Consumer market research


Tools and techniques

Generally, the tools and techniques of consumer market research in China are much the same as for other countries . Although the application of the tools and techniques may vary a little, the basic principles of consumer market research do not change in the context of the Chinese market. The most frequently used techniques are:

  1. quantitative interviews

    • face-to-face (in-home and central location intercept)

    • telephone

    • mail

    • diary

  2. qualitative interviews ( in-depth interviews)

    • face-to-face

    • focus groups

Other international market research techniques are employed to meet specific information needs. However, costly and highly sophisticated techniques are unusual.

Selection of nationally representative locations for consumer research

Target locations for research are usually Beijing, Shanghai and Guangzhou. These cities are thought to be representative of China in terms of distinctive consumer characteristics and inferences on the population are established on the basis of findings there. These locations, however, may not be as representative as they are thought to be, because they are the most developed areas in China and have the highest living standards compared with other cities in the country. In addition, the behavioural characteristics, purchasing motivations and decision-making processes are not necessarily shared by consumers in other areas of China. Of course, many studies do not intend to be representative of China and the three cities are only used for benchmarking purposes, or establishing benchmark parameters. Many other researchers also focus on these cities because they are seen as points of entry, or targets of penetration.

If a research project is intended to achieve a representative picture of China, it is recommended that other geographical locations are considered , such as Chengdu/ Chongqing, Xi'an, Wuhan, Shenyang/Dalian.

Sampling practices

Probability and non-probability sampling are common in Chinese consumer research. Probability sampling is more often used in quantitative research and non- probability in qualitative research. Typical probability sampling methods are stratified sampling and cluster sampling. Applications of sampling methods vary from organization to organization. Statistical organizations (ie those within the system of the State Statistical Bureau, such as the Organisation of Urban Socio-Economic Surveys and its local counterparts) claim that their sample bases are established by way of stratified sampling. Other research organizations tend to use cluster sampling methods , such as area sampling. A typical route to reach the households in the sampling process is described in Figure 4.7.1.

click to expand
Figure 4.7.1: A typical route to reach the households in the sampling process

Normally, a city is divided into several districts. Under the district government, there are two levels of administrative bodies, street administrative offices and residential committees. A street administrative office usually exercises administrative responsibilities on behalf of the district government in a number of street blocks. Under each street administrative office are a varying number of residential committees. Residential committees are the basic elements of government administration.

Increasingly, however, many research organizations are using what is called street intercept, shopping centre or central location sampling, where samples are drawn by way of randomly intercepting people on the street, in shopping centres or in the central locations of a city. Although street intercept or shop intercept interviews have limitations, not least unrepresentative sampling, research organizations use this methodology to reduce costs, and because it is increasingly difficult to carry out in-home face-to-face interviews.

Fieldwork practices

In fieldwork, street administrative offices and residential committees may be contacted to obtain information on residential committees/households in order to establish sampling frames . Fieldworkers can have easy access to households with the assistance of the residential committees.

In order to regulate market research activities, the statistical authority has promulgated a regulation requiring market research organisations to obtain approval from statistical authorities before gaining access to households. In reality, however, this regulation has not been effectively enforced.

As quantitative consumer research involves a relatively large sample size , most research organizations regularly employ university students to carry out field interviews. While proper training is important to ensure the quality of the interviews, an appropriate monitoring mechanism such as random backcheck is even more important to ensure that the interviews are carried out in strict compliance with the designed methodology. Common problems with using student interviewers are questionnaires not being administered properly, sampling procedures not being strictly followed, interviewers faking questionnaires after repeated refusals or not-at- homes , and answers to open -ended questions not being properly probed and/or recorded.

The statistical organizations employ professional interviewers when carrying out field interviews. They are well trained and have routine contacts with residential committees, which will facilitate the interviews.




Doing Business with China
Doing Business with China
ISBN: 1905050089
EAN: 2147483647
Year: 2003
Pages: 648
Authors: Lord Brittan

flylib.com © 2008-2017.
If you may any questions please contact us: flylib@qtcs.net