該報(bào)告聲稱(chēng)，從年齡段分布來(lái)看，低齡階段的孩子課程聚焦于興趣開(kāi)發(fā)和語(yǔ)言啟蒙，他們最?lèi)?ài)學(xué)的是英語(yǔ)口語(yǔ)、自然拼讀、邏輯思維、趣味認(rèn)字、科學(xué)實(shí)驗(yàn)等；而到了高年級(jí)，則集中在知識(shí)點(diǎn)強(qiáng)化和考試突擊上，數(shù)理化、英語(yǔ)、全科補(bǔ)習(xí)等成了主要的報(bào)課內(nèi)容。

而在報(bào)告的“贏在起跑線(xiàn)上：幼兒類(lèi)興趣課受到媽媽們的重視”部分，還重點(diǎn)羅列出6門(mén)“熱門(mén)幼兒興趣課”。

但未來(lái)網(wǎng)記者發(fā)現(xiàn)，這6門(mén)課都來(lái)自滬江網(wǎng)校。而且位列前三的“熱門(mén)”課程“一口氣學(xué)完《論語(yǔ)》”“親子科學(xué)課”“輕松國(guó)畫(huà)之山水系列”，分別在該網(wǎng)校小學(xué)一年級(jí)、小學(xué)三年級(jí)和成人職場(chǎng)興趣的課程類(lèi)目中出現(xiàn)，大有促銷(xiāo)賣(mài)課嫌疑。

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滬江發(fā)布行業(yè)報(bào)告羅列出6門(mén)“熱門(mén)幼兒興趣課”，但前3門(mén)都是非學(xué)前課程

在關(guān)于編程學(xué)習(xí)方面，報(bào)告研究則分析稱(chēng)：針對(duì)3-4年級(jí)在線(xiàn)編程課程報(bào)名人數(shù)比例最高；豐富的在線(xiàn)編程課能滿(mǎn)足不同年齡段孩子需求。

教育行業(yè)白皮書(shū)熱難消 相同領(lǐng)域兩月內(nèi)出2份報(bào)告

記者觀察到，類(lèi)似于滬江的發(fā)布行為，教育行業(yè)內(nèi)并不少見(jiàn)。許多機(jī)構(gòu)都熱衷發(fā)布“行業(yè)報(bào)告”“白皮書(shū)”。除了整體的市場(chǎng)數(shù)據(jù)外，還有許多細(xì)分領(lǐng)域的調(diào)查報(bào)告，比如游學(xué)行業(yè)報(bào)告、早教行業(yè)報(bào)告、直播互動(dòng)教育行業(yè)研究、少兒編程發(fā)展報(bào)告等等。

今年5月16日，某機(jī)器人教育機(jī)構(gòu)與某教育自媒體聯(lián)合發(fā)布《2017全球教育機(jī)器人行業(yè)研究報(bào)告》。

同月，某管理咨詢(xún)機(jī)構(gòu)發(fā)布2017中國(guó)教育產(chǎn)業(yè)洞察報(bào)告，該報(bào)告稱(chēng)，預(yù)計(jì)到2021年在線(xiàn)教育行業(yè)規(guī)模達(dá)到9000億。

4月，美團(tuán)聯(lián)合某機(jī)構(gòu)《2018年中國(guó)教育O2O服務(wù)行業(yè)白皮書(shū)》發(fā)布，報(bào)告稱(chēng)，報(bào)告稱(chēng)教育O2O模式提升了用戶(hù)選擇效率，增加了機(jī)構(gòu)/教師的曝光度，是互聯(lián)網(wǎng)+教育的先行者。

同樣是調(diào)查研究在線(xiàn)少兒英語(yǔ)學(xué)習(xí)，2個(gè)月內(nèi)就有兩份報(bào)告出爐：

2月，《2018中國(guó)少兒在線(xiàn)英語(yǔ)教育行業(yè)研究報(bào)告》發(fā)布。報(bào)告中提到，高質(zhì)量的課程，即使定價(jià)較高，但更容易獲得較高的續(xù)費(fèi)率，“對(duì)于家長(zhǎng)而言，在培養(yǎng)孩子過(guò)程中，價(jià)格并非首要考慮因素。”

