Survey model essay: a survey report on consumption of senior high school students.
At present, the number of high school students in China is as high as 73 million, and the consumption situation of high school students has attracted more and more attention from the society. There are many problems in the high consumption of high school students, which are enough to attract the attention of friends and parents of high school students. Zero Company Survey: What do 73 million high school students consume?
At present, there are 73 million college students in China, and their consumption trends and their influence on family consumption are important parameters of market trends. Recently, Zero Survey Company and Beiqi Foton Company conducted a consumption survey on 589 senior high school students from Grade One to Grade Three/KLOC-0 in Beijing, Baoding, Shanghai, Suzhou, Guangzhou and Foshan.
The survey results show that the average annual pocket money of senior high school students is above 800 yuan, which is mainly used to buy snacks (packaged food and drinks) and stationery (stationery, books and newspapers, tapes and VCD). Boys are willing to go to sports venues and bookstores, while girls are bookstores and shops; Image album, a well-known brand of sporting goods, is very independent in buying clothes, snacks, bicycles, magazines, VCDs, videos and sanitary products. Eating, watching movies and going out to play have a great influence on parents. In reading newspapers, the contact rate between evening papers and TV program newspapers is high; The advertisements that impress high school students are all their favorite stars, especially the indifferent and cool female movie stars.
How much do senior high school students know about "human consumption"?
According to Harbin Daily, during the investigation, reporter Gao found that few students didn't give gifts in high school parks. Boys mostly eat in clear meals, while girls mainly send trinkets, handicrafts and toys. Each student's annual "human consumption" is at least tens of yuan, and some even hundreds of yuan. It is understood that the financial resources of these students mainly come from their parents.
Student: This is "reciprocity", so I can't help it.
A lesbian in grade two said that since she entered high school, "human consumption" has been much more than before. Good friends' birthdays, festivals and so on, if you don't give gifts, you will be looked down upon by your classmates, and it is easy to "hurt your feelings". A senior three student told the reporter that all the students in their class have good relationships and it is more expensive to send them, while those with bad relationships are generally sent. Some students often worry about buying gifts, not only to buy something innovative, but also to make the other person like it. After a long time, they feel very tired, but there is no way to "return the gift". "People's consumption": regarded as young people.
Some students reported that their "human consumption" was learned from adults.
Xiaoyan, a high school student, 16 birthday. All her close classmates sent her gifts and small birthday gifts to Xiaoyan's house. Xiaoyan's parents spent several hundred yuan to book a single room in the hotel and invited all her close classmates. The following year, Xiaoyan volunteered to entertain her classmates at the hotel on her birthday.
Parents: Children should not be grateful.
A parent surnamed Liu said that children usually get a lot of pocket money, most of which are also used for "communication" on campus. I didn't expect high school students to talk about "interpersonal relationship" like this.
Another parent thinks that it is right for children to attach importance to friendship, but they should be taught that friendship cannot be bought with money. Looking back on our high school days, at that time, students did not give gifts to each other, but at that time, the friendship between students was quite pure and profound. She believes that some bad habits in society are the reasons that indirectly affect children's gratitude.
Who will unload the "human burden" for the children?
According to experts, teenage high school students have poor ability to analyze some social phenomena, and under the influence of some stale "interpersonal relationships", they will inevitably imitate them. If left unchecked, it will have an impact on children's character building.
How to eliminate the bad influence, parents and schools should make efforts. First of all, in school, teachers should positively educate students about what kind of campus interpersonal relationship is normal and what kind of excessive "human consumption". What negative effects it will bring. The most important thing is that teachers and parents should set an example in front of students, so as to be upright.
Campus "human feelings" should be braked!
Students chase famous brands, right? No?
Teenagers worship all kinds of idols-movie stars, singers, sports stars ... They deliberately dress up in pursuit of comparison, and they are a social class with strong purchasing power in the consumption of brand-name sportswear, which cannot be ignored.
