PDF《Conducting International》

Conducting International Online Research 执行国际在线调查 Pete Cape Global Knowledge Director 全球知识储备总监 Agenda 议程 ? Setting the scene 背景概览 ? Europe 欧洲 ? APAC 亚太 ? International market research 国际市场调查 ? Doing international fieldwork 如何执行好国际市场调查 ? Key to success 成功的关键点 ? Question and Answer 提问与解答 Setting the scene 背景概览 2006: The fastest growing regions in the world for Market Research? 2006:市场调查增长最迅速的地方 source: ESOMAR '

Global Market Research 2007'

来源: ESOMAR 2007全球市场调查 6.

6% 3.4% 2.8% 0% 1% 2% 3% 4% 5% 6% 7% Europe North America Asia Pacific Asia Pacific now 14% of worldwide MR revenues 目前亚太地区市场调查总额占全球的14% Setting the scene 背景概览 Growth within the region above average growth 以下国家/地区的增长高于世界平均增长水平 source: ESOMAR '

Global Market Research 2007'

来源: ESOMAR 2007全球市场调查 Setting the scene 背景概览 MR growth within the region below average growth 一下国家/地区的增长低于世界平均增长水平 Country

2005 2006 Australia US$522 million US$532 million Taiwan US$98 million US$99 million Myanmar US$4 million US$4 million Sri Lanka US$4 million US$4 million Cambodia US$3 million US$3 million New Zealand US$87 million US$86 million Japan US$1405 million US$1380 million Philippines US$41 million US$37 million Laos US$2 million US$1 million Indonesia US$31 million US$12 million source: ESOMAR '

Global Market Research 2007'

来源: ESOMAR 2007全球市场调查 Setting the scene 背景概览 ? excluding the USA, eleven countries in the world with populations larger than Germany? 除美国以外,世界上还有11个国 家人口数量超过德国 ? make up 56% of the worlds population! 这些国家人口占世界人口总数的 56%! ? but only 13% of global GDP 然而国内生产总值仅占全球的13% Country Population China 1,306,313,812 India 1,080,264,388 Indonesia 241,973,879 Brazil 186,112,794 Pakistan 162,419,946 Bangladesh 144,319,628 Russia 143,420,309 Nigeria 128,765,768 Mexico 106,202,903 Philippines 87,857,473 Vietnam 83,535,576 World 6,499,697,060 source: US Census Bureau, International Database,

2006 mid year estimates Setting the scene 背景概览 ? even if we just consider the consumer class 即使我们只考虑 消费群体 ? the numbers are huge 其数量也是很庞大 ? China = USA 中国=美国 ? India >

Germany 印度>

德国 ? Vietnam = the Netherlands 越南=荷兰 Country no: % China 300,452,177 23% India 97,223,795 9% Indonesia 24,197,388 10% Brazil 65,139,478 35% Pakistan 8,120,997 5% Bangladesh 12,988,767 9% Russia 64,539,139 45% Nigeria 6,438,288 5% Mexico 48,853,335 46% Philippines 21,964,368 25% Vietnam 15,871,759 19% Consumer class source: University of Minnesota,

2003 except Bangladesh C University of California Vietnam - Vietnam General Statistical Office (percentage owning a refrigerator) Setting the scene 背景概览 ? GDP growth is amazing 国内生产总值增长迅速 Country GDP growth 1996-2005 China 133% India 98% Indonesia 19% Brazil 2% Pakistan 88% Bangladesh 47% Russia 84% Nigeria 167% Mexico 128% Philippines 15% Vietnam 92% World 47% source: International Monetary Fund 来源:国际基金协会 Setting the scene 背景概览 ? and demographics are on your side 人口结构也支持经济增长 % adult population <

35 % adult population over

65 China 40% 10% India 50% 7% Indonesia 48% 8% Brazil 47% 8% Pakistan 56% 7% Bangladesh 58% 5% Russia 35% 17% Nigeria 58% 6% Mexico 50% 9% Philippines 54% 6% Vietnam 51% 8% USA 35% 16% UK 32% 20% Germany 28% 21% France 32% 21% source: US Census Bureau, International Database,

2006 mid year estimates Setting the scene 背景概览 Some big global MR buyers 一些主要的调研购买者 Setting the scene 背景概览 ? China is P&

G'

s 6th largest market 中国是宝洁的第六大市场 ? forecast to become number

2 预计将成为其第二大市场 ? US$1.8 billion revenues (2007 US$3.75 billion) 18亿美元营业收入 (2007 37亿5千万美元) ? profit growing at 140% pa 收益每年增长1.4倍Global Trends 全球趋势 source: Booz Allen Hamilton,

2005 Setting the scene 背景概览 ? Growth in demand for international online sample 国际在线样本需求增长 ? but change in mode (to online) having local impact? 然而调研方式的转变(线下到线上)有地区性影响? ? UK international revenues down 5% in

2005 英国2005年国际调查营业额下降5% ? Strong growth APAC: China (+25%) and India (+11%) 亚太区大幅增长:中国(超过25%),印度(超过11%) Market Research 市场调查 Setting the scene 背景概览 ? Pressure on pricing (therefore revenues) in North America and Europe 北美和欧洲面临价格压力,从而面临营业额压力 ? Change in mode 方法转变 ? Outsourcing 外包 ? Large demand for international Business to Business 对国际B2B的巨大需求 Great opportunities in international research 国际调查的巨大机遇 Great opportunities for inbound research in China 针对中国调查的巨大机遇 Market Research 市场调查 Let'

s talk about International Online Research…. 下面我们谈谈国际在线市场调查…… ? with online access panels who needs local researchers to do international research? 有了在线会员数据库,谁还会 需要依靠本地调查机构开展国 际调研? let'

s face it… 让我们来面对它…… you can do the whole thing from the privacy of your own home 你可以在家舒舒服服地完成所有步骤 Sampling 抽样 Questionnaire Design 问卷设计 Analysis 数据分析 but …… 然而…… should you? 应该这么做吗? Panel Companies 在线样本提供商 ? Can sell you everything you need to conduct your project 能提供你需要的一切,来帮你完成调研项目 ? And will do…. 且付之于行动…… only you can decide 只有你能决定 ?Because you are now 100% in charge 因为,现在你是百分百的决策者 should you do it? 你应该这么做吗? ?does the online population represent the target population? 在线人群能代表目标群体吗? ?the headline penetration masks the reality 网络覆盖率表象掩盖事实 Not Online非 网络 46% Online网络54% Internet Penetration by Age C France 法国网络普及率(以年龄划分) Age 年龄 Internet Penetration 普及率 15-24 69% 25-34 65% 35-44 46% 45-54 41% 55-64 28% 65+ 15% Source: EIAA Media Consumption Study C October

2004 just how typical is he? 这位网民,有多大代表性? Selected Internet Penetrations 部分国家网络普及率 Europe Asia Americas Country Penetration Country Penetration Country Penetration Sweden 76% Hong Kong 68% United States 70% Portugal 74% Japan 67% Canada 68% Netherlands 73% South Korea 67% Chile 42% Denmark 69% Singapore 66% Argentina 34% Finland 62% Malaysia 48% Mexico 21% United Kingdom 62% Macao 40% Peru 21% Germany 61% Vietnam 19% Brazil 21% Austria 57% Philippines 16% Colombia 16% France 54% Thailand 13% Venezuela 13% Italy 53% China 12% ........