Chapter 54 Chapter 52: China's "Poll Era" Comes

A mature civil society requires the participation of many mature citizens.If there are many opponents, it means that we are farther and farther away from civil society and will encounter more resistance. The biggest advantage of public opinion surveys is that the survey is more extensive, professional, and standardized, and the results are more accurate and comprehensive. Moreover, the government takes the initiative to understand public opinion, which is more valuable for some government decisions. On July 27, 2010, on the hot Wangfujing Street in Beijing, Wang Li, a student from a university in Beijing who had just finished answering a public opinion survey, told the reporter: "They are all well-known survey organizations, and the content mainly involves some people's livelihood issues. I am willing to cooperate with such an investigation." This was the second questionnaire that Wang Li answered that day.Not far away, many people also answered the questionnaire under the guidance of the interviewer.

In recent years, with the acceleration of my country's democratization process, the public's awareness of fairness and justice has increased, and urban management, social development, and even national legislation, government decision-making, selection and appointment of cadres, performance evaluation and promotion of officials, and many other aspects The work of the public opinion survey has been introduced to varying degrees.At the same time, more and more people are gradually recognizing and participating in this social activity. At present, all kinds of public opinion survey agencies in our country have grown from scratch.In addition to government opinion polling agencies, media, university scientific research institutions, foreign capital, and domestic private opinion polling agencies have also appeared one after another, and are active in many fields such as my country's political and economic life.According to the data exclusively provided by the China Association of Market Information Investigation Industry for reporters, there were 33,447 enterprises and institutions in the market information investigation industry in my country in 2004, increasing at a rate of 6% every year.Based on this calculation, in 2008 there were about 42,000 enterprises in the market information investigation industry.

Associate Professor Huang Xiaoyong from the Department of Political Science and Law of the Central Party School analyzed the social background behind this flourishing scene in an interview with reporters: "Modernization has made government decision-making more and more complicated, relying more and more on knowledge rather than simple experience. Public opinion surveys can make decision-makers objective. Acquiring rich information about decision-making matters in a timely manner has brought new opportunities for the government to govern in a scientific, democratic, and law-based manner. On this basis, policymakers can make correct decisions to the maximum extent by unblocking the channel of social conditions and public opinion and understanding the direction of public opinion. This is an important means to pool the wisdom of the people and enhance the ability to govern."

In fact, the Fourth Plenary Session of the 16th Central Committee of the Communist Party of China emphasized: "We must establish a mechanism for collecting and analyzing public opinion, and unblock channels for reflecting public opinion." , and truly cherish the decision-making mechanism of people's power." "The emergence of public opinion surveys is the requirement of the development of the times, and conforms to the needs of scientific development and people's livelihood." Wu Shihui, deputy director of the Social Conditions and Public Opinion Survey Center of the National Bureau of Statistics, said in an interview with reporters that public opinion information has gradually entered the government's decision-making consultation process. He is taking a more active attitude and listening to the voices of the people, "This is a basic work for building a harmonious society."

The rise of my country's public opinion survey agencies has its profound social and political backgrounds.At present, our country is in a period of social transformation, the interests of the masses, expression of opinions and value judgments are characterized by diversification, and various social contradictions are becoming increasingly prominent.Therefore, the government needs to listen to the voice of the people and understand their opinions. At the same time, the people also hope to obtain the right to know, participate, express and supervise the work of the government. In an interview with reporters, Professor Lu Zhaowang of the School of Politics and Public Administration of China University of Political Science and Law analyzed that in recent years, mass incidents and individual extreme behaviors have occurred from time to time, which is the main manifestation of the outbreak of social conflicts, and the lack of early warning mechanisms often makes These contradictions are out of control.Under such circumstances, public opinion surveys on social conditions are very urgent and necessary for party committees and governments at all levels.

"Now the public is more and more willing to participate in the government's public policy-making process. They not only express their views on existing public policies, but also hope to put forward their own suggestions and ideas." Deputy General Manager of the New Generation Market Monitoring Agency Xiao Mingchao said in an interview with reporters, “In the past, the government only needed to tell the public a result or how to implement the policy. But now, the public’s demand for the right to know has been greatly increased, and the Internet has accelerated the speed of information dissemination related to the government. The government’s government affairs disclosure has put forward higher requirements.”