Someone once made a questionnaire survey on the current situation of pocket money consumption of high school students in Beijing 7 1 school, covering a variety of consumption situations of students.
In the monthly consumption, about 40% students spend between _ _—300 yuan, and the annual consumption is 365,438+0% students spend between 20xx and 5,000 yuan.
At present, there is a phenomenon of high consumption among teenagers in China. These people wear famous brands when they go out to take a taxi, and they eat expensive and use high-grade ones. They only talk about extravagance and waste, not thrift. I think: this is extremely inappropriate.
High consumption does not conform to the national conditions. Today, although our country's economy has made great progress, people's lives have also improved. However, the national economy is still underdeveloped, people's living standards are still relatively low, and some children in remote areas have no money to go to school. In this case, high consumption is not feasible. According to national statistics, China people can hold two Olympic Games with the money they spend on treating guests, giving gifts and eating and drinking each year. What a shocking number this is!
High consumption is corrosive. It makes teenagers squander the fruits of others' labor and build their happiness on the basis of others' efforts. Some teenagers beg their parents for a pair of Nike, which becomes a heavy burden for those parents who get paid. We are at school.
There is no value in taking 2 courses. This requires us to cherish the various conditions provided by others. We young people are at the most suitable time to sow our ideals in life, and we must not indulge in the pursuit of material enjoyment and break the wings of ideals. Bao Yugang, the "boat king" of Hong Kong, is rich, but he still manages his family frugally and goes to work by bus every day. This seems incredible: what is such a billionaire buying a car? Why is he so stingy? In fact, he is not stingy with the money, but always tells himself not to be greedy for enjoyment and not to pursue a luxurious life. The martyr of "frugality and moral cultivation" said: "Being poor and white and living a simple life is exactly where our revolutionaries can overcome many difficulties." It can be seen that the cause is inseparable from thrift. Material life is like a mirror, hanging in front of every youth. It can reflect the heroic posture of those ambitious and noble-minded people, and also show the figure of those who are eager for ease and idleness.
Tagore, a famous Indian poet, said: "When gold is tied to the wings of a bird, it cannot fly." . If our personal career is to achieve something, our country is to be strong, and our society is to develop healthily, we must advocate thrift. Middle school students should especially oppose high consumption.
The survey of high school students' consumption tendency is high, and the top three are: food, clothing and school supplies.
In the high degree of satisfaction with school uniforms, 35% students think that they are not satisfied, 32% students think that they are average, and 12% students fill in "I would rather not wear" and "I would rather not wear".
In the clothing category, the top three sportswear brands owned by high school students are Adidas, Nike and Li Ning, accounting for 53%. When purchasing, 365,438+0% mainly considers the style, 23% considers the price and 22% considers the quality. In the leisure series, Jeanswest is the highest, followed by Bao Shilong and Benny Road. The top three brands in the denim series are Pai, LEE and LEELOOPER, accounting for 40%.
A survey of children's consumption in Beijing and Guangzhou by relevant departments shows that famous brands have a deep influence on children, and 75.8% of children say that they mainly look at famous brands when buying things. In addition, 33% of children think that high prices are good things, that is, famous brands. 30% children's desire to buy comes from the temptation of advertising, more from the intuitive appearance of goods (42.5%), and 24.3% children are out of the comparison mentality.
So, what is the experience of wage earners surrounded by brand-name sportswear? In the survey, I interviewed many people from different occupations. Although their monthly income ranges from several hundred yuan to several thousand yuan, most of them do not hesitate to think that they belong to the working class, just because their economic strength and purchasing power are different. Naturally, their mentality and experience of consuming famous brands are also different. But one thing.
Surprisingly consistent, in choosing brand names for children, almost all of them are recognized and purchased for various reasons.
First of all, as a study reward.
Second, the conditions are ok, don't think too much.
Third, I used to have no conditions, but now I'm fine, so ...
