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满天飞的“行业报告”被企业做成了宣传册,不怕把行业带跑偏?

放大字体  缩小字体 发布日期:2018-05-19  来源:梁希理  作者:一起小编  浏览次数:567
核心提示:母亲节前夕,有媒体报道在线教育平台沪江联合某数据研究机构发布《2018中国不同年龄段妈妈线上消费行为观察》的行业报告。该报告声称,从年龄段分布来看,低龄阶段的孩子课程聚焦于兴趣开发和语言启蒙,他们最爱学的是英语口语、自然拼读、逻辑思维、趣味认字、科学实验等;而到了高年级,则集中在知识点强化和考试突击上,数理化、英语、全科补习等成了主要的报课内容。而在报告的赢在起跑线上:幼儿类兴趣课
 母亲节前夕,有媒体报道在线教育平台沪江联合某数据研究机构发布《2018中国不同年龄段妈妈线上消费&行为观察》的行业报告

 

该报告声称,从年龄段分布来看,低龄阶段的孩子课程聚焦于兴趣开发和语言启蒙,他们最爱学的是英语口语、自然拼读、逻辑思维、趣味认字、科学实验等;而到了高年级,则集中在知识点强化和考试突击上,数理化、英语、全科补习等成了主要的报课内容。

 

而在报告的“赢在起跑线上:幼儿类兴趣课受到妈妈们的重视”部分,还重点罗列出6门“热门幼儿兴趣课”。

 

但未来网记者发现,这6门课都来自沪江网校。而且位列前三的“热门”课程“一口气学完《论语》”“亲子科学课”“轻松国画之山水系列”,分别在该网校小学一年级、小学三年级和成人职场兴趣的课程类目中出现,大有促销卖课嫌疑。

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沪江发布行业报告罗列出6门“热门幼儿兴趣课”,但前3门都是非学前课程

 

在关于编程学习方面,报告研究则分析称:针对3-4年级在线编程课程报名人数比例最高;丰富的在线编程课能满足不同年龄段孩子需求。

 

教育行业白皮书热难消 相同领域两月内出2份报告

 

记者观察到,类似于沪江的发布行为,教育行业内并不少见。许多机构都热衷发布“行业报告”“白皮书”。除了整体的市场数据外,还有许多细分领域的调查报告,比如游学行业报告、早教行业报告、直播互动教育行业研究、少儿编程发展报告等等。

 

今年5月16日,某机器人教育机构与某教育自媒体联合发布《2017全球教育机器人行业研究报告》。

 

同月,某管理咨询机构发布2017中国教育产业洞察报告,该报告称,预计到2021年在线教育行业规模达到9000亿。

 

4月,美团联合某机构《2018年中国教育O2O服务行业白皮书》发布,报告称,报告称教育O2O模式提升了用户选择效率,增加了机构/教师的曝光度,是互联网+教育的先行者。

 

同样是调查研究在线少儿英语学习,2个月内就有两份报告出炉:

 

2月,《2018中国少儿在线英语教育行业研究报告》发布。报告中提到,高质量的课程,即使定价较高,但更容易获得较高的续费率,“对于家长而言,在培养孩子过程中,价格并非首要考虑因素。”

 

而在3月20日,由某在线少儿英语机构联合中科院大数据挖掘与知识管理重点实验室发布的《2017年中国在线少儿英语教育白皮书》则称,85%家长抱怨线下英语培训接送子女耗时耗力;68%家长认为线下外教师资水平参差不齐。

 

未来网记者曾在2017年时就行业内“白皮书”“行业报告”泛滥现象进行调查,调查显示,许多教育机构热衷发布相关调查研究报告,某教育机构在一年内发布相关调查研究报告就至少达5份。这些报告多包含有“中国”“行业研究”等字样,调查分析的数据也主要来自于自家平台上的数据。

 

而这样的现象到今年仍在持续,据记者不完全统计,截止到5月,已经有20份教育行业相关的“白皮书”“蓝皮书”或“行业报告”发布。

 

“报告满天飞,数据随便做”成业内常态

 

而层出不穷、眼花缭乱的教育行业“白皮书”,似乎正让“白皮书”原本所代表的权威性有所消减。在发布时,一些教育机构为显示报告的权威,也愿意选择与一些第三方机构、数据咨询公司进行联合发布,试图让后者为报告背书。

 

而号称行业观察的报告,内容上是否又真能做到客观、全面和典型?