"Because of this, the government has reached an era when it must listen to public opinion." He further explained, "There are three main reasons: first, collecting public opinion can enhance the feasibility and operability of policy implementation; second, collecting sufficient public opinion can see To understand the future direction of public opinion, so that the government can make policy adjustments as soon as possible, including establishing an early warning system; thirdly, collecting public opinion can ensure the rationality of policies from multiple angles.” "The importance of public opinion to the government is increasing, and public opinion survey agencies are just an important channel to scientifically and systematically convey public opinion to the government." Yuan Yue, chairman of Zero Research Consulting Group, said in an interview with reporters. Satisfied with only relying on the media and people’s representatives to express their demands, but also hope to continue to broaden the channels for appeals. On the one hand, the government is enlightened and willing to listen to public opinions and voices, so that decision-making has more public opinion basis. The combination of these two forces has promoted the popularity of public opinion surveys. produce."

my country is one of the countries that conducted modern public opinion surveys earlier.According to relevant experts, on November 24, 1922, Zhang Yaoxiang, a master of psychology in my country who had returned from studying in the United States, conducted the earliest public opinion survey in the modern sense in my country during the anniversary of Beijing Normal University. Due to various special political realities in our country, this poll did not usher in an era of booming for this industry.On the contrary, during the 60 years from 1922 to 1982, there was not a single specialized public opinion survey organization in mainland my country, and public opinion survey activities almost disappeared for a time. "Before 1986, the Chinese government basically did not have a systematic evaluation mechanism using public opinion. All government information relied on the bottom-up reporting mechanism within the administrative system, and independent public opinion research institutions were not allowed to exist." Yuan Yue recalled.

In 1988, the Guangzhou Social Conditions and Public Opinion Research Center was established, which is one of the earliest non-governmental public opinion survey institutions in mainland my country.Over the years, the organization has been compiling two publications, "Public Opinion Reference" and "Public Opinion Internal Reference". The former is distributed to various academic institutions, and the latter is reported to various party and government leaders in Guangzhou.In the same year, the Beijing Institute of Social Psychology established by the Propaganda Department of the Beijing Municipal Party Committee was also an earlier institution specializing in public opinion surveys, and published the internal magazine "Minyi".

The period from 1988 to 2002 was an important 14 years for the development of public opinion research in my country.During this period, the number of public opinion surveys conducted by the Chinese government has increased significantly, and the content has become more extensive. At the same time, private independent market research and public opinion survey agencies have been allowed to legally register, and non-governmental organizations have been allowed to engage in public opinion surveys. Yuan Yue has a deep understanding of this: "At this stage, private independent investigation agencies have the opportunity to participate in the evaluation of some public projects, such as the investigation of the public's sense of security, the evaluation of the investment environment of cities above the prefecture level in mainland China, etc. Moreover, The media began to use a large number of relevant investigation data from private independent investigation agencies. Before 1992, Chinese media only used official data.”