Fourth, no matter how hard it is, you can't suffer the child. He likes it.
Fifth, I am afraid that my children will lose face and feel inferior among their classmates.
6. Wear anything, as long as you don't make trouble.
In addition, some parents think that chasing famous brands is nothing for children. If clothes can't satisfy their desires, they will have evil thoughts and get it by hook or by crook. Chasing famous brands will distract students' learning attention, which is the performance of students doing nothing. There is no denying that the allure of famous brands is enormous. Not only children, parents and schools are faced with the problem of how to face up to it, and connivance, avoidance and suppression are not good ways. Effective methods also need to be discussed in all aspects.
As a member of society, senior high school students should bear in mind the historical mission and carry forward the fine tradition of hard work and plain living of high Chinese. "Human consumption" that leads consumption, keeps up with others, pursues famous brands and changes tastes, and squanders money in an uncontrolled and unplanned way. When these students enjoy the "fun" of money, will they think of the poor? We must know how hard it is to study in poor areas, and the consumption level of high countries is not high, so the wind of thrift must not be lost. At the same time, money should be spent meaningfully, and it is really worth the money. Faced with some unhealthy consumption phenomena, schools should strengthen education for students, make efforts to publicize simple lifestyles, and guide moderate and healthy consumption. Parents should actively cooperate with school education, do not indulge blindly, and live within their means. Social institutions should also correct some unhealthy consumption behaviors and abnormal public opinion, standardize college students' consumption behaviors, and put their consumption on the right track.
Sample Survey Report Part II: Residents' Satisfaction Survey
Abstract: residential user satisfaction reflects people's overall quality of life. As more and more enterprises realize the importance of improving residential user satisfaction, as a goal of real estate enterprise management, it is urgent to make some useful explorations on the basic research of residential user satisfaction in combination with the actual situation in China. Based on the related research of residential user satisfaction, this paper designs the measurement variable scale of urban residential user satisfaction, and verifies the relationship between the measurement variables of urban residential user satisfaction through empirical research. The results show that different user groups have different satisfaction with urban housing. Finally, the limitations of the research and the future research direction are put forward.
[Keywords:] residence; Users; Satisfaction; Measurement; authentic proof
Housing is a basic human right and basic social security. The living environment and quality of life of residents directly determine the realization degree of people's basic needs and development needs. For most people, housing is the biggest consumption expenditure in their life. Housing not only provides people with shelter, but also is an important place for people to rest, study and engage in other consumption activities. The satisfaction of residential users' needs and desires is not only concerned by scholars, but also by developers and urban planners. Providing a suitable housing environment for every family is an integral part of the national housing goal. In residential planning, the success of residential planning should be evaluated by measuring the satisfaction of different residential users. The subjective evaluation of residential users on living conditions and neighborhood relations determines the satisfaction degree of residential users on living environment, thus forming the basis of public choice. If users are not satisfied with the housing conditions and neighborhood relations, they will consider moving. It is very important to study the satisfaction of residential users for understanding the public's choice of housing.
First, the theoretical basis of residential user satisfaction evaluation
Residential user satisfaction is a very complicated cognitive concept. Although scholars in different fields have conducted in-depth research on this concept from different angles, the theoretical basis is very similar. According to the existing literature, the definition of user satisfaction of urban housing in China has not yet been formed. Based on the research results of foreign related literature on customer satisfaction and residential user satisfaction, this paper defines urban residential user satisfaction as the overall satisfaction of urban residential users with the current housing situation after using products or enjoying services.
In order to facilitate empirical analysis, based on the existing theories and the actual situation of China's housing market, this paper puts forward the logical relationship between perceived price, architectural characteristics, neighborhood relations and location characteristics and urban housing user satisfaction. These relationships include the relationship between architectural characteristics, neighborhood relations, location characteristics and perceived prices, as well as their relationship with urban residential user satisfaction, and the relationship between residential user satisfaction and user migration.
