade\/?page_id=11298"},"modified":"2026-01-25T18:00:29","modified_gmt":"2026-01-25T23:00:29","slug":"%e7%bd%91%e4%b8%8a%e5%85%ac%e5%91%8a%e8%ae%a8%e8%ae%ba%e5%8c%ba","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/zh\/%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e5%ae%9a%e6%80%a7%e5%ae%9a%e9%87%8f%e7%a0%94%e7%a9%b6%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/%e7%bd%91%e4%b8%8a%e5%85%ac%e5%91%8a%e8%ae%a8%e8%ae%ba%e5%8c%ba\/","title":{"rendered":"\u5728\u7ebf\u5b9a\u6027\u5e02\u573a\u7814\u7a76"},"content":{"rendered":"

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u89e3\u51b3\u65b9\u6848<\/h1>\n\n\n\n
\"SIS<\/figure>\n\n\n\n

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\u60a8\u7684\u5ba2\u6237\u5728\u7f51\u4e0a\u82b1\u8d39\u7684\u65f6\u95f4\u8d8a\u6765\u8d8a\u591a\u3002\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u63ed\u793a\u4e86\u6709\u52a9\u4e8e\u60a8\u63d0\u9ad8\u4e1a\u52a1\u7ee9\u6548\u7684\u89c1\u89e3\u3002<\/h2>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u89e3\u51b3\u65b9\u6848\u7684\u51fa\u73b0\u6807\u5fd7\u7740\u4f20\u7edf\u65b9\u6cd5\u7684\u91cd\u5927\u8f6c\u53d8\uff0c\u5b83\u63d0\u4f9b\u4e86\u4e00\u5957\u6df1\u5165\u7814\u7a76\u5e02\u573a\u7814\u7a76\u5b9a\u6027\u65b9\u9762\u7684\u5de5\u5177\u3002\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u5229\u7528\u5c16\u7aef\u6280\u672f\u63d0\u4f9b\u4ee5\u524d\u65e0\u6cd5\u5b9e\u73b0\u7684\u7ec6\u8282\u548c\u7ec6\u5fae\u5dee\u522b\uff0c\u6709\u52a9\u4e8e\u66f4\u5168\u9762\u5730\u4e86\u89e3\u5e02\u573a\u683c\u5c40\u3002<\/span><\/p>\n\n\n\n

\u9009\u62e9\u6b63\u786e\u7684\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u89e3\u51b3\u65b9\u6848\u7684\u91cd\u8981\u6027<\/strong><\/h2>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u89e3\u51b3\u65b9\u6848\u63d0\u4f9b\u4e86\u72ec\u7279\u7684\u89c6\u89d2\u6765\u4e86\u89e3\u5ba2\u6237\u884c\u4e3a\u548c\u5e02\u573a\u8d8b\u52bf\u7684\u5fae\u5999\u4e4b\u5904\u3002\u4e0e\u63d0\u4f9b\u7edf\u8ba1\u6570\u636e\u7684\u5b9a\u91cf\u65b9\u6cd5\u4e0d\u540c\uff0c\u5b9a\u6027\u7814\u7a76\u6df1\u5165\u63a2\u7a76\u6d88\u8d39\u8005\u9009\u62e9\u80cc\u540e\u7684\u201c\u539f\u56e0\u201d\u3002\u8fd9\u79cd\u66f4\u6df1\u5165\u7684\u6d1e\u5bdf\u5bf9\u4e8e\u4f01\u4e1a\u6709\u6548\u5730\u5b9a\u5236\u5176\u4ea7\u54c1\u548c\u8425\u9500\u7b56\u7565\u81f3\u5173\u91cd\u8981\u3002<\/span><\/p>\n\n\n\n