而在3月20日，由某在線(xiàn)少兒英語(yǔ)機(jī)構(gòu)聯(lián)合中科院大數(shù)據(jù)挖掘與知識(shí)管理重點(diǎn)實(shí)驗(yàn)室發(fā)布的《2017年中國(guó)在線(xiàn)少兒英語(yǔ)教育白皮書(shū)》則稱(chēng)，85%家長(zhǎng)抱怨線(xiàn)下英語(yǔ)培訓(xùn)接送子女耗時(shí)耗力；68%家長(zhǎng)認(rèn)為線(xiàn)下外教師資水平參差不齊。

未來(lái)網(wǎng)記者曾在2017年時(shí)就行業(yè)內(nèi)“白皮書(shū)”“行業(yè)報(bào)告”泛濫現(xiàn)象進(jìn)行調(diào)查，調(diào)查顯示，許多教育機(jī)構(gòu)熱衷發(fā)布相關(guān)調(diào)查研究報(bào)告，某教育機(jī)構(gòu)在一年內(nèi)發(fā)布相關(guān)調(diào)查研究報(bào)告就至少達(dá)5份。這些報(bào)告多包含有“中國(guó)”“行業(yè)研究”等字樣，調(diào)查分析的數(shù)據(jù)也主要來(lái)自于自家平臺(tái)上的數(shù)據(jù)。

而這樣的現(xiàn)象到今年仍在持續(xù)，據(jù)記者不完全統(tǒng)計(jì)，截止到5月，已經(jīng)有20份教育行業(yè)相關(guān)的“白皮書(shū)”“藍(lán)皮書(shū)”或“行業(yè)報(bào)告”發(fā)布。

“報(bào)告滿(mǎn)天飛，數(shù)據(jù)隨便做”成業(yè)內(nèi)常態(tài)

而層出不窮、眼花繚亂的教育行業(yè)“白皮書(shū)”，似乎正讓“白皮書(shū)”原本所代表的權(quán)威性有所消減。在發(fā)布時(shí)，一些教育機(jī)構(gòu)為顯示報(bào)告的權(quán)威，也愿意選擇與一些第三方機(jī)構(gòu)、數(shù)據(jù)咨詢(xún)公司進(jìn)行聯(lián)合發(fā)布，試圖讓后者為報(bào)告背書(shū)。

而號(hào)稱(chēng)行業(yè)觀察的報(bào)告，內(nèi)容上是否又真能做到客觀、全面和典型？

首都師范大學(xué)教師傅添博士認(rèn)為，行業(yè)報(bào)告的客觀獨(dú)立性首先體現(xiàn)在調(diào)研和發(fā)布者不能是直接的利益相關(guān)群體，否則幾乎不可能做到客觀中立。其次，調(diào)研報(bào)告必須遵循科學(xué)的研究方法，比如正確抽樣、試測(cè)并修改問(wèn)卷、進(jìn)行信效度檢驗(yàn)、加權(quán)等。

記者對(duì)一些報(bào)告、白皮書(shū)進(jìn)行了梳理。

某教育機(jī)構(gòu)與中科院實(shí)驗(yàn)室聯(lián)合發(fā)布的報(bào)告中聲稱(chēng)，其研究樣本數(shù)據(jù)“主要來(lái)自該教育機(jī)構(gòu)以及其他企業(yè)的用戶(hù)數(shù)據(jù)和市場(chǎng)調(diào)研，總數(shù)超過(guò)20萬(wàn)付費(fèi)在線(xiàn)學(xué)院和3萬(wàn)多北美外教，以及平臺(tái)上海量學(xué)習(xí)行為數(shù)據(jù)”。

報(bào)告聲稱(chēng)有幾十萬(wàn)研究樣本，樣本主要來(lái)自于發(fā)布方在內(nèi)的多家企業(yè)。但非發(fā)布方企業(yè)貢獻(xiàn)的樣本數(shù)量卻并未寫(xiě)明。

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報(bào)告聲稱(chēng)有幾十萬(wàn)研究樣本，樣本主要來(lái)自于發(fā)布方在內(nèi)的多家企業(yè)

