Comparison of Online Research Environments among the APRC 5-countries

Working Group-2 / JMRA Research Technology Committee

- Desk Research -

Presentation

Objectives of this Initiative

Outline of the Desk Research

Findings on:– The Marketing Research Market in 2004 to 2008

– The situation of the Online research in the 5 countries

– The current status of the Online research

Issues for the Future

Objectives of this Initiative

To share online research environments of the APRC 5-

countries.

Consumer’s Voice

Market Research

Turnover

Fieldwork

internet

panel

Online ResearchClient's needs

Speed &

Low cost

Data

Delivery

Outline of the Desk Research

Process:JMRA developed a list of research items, and the research associations of the other four countries (Australia, China, Korea and Thailand) conducted desk research to collect the information respectively.

■ Period:End of April 2010 – September 2010

■ Main research items– The market size of the Marketing Research

– The environment and situations of the Online research

The Market Size of

The Marketing Research Market

in 2004 to 2008

Asia Pacific Region in the World

The third biggest market size in the world with

continuous growth

APRC 5 Countries

The market sizes of Australia, China, Korea and

Thailand have been on the continuous growth.

That of Japan has been on the low growth trend.

Summary

Market research turnover 2008 (US$m)（By region）

Source: ESOMAR,2009

9,629

4,5381,700 529

16,066

0

5,000

10,000

15,000

20,000

Europe

total

North

America

Asia

Pacific

Latin

America

Middle

East &

Africa

World total : 37,462

80

120

160

200

2004 2005 2006 2007 2008

Growth rate of the Market research turnover （By region）

Source: Base on ESOMAR2009

Latin America

Asia PacificEurope total

North America

Middle East & Africa

World

2004=100

Market research turnover 2008 (US$m)（APRC 5 countries and other major countries）

Source: ESOMAR,2009

対GDP

割合

727 7931,643

42594

4,154

8,866

0

3,000

6,000

9,000

AU CN JP KR TH USA UK

Growth rate of the Market research turnover

（APRC 5 countries and other major countries）

80

120

160

200

240

2004 2005 2006 2007 2008

CN

KR

THAU

JP

USA

UK

Source: Base on ESOMAR2009

2004=100

The Situations of the Online Research

in the 5 Countries

Main methodology of the quantitative research

– Online in Australia and Japan

– Offline in China, Korea and Thailand

Steady sales of the Online research in

Australia, Japan and Korea

Online research in Australia and Japan

– Low cost

– High penetration with the Internet

Summary

Spend by research method 2008

Source: ESOMAR, 2009

1

13

1

18

14

3

14

7

25

14

32

32

11

33

12

1

0% 20% 40% 60% 80% 100%

AU

CN

JP

KR

Postal

Telephone

Face-to-face

Online

Online traffic/audienceAutomateddigital/electronicOther quantitative

Total qualitative

Other

TH : Face-to-face is the main channel.

Online survey is a small amount. (Desk research)

Trend of the Online-research sales ratio

Source: ESOMAR, 2009

0%

10%

20%

30%

40%

2005 2006 2007 2008

KR

AU

JP

UK

USA

World

US$

Face-to-

face in

home

CLT (F2F)Telephon/

CATIOnline

Australia - 51,298 43,876 17,133

China 10,991 11,724 8,452 7,973

Japan 67,170 68,019 39,659 22,371

Korea 20,516 25,990 11,478 12,753

Thailand 15,067 19,552 16,110 -

Source: ESOMAR,2010

Case: USAGE AND ATTITUDE SURVEY

Research cost by research method

Internet penetration and Online research spend as a percentage of total spend

Source: ESOMAR 2009 , The World Bank

TH

CN KR

JPAU

UKUSA

0%

10%

20%

30%

40%

0 20 40 60 80 100

Online

research

Internet users per 100 personNote:TH: Online survey is a small amount. (Desk research)

World

The Current Status of the Online Research

Japanese information only

The following slides show some findings.

Summary

Trend of Online research spend and a percentage of total spend in Japan

Source: JMRA “Survey on Business Trend”

0

100

200

300

400

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

0%

10%

20%

30%

40%

Online research

turnover (US$m)

Research Outline of

“The Study on the Situations of Online research”

Research target : Head of Online research section or

fieldwork section of the JMRA member

companies

Research methodology : Through internet or faxing self-

administrative questionnaire after

downloading

# of respondents : 107 companies out of 149 members

(71.8%)

Main research items : • Whether or not Online research is

implemented

• Whether or not internet panel is owned

• Implementation status, etc.

Research period : May 28 - June 18, 2010

Implementing the Online research

Monitor recruitment

Panel composition

Incentives

Real feelings and issues

Summary of the Online Research Study

Online research

20%

80%

Implementation

# of companies：107

1%

54%

45%

Ownership of Panel

# of companies ：86

Yes

No

No Yes

Don’t know

Panel Development （MA） # of companies： 39

644949

3128

18151515

135

30

8

0% 20% 40% 60% 80%

自社ホームページでの告知ネット調査以外の自社調査協力者

バナー広告での募集告知パネル登録会員の会員紹介キャン

メールマガジンでの募集告知懸賞サイトへの登録（懸賞の実施）エリアサンプリングで抽出後に勧誘

オプトインメールでの募集告知リクルーター（調査員）の紹介

新聞・雑誌での広告住民基本台帳で抽出後に勧誘

ＲＤＤ法で勧誘電話帳で抽出後に勧誘

その他

Notification in own homepageSolicitation to past respondents other than internet survey

Recruitment notification by banner-type advertisement

Member-introduction campaign among registered members

Recruitment notification in e-mail magazine

Registration to prize site (implementation of prize)

Solicitation after area sampling

Recruitment notification through opt-in mail

Recruiters' (Interviewers’) introduction

Advertisement in newspaper and magazine

Solicitation after sampling from the Basic Resident Register

Solicitation through the RDD

Solicitation after sampling from the telephone book

Others

Panel composition by age/gender（Average percentages by age/gender） # of companies：33

2

7

11

12

8

4

1

0%5%10%15%20%

Male

Panel

Population

2

10

15

6

2

1

20

0% 5% 10% 15% 20%

Female

Panel

Population

Below 20

20’s

30’s

40’s

50’s

60’s

70 or over

44

19

3

0

3

0

75

0% 20% 40% 60% 80%

自社で構築したポイントを提供

商品券・図書券・テレカ等の金券や現金を提供

他社のポイントシステムからポイントを提供

電子マネー（Ｗｅｂマネー等）を提供

記念品、ノベルティ、人気のありそうな商品を提供

その他

わからない

Offering our own point

Offering a note such as gift certificate, book token

and telephone card, etc. or cash

Offering other company's point system

Offering E-cash (WebMoney etc.)

Offering some specific goods such as memento

and novelty, etc., which are most likely popular

Others

Don’ t know

Incentives offered (MA) # of companies：36

Real feelings and issues owned by respondent companies against the online research

Comments from OA question…..

Biased age composition of monitors

(a few young and aged monitors)

Too much experienced monitors

Reliability of responses

Excessive price competition

Issues for the Future

Fast and fresh data

Flexibility

Cost effective

Possibility of becoming a main

research methodology in future

Necessity of quality improvement

Expectation on the Online research

It enables us …..

To identify trend of the Online research in own country

To evaluate Online Research using common indicators

To share each other’s knowledge

To do joint studies based on findings obtained from the study

Recommendation:

Jointly implement an Online Research Study

Thank you !