Turkey - Legerweb
Transkript
Turkey - Legerweb
Emerging Countries Committee If you are planning to do Market Research in these countries, what are the main issues to be considered? 2013 Market Research in Emerging Countries This report aims to give some perspective on what to consider when requesting or conducting Market Research in those countries: • Is a Continental country formed by immigration, with many regional differences! • Vast territory with lack of secondary data • Ancient country with diverse cultures blessed with a huge young demographic. • No National Sample given the vastness of the country and differences between the region in habits and customs • Vicious Circle and different profiles in the Capital, Cities and Countryside 2 3 Love of Continents TURKEY BU SLAYT ARA KAPAKTIR ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN Resimler için sadece bu adresten faydalanın: http://office.microsoft.com/en-us/clipart/ Barem Fotograf Arşivi Resimlerin, çalışmanın konusuna uygun bir şekilde seçilmesi önemlidir ALINAN TÜM RESİMLERE “COMPRESS” İŞLEMİ UYGULAYIN Tüm resimlerin formatlarında compress işleminin uygulanması : Resmin üzerine çift klik leyin, çıkan “Picture” menüsünde “Compress”’e klik leyin; çıkan pencerede “All picture in document”, ve “ Web/screen” kutucuklarına çek işareti atarak OK e basın. Böylece Dosyanızın tamamına picture compress yapmış olursunuz. Conducting Research in Turkey As a WIN-GIA Group Member, We are able to conduct research all over the world, by means of our colleagues, who are respectively the best in 72 countries 5 We are the one and only research agency awarded National Quality Prize We are supporting our quality vision with our certificates 6 What are the main issues to be considered... If you are planning to do Market Research in Turkey BU SLAYT ARA KAPAKTIR ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN Resimler için sadece bu adresten faydalanın: http://office.microsoft.com/en-us/clipart/ Barem Fotograf Arşivi Resimlerin, çalışmanın konusuna uygun bir şekilde seçilmesi önemlidir ALINAN TÜM RESİMLERE “COMPRESS” İŞLEMİ UYGULAYIN Tüm resimlerin formatlarında compress işleminin uygulanması : Resmin üzerine çift klik leyin, çıkan “Picture” menüsünde “Compress”’e klik leyin; çıkan pencerede “All picture in document”, ve “ Web/screen” kutucuklarına çek işareti atarak OK e basın. Böylece Dosyanızın tamamına picture compress yapmış olursunuz. 7 Main issues of Research Sector in Turkey Vicious circle 71% global client Cheap research demand Poor quality and unsatisfied results, Useless research Giving up scientific requirements, codes & ethics The cheapest quotations win Conducting research in the cheapest way 71% global agencies 8 References Reference point for Population data is TUIK (State Statistical Institute) 9 References It is hard to reach “Secondary Data” in many sectors. 10 References As a candidate country of the European Union, Turkey is included in the Nomenclature of Territorial Units for Statistics (NUTS). The three NUTS levels are: NUTS 1 – 12 Region NUTS 2 – 26 Subregion NUTS 3 – 81 Province 11 References - Geographic Geographically, research in Turkey focuses on; First Istanbul: 13,6 millon population and a big share in every economical field. Metropolls (İstanbul+Ankara+İzmir) Cities representative Finally, for public opinion research and for some nationwide brands, whole Turkey representative with cities and country. Different profiles in Metropolls, Cities and Countryside 12 References - Socioeconomic status groups - 2012 (%) Changes drastically from Cities to Country West to East D; 25 E; 4 C2; 40 A; 4 B; 10 C1; 17 References - Education (+25 yo) Gender gap 12 18 14 9 15 23 12 17 21 42 39 35 6 9 Turkey Illiterate Junior high school 4 3 Male No school completed High school 7 15 Female Primary school Higher education Client The main client for Turkish research market is local operations of global brands, (41%). The rest of the turnover is divided by Local firms (29 %) and companies from abroad (30 %). Since Turkey is a Regional Hub for some global companies, regional research base on Turkey is increasing . The main sector is Manufacturing (58 %) 15 Pricing Research prices have been dangerously decreasing According to ESOMAR Global Prices Study, in 2010 Turkey was 25th country in terms of research prices and just in the middle of the world with 100 index. In 2012, the ranking of Turkey failed to 38 and index to 78. Price competition in the sector is directly effecting the quality of research. Low prices result in quick and dirty research methods and this means low quality and many non-ethical innovative ways to do it. 16 Quality Both qualitative and quantitative interviews mean easy money for some interviewees, interviewers and fields agencies. Field; its quality is effecting directly the whole research process is influenced by total project price reflects quality-price balance • it is hard to control when it is outsourced • for the client, field is out of sight • it is the weakest part of research nowadays • for many reseach agencies, inaccurancy and non ethical practices in the field have lowest priority. Recently, differentiation point of Research Agencies is quality certification. ISO 20252, EFQM,.. TAMOR has a local quality certification named GAB 2. 17 Quantitative F2F is still applicable (60 %). However; “Respond rate” is decreasing • People don’t want to give their time for research (street, hall etc). • In-home interview is decreasing because of safety concerns. • Interviewers can not enter upscale sites because of security systems. It is the same for bottom zones of cities as well. 18 Quantitative Lenght of questionnaires are far from ideal lenghts; Low price and lenght pressure from client. Some clients request for multisection in one questionnaire such as U&A + segmentation + brand perception. Translation from English questionnaires elongates at least more than one fourth of its original. As a result, research companies face: • Incomplete questionaires • Low quality results TAMOR announced that an ideal questionnaire lenght should be ‘door-todoor 15 minutes’ and ‘halls 20 minutes’. 19 Quantitative Online research is growing (approx. 4%, but expected to be 15% in 5 years). However; Low household internet penetration (%47) Not suitable for country representative research It is not cheaper as expected Panel pollution Identity of interviewers is not certain Technology leads to emergence of non-expert researchers. Representative sample or statistic analysis is being perceived useless Social media and mobile research is open to neglect. 20 Quantitative CATI is decreasing (% 13) Landline telephone penetration is decreasing (46 %) Mobile Calls are expensive Short questionnaires (ideally 10, max 17 minutes) limits scope of research 21 Qualitative The main issue in qualitative research is experienced participant. They usually pretend to be fitting all the required profiles. Tamor announced a project for sharing experienced attendees list, so that agencies will be able to scan it during recruitment. Long focus groups decrease the concentration of participants. In Turkey Global Discussion guides are realized in longer duration. There is no taboos in qualitative research. Every subject is open to discussion related to topic in the right group structure and right approach. Abstract subjects are still hard to research. 22 BU SLAYT ARA KAPAKTIR ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN Resimler için sadece bu adresten faydalanın: http://office.microsoft.com/en-us/clipart/ Barem Fotograf Arşivi Thanks Resimlerin, çalışmanın konusuna uygun bir şekilde seçilmesi önemlidir ALINAN TÜM RESİMLERE “COMPRESS” İŞLEMİ UYGULAYIN Tüm resimlerin formatlarında compress işleminin uygulanması : Resmin üzerine çift klik leyin, çıkan “Picture” menüsünde “Compress”’e klik leyin; çıkan pencerede “All picture in document”, ve “ Web/screen” kutucuklarına çek işareti atarak OK e basın. Böylece Dosyanızın tamamına picture compress yapmış olursunuz.