但非發(fā)布方企業(yè)貢獻(xiàn)的樣本數(shù)量卻并未寫(xiě)明

而在《2017年中國(guó)中小學(xué)在線(xiàn)作業(yè)用戶(hù)洞察報(bào)告》里，針對(duì)中國(guó)小學(xué)在線(xiàn)作業(yè)平臺(tái)學(xué)生、教師和家長(zhǎng)群體的觀察數(shù)據(jù)，則來(lái)自2017年10月某一家在線(xiàn)作業(yè)平臺(tái)通過(guò)線(xiàn)上問(wèn)卷調(diào)研獲得。

另一份《國(guó)際游學(xué)藍(lán)皮書(shū)》的數(shù)據(jù)來(lái)自于“有效調(diào)研問(wèn)卷749份，其中家長(zhǎng)384份、已畢業(yè)及在校學(xué)生365份，2萬(wàn)名老學(xué)員及家長(zhǎng)的抽樣電話(huà)回訪(fǎng)”。盡管其數(shù)據(jù)的采集抽取樣本也有一定數(shù)量，但全部都來(lái)源于該平臺(tái)12年間積累的用戶(hù)數(shù)據(jù)。

報(bào)告調(diào)研者和發(fā)布者如果是同一群體，研究的內(nèi)容關(guān)系企業(yè)利益，得出的研究結(jié)果難以談客觀中立。樣本數(shù)量和采樣方法等，也都有待考證。

記者注意到，《2017全球教育機(jī)器人行業(yè)研究報(bào)告》中，撰寫(xiě)者僅僅是就相關(guān)教育機(jī)構(gòu)機(jī)器人行業(yè)發(fā)展的資料進(jìn)行研究分析，而未提及一手?jǐn)?shù)據(jù)的采集使用。

一些報(bào)告內(nèi)容的不嚴(yán)謹(jǐn)甚至還體現(xiàn)在錯(cuò)別字上。在《2017中國(guó)中產(chǎn)階級(jí)家庭教育觀念白皮書(shū)》正文首頁(yè)突出顯示的小標(biāo)題里，記者就發(fā)現(xiàn)一處別字：“重視教育”寫(xiě)成“重試教育”。

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《2017中國(guó)中產(chǎn)階級(jí)家庭教育觀念白皮書(shū)》正文首頁(yè)的內(nèi)容里，小標(biāo)題就出現(xiàn)了別字

第三方教育智庫(kù)管理咨詢(xún)公司智來(lái)時(shí)代的張?jiān)ジ嬖V記者，2014年教育行業(yè)內(nèi)其實(shí)并沒(méi)有像現(xiàn)在這樣“報(bào)告滿(mǎn)天飛，數(shù)據(jù)隨便做”。

讓張?jiān)ジ械綗o(wú)奈的是，現(xiàn)在有些報(bào)告，僅取單一維度就作分析，結(jié)果難免斷章取義；有的調(diào)研報(bào)告發(fā)了幾十份問(wèn)卷就敢稱(chēng)是利用大數(shù)據(jù)技術(shù)；還有的報(bào)告展示幾張圖片、PPT也號(hào)稱(chēng)是研究報(bào)告。

她認(rèn)為，水準(zhǔn)差的行業(yè)研究報(bào)告難以讓業(yè)界人士清楚真正的市場(chǎng)行情和市場(chǎng)容量，“照這樣下去發(fā)展，教育行業(yè)還要走很大彎路。”

“當(dāng)然，還是有很多業(yè)界人士能夠分辨真正做得好的行業(yè)研究。大家認(rèn)可的，都會(huì)有不錯(cuò)的口碑。”

企業(yè)要“秀肌肉” “行業(yè)報(bào)告”變味成“宣傳冊(cè)”

熱衷發(fā)布各類(lèi)行業(yè)報(bào)告和白皮書(shū)，教育機(jī)構(gòu)用意何在？

凸顯實(shí)力和行業(yè)地位，是不少教育機(jī)構(gòu)報(bào)告發(fā)布的首要目的。

不難看到，許多報(bào)告和白皮書(shū)的標(biāo)題并不會(huì)出現(xiàn)自家機(jī)構(gòu)名稱(chēng)，而用“中國(guó)”或“行業(yè)”來(lái)體現(xiàn)權(quán)威感已經(jīng)成為一個(gè)慣用手段。使用“行業(yè)洞察”的字眼似乎更能體現(xiàn)出教育機(jī)構(gòu)在某細(xì)分領(lǐng)域的業(yè)務(wù)實(shí)力，已經(jīng)足以發(fā)布一份報(bào)告。