\u901a\u8fc7\u5229\u7528\u865a\u62df\u7126\u70b9\u5c0f\u7ec4\u3001\u6df1\u5ea6\u8bbf\u8c08\u548c\u5728\u7ebf\u4eba\u79cd\u5b66\u7b49\u5148\u8fdb\u5de5\u5177\uff0c\u4f01\u4e1a\u53ef\u4ee5\u6536\u96c6\u4f20\u7edf\u65b9\u6cd5\u53ef\u80fd\u9057\u6f0f\u7684\u4e30\u5bcc\u3001\u7ec6\u81f4\u7684\u6570\u636e\u3002<\/span><\/p>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u7684\u7c7b\u578b<\/h2>\n\n\n\n

\u5728\u7ebf\u516c\u544a\u677f<\/strong><\/h3>\n\n\n\n

\u5728\u7ebf\u516c\u544a\u677f\u901a\u5e38\u6d89\u53ca 10-20 \u540d\u53d7\u8bbf\u8005\u3002\u5ba2\u6237\u53ef\u4ee5\u901a\u8fc7\u76d1\u7763\u53d7\u8bbf\u8005\u751f\u6210\u7684\u5185\u5bb9\u6765\u53c2\u4e0e\u548c\u534f\u52a9\u7814\u7a76\u6267\u884c\u3002\u4ece\u5ba2\u6237\u7684\u89d2\u5ea6\u6765\u770b\uff0c\u8fd9\u662f\u8fd9\u79cd\u7814\u7a76\u65b9\u6cd5\u7684\u4e00\u4e2a\u660e\u663e\u4f18\u52bf\uff0c\u56e0\u4e3a\u5b83\u4e3a\u6700\u7ec8\u5229\u76ca\u76f8\u5173\u8005\u63d0\u4f9b\u4e86\u66f4\u76f4\u63a5\u7684\u673a\u4f1a\u6765\u5438\u5f15\u53c2\u4e0e\u8005\uff0c\u800c\u4e0d\u4f1a\u5f71\u54cd\u4ed6\u4eec\u7684\u53cd\u9988\u3002<\/p>\n\n\n\n

\u89c6\u9891\u91c7\u8bbf<\/strong><\/h3>\n\n\n\n

Now, with the emergence of mobile video platforms, researchers are using respondent-generated video content to gain much deeper insights into consumer behavior. Qualitative Research platforms can now analyze voice, behavior, and words spoken.  With the ability to capture video and audio generated by respondents, researchers can analyze \u201cdigital body language,\u201d or the nonverbal communication that was once only accessible by conducting in-person studies.<\/p>\n\n\n\n

\u865a\u62df\u7126\u70b9\u5c0f\u7ec4<\/b><\/h3>\n\n\n\n

\u8fd9\u4e9b\u4f1a\u8bae\u90fd\u662f\u5728\u7ebf\u8fdb\u884c\u7684\uff0c\u5141\u8bb8\u6765\u81ea\u4e0d\u540c\u5730\u7406\u4f4d\u7f6e\u7684\u53c2\u4e0e\u8005\u53c2\u4e0e\u8ba8\u8bba\u3002\u8fd9\u4e9b\u4f1a\u8bae\u7684\u5de5\u5177\u901a\u5e38\u5305\u62ec\u5177\u6709\u5b9e\u65f6\u4e92\u52a8\u548c\u6570\u636e\u6536\u96c6\u529f\u80fd\u7684\u89c6\u9891\u4f1a\u8bae\u5e73\u53f0\u3002<\/span><\/p>\n\n\n\n

Virtual Focus Groups are like traditional focus group discussions but conducted over the Internet using digital platforms. The primary goal is to gather qualitative data by encouraging participant interaction and discussion. These discussions can reveal insights into consumer attitudes, perceptions, and decision-making processes that might not be apparent in quantitative surveys.<\/span><\/p>\n\n\n\n