1. Relationship between architectural features and urban residential user satisfaction
The specific factors of architectural features include lighting, ventilation, living area and other features of internal buildings, which are all important factors considered by residential users. Compared with urban characteristics or environment, the available space of housing has a positive impact on residents' living satisfaction, and personal housing conditions and housing quality problems often have an important impact on residential user satisfaction.
2. The relationship between neighborhood characteristics and urban residential user satisfaction.
The specific factors of neighborhood characteristics include greening, community density and supporting facilities such as schools, banks, shops, post offices and parks, which are important factors to determine whether users change their residence. The quality of property management is also an important variable to explain the satisfaction of urban residential users. Neighborhood characteristics are more important than architectural characteristics when evaluating residential user satisfaction. Low-income groups are more concerned about safety. Neighborhood characteristics are an important factor for urban residential users to consider. With good neighborhood relations, residential users are more satisfied with neighborhood characteristics. It can be seen that the quality of neighborhood characteristics determines the satisfaction of urban residential users.
3. The relationship between location characteristics and urban residential user satisfaction.
When people choose a house, the location factor of the house has attracted more and more attention. Location characteristics are the main factors affecting the satisfaction of urban residential users, and location preference will affect the satisfaction of urban residential users. If the distance to the city center is shorter, or the corresponding transportation facilities are more perfect, the residents' comprehensive evaluation will be higher, and the economic value of the location will be higher.
4. The relationship between architectural features and perceived price.
There is a strong correlation between architectural features and urban housing satisfaction. If a house has more satisfactory architectural features, then the price that the house can get in the market will be higher for these features. The influence of external structure, floor, windows and other quality characteristics on housing prices is as important as the number of rooms, bathrooms and parcel size. Numerous studies have shown that the total number of rooms, the number of bedrooms, the number of bathrooms and the building area are positively related to the house price, which will lead to the negative impact of residential users' perceived price of architectural features.
5. The relationship between neighborhood characteristics and perceived price.
Externality variables are the most studied among neighbor factors. Since the early 1920s, economists have been studying the impact of externalities on urban housing prices. Among the external variables, the most studied are the effects of garbage disposal facilities (such as garbage stations), amenity and inhumanity, traffic noise and landscape on urban housing prices. Because residents are afraid of health damage and hope that their property will not be affected by potential negative facilities, the impact of toxic garbage stations on urban housing prices has received special attention. Some scholars have studied the influence of ancillary facilities (such as clubs, swimming pools, gardens, gyms, sports facilities, etc.). ) About urban real estate prices. Because ancillary facilities have the functions of facilitating residents' daily life and improving their quality of life, these ancillary public facilities have a positive impact on urban housing prices, and will also lead to a negative impact on residential users' perception of neighborhood characteristics.
6. The relationship between location characteristics and perceived price
For residents who buy a house, the most important factor to consider when buying a house is the price of the house, mainly depending on the structure and area of the house and the land price directly related to the location conditions. With the fixed structure and area of the house, the location condition of the house becomes an important factor to determine the house price. The prices of houses in different parts of the city vary greatly. According to the traditional location view, accessibility is quantified by the distance to CBD. No matter what form of accessibility measurement, it has a certain impact on housing prices. Traffic accessibility is often related to the convenience of reaching the corresponding place. Good public transport services have a positive impact on housing prices, which makes residential users' perception of location characteristics have a negative impact.
7. The relationship between perceived price and urban residential user satisfaction.
People can intuitively infer that the price is negatively related to customer satisfaction, but this is only for the objective price, that is, higher prices will lead to lower customer satisfaction. In this study, the definition of price refers not to objective price, but to perceived price. There should be a positive direct influence between it and customer satisfaction, that is, the more favorable the price of goods or services a customer perceives, the higher his satisfaction will be.