從大多數(shù)報(bào)告上看，相比數(shù)據(jù)樣本的來(lái)源和采集，教育機(jī)構(gòu)們似乎更愿意顯露出數(shù)據(jù)的樣本量。數(shù)據(jù)量越大就越能顯示出其坐擁的龐大受眾群。比如一份名為《2017年中國(guó)在線(xiàn)少兒英語(yǔ)教育白皮書(shū)》的報(bào)告里就表明其數(shù)據(jù)來(lái)自總數(shù)超過(guò)20萬(wàn)付費(fèi)在線(xiàn)學(xué)院和3萬(wàn)多北美外教。

除此之外，行業(yè)報(bào)告、白皮書(shū)也成了一些教育機(jī)構(gòu)的“宣傳冊(cè)”和“消費(fèi)指南”。

《2018中國(guó)少兒在線(xiàn)英語(yǔ)教育行業(yè)研究報(bào)告》在今年3月由某第三方機(jī)構(gòu)獨(dú)立發(fā)布。但記者注意到，盡管這份報(bào)告在梳理分析行業(yè)狀況時(shí)列舉出了多家機(jī)構(gòu)，但在報(bào)告的分析舉例中，某家機(jī)構(gòu)的出現(xiàn)頻次、對(duì)該機(jī)構(gòu)進(jìn)行分析描述的程度都明顯高于其他機(jī)構(gòu)。甚至在“品牌分析”部分，報(bào)告也僅以該家機(jī)構(gòu)為例進(jìn)行綜合分析。

這份“獨(dú)立發(fā)布”的研究報(bào)告背后，或許有“隱身”起來(lái)的其他教育企業(yè)為報(bào)告的聯(lián)合發(fā)布方。

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某研究報(bào)告聲稱(chēng)由第三方機(jī)構(gòu)獨(dú)立發(fā)布

但該報(bào)告梳理分析行業(yè)時(shí)似乎有意突出個(gè)別教育企業(yè)，報(bào)告或有其他聯(lián)合發(fā)布方

監(jiān)管還需發(fā)力 家長(zhǎng)則需批判性看待

而滬江在近日發(fā)布的《2018中國(guó)不同年齡段媽媽線(xiàn)上消費(fèi)&行為觀察》行業(yè)報(bào)告中，將一年級(jí)、三年級(jí)甚至成人的課程列入“熱門(mén)幼兒興趣課”，都可以看作是營(yíng)銷(xiāo)產(chǎn)品課程、刺激用戶(hù)消費(fèi)的手段。。

傅添認(rèn)為，機(jī)構(gòu)對(duì)調(diào)查數(shù)據(jù)的解讀也應(yīng)客觀全面，不能進(jìn)行帶有誘導(dǎo)性、偏差性的解讀。

作為教育產(chǎn)品的購(gòu)買(mǎi)者，家長(zhǎng)對(duì)于教育機(jī)構(gòu)行業(yè)報(bào)告的“深意”怎么看待？

一位張姓家長(zhǎng)稱(chēng)，自己會(huì)下意識(shí)抗拒這種利用話(huà)題和數(shù)據(jù)制造焦慮的行為。她認(rèn)為，孩子越小的父母也越容易相信教育機(jī)構(gòu)拋出的觀念，伴隨孩子成長(zhǎng)的同時(shí)一些父母也得到成長(zhǎng)，就不太容易受某些觀點(diǎn)裹挾。

另一位魏姓家長(zhǎng)認(rèn)為，普通家長(zhǎng)鑒別力和定力都有一定局限性，父母只是這個(gè)選擇過(guò)程中利益相關(guān)的一方，相關(guān)問(wèn)題解決還需要社會(huì)各方尤其是監(jiān)管部門(mén)發(fā)力。

傅添認(rèn)為，一些家長(zhǎng)還缺乏教育主見(jiàn)，還不清楚自己孩子真正教育需求。另一方面，對(duì)于商業(yè)機(jī)構(gòu)、教育培訓(xùn)機(jī)構(gòu)，家長(zhǎng)還要具備一定的批判意識(shí)和警惕意識(shí)。