Microsoft Surface is the Only Apple Competitor in the PC Market

A bold statement to make, right? Especially when you look at the latest PC market share numbers, and Microsoft Surface is nowhere to be seen. Yet, the Microsoft Surface brand’s mindshare has been growing among Millennials and Early Tech Adopters.

In October 2017 we, at Creative Strategies, asked a panel of 1300 US consumers about their personal and work preferences in both PC brand and workflow habits. We were eager to understand how users feel about specific PCs they are given at work as well as what tools and apps they value.

First things first, the industry has been talking about the death of the PC for years. Yet, especially for productivity, we are still very much bound to our notebooks. So it is no surprise that when it comes to working on a report, presentation or other projects, 81% of Americans we interviewed said they use a notebook/desktop as their primary device. Millennials too prefer a notebook or a desktop (74%), but they are the group most open (14%) to using whatever device they have at the time and often using their smartphones (or tablet) and their notebook/desktop together. This reflects how Millennials (37%) have embraced the cloud, which is a core enabler of multi-device workflows. Along with Early Tech Adopters (44%) and Early Mainstream (39%), Millennials see the benefit of the cloud precisely in the ability to access content from any device they choose.

2in1s or hybrid computers are certainly growing in popularity. Twenty-one percent of American consumers have already replaced their laptop with a Surface Pro or an iPad Pro. Another 17% is interested in making the switch to a Surface Pro and 14% to an iPad Pro. While both these families of devices support pen/pencil input, this input tool does not play a role in the purchasing decision process for 31% of consumers.

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“Bring your own device” is a trend that impacted enterprises across many countries, but while the direct impact might have remained mostly contained to the mobile space, the indirect effect on employees’ expectations when it comes to technology has been more extensive.

Early Tech Adopters looking for a job would pass on an opportunity if the position did not offer flexible hours (60%) and if they could not choose the type of computer they would use (32%). For users of Apple products in the enterprise, the need to pick their own PC climbs to 40%.

When asked to pick their PC of choice Early Tech Adopters have a strong preference for Microsoft Surface (52%) over everybody else, including Apple (38%) while Millennials and mainstream consumers see these two brands being equal.

People firmly believe that the technology employers provide you with shows how much they care about the work their employees produce (29%) as well as how much they actually care about their employees themselves (28%). Millennials feel even more strongly about it with 13% going as far as saying that it shows “how cheap they are when it comes to anything to do with employees.”

Microsoft Surface winning over Early Tech Adopters

Despite the fact that most of Microsoft Surface’s sales are in the enterprise market, consumers are very familiar with the brand with only 10% of consumers not being familiar at all with the devices. Consumers who are very familiar with the name think that Microsoft Surface products are the best products with Windows software on them (21%) and this is precisely because hardware and software are optimized for each other (18%). Another 16% of consumers feel that although they are good products they are too expensive.

The main differentiation against other Windows 10 devices rests in the hardware quality (36%). For some consumers (18%), the fact that Microsoft makes Surface products is a key differentiator, and for current Apple owners (36%) Surface products run the best implementation of Windows 10.

When it comes to comparing Microsoft Surface to Apple products the key differentiator rests in the operating system Surface products run (43%). Current Surface users, in both personal and work, see the key differentiator being the touch and pen support (27%).

Microsoft has been talking a lot lately about creativity being the new productivity, and the good news for Surface is that early adopters see Microsoft Surface as the brand that empowers them to be both productive (49%) and creative (48%). Interestingly, Millennials continue to see Apple as the brand that empowers them to be creative (45%). I am sure that such belief comes partly from the strong integration with the iPhone and the range of apps that seamlessly work across iOS and MacOS. Apps availability is something that Microsoft needs to continue to address, especially for devices like the Surface Laptop that ships with Windows 10 S as the default OS.

Apple remains the Market Leader in Consumers’ Minds

When we asked consumers who they see as the leading notebook/laptop brand in the market, the answer came across loud and clear: Apple. Forty-six percent of American consumers chose Apple as the leading brand in notebooks, although interestingly Mainstream and Millennials were stronger segments than Early Tech Adopters and Early Mainstream, categories that I am sure Apple is hoping to excite again with the upcoming iMac Pro.