\u5728\u7ebf\u6df1\u5ea6\u8bbf\u8c08 (IDI)<\/b><\/h3>\n\n\n\n

Online in-depth interviews<\/a> involve one-on-one sessions between a researcher and a participant, conducted using online communication tools such as video conferencing software. The aim is to deeply understand the participant\u2019s perspectives, experiences, or behaviors. These interviews allow for the exploration of complex topics, with the flexibility to probe and ask follow-up questions based on the participant’s responses.<\/span><\/p>\n\n\n\n

\u79fb\u52a8\u6c11\u65cf\u5fd7<\/b><\/h3>\n\n\n\n

Mobile ethnography is an innovative and increasingly popular method within online qualitative research<\/a> solutions that leverages mobile technology to gather deep, contextual insights into consumer behavior and experiences. <\/span><\/p>\n\n\n\n

\u79fb\u52a8\u6c11\u65cf\u5fd7\u7814\u7a76\u8981\u6c42\u53c2\u4e0e\u8005\u4f7f\u7528\u81ea\u5df1\u7684\u79fb\u52a8\u8bbe\u5907\u5b9e\u65f6\u8bb0\u5f55\u548c\u5206\u4eab\u4ed6\u4eec\u7684\u65e5\u5e38\u4f53\u9a8c\u3001\u4e92\u52a8\u548c\u73af\u5883\u3002\u5176\u76ee\u6807\u662f\u901a\u8fc7\u5728\u81ea\u7136\u73af\u5883\u4e2d\u89c2\u5bdf\u6d88\u8d39\u8005\u7684\u884c\u4e3a\u3001\u751f\u6d3b\u65b9\u5f0f\u548c\u73af\u5883\uff0c\u771f\u6b63\u4e86\u89e3\u6d88\u8d39\u8005\u7684\u884c\u4e3a\u3001\u751f\u6d3b\u65b9\u5f0f\u548c\u73af\u5883\u3002\u4e0e\u4f20\u7edf\u7814\u7a76\u65b9\u6cd5\u76f8\u6bd4\uff0c\u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u63d0\u4f9b\u66f4\u771f\u5b9e\u3001\u66f4\u5168\u9762\u7684\u6d88\u8d39\u8005\u4f53\u9a8c\u89c6\u56fe\u3002<\/span><\/p>\n\n\n\n

\u7f51\u4e0a\u8c03\u67e5\u548c\u6c11\u610f\u8c03\u67e5<\/b><\/h3>\n\n\n\n

\u5728\u7ebf\u8c03\u67e5\u548c\u6c11\u610f\u8c03\u67e5\u662f\u6570\u5b57\u95ee\u5377\u6216\u6c11\u610f\u8c03\u67e5\uff0c\u65e8\u5728\u901a\u8fc7\u4e92\u8054\u7f51\u4ece\u4f17\u591a\u53d7\u8bbf\u8005\u90a3\u91cc\u6536\u96c6\u4fe1\u606f\u3002\u867d\u7136\u5b83\u4eec\u901a\u5e38\u7528\u4e8e\u6536\u96c6\u5b9a\u91cf\u6570\u636e\uff0c\u4f46\u5b83\u4eec\u4e5f\u53ef\u4ee5\u901a\u8fc7\u5305\u542b\u5f00\u653e\u5f0f\u95ee\u9898\u6765\u6536\u96c6\u5b9a\u6027\u89c1\u89e3\uff0c\u8ba9\u53d7\u8bbf\u8005\u8be6\u7ec6\u8868\u8fbe\u81ea\u5df1\u7684\u60f3\u6cd5\u548c\u610f\u89c1\u3002<\/span><\/p>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u7684\u4f18\u52bf<\/h2>\n\n\n\n
\"SIS<\/figure>\n\n\n\n

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\u4e0e\u4f20\u7edf\u65b9\u6cd5\u76f8\u6bd4\uff0c\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u5177\u6709\u4ee5\u4e0b\u51e0\u4e2a\u4f18\u52bf\uff1a<\/span><\/p>\n\n\n\n

