Comparison ofOnline Research Environments
among the APRC 5-countries- Desk Research Working Group-2 / JMRA Research Technology Committee

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 5countries– The current status of the Online research Issues for the FutureObjectives of this Initiative To share online research environments of the APRC 5countries.

Client's needs

Speed &Low cost

DataDelivery

Market Research
Turnover

Online ResearchConsumer’s Voice

Fieldwork
internetpanel

Outline of the Desk Research Process:
JMRA developed a list of research items, and theresearch 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 ofThe Marketing Research Marketin 2004 to 2008

Summary
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 andThailand have been on the continuous growth.
 That of Japan has been on the low growth trend.

Market research turnover 2008 (US$m)（By region）
20,00015,000World total : 37,462

16,066
9,629

10,000

4,538

5,000

1,700

529

Latin
America

MiddleEast &Africa

0EuropeNorth
total
America

Asia
Pacific

Source: ESOMAR,2009

Growth rate of the Market research turnover（By region）
2004=100

Latin America

200

Middle East & Africa

Asia Pacific160

Europe total

World120

North America

802004

20052006

2007

2008

Source: Base on ESOMAR2009

Market research turnover 2008 (US$m)（APRC 5 countries and other major countries）
9,000
8,866

対GDP割合
6,000

4,154

3,000

1,643
727

793

AUCN

425

940JP

KR

TH

USA

Source: ESOMAR,2009

UK

Growth rate of the Market research turnover（APRC 5 countries and other major countries）
240

2004=100

CN
200

KR

160

TH
AU
USA

120

UK

80

2004

2005

2006

2007

JP
2008

Source: Base on ESOMAR2009

The Situations of the Online Researchin the 5 Countries

Summary Main methodology of the quantitative research– Online in Australia and Japan– Offline in China, Korea and Thailand

Steady sales of the Online research inAustralia, Japan and Korea Online research in Australia and Japan– Low cost
– High penetration with the Internet

Spend by research method 2008
0%20%

40%

60%

80%

100%

PostalTelephone

AU 1187

Face-to-face

32Online

CN 1 14JP25

13 3 14

Online traffic/audience
Automateddigital/electronic
Other quantitative

1133

Total qualitative

KR 1 1432

12

Other

TH : Face-to-face is the main channel.
Online survey is a small amount. (Desk research)

Source: ESOMAR, 2009

Trend of the Online-research sales ratio
40%

AUJP30%

UK
USA20%

World10%KR0%200520062007

2008
Source: ESOMAR, 2009Research cost by research method
Case: USAGE AND ATTITUDE SURVEY
Face-toface inhome

US$

CLT (F2F)

Telephon/CATI

Online-51,29843,876

17,133

China

10,991

11,724

8,452

7,973

Japan

67,17068,01939,65922,371

Korea

20,51625,99011,47812,753Thailand

15,067

19,552

16,110-Australia

Source: ESOMAR,2010

Internet penetration and Online research spend asa percentage of total spend
40%30%AUWorldUKUSA

Onlineresearch 20%

CN10%JPKR

TH

0%
020
4060
Internet users per 100 person

Note:TH: Online survey is a small amount. (Desk research)80100

Source: ESOMAR 2009 , The World BankThe Current Status of the Online ResearchSummary Japanese information only The following slides show some findings.

Trend of Online research spend and a percentageof total spend in Japan
Online researchturnover (US$m)

400

40%

300

30%

200

20%

10010%

00%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Source: JMRA “Survey on Business Trend”

Research Outline of“The Study on the Situations of Online research”
 Research target: Head of Online research section orfieldwork section of the JMRA membercompanies

 Research methodology : Through internet or faxing self-administrative questionnaire after
downloading # of respondents: 107 companies out of 149 members

 Main research items

or not Online research is: • Whether
implemented(71.8%)• Whether or not internet panel is owned• Implementation status, etc.

 Research period: May 28 - June 18, 2010

Summary of the Online Research Study Implementing the Online research Monitor recruitment

 Panel composition
 Incentives
 Real feelings and issues

Online research
Implementation

Ownership of Panel# of companies：107# of companies ：86

1%

20%

Don’t knowNo54%

Yes
80%

No

Yes

45%

Panel Development （MA）
0%

# of companies： 39
20%

Notificationin own homepage
自社ホームページでの告知
Solicitation
to past respondents other than internet survey
ネット調査以外の自社調査協力者
Recruitment notification
by banner-type advertisement
バナー広告での募集告知
Member-introduction
campaign among registered members
パネル登録会員の会員紹介キャン
Recruitment notification in e-mail magazine
メールマガジンでの募集告知
Registration to prize site (implementation of prize)
懸賞サイトへの登録（懸賞の実施）
18
Solicitation after area sampling
エリアサンプリングで抽出後に勧誘
15
Recruitment notification through opt-in mail15
オプトインメールでの募集告知
Recruiters' (Interviewers’) introduction
15
リクルーター（調査員）の紹介
Advertisementin newspaper and magazine
13
新聞・雑誌での広告
Solicitation住民基本台帳で抽出後に勧誘
after sampling from the Basic Resident Register
5Solicitation
through the RDD
3
ＲＤＤ法で勧誘
Solicitation after
sampling from the telephone book 0
電話帳で抽出後に勧誘
8Others
その他

40%

60%

80%
6449
49
3128

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

Female

Male
20%

15%

10%

5%

0%

0%
230’s

1240’s

815
660’s

1

70 or over20%

2050’s415%

1020’s11

PanelPopulation

10%

2

Below 2075%

2
1PanelPopulation

Incentives offered (MA) # of companies：360%20%

自社で構築したポイントを提供
Offering our own point
商品券・図書券・テレカ等の金券や現Offeringa note such as gift certificate, book token
金を提供
andtelephone card, etc. or cash
他社のポイントシステムからポイントをOffering othercompany's point system
提供
Offering E-cash (WebMoney etc.)
電子マネー（Ｗｅｂマネー等）を提供

60%

80%
75

44193

記念品、ノベルティ、人気のありそうなOffering some specific goods such as memento 0and novelty, etc.,
which are most likely popular
商品を提供
その他
Others40%

3Don’ t know 0わからないReal feelings and issues owned by respondentcompanies against the online researchComments 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Expectation on the Online researchFast and fresh data
Flexibility
Cost effective

 Possibility of becoming a main
research methodology in future Necessity of quality improvement

Recommendation:
Jointly implement an Online Research Study

 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

Thank you !