When we asked consumers why they picked Apple, it was mostly because “everybody seems to have one of their notebooks” (21%) and because “they have always been the most aspirational brand” (20%). Another 21% were split between an OS preference and that their products “just work.” Interestingly, to my earlier point of strong ties with the iPhone, 17% of people of picked Apple mention that as a driving reason.

There is also no doubt that in consumers’ minds the only brand able to compete with Apple is Microsoft Surface, especially among Early Tech Adopters (32%) and Millennials (28%). When we asked who chose the Microsoft Surface brand why they did, 22% said it was because it is the only brand able to compete with Apple and another 21% simply said they are leaders because they are their preferred brand. Nineteen percent also believes that Microsoft Surface products offer the best implementation of Office on Windows 10.

So, the moral of the study is that while overall sales might not ring any alarm bells for other PC manufacturers, Microsoft Surface quietly established itself as the most aspirational brand in the Windows ecosystem as well as the only brand able to compete with Apple. This might not translate straight away in an impact on sales, but it is likely to impact positioning and pricing on the higher end of the market where all PC vendors have been focusing more as of late.

 

NOTE: In this article, Millennials refer to the age group between 18 and 35 years old. The Label of Early Tech Adopters relates to panelists who self-selected the following description: “I’m pretty tech savvy. Friends and family usually come to me for tech related questions/issues” and “I tend to be the first person in my peer group to buy new tech/gadgets. I consider myself an early adopter.”

 

 

Published by

Carolina Milanesi

Carolina is a Principal Analyst at Creative Strategies, Inc, a market intelligence and strategy consulting firm based in Silicon Valley and recognized as one of the premier sources of quantitative and qualitative research and insights in tech. At Creative Strategies, Carolina focuses on consumer tech across the board. From hardware to services, she analyzes today to help predict and shape tomorrow. In her prior role as Chief of Research at Kantar Worldpanel ComTech, she drove thought leadership research by marrying her deep understanding of global market dynamics with the wealth of data coming from ComTech’s longitudinal studies on smartphones and tablets. Prior to her ComTech role, Carolina spent 14 years at Gartner, most recently as their Consumer Devices Research VP and Agenda Manager. In this role, she led the forecast and market share teams on smartphones, tablets, and PCs. She spent most of her time advising clients from VC firms, to technology providers, to traditional enterprise clients. Carolina is often quoted as an industry expert and commentator in publications such as The Financial Times, Bloomberg, The New York Times and The Wall Street Journal. She regularly appears on BBC, Bloomberg TV, Fox, NBC News and other networks. Her Twitter account was recently listed in the “101 accounts to follow to make Twitter more interesting” by Wired Italy.

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    技術の進歩
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  80. 民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。

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  84. 總統民調
    民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。

  85. 最新民調
    民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。

  86. 總統民調
    民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。

  87. 民調
    民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。

  88. 2024總統大選民調
    民意調查是什麼?民調什麼意思?
    民意調查又稱為輿論調查或民意測驗,簡稱民調。一般而言,民調是一種為了解公眾對某些政治、社會問題與政策的意見和態度,由專業民調公司或媒體進行的調查方法。

    目的在於通過網路、電話、或書面等媒介,對大量樣本的問卷調查抽樣,利用統計學的抽樣理論來推斷較為客觀,且能較為精確地推論社會輿論或民意動向的一種方法。
    以下是民意調查的一些基本特點和重要性:

    抽樣:由於不可能向每一個人詢問意見,所以調查者會選擇一個代表性的樣本進行調查。這樣本的大小和抽樣方法都會影響調查的準確性和可靠性。
    問卷設計:為了確保獲得可靠的結果,問卷必須經過精心設計,問題要清晰、不帶偏見,且易於理解。
    數據分析:收集到的數據將被分析以得出結論。這可能包括計算百分比、平均值、標準差等,以及更複雜的統計分析。
    多種用途:民意調查可以用於各種目的,包括政策制定、選舉預測、市場研究、社會科學研究等。
    限制:雖然民意調查是一個有價值的工具,但它也有其限制。例如,樣本可能不完全代表目標人群,或者問卷的設計可能導致偏見。
    影響決策:民意調查的結果常常被政府、企業和其他組織用來影響其決策。
    透明度和誠實:為了維護調查的可信度,調查組織應該提供其調查方法、樣本大小、抽樣方法和可能的誤差範圍等詳細資訊。
    民調是怎麼調查的?
    民意調查(輿論調查)的意義是指為瞭解大多數民眾的看法、意見、利益與需求,以科學、系統與公正的資料,蒐集可以代表全部群眾(母體)的部分群眾(抽樣),設計問卷題目後,以人工或電腦詢問部分民眾對特定議題的看法與評價,利用抽樣出來部分民眾的意見與看法,來推論目前全部民眾的意見與看法,藉以衡量社會與政治的狀態。