8. The relationship between urban residents' user satisfaction and user migration.
If the current residence of residential users can meet their needs, residential users will have high satisfaction with their homes and neighborhood relations. The inconsistency between the actual housing situation and the cultural or family living standards will make the residential users dissatisfied. Dissatisfied residential users try to alleviate this inconsistency or improve their living conditions by changing their housing needs and expectations. They can move to another place to realize their housing needs. Resident user satisfaction has an important influence on migration behavior.
Second, the measurement method of residential user satisfaction
Determination of measurement items is one of the most important links in the research process. On the basis of referring to the relevant measurement items in Chinese and foreign literatures, this study has been adjusted and improved according to the specific scope of application and adaptability. Among the measurement variables proposed, residential customer satisfaction adopts some mature scales in American customer satisfaction index and European customer satisfaction index model. For architectural features, neighborhood relations and location features, refer to the scales used by foreign related literature and Chinese scholars to study the characteristic price of urban housing, and refer to the scales used by Fornell and Chinese scholars You Jianxin and Chen Qiang to study the evaluation of housing satisfaction. The above measurement items are adjusted according to the specific application scope of this study-the characteristics of urban housing.
1. Urban residential user satisfaction
The satisfaction of urban residential users is divided into two levels: the overall satisfaction of the current residence and the satisfaction of the residence compared with expectations.
Measurement in three aspects.
2. Architectural features
The architectural features are as follows: existing residential living area, kitchen and bathroom area and location, existing residential apartment structure, lighting and ventilation conditions, residential orientation, water, electricity, gas, network and other supporting facilities. , residential building type, residential privacy (sound insulation, avoiding "eye contact" between residents, etc. ), residential building appearance, residential building quality, residential waterproof and moistureproof, parking spaces, number of rooms, floors, etc. 3. Neighborhood features
Community features include community environmental sanitation, community property management service quality, community property management fees, community safety, community facilities (clubs, swimming pools, etc.). ), community greening level, community air quality, community environmental noise, community space feeling (height and density), community residents' quality, surrounding units, community social activities (party and other cultural and sports activities), activity places, educational facilities around residential areas (junior high school and below)
4. Location characteristics
Location characteristics are measured from ten aspects: convenient transportation, travel time, transportation cost, distance from subway, geographical location, distance from downtown, distance from business circle, distance from bus station, appreciation potential and psychological feeling.
5. Perceive the price
The perceived price in this paper mainly refers to people's acceptance of the housing price level. The measurement of perceived price includes quality evaluation compared with price and price evaluation compared with quality. In addition, this study also designed the rationality and acceptability of housing price to measure the perceived price.
migrate
User migration is measured by migration willingness and migration plan.
The above-mentioned measurement items constitute the evaluation system of urban residential user satisfaction index. The measured variable is expanded into a question on the questionnaire, and the numerical value of the measured variable can be obtained by using the user's answer to the question. This involves how to reflect the customer's attitude towards the tested object with numerical values, and the scale is the basic tool for attitude measurement. In this paper, the seven-level Likert scale is used to evaluate the satisfaction of urban residential users. Attitude grades are very satisfied, satisfied, relatively satisfied, average, not very satisfied, dissatisfied and very dissatisfied, and the corresponding values are 7, 6, 5, 4, 3, 2, 1 respectively.
Thirdly, the empirical study of residential user satisfaction evaluation.
From 20xx to 20xx, we conducted a formal survey of ordinary residential users in Beijing by means of cluster sampling survey and random sampling survey. * * * 500 questionnaires were sent out and 39 1 questionnaire was recovered. After preliminary analysis, 336 questionnaires were valid, and the effective rate was 85.9%. Based on the research results of residential satisfaction at home and abroad, the questionnaire sets up four secondary measurement indicators and 47 tertiary indicators to describe residential user satisfaction in Beijing. In order to study the influence of personal characteristics on residential user satisfaction, the questionnaire also investigated the personal characteristics of the respondents.