Since 2002, my country's public opinion survey industry has entered a stage of rapid and comprehensive changes. In 2003, many local people’s evaluation of the government, the demand for government information disclosure caused by SARS, the people-friendly style advocated by the Chinese government leaders, and the emphasis on people’s human rights received extraordinary attention during this year.Therefore, this year is defined by many Chinese scholars as a year that shows the rapid transformation of our country's society and government, and the growing space for individual freedom and rights. At present, my country's public opinion survey agencies have been diversified.According to the reporter's survey, it can be roughly divided into the following five categories, namely government-type, university-based scientific research institution-type, private-run type, foreign-funded type, media-type, and so on. The government type is mainly derived from the national statistical system. At the end of 2003, the National Bureau of Statistics held a special meeting, requiring the statistical departments of all provinces and cities to establish a "computer-aided telephone survey (CATI) system" as soon as possible, and actively carry out public opinion surveys on social conditions. On November 10, 2004, Jiangxi Province established a public opinion survey center affiliated to the Provincial Bureau of Statistics.At the end of the same year, the Public Opinion Survey Center of the National Bureau of Statistics was formally established.Subsequently, public opinion survey agencies under the statistical systems of various provinces and cities also appeared one after another, and our government's public opinion survey agencies initially formed their own system. According to the portal website of the National Bureau of Statistics, the function of the Social Opinion Survey Center of the National Bureau of Statistics is to guide the work of the National Statistical System Social Opinion Survey Agency, organize and implement relevant social survey tasks entrusted by the Party Central Committee and the relevant departments of the State Council; carry out statistical consultation, related Information data processing and query services; responsible for monitoring the development of economic prosperity, information release and related scientific research. In recent years, some media and university scientific research institutions have also set up public opinion survey institutions, such as the China Youth Daily Social Survey Center, the People’s Forum Questionnaire Survey Center, the Chinese Social Science Survey Center of Peking University, the China Survey and Data Center of Renmin University of China, and the Communication University of China. Institute for Survey Statistics, etc. At the same time, some private survey agencies registered in the names of consulting companies, research centers, survey companies, and information centers have emerged in an endless stream. In addition to the Zero Research Consulting Group (referred to as "Zero"), the more active ones are Beijing Meilan De Information Company (referred to as "Meiland"), New Generation Market Monitoring Agency (referred to as "New Generation"), Beijing Digital 100 Market Consulting Co., Ltd. (referred to as "Digital 100"), Huatong Modern Market Information Consulting Co., Ltd. (referred to as "Huatong Modern"), etc. Since the 1980s, some foreign investigative agencies have also entered my country in a low-key manner, such as Gallup (China) Consulting Co., Ltd. ("Gallup" for short), AC Nielsen, and so on. In recent years, in order to take the initiative to understand and respond to social conditions and public opinion, and gain more initiative and voice in the media war, some mainstream media in my country have also set up public opinion survey agencies, such as the China Youth Daily Social Survey Center and the People’s Forum Questionnaire Survey Center. etc. Judging from the reporter's survey, the above-mentioned survey agencies are more influential in conducting public opinion surveys among the survey agencies in our country, while more survey agencies only regard public opinion surveys as a "side job".Dr. Wu Tao, the chief consultant of Gallup Consulting Co., Ltd., was interviewed by reporters and believed that among the survey agencies in China, the private ones account for a large proportion, and there are not many agencies that specialize in public opinion surveys.Judging from the current market trend, with the acceleration of the transformation of the Chinese government into a service-oriented government, more survey agencies will increasingly set foot in the field of public opinion surveys. The reporter visited and learned that the current survey methods of public opinion survey agencies in my country are mostly computer-aided telephone survey (CATI), face-to-face interviews, letter interviews, retention interviews, and online surveys.During the interview, Li Wei, director of the Social Development Office of the Institute of Sociology of the Chinese Academy of Social Sciences, told reporters: "The development of information technology and the Internet has promoted the transformation of public opinion survey methods, and computer-aided survey methods have become a widely used survey in the industry. means." Judging from the situation obtained by the survey, CATI is the most common among all survey methods of polling agencies.For example, in the zero-point survey method, only computer-aided telephone surveys accounted for 40%, Melander accounted for 20%, the new generation accounted for 30%, and the National Statistical System polls as high as 80%. "CATI is very simple, not only low in cost, but also guarantees full coverage of samples, and can truly penetrate into every cell of society. Moreover, every call