    以下是進行民調調查的基本步驟:

    定義目標和目的:首先,調查者需要明確調查的目的。是要了解公眾對某個政策的看法?還是要評估某個政治候選人的支持率?
    設計問卷:根據調查目的,研究者會設計一份問卷。問卷應該包含清晰、不帶偏見的問題,並避免導向性的語言。
    選擇樣本:因為通常不可能調查所有人,所以會選擇一部分人作為代表。這部分人被稱為“樣本”。最理想的情況是使用隨機抽樣,以確保每個人都有被選中的機會。
    收集數據:有多種方法可以收集數據,如面對面訪問、電話訪問、郵件調查或在線調查。
    數據分析:一旦數據被收集,研究者會使用統計工具和技術進行分析,得出結論或洞見。
    報告結果:分析完數據後,研究者會編寫報告或發布結果。報告通常會提供調查方法、樣本大小、誤差範圍和主要發現。
    解釋誤差範圍:多數民調報告都會提供誤差範圍,例如“±3%”。這表示實際的結果有可能在報告結果的3%範圍內上下浮動。
    民調調查的質量和可信度很大程度上取決於其設計和實施的方法。若是由專業和無偏見的組織進行,且使用科學的方法,那麼民調結果往往較為可靠。但即使是最高質量的民調也會有一定的誤差,因此解讀時應保持批判性思考。

    為什麼要做民調?
    民調提供了一種系統性的方式來了解大眾的意見、態度和信念。進行民調的原因多種多樣,以下是一些主要的動機:

    政策制定和評估:政府和政策制定者進行民調,以了解公眾對某一議題或政策的看法。這有助於制定或調整政策,以反映大眾的需求和意見。
    選舉和政治活動:政黨和候選人通常使用民調來評估自己在選舉中的地位,了解哪些議題對選民最重要,以及如何調整策略以吸引更多支持。
    市場研究:企業和組織進行民調以了解消費者對產品、服務或品牌的態度,從而制定或調整市場策略。
    社會科學研究:學者和研究者使用民調來了解人們的社會、文化和心理特征,以及其與行為的關係。
    公眾與媒體的期望:民調提供了一種方式,使公眾、政府和企業得以了解社會的整體趨勢和態度。媒體也經常報導民調結果,提供公眾對當前議題的見解。
    提供反饋和評估:無論是企業還是政府,都可以透過民調了解其表現、服務或政策的效果,並根據反饋進行改進。
    預測和趨勢分析:民調可以幫助預測某些趨勢或行為的未來發展,如選舉結果、市場需求等。
    教育和提高公眾意識:通過進行和公布民調,可以促使公眾對某一議題或問題有更深入的了解和討論。

    民調可信嗎?
    民意調查的結果數據隨處可見,尤其是政治性民調結果幾乎可說是天天在新聞上放送,對總統的滿意度下降了多少百分比,然而大家又信多少?

    在景美市場的訪問中,我們了解到民眾對民調有一些普遍的觀點。大多數受訪者表示,他們對民調的可信度存有疑慮,主要原因是他們擔心政府可能會在調查中進行操控,以符合特定政治目標。

    受訪者還提到,民意調查的結果通常不會對他們的投票意願產生影響。換句話說,他們的選擇通常受到更多因素的影響,例如候選人的政策立場和政府做事的認真與否,而不是單純依賴民調結果。

    從訪問中我們可以得出的結論是,大多數民眾對民調持謹慎態度,並認為它們對他們的投票決策影響有限。