\u2022 \u66f4\u5e7f\u6cdb\u7684\u5730\u7406\u8986\u76d6\u9762\u548c\u591a\u6837\u6027\uff1a<\/b> \u5728\u7ebf\u7814\u7a76\u6253\u7834\u4e86\u5730\u7406\u969c\u788d\uff0c\u4f7f\u7814\u7a76\u4eba\u5458\u80fd\u591f\u4e0e\u6765\u81ea\u4e0d\u540c\u5730\u533a\u7684\u53c2\u4e0e\u8005\u8fdb\u884c\u4ea4\u6d41\u3002\u8fd9\u589e\u52a0\u4e86\u6240\u6536\u96c6\u6570\u636e\u7684\u591a\u6837\u6027\u548c\u4e30\u5bcc\u6027\u3002<\/span><\/p>\n\n\n\n

\u2022 \u6210\u672c\u6548\u76ca\uff1a<\/b> \u5b83\u51cf\u5c11\u4e86\u4e0e\u65c5\u884c\u3001\u573a\u5730\u79df\u8d41\u548c\u5370\u5237\u6750\u6599\u76f8\u5173\u7684\u6210\u672c\u3002\u5728\u7ebf\u5de5\u5177\u901a\u5e38\u6210\u672c\u8f83\u4f4e\uff0c\u4f7f\u7814\u7a76\u66f4\u5bb9\u6613\u8fdb\u884c\u3002<\/span><\/p>\n\n\n\n

\u2022 \u65f6\u95f4\u6548\u7387\uff1a <\/b>\u5728\u7ebf\u5b89\u6392\u548c\u5f00\u5c55\u8bbf\u8c08\u3001\u7126\u70b9\u5c0f\u7ec4\u6216\u8c03\u67e5\u53ef\u4ee5\u66f4\u8282\u7701\u65f6\u95f4\u3002\u53c2\u4e0e\u8005\u548c\u7814\u7a76\u4eba\u5458\u53ef\u4ee5\u5728\u81ea\u5df1\u7684\u73af\u5883\u4e2d\u53c2\u4e0e\uff0c\u4ece\u800c\u8282\u7701\u901a\u52e4\u548c\u51c6\u5907\u65f6\u95f4\u3002<\/span><\/p>\n\n\n\n

\u2022 \u6570\u636e\u6536\u96c6\u7684\u7075\u6d3b\u6027\uff1a <\/b>\u5728\u7ebf\u5e73\u53f0\u63d0\u4f9b\u5404\u79cd\u6570\u636e\u6536\u96c6\u65b9\u6cd5\uff0c\u5982\u804a\u5929\u3001\u89c6\u9891\u901a\u8bdd\u6216\u8bba\u575b\u3002\u8fd9\u79cd\u7075\u6d3b\u6027\u53ef\u4ee5\u5e26\u6765\u66f4\u6df1\u5165\u548c\u591a\u6837\u5316\u7684\u6570\u636e\u3002<\/span><\/p>\n\n\n\n

\u2022 \u521b\u65b0\u7684\u6570\u636e\u5206\u6790\u5de5\u5177\uff1a<\/b> Online research tools often include advanced data analysis features, enabling more sophisticated and quicker qualitative data analysis.<\/span><\/p>\n\n\n\n

\u2022 \u4e3a\u6b8b\u969c\u4eba\u58eb\u63d0\u4f9b\u7684\u4fbf\u5229\uff1a <\/b>Online methods can be more accessible for people with physical disabilities or those who cannot travel.<\/span><\/p>\n\n\n\n

\u2022 \u5b9e\u65f6\u6570\u636e\u6536\u96c6\u548c\u5206\u6790\uff1a<\/b> \u5728\u7ebf\u5de5\u5177\u53ef\u4ee5\u7acb\u5373\u6536\u96c6\u548c\u5206\u6790\u6570\u636e\uff0c\u4fc3\u8fdb\u66f4\u52a0\u52a8\u6001\u7684\u7814\u7a76\u8fc7\u7a0b\u3002<\/span><\/p>\n\n\n\n

