How Is The Information Collected?
Telephone and face-to-face interviews
Data collection in China is an area around which a number of ‘urban myths’ have developed. The most common of these is the statement that Chinese people (businesspeople or consumers) are unwilling to provide information over the telephone, and that face-to-face interviews are necessary in the majority of cases.
This is a gross exaggeration. In reality, there has been a significant move towards telephone-based research in business-to-business research (as well as consumer projects) over the past 5 years. It is now estimated that 50-55% of data collection in business-to-business markets is obtained via telephone, against around 10% in the year 2000.
This is due to many of the same factors that have made telephone-based fieldwork the main methodology in the West: not least the efficiency that allows large numbers of people to be interviewed at a relatively cheap cost, and in a short timescale; and the fact that Chinese businesspeople have little desire to spend an hour or two taking part in a research project. Above all, the telephone is established as a means of communication throughout Chinese businesses. It is true that few business deals are struck in China without a number of face-to-face meetings taking place; however market research interviews are simply the exchange of information – not the exchange of contracts – and participants increasingly see little benefit or necessity in meeting one-on-one for this purpose.
Whilst the preference of respondents and clients are not insignificant issues in the choice of data collection methodology, there is an equally important question regarding the quality and depth of data obtained. Here again, concerns appear to be hugely overstated. Examination of scripts obtained from face-to-face and telephone interviews in China reveals that face-to-face interviews generally obtain around 10% more information than telephone interviews. Some researchers also argue that the ability to judge body language in face-to-face interviews is an important factor; however, there is little evidence to support this. Furthermore, telephone-based interviews typically take place from a studio with automatic recording and ‘listening in’ facilities, meaning that research quality standards are more rigorously adhered to.
Despite all of the above, it must be said that face-to-face interviews do have their place, and one important factor is the seniority of the respondent. Senior managers, Directors and many Government officials are often more likely to agree to take part in a study when there is an opportunity to do so face-to-face. This is partly due to respondents’ natural curiosity as to whom exactly they are giving information to, but, perhaps more importantly, also due to a cultural perception that high-level discussions merit the time and effort that goes into a face-to-face meeting. In fact, it is not uncommon for high-level discussions to take place at the research agency’s premises, with the respondent as an invitee, and clients observing the conversation. Wherever the face-to-face discussion takes place, it is usual for a small gift or incentive to be provided, something which does not usually happen with telephone data collection.
Overall it appears that the perception of face-to-face interviews as superior to the telephone alternative is often as prominent within the research agencies as it is amongst target audiences. Some agencies’ choice of interview method reflects their own preference rather than any methodological reason or respondent preference.
Focus groups
The focus group is a methodology that is used in China, albeit much less so than in Western markets. There is an almost unanimous view in the market that Chinese respondents – particularly businesspeople – prefer to provide information on a one-to-one basis rather than in the company of their peers. The exact reason for this is unclear, although the balance of opinion suggests that this is a cultural issue more so than a matter of concerns about confidentiality. As discussed later, it is also the case that the open-ended and projective questioning used in qualitative research tend to work less well with Chinese respondents than with Westerners. When focus groups are conducted, they are commonly carried out in a ‘mini-group’ format of three or four people; groups of 8-10 respondents are very rare.
Online data collection
Whilst Chinese agencies are extremely techno-savvy, the only technological area in which they tend to lag behind their Western counterparts is in their use of online data collection techniques. This appears to be due to the relatively low Internet penetration in China, and in particular the lack of familiarity of the target audience with the very interactive sites that are necessary for data collection. Currently, business-to-business online surveys are mainly limited to IT managers, and online focus groups are yet to be introduced to any audience. Agencies are so unconvinced of most respondents’ ability or willingness to take part in web surveys, that, when asked by Western agencies to conduct the Chinese element of an international online survey, they employ their interviewers to conduct telephone interviews with respondents. As the respondent provides his or her answers over the telephone, the interviewer enters them into the online survey.
Desk research
The language issue alone makes conducting desk research into Chinese markets a daunting task for Western organisations, and this issue is frequently added to with the complaint that desk sources in China are hard to come by. Whilst the language issue is beyond doubt, it is, however, certainly not the case that there is a lack of desk resources for the researcher.
In fact, if it is industry statistics and details of regulations that you are looking for, then it is doubtful that any country makes more information available than China. The National Bureau of Statistics (www.stats.gov.cn/english/) provides economic information for free on a monthly basis. The National Development and Reform Commission puts in place regulations designed to develop different Chinese industries, and these regulations can be found on http://en.ndrc.gov.cn/. A whole host of Ministries and Administrations exist within the Chinese Government, all of which are listed on www.china.org.cn. Many of these will provide information on the industries and activities within their jurisdiction, either online or sometimes through direct contact. Increasingly, information is provided in English and other European languages.
In addition to direct Government departments, most industries within China have at least one association, which will be closely related to Government. These associations are excellent sources of market information, and indeed of potential target companies within their industries. Chinese agencies all possess the Chinese Government’s directory of Government departments, which is two volumes long and lists every single Government department.
In terms of search engines, the main tool used is www.baidu.cn, followed by www.google.cn. As with primary fieldwork, researchers operating within China must steer clear of certain information areas, relating in particular to Government and social policy.
Figure 4 – Homepage of www.baidu.cn
Data collection into the future
Over the next 5 years, two key trends will happen in terms of business-to-business data collection. Firstly, it seems certain that the move towards more telephone-based fieldwork will continue, as acceptance of this method increases amongst respondents, clients and agencies alike, and as demand for research outside the main cities grows. However, face-to-face interviewing will remain prominent, as it is firmly entrenched in the culture of research in China and, it should be mentioned, not enormously more expensive than telephone interviews. Secondly, the emergence of the Internet as a viable means of data collection is certain to occur, again due to the acceptability of this method to clients and respondents alike. The high demand for large-sample projects within China means that the web-survey will be the first and the most widespread of these techniques. Online focus groups and blog research will grow far more quickly in consumer applications; however, both will grow steadily over the next 5 years.
Quality procedures
The ‘big city’ Chinese research agencies place an extraordinary emphasis on quality. Whereas UK market research standards decree that 5% of all interviews conducted should be ‘listened in to’, it is not uncommon for Chinese agencies to listen to 50% or more of telephone interviews as they take place, with recordings of the remaining interviews also listened to. Agencies often read through every single completed questionnaire, insisting that respondents be re-contacted as appropriate. Full-time quality management teams often number 6 or 7 people.
The emphasis of these agencies on quality is complemented by their focus on new technology, which agencies use to their full advantage. Indeed, technology is an integral part of the quality assurance process, with digital recording of interviews and randomised monitoring systems used for telephone fieldwork. Face-to-face interviewers typically use MP3 players to record their interviews. Significantly, there is no secrecy law in China, meaning that interviews can be recorded without the knowledge of respondents. There is, however, an increasing tendency for respondents to be made aware if they are being recorded, as agencies recognise the importance of maintaining the trust of target markets (this is particularly the case in business-to-business research).
Quality is such a key issue for Chinese agencies that research buyers may well find themselves having company quality procedures recited to them during the initial stage of scoping a potential project. With such a focus on this issue, potential research buyers should be reassured about the very high reliability of research produced by the bigger agencies in particular.
This entry was posted
on Thursday, August 2nd, 2007 at 9:33 am and is filed under International Market Research, Market Research, Market Research China.
You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
Leave a Reply
|
