China Daily

7 1st, this newspaper published a "false discovery rate of television viewing behavior" message, the first sample revealed the ratings for individual local TV households are being "bought" the facts.

after the news published in foreign trade can be described as a ripple, readers have also call thread message, expressed the television ratings, "common currency" fraud of the "tremendous shock" I also hope that this newspaper a catch in the end, the ratings continue to reveal the deep behind the tip of the iceberg of false reasons.

today, we will continuously published newspaper reporter's investigation, reveal "Who is the sample", "Who in the fraud" and other key issues. Please pay attention to, and welcome to continue to provide clues, a sentiment.

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Monkey retired workers once the investigation is the professional organization Suofu Rui in a selection of a city households "sample" family, due to a number of television "buy" to provide some are "pollution" ratings data, the sample status has been revoked. Our reporters after a difficult search, finally found the family and also to secure their positive match. They revealed exclusively to this newspaper as a "sample" after the encounter, and by "buying" and after. In view of the protection of the family, this newspaper has done the necessary information on their identity hidden. The following is her Readme.

television nose real spirit

giving itself a home in this small device installed (refer to gauge audience - Editor's Note), really attract a lot of things. < p> family of five people, three generations, there are three TVs, all the little devices installed, also separately with the three remote control. the remote control to have our family of five names, the operation is not troublesome, such as grandchildren to look up television The "Hi Frankie," select the channel, click on the name of their corresponding code-named, who see the press who's key.

was installed in April last year, this stuff. 1 do not know Lesbian knock on the door to ask, that is willing to install a TV meter, 50 yuan a month to our investigations. not that when we look at programs written by clicking the remote control in his own name? We do not want to promise more the.

be installed after the trouble really been ah. home phone, name, address, ah, like TV sets around the country like they all know.

TV Ling ah nose really. only installed a few days later, a television station to get other provinces and cities. I remember that day is a weekend, come that evening to their TV sets 8:00 9:30 have a good look at the programs that we will be watching prizes. We used to not watch this TV station, but this file program is once a week to complete their requirements, it is easy to see to see it.

people say really counts. A month later, I sent them home to receive the tea. New Year, there are gifts, something is not expensive, but the one sent a month, it is not easy.

later, the other party to telephone calls that we see every night a half-hour television station they makes me a bit less happy. Still later, they will not give money sent home to change things, and 200 yuan per month, many, people are polite. we have a bit confused nerve to the.

harassing telephone endless

we installed this equipment, all signed a confidentiality contract. However, the contract signed less than a month, which the harassing calls at home really too many are calling around the television, I have received 56 direct TV hope that "cooperation" of the phone, her son also received a lot of. my home to repair the machine to people who have talked to, complained about However, the master said, do not ignore them. can we ignore this nuisance calls are endless ah.

our hearts are gas ah. it clear that good information security, and how so many people know my home information. I would also like to know who put our information leaked?

I chose to "purchase" the best conditions for a TV station programs, every day the television, we lock this channel , adhered to at least six months. Originally, the family like to watch the local TV stations, TV stations can be people of high gifts, collected people's money, took people's ceremony, I have responsibility. say, and now TV shows are similar, Several also broadcast a TV series, Behold are not all about Taiwan? Also, other people's programs are also good.

TV "stare" was also very tight, ah, always call us, we are not questioning watch their programs.

cooperation "market" prices of the

Spring Festival this year, Suo Furui to a bit lad, Montreal, our equipment is very torn up.

some television stations do not know our family is not a "sample", and not long ago there were more remote stations of the young man home to the west, with a number of food gifts, and said, we spent two nights each week to see their units, they come back to 400 yuan. It appears that competition for market bullish.

Suofu Rui had to listen to people talk, install the equipment, is to TV ratings, on behalf of thousands of tens of thousands of households do. What the ratings Yeah, I do not know this family of women, but now I behold, this viewing rate, leave very, very dark too.

(interview with this reporter Caoling Juan order)

who is sample

reporter LIU Yang Cao Lingjuan

ratings survey is built on the basis of the sample households. However, when " ratings "have become familiar with the concept of people, this" sample "has become the invisible group of people.

as an important support ratings, a sample of households, why so mysterious?

a city only a few hundred

is not the absolute number, but rather the validity

ratings sample, where is?

According to CCTV - Suo Furui vice president of Freedom and description, Suo Furui research network currently has the city, provincial, and national surveys web survey network of three network TV ratings, respectively, covering the whole country, province and the city's TV channel ratings survey. Customers can meet the need to buy different levels, different regions of the ratings data, such as 160 cities, 71 cities, 35 cities in the ratings and so on.

Freedom and, at present Suo Furui The national survey has a sample of 55 000 net. The Case of Shanghai, the city's permanent population of over 10 million, fewer than 500 installation of the current meter ratings measurement data available for Suo Furui.