made by an interviewer has a recording record, which can be reviewed and is difficult to fake." Wu Shihui said. What is surprising is that among all survey methods, these polling agencies only use Internet surveys as auxiliary survey methods, and they rarely use them because they are generally considered "unscientific".According to the heads of many interviewed survey agencies, although online surveys can also produce survey results, there is still a big discrepancy with the results of scientific sampling surveys. "Currently, there are two flaws in online surveys. One is that it cannot cover the entire population, and most of the netizens are young people; the other is that it is unclear about the real background characteristics of the interviewees. Some interviewees are male and female. Such survey results It can’t be analyzed, it’s not easy to use.” Zhou Jiang, general manager of Beijing Meiland Information Company, said bluntly in an interview with reporters. "Internet survey is actually a computer-assisted letter interview method." Yuan Yue said, "Through e-mail and Internet pages, respondents can easily and unfetteredly complete the survey. However, the representativeness and virtual anonymity of online surveys Limitations also call into question the results of this investigative approach." Many interviewed experts pointed out that public opinion surveys have found an entry point for the people to participate in and discuss state affairs, exercise democratic rights, and strengthen democratic supervision.No matter what survey method is used, this kind of democratic education and democratic practice will effectively promote democratic awareness and promote the democratic process in our country. "In the past, the government used a top-down approach to obtain public opinion, which reflected individual cases, and often only investigated when something went wrong. The government was a passive party to understand." Li Wei believes, "The biggest advantage of public opinion surveys is that The scope of the survey is wider, the survey method is more professional, the survey methods are more standardized, the results are more accurate and comprehensive, and the government takes the initiative to understand public opinion, which is more valuable for some government decisions.” However, "due to the lack of institutional regulations, the role of public opinion survey results in decision-making mainly depends on the decision-maker's personal concept of democracy and democratic style." Huang Xiaoyong believes that "not paying attention to public opinion is extremely harmful. For a long time, some Decision-makers think that decision-making affairs are professional and technical affairs, and think that decision-making is similar to pursuing a true solution in the mathematical sense, without considering public opinion. However, public opinion ignored by decision-makers always participates in the end, and often forms resistance to decision-making and be opposed to." For example, Huang Xiaoyong said that in recent years, the miscarriage of the Xiamen PX chemical project, the suspension of the Green Dam-Flower Season Escort software, and the grounding of the Panyu domestic waste incineration power plant project are all typical examples.He appealed that decision-makers should abandon the traditional concept of engineering technology on decision-making affairs, but should regard decision-making affairs as public affairs related to the interests of the people, and public opinion must be listened to and valued. Of course, “it is not ruled out that some decision makers ignore public opinion because of the conflict between opinion survey results and departmental intentions. Only when public opinion survey results are widely supported by public opinion will they have a major impact on decision-making under social pressure,” Huang Xiaoyong said. . But the general trend is, “In the era of public opinion-based decision-making, the government’s first priority is not to solve the problem of whether the decision-makers have public opinion in their minds, but to solve the problem of how public opinion enters the decision-making.” Institute of Public Opinion, Renmin University of China Professor Yu Guoming believes that "only when government decision-making fully integrates the interests of all parties and listens to public opinion can the overall efficiency of public decision-making be improved." From the analysis of the reporter's investigation, the Social Opinion Survey Center of the National Bureau of Statistics, as the only unit specialized in social opinion surveys among state agencies in my country, has obvious competitive advantages in terms of information resources, survey technology and professional talents compared with other types of survey institutions . On July 23, 2010, Wu Shihui introduced in an interview with reporters: "Currently, 28 provincial (autonomous regions, municipalities) statistics bureaus have established public opinion survey centers, and there are more than 2,000 computer-assisted telephone interview seats nationwide, forming the following Computer-Assisted Telephone Survey (CATI)-based polling method. "Public opinion survey agencies in the statistical system generally do not conduct commercial surveys." Wu Shihui said, "The main business includes two aspects: one is entrusted by party committees and governments at all levels to solicit opinions and suggestions from the people on the policies, regulations and work plans formulated, so as to ask questions. Politics depends on the people, asks the needs of the people, and asks the people to plan; the second is that administrative departments and law enforcement departments conduct mass satisfaction surveys, etc. " It is understood that in my country's public opinion surveys, the number of polling agencies in