How Is The Information Collected?是如何收集到的资料？

By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B国际中国

Telephone and face-to-face interviews电话及面对面的访谈

Data collection in China is an area around which a number of ‘urban myths’ have developed. 数据收集在中国是一个周围地区，其中一些'城市神话'的发展。 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. 最常见的是，这些声明说，中国人（商人或消费者）都不愿提供资料，透过电话，并进行面对面的面试是必要的，在大多数情况下。

This is a gross exaggeration.这是一个明显的夸张。 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.在现实中，有显着走向电话为基础的研究，在商业对商业的研究（以及消费项目）在过去的五年。 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.现在是，估计50-55 ％的数据收集在商业对商业的市场是透过电话，对10 ％左右，在2000年。

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.这是由于许多相同的因素，作出了电话基于田野调查的主要方法，在西方：并非最不重要的效率，使大量的人被采访，在一个相对廉价的成本，并在很短的时间;和事实上，中国商人没有多大的消费意欲一小时或两参加，在一个研究项目。 Above all, the telephone is established as a means of communication throughout Chinese businesses.上述所有，电话是作为一个既定的通信手段在整个中国的企业。 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.这是事实几个商业交易是击中了在中国的一些面对面的会议正在发生的，但市场调研访谈纯粹是交流信息-而不是交换合约-和参与者越来越看不到效益的必要性，或在会议进行一对一的作此用途。

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.而偏好的受访者和客户是不是微不足道的问题，在选择数据收集方法，还有一个同样重要的问题，关于质量和深度获得的数据。 Here again, concerns appear to be hugely overstated.这里再次关注的似乎是非常过分。 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.考试剧本所得的面对面和电话采访在中国的发现，面对面的访谈，一般获得10 ％左右的更多信息，比电话采访。 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.一些研究人员也认为，能力来判断身体语言在面对面的面试是一个重要的因素;不过，有一点证据，以支持这一点。 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.此外，电话为基础的面试通常采取的地方，从演播室与自动记录和听力在'设施，也就是说，研究的质量标准更加严格地遵守。

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.尽管上述所有，必须指出，面对面的访谈也有自己的位置，一个重要的因素是资答辩。 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.高级管理人员，董事和许多政府官员往往更可能同意参加一项研究，当有一个机会，这样做面对面。 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.这部分是由于受访者自然的好奇心，以人正是他们提供的资料，但是，可能更为重要，也由于文化的看法指出，高级别讨论是值得的时间和精力去成为一个面对面会议。 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.事实上，这并非罕见的高级别讨论以采取地方在研究机构的处所，与被告作为受邀者，和客户观察的交谈。 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.到哪里，面对面的讨论的地方，这是平常的一个小礼物或奖励须提供的，一些通常不发生与电话数据收集。

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.整体看来，观感面对面的访谈作为优于电话的替代往往是作为突出内部的研究机构，因为它是众多目标受众。 Some agencies’ choice of interview method reflects their own preference rather than any methodological reason or respondent preference.一些机构的选择面试方法，反映了他们自己的偏好，而非任何方法的理由或答辩的喜好。

Focus groups焦点团体

The focus group is a methodology that is used in China, albeit much less so than in Western markets.重点小组是一个方法，就是用在中国，虽然少得多，所以比在西方市场。 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.有一个几乎一致认为，在市场上，中国的受访者-尤其是企业家-愿意提供资料，一一对一的基础上，而非在该公司的同侪。 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.确切的原因，这是含糊不清，虽然平衡的意见，建议，这是一个文化问题，更比的问题，关注的保密性。 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.作为讨论后，它也是如此认为，不限成员名额和射影问话中使用的定性研究倾向于减少了工作时间，以及与中国的受访者比西方人。 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.当焦点团体进行，他们普遍开展了在一个'小群'的格式3或4人;组8月10日的受访者非常罕见。

Online data collection在线数据收集

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.虽然中国的机构是非常技术的精明，只有技术在这方面，他们往往落后于西方国家是在其使用网上数据收集技术。 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.这似乎是由于相对较低，互联网渗透率在中国，尤其是不熟悉的目标受众非常互动式网站是必要的，以便收集数据。 Currently, business-to-business online surveys are mainly limited to IT managers, and online focus groups are yet to be introduced to any audience.目前，商业对商业的网上调查，主要是仅限于IT经理，网上焦点团体尚未推出任何观众。 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.机构是如此信服，大部分受访者的能力或愿意承担一部分，在Web调查，即，当问及西方机构进行的中国元素，一个国际的网上调查，他们雇用他们的采访，进行电话访问的受访者。 As the respondent provides his or her answers over the telephone, the interviewer enters them into the online survey.作为答辩人提供他或她的答案电话，采访者进入他们纳入网上调查。

Desk research案头研究

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.语言问题，使单进行案头研究进入中国市场是一项艰巨的任务，为西部的机构，这个问题经常被添加到与投诉服务台来源，在中国是难求。 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.虽然语言问题是无庸置疑的，然而，它当然并非如此，有一个缺乏资源的服务台，为研究员。

