AARP's national survey on multi-level marketing participation

A 69-question survey instrument was developed by the study authors. Questions were selected based on the beliefs, values, and experiences shared by MLM participants in four focus groups conducted in an earlier phase of the research, and also on previous literature describing the characteristics of individuals and communities exposed to MLM. The survey was administered to participants belonging to the GfK KnowledgePanel, the largest online panel that uses probability-based sampling techniques for recruiting a nationally-representative sample of Americans. This sampling frame allows researchers to produce statistically valid estimates that are generalizable to the U.S. population. The survey consisted of two phases: 1) initial screening of 7,949 KnowledgePanel members to calculate lifetime prevalence of MLM in the United States; and 2) the main survey with study-eligible respondents aged 18 years and older. Qualifying respondents who participated in phase 2 included 601 KnowledgePanel members who were distributors for an MLM firm sometime in the past (adopters), and 415 KnowledgePanel members who never participated in MLM before (non-adopters). Sample size quotas of 600 MLM participants and 400 non-participants were set a priori, although more panel members were screened into the survey to accommodate for case deletions due to response error and missing data. For the 601 respondents who previously participated or currently work as distributors with an MLM firm, the survey instrument asked detailed questions about the first MLM firm they ever joined. They were asked to identify the name of the MLM company from a dropdown list (or free entry), who recruited them, the reasons why they joined, the average number of hours they worked each week, how long they maintained their membership, how much money they spent on inventory, training, and marketing materials, whether they made a profit, broke even, or lost money, and whether they felt the company accurately represented their chances of achieving financial success. The survey also gathered information on these adopters’ life circumstances, household income, age and employment prior to joining, and their reasons for leaving the MLM company if they were no longer active. They were also asked how many MLM companies they have joined in their lifetime and if they were currently working as a distributor for an MLM firm. The 415 respondents who said they have never joined an MLM firm were asked if anyone had ever asked them to join, and if so, to select one or more reasons for why they declined. Both groups were asked demographic, economic, mindset, and social activity questions.

本研究团队开发了一份包含69个题项的调研问卷。题项的选取一方面基于研究前期阶段开展的四场焦点小组访谈中，多层次直销（Multi-Level Marketing，以下简称MLM）参与者分享的信念、价值观与经历，另一方面参考了既往文献中关于接触MLM的个体与社群特征的描述。本次调研面向GfK知识调研面板（GfK KnowledgePanel）的成员开展——该面板是目前规模最大的线上调研面板，采用基于概率的抽样方法招募具有全美代表性的美国民众样本，该抽样框架可帮助研究人员生成具有统计有效性的估计结果，且结论可推广至美国全体人群。本次调研分为两个阶段：1）对7949名GfK知识调研面板成员开展初步筛选，以测算美国人群中MLM参与的终身患病率；2）针对符合研究纳入标准的18岁及以上受访者开展主体调研。参与第二阶段调研的合格受访者包括601名曾在过往某段时间担任MLM企业经销商的面板成员（下称“参与组”），以及415名从未参与过MLM的面板成员（下称“非参与组”）。研究预先设定了600名MLM参与者与400名非参与者的样本量配额，但为了弥补因应答误差与数据缺失导致的有效样本流失，实际筛选进入调研的面板成员数量多于预设配额。针对601名曾参与或当前担任MLM企业经销商的受访者，问卷针对其首次加入的MLM企业设置了详细题项：要求受访者从下拉选项列表（或自由填写）中标注其首次加入的MLM企业名称、招募其加入的人员、加入该企业的动机、每周平均工作时长、维持经销商身份的时长、在库存、培训与营销物料上的花费金额、是否实现盈利、收支平衡或亏损，以及是否认为该企业如实披露了其实现财务成功的可能性。问卷还收集了参与组受访者的生活境况、家庭收入、加入MLM前的年龄与就业情况，以及若其已不再活跃于该领域时退出MLM企业的原因。此外，受访者还被问及一生中共加入过多少家MLM企业，以及当前是否仍担任MLM企业的经销商。针对415名自称从未加入过MLM企业的受访者，问卷询问是否曾有人邀请其加入MLM，若有则需选择一项或多项拒绝邀请的原因。两组受访者均被问及人口统计学特征、经济状况、思维模式与社会活动相关的题项。