the statistical system has exceeded "half of the country."In this regard, Wu Shihui said confidently: "This kind of cooperation is a two-way need. With the continuous deepening of the scientific development concept, party committees and governments at all levels attach importance to public opinion, and public opinion surveys will definitely have a broad space for development." "Zero Point's public opinion survey accounts for 80% of the business volume of private survey agencies." Yuan Yue said.In fact, after years of hard work and accumulation, Zero Point has entered a virtuous circle in business, and public opinion surveys are only an important means for it to expand its influence.At present, many multinational companies, well-known Chinese enterprises, Chinese government departments, foreign academic institutions and United Nations agencies are customers of Zero Point. In addition, the relatively active private investigation agency in China is Melander.The company now has nearly 50 full-time employees and has established a survey network covering both urban and rural areas across the country. It can mobilize thousands of professional interviewers to carry out survey activities at the same time. It has conducted surveys in more than 300 cities and more than 800 counties across the country. Consulting business. "Meilland has established a stable cooperative relationship with the ministries and commissions of the State Council, the Beijing Municipal Bureau, the district and county government departments, and the business of public opinion surveys has accounted for about 50%." Zhou Jiang said, "In this regard, We will continue to expand our business volume.” In recent years, many domestic colleges and universities and scientific research units have continued to expand and extend their research fields through public opinion surveys to promote scientific research and teaching. Institute is more active. According to many interviewed experts, public opinion survey institutions in scientific research units of universities mainly serve teaching and scientific research. With its unique advantages, such as the concentration of human resources, objectivity and neutrality, there is still considerable room for development in the field of public opinion surveys in our country. During the reporter's interview, every time a media investigation agency was mentioned, most interviewees would mention the China Youth Daily Social Investigation Center.This survey agency is affiliated to China Youth Daily, and it integrates the functions of public opinion survey, market research and media communication.Since its establishment, it has been well-known in the Chinese media and investigation industry. Later, some media outlets successively set up investigative agencies, among which the People's Forum Questionnaire Survey Center gained momentum. "In the fiercely competitive media landscape, all kinds of old and new media are vying for market share." A senior media person in Beijing believes that "opinion surveys have become a sharp weapon for print media to compete with other media, and have brought new selling points to print media. The new value makes the paper media show its advantages again.” Among the foreign investigative agencies that have entered the Chinese market, Gallup has been the most active in recent years, with three branches in Beijing, Shanghai, and Guangzhou. "Gallup was officially approved to enter China in 1993, but its main positioning is to do market research and management consulting. For public opinion surveys, Gallup has never taken the initiative to get involved, only commissioned by government departments." Wu Tao said. Wu Tao also gave examples that Gallup was entrusted by the government to conduct public opinion surveys on Beijing's Olympic bid in February 2001, public opinion support surveys on the 2010 Shanghai World Expo, and so on. "Whether Gallup will expand its business in public opinion surveys in the future is more cautious, and it remains to be seen how the market develops and changes in policies and regulations." In contrast, AC Nielsen, another foreign investigative agency, appears relatively low-key. On October 4, 2001, AC Nielsen was approved by the Chinese government to conduct Internet data investigations in China.At that time, AC Nielsen only claimed to the outside world: "This is a turning point in the development of AC Nielsen's business in Asia and even the world. We will be able to use the most understandable language to expand our business in China." A number of interviewed experts believe that polling agencies of different ownerships in my country are active, and information reflecting public opinion is gradually entering the government decision-making consultation process.It can be predicted that with the further acceleration of the democratic process in our country, there will be more intense competition in the field of public opinion surveys. The reporter learned from the survey that while various public opinion surveys in our country have entered the public's field of vision, some survey results do not match the social perception, which inevitably casts a lingering layer on the public opinion survey industry. shadows. On April 12, 2010, relevant departments in Beijing decided to extend the restrictions on motor vehicle tail numbers for another two years.The Zero Survey Company was commissioned by the relevant departments to conduct a public opinion survey, and 90.4% of the respondents supported the continuation of the travel restriction measures.Sina.com's online survey showed that 79.3% of those surveyed were against it, while only 17.8% were in favor.Two very different investigation results were obtained for the same incident, which caused many controversies. The same incident happened in Beijing before. In December 2006, the