\u2022 \u7eb5\u5411\u7814\u7a76\u53d8\u5f97\u66f4\u5bb9\u6613\uff1a <\/b>\u5728\u7ebf\u5e73\u53f0\u4f7f\u5f00\u5c55\u7eb5\u5411\u7814\u7a76\u53d8\u5f97\u66f4\u52a0\u5bb9\u6613\uff0c\u56e0\u4e3a\u53ef\u4ee5\u4e0d\u53d7\u5730\u7406\u9650\u5236\u5730\u8054\u7cfb\u53c2\u4e0e\u8005\u8fdb\u884c\u540e\u7eed\u7814\u7a76\u3002<\/span><\/p>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u7684\u673a\u4f1a<\/strong><\/h2>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u4e3a\u4f01\u4e1a\u63d0\u4f9b\u4e86\u8bb8\u591a\u673a\u4f1a\uff0c\u5305\u62ec\uff1a<\/span><\/p>\n\n\n\n

\u2022 \u5e02\u573a\u7ec6\u5206\uff1a<\/b> \u5728\u7ebf\u5de5\u5177\u53ef\u4ee5\u8fdb\u884c\u6709\u6548\u7684\u7ec6\u5206\u7814\u7a76\uff0c\u5e2e\u52a9\u4f01\u4e1a\u8bc6\u522b\u548c\u4e86\u89e3\u4e0d\u540c\u7684\u5ba2\u6237\u7fa4\u4f53\uff0c\u5e76\u76f8\u5e94\u5730\u5b9a\u5236\u4ed6\u4eec\u7684\u4ea7\u54c1\u3002<\/span><\/p>\n\n\n\n

\u2022 \u4ea7\u54c1\u5f00\u53d1\u4e0e\u521b\u65b0\uff1a <\/b>\u5728\u7ebf\u4e0e\u5ba2\u6237\u4e92\u52a8\u53ef\u4ee5\u4e3a\u4ea7\u54c1\u5f00\u53d1\u63d0\u4f9b\u5b9d\u8d35\u7684\u53cd\u9988\u3002\u8fd9\u53ef\u4ee5\u5e26\u6765\u66f4\u5177\u521b\u65b0\u6027\u548c\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u3002<\/span><\/p>\n\n\n\n

\u2022 \u6d4b\u8bd5\u8425\u9500\u6d3b\u52a8\uff1a <\/b>\u5728\u5168\u9762\u542f\u52a8\u4e4b\u524d\uff0c\u53ef\u4ee5\u901a\u8fc7\u5728\u7ebf\u7126\u70b9\u5c0f\u7ec4\u6216\u8c03\u67e5\u6765\u6d4b\u8bd5\u8425\u9500\u6d3b\u52a8\uff0c\u4ee5\u8bc4\u4f30\u6709\u6548\u6027\u5e76\u505a\u51fa\u5fc5\u8981\u7684\u8c03\u6574\u3002<\/span><\/p>\n\n\n\n

\u2022 \u5168\u7403\u8303\u56f4\uff1a<\/b> Online research allows businesses to reach international markets<\/a> and understand global trends, aiding in expansion and global marketing strategies.<\/span><\/p>\n\n\n\n

\u2022 \u5458\u5de5\u53cd\u9988\u548c\u53c2\u4e0e\uff1a <\/b>\u4f01\u4e1a\u8fd8\u53ef\u4ee5\u4f7f\u7528\u5728\u7ebf\u5b9a\u6027\u65b9\u6cd5\u6536\u96c6\u5458\u5de5\u7684\u53cd\u9988\uff0c\u6539\u5584\u5185\u90e8\u6d41\u7a0b\u548c\u5de5\u4f5c\u573a\u6240\u73af\u5883\u3002<\/span><\/p>\n\n\n\n