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.事实上，如果这是工业统计和规例的详情，您所要寻找的，则是令人怀疑的任何国家，使更多的资料，比中国。 The National Bureau of Statistics (国家统计局的统计数字（ www.stats.gov.cn/english/ ) provides economic information for free on a monthly basis. ）提供经济信息为免费的，每月的基础上。 The National Development and Reform Commission puts in place regulations designed to develop different Chinese industries, and these regulations can be found on国家发展和改革委员会提出，在地方法规，旨在发展中国不同行业，而这些法规可以找到 http://en.ndrc.gov.cn/ . 。 A whole host of Ministries and Administrations exist within the Chinese Government, all of which are listed on整个主机的部委和政府的存在，中国政府，所有这些都列在 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.许多这些将提供资料，就产业和活动在其管辖范围内，无论是线上或有时通过直接接触。 Increasingly, information is provided in English and other European languages.越来越多，提供的资料，在英语和其他欧洲语言。

In addition to direct Government departments, most industries within China have at least one association, which will be closely related to Government.在除了直接的政府部门，大多数行业在中国都至少有一个协会，这将是密切相关的政府。 These associations are excellent sources of market information, and indeed of potential target companies within their industries.这些协会的优良来源，市场信息，而事实上，潜在的目标公司在其产业。 Chinese agencies all possess the Chinese Government’s directory of Government departments, which is two volumes long and lists every single Government department.中国机构都具有中国政府的目录，政府部门，这是两卷长，并列出每一个单一的政府部门。

In terms of search engines, the main tool used is在条款的搜索引擎，使用的主要工具是 www.baidu.cn , followed by ，其次是 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.作为小学的田野，研究运作，中国必须避开某些资料的地区，有关的，特别是政府和社会政策。

Data collection into the future数据收集到未来

Over the next 5 years, two key trends will happen in terms of business-to-business data collection.在未来五年，两个关键的趋势会发生在条款，企业对企业的数据收集工作。 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.首先，它似乎是肯定的是，走向更多的电话为基础的田野工作将继续下去，作为接受了这种方法的增加当中，受访者中，客户和机构，都和需求的研究以外的各主要城市的增长。 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.但是，面对面的面试将继续突出，因为它是根深蒂固，在文化，在中国的研究，值得一提的，而不是有很大的比较昂贵的电话采访。 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.其次，因特网的出现是一种可行的手段，数据收集，是一定会发生，再次由于这项建议的接受程度的方法向客户和受访者一样。 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.高需求大样本的项目，中国意味着Web调查将首先和最普遍的这些技术。 Online focus groups and blog research will grow far more quickly in consumer applications; however, both will grow steadily over the next 5 years.网上焦点团体与博客研究将增长远远更迅速地在消费性应用;不过，双方将稳步增长，在未来的五年。

Quality procedures质量程序

The ‘big city’ Chinese research agencies place an extraordinary emphasis on quality. '大城市'中国研究机构的地方，一个不平凡的重点放在质量。 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.而英国市场研究的标准法令的5 ％ ，所有进行的访谈应该是在听取了' ，这是并不罕见，为中国的机构，听取50 ％或以上的电话采访，因为他们采取的地方，与录音，其余的面谈，也聆听。 Agencies often read through every single completed questionnaire, insisting that respondents be re-contacted as appropriate.机构常常通读每单填妥的问卷，受访者坚持认为，重新接触适当的。 Full-time quality management teams often number 6 or 7 people.全时间的质量管理队伍，往往人数6或7人。

The emphasis of these agencies on quality is complemented by their focus on new technology, which agencies use to their full advantage.重点是这些机构的质量是由他们的重点放在新技术，哪些机构使用，使他们充分的优势。 Indeed, technology is an integral part of the quality assurance process, with digital recording of interviews and randomised monitoring systems used for telephone fieldwork.事实上，技术是不可分割的一部分的质量保证过程中，与数码录音的采访和随机监测系统，用于电话的田野。 Face-to-face interviewers typically use MP3 players to record their interviews.面对面的面试通常使用的MP3播放器，以记录他们的面试。 Significantly, there is no secrecy law in China, meaning that interviews can be recorded without the knowledge of respondents.显着，是没有保密法在中国，也就是说，面试可以记录毫不知情的受访者。 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).有，不过，越来越多的趋势，受访者必须知道如果他们是被记录下来，作为机构承认的重要性，维持信任的目标市场（这是尤其如此，在商业对商业的研究） 。

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.质量是这样的一个关键问题，为中国的研究机构，以及买家可能会发现自己有公司的质量程序，背诵他们在初级阶段的范围一个潜在的项目。 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.这样的一个重点，在这个问题上，潜在的研究买家应保证有关很高的可靠性研究所产生的更大的机构，特别是。

Matthew Harrison, Director of 马修哈里森，主任 B2B International B2B的国际 and 和 B2B International China 中国的B2B国际 . 。 B2B International is a business-to-business agency headquartered in Manchester, UK.  The company has a subsidiary office – B2B International China – in Beijing and an American office in New York. B2B的国际公司是一家商业对商业的机构，总部设在曼彻斯特，英国，该公司有一个附属办事处-国际B 2B的中国-在北京和美国的办事处设在纽约。

This is the second part of the B2B international article Business to Business Market Research in China, next week we will publish the third part.这是第二部分的B2B的国际条商业对商业市场在中国的研究，下周我们将公布的第三部分。 Read part one (link to part I).阅读部分（链接到第一部分） 。 Here这里 you can find the full article (Link to the article).你可以找到充分的文章（链接到的文章） 。