Beijing Municipal Health Bureau released a survey of patient satisfaction in the second half of the year in 50 tertiary hospitals in the city. The results showed that the average satisfaction rate was as high as 97.6%, 19 hospitals had 100% satisfaction, and the lowest one was 92.5% %.As soon as the results were announced, public opinion was in an uproar. Such cases occur from time to time in some places. On April 7, 2006, the Sichuan Provincial Social Conditions and Public Opinion Survey Center announced the social survey results of "Listening to Public Opinions in the First Year": "87.4% of urban and rural residents are generally satisfied with the current living conditions." After the announcement, the data's Authenticity has also been questioned. Among the falsification of public opinion surveys in recent years, the Jiangsu "Investigation Gate" incident has attracted attention. In February 2009, Jiangsu Province conducted a public opinion survey on the comprehensive well-off situation in Qidong, Haimen, Tongzhou and other places in Nantong City, using random sampling telephone interviews. Many primary and secondary schools also have a special day off for students to memorize the answers to "assist" parents in responding to telephone surveys. "This is a typical blasphemy of public opinion." A person in charge of a survey agency in Beijing, who did not want to be named, told reporters helplessly. The data may be mixed with water." She explained: "Some survey agencies, especially some lesser-known survey agencies, in order to keep their customers, may indeed conspire with customers to fabricate data to deceive the society and the public." A number of interviewees reported that if government departments are involved in the falsification of public opinion, it reflects a "misalignment" in the government's view of performance. "Taking public opinion survey results as political achievements and falsifying them will not only damage the credibility of government departments, but also the reputation of the public opinion survey industry." Mr. Wang, a resident of Lugu Community, Shijingshan District, Beijing, told reporters, "I don't believe it. With the current polls of all kinds, I believe in my own feelings more.” In March 2009, the China Youth Daily Social Survey Center conducted a survey of 13,331 people in 31 provinces, districts, and municipalities across the country through the topic survey network. People don't quite believe it, 29.5% said it's hard to say, it depends on where the survey is done. According to the reporter's investigation and analysis, the deep-seated reason for the distortion of individual public opinion survey results is that the survey results are related to the political performance or interests of the entrusting party, which drives them to be keen on falsification. "In our country, most of the public opinion surveys on the public's satisfaction with the government's governance are in the hands of relevant government departments." Lu Zhaowang said bluntly, "The advantage of official public opinion survey agencies is that they have sufficient material and organizational resources. But due to These polling agencies are inextricably linked to the government, and people often question the fairness of their survey results." “The polling agency under the government has strong professional capabilities and survey methods are fine. It can be used as internal decision-making support and policy evaluation, but it is not appropriate to publish as a survey conclusion and result to obtain public approval. It is unavoidable that there is a suspicion that the government is both an athlete and a referee." Yu Guoming thinks. "Some polling agencies' own deficiencies make it easy for the public to question the polling results." Huang Xiaoyong believes that, first of all, the organizational affiliation of government polling agencies determines that their polling activities carry a strong "inspiration" and "proposition" The color of "answer" is obviously whitewashing; secondly, the swaying of public welfare and profit-making by non-governmental survey agencies will also make some private polls driven by commercial interests and lose their authenticity; thirdly, distorted polls released by polling agencies There is a lack of disciplinary mechanisms for information, too much reliance on institutional self-discipline, and insufficient heterogeneity. “If some local officials regard public opinion surveys as political achievements, they must hope that the results of the survey will tend to be beneficial to themselves, and the polling agencies are subordinate organizations, so they must obey their words.” Professor Qiu Peien from the Political Department of the National School of Governance said in an interview with reporters, “ The falsification of the investigation results not only loses the reference value for decision-making, but also deviates from the direction of people's livelihood and public happiness." During the reporter's interview, many government officials also admitted that some government departments are involved in public opinion falsification, mostly because they have to announce it to the public or report to their superiors. "If the results of public opinion surveys are regarded as political achievements, or as a tool to whitewash the peace, there is a problem with the motivation of conducting public opinion surveys." For all kinds of doubts from the society, some people in the investigation industry are also quite helpless. "If it is said that the public opinion is falsified, it is mostly from the subjects of the assessment. Because for the subjects of the assessment, even if the investigation results are not disclosed, it also involves their own political achievements, so they hope that the results will be beneficial to them." Yuan Yue