\u2022 \u5371\u673a\u7ba1\u7406\u89c1\u89e3\uff1a <\/b>In times of crisis, online research can provide rapid insights into market<\/a> reactions and consumer sentiments, enabling quicker and more effective response strategies.<\/span><\/p>\n\n\n\n

\u2022 \u5efa\u7acb\u957f\u671f\u5173\u7cfb\uff1a<\/b> Engaging customers and stakeholders in ongoing research can help build long-term relationships and brand<\/a> loyalty.<\/span><\/p>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u7684\u6311\u6218<\/strong><\/h2>\n\n\n\n

\u5728\u7ebf\u5b9a\u6027\u7814\u7a76\u867d\u7136\u5177\u6709\u8bb8\u591a\u4f18\u52bf\uff0c\u4f46\u4e5f\u7ed9\u4f01\u4e1a\u5e26\u6765\u4e86\u4e00\u4e9b\u6311\u6218\uff1a<\/span><\/p>\n\n\n\n

\u2022 \u6570\u5b57\u9e3f\u6c9f\u548c\u53ef\u8bbf\u95ee\u6027\u95ee\u9898\uff1a <\/b>Not all target audiences may have equal access to digital platforms or the Internet. If certain demographics are underrepresented, this can lead to skewed results.<\/span><\/p>\n\n\n\n

\u2022 \u53c2\u4e0e\u5ea6\u548c\u53c2\u4e0e\u7387\uff1a<\/b> Maintaining participant engagement online can be challenging. There’s also a risk of higher dropout rates in online studies compared to face-to-face interactions.<\/span><\/p>\n\n\n\n

\u2022 \u975e\u8bed\u8a00\u7ebf\u7d22\u548c\u6570\u636e\u6df1\u5ea6\uff1a <\/b>Online interactions may lack the richness of non-verbal cues in face-to-face interviews, potentially impacting the depth and quality of data collected.<\/span><\/p>\n\n\n\n

\u2022 \u6280\u672f\u6311\u6218\u548c\u53ef\u9760\u6027\uff1a <\/b>\u4e92\u8054\u7f51\u8fde\u63a5\u4e0d\u826f\u3001\u8f6f\u4ef6\u6545\u969c\u6216\u4e0d\u719f\u6089\u6570\u5b57\u5de5\u5177\u7b49\u6280\u672f\u95ee\u9898\u53ef\u80fd\u4f1a\u5f71\u54cd\u7814\u7a76\u7ed3\u679c\u7684\u8d28\u91cf\u548c\u4e00\u81f4\u6027\u3002<\/span><\/p>\n\n\n\n

\u2022 \u53c2\u4e0e\u8005\u7684\u771f\u5b9e\u6027\u548c\u8bda\u5b9e\u6027\uff1a <\/b>Ensuring participants’ authenticity and responses is more challenging online, as the lack of physical presence can encourage dishonesty or misrepresentation.<\/span><\/p>\n\n\n\n

\u2022 \u6587\u5316\u548c\u8bed\u8a00\u969c\u788d\uff1a <\/b>When researching different countries and cultures, linguistic and cultural barriers can be more pronounced, affecting communication and understanding.<\/span><\/p>\n\n\n\n

\u2022 \u5efa\u7acb\u878d\u6d3d\u5173\u7cfb\uff1a <\/b>\u5728\u7f51\u4e0a\u4e0e\u53c2\u4e0e\u8005\u5efa\u7acb\u878d\u6d3d\u5173\u7cfb\u548c\u4fe1\u4efb\u53ef\u80fd\u66f4\u5177\u6311\u6218\u6027\uff0c\u8fd9\u53ef\u80fd\u4f1a\u5f71\u54cd\u4e92\u52a8\u548c\u6536\u96c6\u6570\u636e\u7684\u8d28\u91cf\u3002<\/span><\/p>\n\n\n\n

\u6211\u4eec\u7684\u7ebd\u7ea6\u5de5\u5382\u5730\u5740<\/h2>\n\n\n\n

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