This survey is mainly aimed at married wage earners aged 20-50, of whom 186(55.4%) has a full-nest family, and 82 (24.4%) is a newly married youth. Their total number is 268 (79.8%), and most of the samples are adults.
Judging from the household income of the respondents, the monthly income of 93 samples is 4001-6,000 yuan, accounting for 27.68% of the total sample, and other incomes are evenly distributed between 4001-8,000 yuan, which basically ensures the original intention of the respondents as ordinary residential users.
From the perspective of academic qualifications, 77.39% of the samples graduated from undergraduate and junior college have little difference in academic qualifications. Most employees are general managers and technicians working in private or private enterprises.
1. General situation of the questionnaire
The results of the questionnaire were statistically analyzed by SPSS 13.0, and the Cron-Bachα coefficient of the sample population was 0.97 1, which indicated that all the measurement indexes had good consistency and the reliability of the questionnaire was good.
Judging from the average value of each index, there is little difference in the average value of the items corresponding to each sample. Therefore, the residential user satisfaction index of Beijing in this study is 4.2 18 on the average, which is 53.63 points when converted into a percentage system, indicating that the residential user satisfaction level in Beijing is not high, and there is still much room for improvement.
In terms of specific indicators, the average satisfaction is less than 4 (that is, 50 points out of 100). They are privacy A8, parking space A 12, community safety B4, activity place B5, noise B8, social activities B 12, educational assistance B 13, culture and entertainment B 17, and the lowest is social activities. There are 34 with an average satisfaction of 4-4.6 (full score 100 60); The indicators with higher satisfaction (above 4.6, with a percentage of 60) are A5, hydropower facilities A6, geographical location C 1, distance C8 from the bus station, and appreciation potential C 10 (see Table 3).
2. Selection of main indicators of residential user satisfaction
In this paper, SPSS 13.0 is used to reduce the data of 47 satisfaction evaluation indexes. Combining the steep slope map and principal components with characteristic values greater than 1, 47 indicators explain 6 1.57% of the information in 47 satisfaction indicators on the premise of selecting four principal components, which shows that indicators can be reduced, and the explanatory power of each indicator under these four principal components is reduced by about 70%.
Through the above analysis, it is found that the index of residential user satisfaction can be reduced to 26, mainly from the aspects of housing quality, perceived price, living environment, property management level, geographical location, transportation convenience and supporting facilities to measure residential user satisfaction.
3. Personal characteristics have a certain influence on residential user satisfaction.
According to relevant literature, there is a certain correlation between residential user satisfaction and user characteristics, and the questionnaire design of this study also sets relevant indicators for user characteristics. Therefore, it is necessary to verify the correlation between residential user satisfaction and user characteristics according to partial correlation analysis. The indicators related to user characteristics in the questionnaire mainly include gender P 1, age P2, education P3, position P4 1, enterprise type P42, family monthly income P5, and family life cycle P9. The recovered valid questionnaire basically gave a positive answer to the above questions.
Using SPSS 13.0, the individual characteristics and 47 satisfaction observation indexes were analyzed. It is found that only the employment enterprise type P42 and family monthly income P5 are significantly correlated with most or all of the 47 indicators at the level of 0.0 1, indicating that different employment enterprises and family income levels are the main individual characteristics that affect the satisfaction of residential users.
Four. conclusion
The satisfaction degree of residential users reflects the satisfaction degree of residential users' needs. In this study, a variable scale of urban residential user satisfaction was designed to verify the relationship between the variables of urban residential user satisfaction. The empirical research results show that different user groups have different satisfaction with urban housing.
This paper only investigates and empirically studies the satisfaction of ordinary residential users in Beijing. Because some respondents adopt cluster sampling, the selection of this sample has certain limitations. The real estate market is very regional, so the conclusion of this study may be different in other cities, and its wide applicability is limited to some extent. In the future, according to the progress of marketing practice and theoretical research, we can further improve the scale of urban residential user satisfaction measurement variables, so as to measure related concepts more accurately and reliably.
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