said. Of course, the public's distrust of poll results is related to the low barriers to entry for poll agencies. "At present, the government still lacks scientific and standardized constraints on polling agencies." Zhou Jiang said frankly, "A company with a registered capital of 100,000 yuan and no professionals can make up a few figures and say it is the result of polls. The public often disagrees. Find out which polls are credible and which are not.” Wu Tao pointed out that the samples taken by some survey agencies are not representative, which is also an important reason for the unscientific survey results. "For a national study, at least 3,000 randomly selected samples are required to ensure the authenticity and accuracy of the results, but many companies can't do it, only about 1,000 samples, or even less." A number of interviewed experts also pointed out that the current results of some public opinion surveys are being questioned because background introductions are neglected when the survey results are released, or professional characteristics make some data face the possibility of random interpretation, and the public has not been informed in a way that the public can understand. scientific explanation. "When the entrusting party announces the results through the media, whether it is to announce all or selectively, the investigation agency should require the entrusting party to be completely loyal to the investigation results." Xiao Mingchao believes that the key is the entrusting party. "As for the investigation results, the entrusting party can Opinion polling agencies have no right to interfere in deciding whether to publish or not.” "One of the important ways for public opinion surveys to prevent information from being arbitrarily and artificially screened is to establish independent and neutral non-governmental survey agencies that operate independently, assume responsibility, self-discipline, and self-development, and maintain an appropriate distance from the government. It is detached, professional and objective." Lu Zhaowang believes. "The government should hand over public opinion surveys to legitimate private neutral survey agencies." In his view, "the government's responsibility is to supervise and regulate these survey agencies and survey activities. From the perspective of reform, reforming the government and society The unified organizational form and system rules, and the freedom of non-governmental organizations to independently participate in various social affairs are also important contents of the reform of my country's traditional public sector in the new era." "In addition to government polling agencies, more private polling agencies should be cultivated. This is not only a useful supplement to government polls, but also an inevitable trend and requirement to improve the level of political democratization." Qiu Peien said. "From the current point of view, the benign interactive relationship between the polling agency and the entrusting party lacks the constraints of the mechanism." Huang Xiaoyong analyzed that, "The formation of a benign interactive relationship between the two parties requires the entrusting party to be more enlightened, open, and confident. On the one hand, polling agencies need to improve the quality of polls to be objective, fair, and credible.” It is understood that in countries where public opinion surveys are relatively successful, in addition to the public opinion survey centers established by government departments, more commercial survey companies are independent of the government.The government will entrust reputable private survey agencies to conduct public opinion surveys, which can not only avoid suspicion, but also better understand public opinion.However, in order to maintain its business reputation, non-governmental investigation agencies must maintain the authenticity and objectivity of their investigation conclusions.The polling systems in these countries work well.The interviewed experts believe that we might as well learn from this approach to improve our country's public opinion survey system. It is also a key step in how to communicate the real findings to the public. "Even if an independent survey organization conducts a public opinion survey, it should not just announce the results, but to create a better communication environment with the public, explain to the public how the survey is done, and why it is done. Willing to know the details The public can deduce from this whether the results are credible or not.” Li Wei believes, “This is a process in which the poll industry and the public grow together.” "Government departments should strengthen communication with journalists to ensure that the application of survey data in news reports is correct." Professor Ke Huixin, director of the Statistics Institute of Communication University of China and doctoral supervisor, believes that the use of data when it comes to public opinion surveys needs to be more cautious However, media reports' over-emphasis on simplification, pursuit of attractiveness and other principles directly lead to the use of survey data as a mere formality, over-simplification, exaggeration, or out of context, which is more likely to distort the real trend of public opinion. "The results of public opinion surveys have been repeatedly questioned, which is related to the degree of awareness, understanding, and support of the government and the public for public opinion surveys." Wu Tao suggested, "To improve the social awareness and recognition of the entire public opinion survey industry requires all With the joint efforts of the industry, while improving the integrity and transparency of the industry, it is imperative for relevant departments to clarify industry management norms and strengthen effective supervision.”