1 city only a few hundred samples can accurately represent the viewing situation? Freedom and said: "We also hope to try more samples, but to expand the sample size and need to replace the money. The size of the domestic advertising market is not enough to support a greater viewership market. "

However, in the Development Research Center of the State Administration of Radio Information Institute, Li Lan, deputy director of view, the absolute number of the number of samples is not critical, it is essential validity. As introduced from Europe and the United States more mature viewership patterns, the statistical sampling method has its scientific nature.

the survey chose the distribution of sample in urban areas, often according to a local population, taking into account members of the family structure, and strive to be representative. For example, the Beijing Chaoyang District, the proportion of the population in the city's population accounts for about 18% of sample selection in the region also accounts for the total sample the same city a similar proportion.

Freedom and also describes the regional distribution of the sample number of households depend on the level of development of local television media. "developed local television media, advertisers prefer, the sample distribution would be relatively dense. Such as Guangzhou, Shenzhen, sample as many as 300 to 400, the province nearly 3,000 sample households. "

Although the" effectiveness "than" absolute number "More importantly, however, let Li Lan worry is that in the absence of third-party monitoring of the situation," a dominant "in the investigation, who to ensure the accuracy of these data, the sample distribution of the scientific, the veracity of statistics?

"no one knows its sample distribution and choice, no one to monitor the research company. Consideration for funding, 在 course of the investigation, 可能 because a small place to watch TV in the Ren, the Consumer Shui Ping Di, Huo Zhe administrative barriers to higher, from the advertising business Xuqiu the 角度, as far as number of points less cloth, so a more and more commercial audience surveys, can not accurately grasp the entire viewing audience survey the situation. "Li Lan said.

another secret group of ordinary people both

sample households will have a 20% annual turnover rate

largely determined the regional distribution, research institutions will help in the street neighborhood committees, select some that they think will "sample" conditions of the family. and then, in the approval of these families agreed to Hou, Shi Qi to become the company's sample Ke Hu Tiao Cha. research company paid to the sample households Mei Yue certain rate of return and incentives, such as Suo Furui 50 monthly to sample households, and the family members were asked external secrecy, and to support the implementation of the investigation.

investigation methods, Suo Furui taken is currently the world's most popular two methods - diary cards and ratings meter. The former tenants fill out ratings diaries from the sample card, the investigators collected data once a week visit statistics. which is currently recognized as the most accurate, rely on the ratings meter.

"measuring instrument is a gadget like TV set-top boxes. "A senior researcher Road to reporters," while family members will have a personal remote control. "Members of sample households watching TV, press representatives were key code of personal information, the channel length of stay in a certain time, ratings data will be recorded. research firm daily return phone automatically collect ratings data and disaggregated statistical summarized.

Freedom and presentation of survey data in order to maintain the accuracy of measuring system sample of households for households to maintain the annual rate of 25% -30% level, diary card to replace the sample households is about 2% of basic weekly, remained for the entire year replacement cycle.

"the reasons for change, main part of the family to move abroad, the representation of some family members there have been some changes, there is low quality or contaminated samples. "

accordance with international practice, in order to avoid television, TV production agencies, advertisers, and other buy samples of households, data on false ratings, the sample household name, identity, address and other information are kept strictly confidential . "criteria for Chinese TV viewership," also stipulates that the investigation agencies in determining the sample households, sample households must sign a confidentiality agreement.

easy "error" in statistics

survey mode with birth defects, low cost manipulation

According to insiders, diary card survey often the case, some accept the diary card survey sample households often collect data in the home when the investigators would only be with memories of the past week to conduct feedback ratings, which is difficult to avoid errors, leading to investigative bodies difficult to obtain true and accurate ratings data. In addition, investigators collected only once a week, the data also makes the efficiency of this method of data obtained greatly reduced.

The ratings meter data collection accuracy and efficiency advantages are obvious, but the cost is much higher than the investigation diary cards. It is understood that a price gauge ratings in the hundreds of thousand dollars, which means that, using this method to measure the research firm only for the cost of measuring instruments as high as several million dollars. such a high cost, to some extent restricted the overall popularity of such methods of investigation. < / p>

But the people said that this operation on the sample of households with high requirements, forget the personal code by the code key and press the wrong key situations also often occur. research company data to improve the accuracy of ratings nature, will take other measures. such as telephone sampling of some samples of customers to compare their current situation in ratings is consistent with the background data. If inconsistencies are more, it will replace the sample client.

has been identified as the "pollution sample" to prove that the sample households were there for a purpose to find the person or organization, you can easily "pollution" ratings data - as long as the manipulation of several samples of households, we can make a local TV ratings in the city turned fold increase.