 

首都师范大学教师傅添博士认为,行业报告的客观独立性首先体现在调研和发布者不能是直接的利益相关群体,否则几乎不可能做到客观中立。其次,调研报告必须遵循科学的研究方法,比如正确抽样、试测并修改问卷、进行信效度检验、加权等。

 

记者对一些报告、白皮书进行了梳理。

 

某教育机构与中科院实验室联合发布的报告中声称,其研究样本数据“主要来自该教育机构以及其他企业的用户数据和市场调研,总数超过20万付费在线学院和3万多北美外教,以及平台上海量学习行为数据”。

 

报告声称有几十万研究样本,样本主要来自于发布方在内的多家企业。但非发布方企业贡献的样本数量却并未写明。


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报告声称有几十万研究样本,样本主要来自于发布方在内的多家企业

但非发布方企业贡献的样本数量却并未写明

 

而在《2017年中国中小学在线作业用户洞察报告》里,针对中国小学在线作业平台学生、教师和家长群体的观察数据,则来自2017年10月某一家在线作业平台通过线上问卷调研获得。

 

另一份《国际游学蓝皮书》的数据来自于“有效调研问卷749份,其中家长384份、已毕业及在校学生365份,2万名老学员及家长的抽样电话回访”。尽管其数据的采集抽取样本也有一定数量,但全部都来源于该平台12年间积累的用户数据。

 

报告调研者和发布者如果是同一群体,研究的内容关系企业利益,得出的研究结果难以谈客观中立。样本数量和采样方法等,也都有待考证。

 

记者注意到,《2017全球教育机器人行业研究报告》中,撰写者仅仅是就相关教育机构机器人行业发展的资料进行研究分析,而未提及一手数据的采集使用。

 

一些报告内容的不严谨甚至还体现在错别字上。在《2017中国中产阶级家庭教育观念白皮书》正文首页突出显示的小标题里,记者就发现一处别字:“重视教育”写成“重试教育”。


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《2017中国中产阶级家庭教育观念白皮书》正文首页的内容里,小标题就出现了别字

 

第三方教育智库管理咨询公司智来时代的张豫告诉记者,2014年教育行业内其实并没有像现在这样“报告满天飞,数据随便做”。

 

让张豫感到无奈的是,现在有些报告,仅取单一维度就作分析,结果难免断章取义;有的调研报告发了几十份问卷就敢称是利用大数据技术;还有的报告展示几张图片、PPT也号称是研究报告。

 

她认为,水准差的行业研究报告难以让业界人士清楚真正的市场行情和市场容量,“照这样下去发展,教育行业还要走很大弯路。”

 

“当然,还是有很多业界人士能够分辨真正做得好的行业研究。大家认可的,都会有不错的口碑。”

 

企业要“秀肌肉” “行业报告”变味成“宣传册”

 

热衷发布各类行业报告和白皮书,教育机构用意何在?

 

凸显实力和行业地位,是不少教育机构报告发布的首要目的。

 

不难看到,许多报告和白皮书的标题并不会出现自家机构名称,而用“中国”或“行业”来体现权威感已经成为一个惯用手段。使用“行业洞察”的字眼似乎更能体现出教育机构在某细分领域的业务实力,已经足以发布一份报告。

 

从大多数报告上看,相比数据样本的来源和采集,教育机构们似乎更愿意显露出数据的样本量。数据量越大就越能显示出其坐拥的庞大受众群。比如一份名为《2017年中国在线少儿英语教育白皮书》的报告里就表明其数据来自总数超过20万付费在线学院和3万多北美外教。

 

除此之外,行业报告、白皮书也成了一些教育机构的“宣传册”和“消费指南”。

 

《2018中国少儿在线英语教育行业研究报告》在今年3月由某第三方机构独立发布。但记者注意到,尽管这份报告在梳理分析行业状况时列举出了多家机构,但在报告的分析举例中,某家机构的出现频次、对该机构进行分析描述的程度都明显高于其他机构。甚至在“品牌分析”部分,报告也仅以该家机构为例进行综合分析。

 

这份“独立发布”的研究报告背后,或许有“隐身”起来的其他教育企业为报告的联合发布方。

 

 

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某研究报告声称由第三方机构独立发布

但该报告梳理分析行业时似乎有意突出个别教育企业,报告或有其他联合发布方

 

监管还需发力 家长则需批判性看待

 

而沪江在近日发布的《2018中国不同年龄段妈妈线上消费&行为观察》行业报告中,将一年级、三年级甚至成人的课程列入“热门幼儿兴趣课”,都可以看作是营销产品课程、刺激用户消费的手段。。

 

傅添认为,机构对调查数据的解读也应客观全面,不能进行带有诱导性、偏差性的解读。

 

作为教育产品的购买者,家长对于教育机构行业报告的“深意”怎么看待?

 

一位张姓家长称,自己会下意识抗拒这种利用话题和数据制造焦虑的行为。她认为,孩子越小的父母也越容易相信教育机构抛出的观念,伴随孩子成长的同时一些父母也得到成长,就不太容易受某些观点裹挟。

 

另一位魏姓家长认为,普通家长鉴别力和定力都有一定局限性,父母只是这个选择过程中利益相关的一方,相关问题解决还需要社会各方尤其是监管部门发力。

 

傅添认为,一些家长还缺乏教育主见,还不清楚自己孩子真正教育需求。另一方面,对于商业机构、教育培训机构,家长还要具备一定的批判意识和警惕意识。

 
 
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