How Is The Information Collected?是如何收集到的資料？

By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B國際中國

Telephone and face-to-face interviews電話及面對面的訪談

Data collection in China is an area around which a number of ‘urban myths’ have developed. 數據收集在中國是一個周圍地區，其中一些'城市神話'的發展。 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. 最常見的是，這些聲明說，中國人（商人或消費者）都不願提供資料，透過電話，並進行面對面的面試是必要的，在大多數情況下。

This is a gross exaggeration.這是一個明顯的誇張。 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.在現實中，有顯著走向電話為基礎的研究，在商業對商業的研究（以及消費項目）在過去的五年。 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.現在是，估計50-55 ％的數據收集在商業對商業的市場是透過電話，對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.這是由於許多相同的因素，作出了電話基於田野調查的主要方法，在西方：並非最不重要的效率，使大量的人被採訪，在一個相對廉價的成本，並在很短的時間;和事實上，中國商人沒有多大的消費意欲一小時或兩參加，在一個研究項目。 Above all, the telephone is established as a means of communication throughout Chinese businesses.上述所有，電話是作為一個既定的通信手段在整個中國的企業。 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.這是事實幾個商業交易是擊中了在中國的一些面對面的會議正在發生的，但市場調研訪談純粹是交流信息-而不是交換合約-和參與者越來越看不到效益的必要性，或在會議進行一對一的作此用途。

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.而偏好的受訪者和客戶是不是微不足道的問題，在選擇數據收集方法，還有一個同樣重要的問題，關於質量和深度獲得的數據。 Here again, concerns appear to be hugely overstated.這裡再次關注的似乎是非常過分。 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.考試劇本所得的面對面和電話採訪在中國的發現，面對面的訪談，一般獲得10 ％左右的更多信息，比電話採訪。 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.一些研究人員也認為，能力來判斷身體語言在面對面的面試是一個重要的因素;不過，有一點證據，以支持這一點。 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，電話為基礎的面試通常採取的地方，從演播室與自動記錄和聽力在'設施，也就是說，研究的質量標準更加嚴格地遵守。

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.儘管上述所有，必須指出，面對面的訪談也有自己的位置，一個重要的因素是資答辯。 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.高級管理人員，董事和許多政府官員往往更可能同意參加一項研究，當有一個機會，這樣做面對面。 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.這部分是由於受訪者自然的好奇心，以人正是他們提供的資料，但是，可能更為重要，也由於文化的看法指出，高級別討論是值得的時間和精力去成為一個面對面會議。 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.事實上，這並非罕見的高級別討論以採取地方在研究機構的處所，與被告作為受邀者，和客戶觀察的交談。 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.到哪裡，面對面的討論的地方，這是平常的一個小禮物或獎勵須提供的，一些通常不發生與電話數據收集。

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.整體看來，觀感面對面的訪談作為優於電話的替代往往是作為突出內部的研究機構，因為它是眾多目標受眾。 Some agencies’ choice of interview method reflects their own preference rather than any methodological reason or respondent preference.一些機構的選擇面試方法，反映了他們自己的偏好，而非任何方法的理由或答辯的喜好。

Focus groups焦點團體

The focus group is a methodology that is used in China, albeit much less so than in Western markets.重點小組是一個方法，就是用在中國，雖然少得多，所以比在西方市場。 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.有一個幾乎一致認為，在市場上，中國的受訪者-尤其是企業家-願意提供資料，一一對一的基礎上，而非在該公司的同儕。 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.確切的原因，這是含糊不清，雖然平衡的意見，建議，這是一個文化問題，更比的問題，關注的保密性。 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.作為討論後，它也是如此認為，不限成員名額和射影問話中使用的定性研究傾向於減少了工作時間，以及與中國的受訪者比西方人。 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.當焦點團體進行，他們普遍開展了在一個'小群'的格式3或4人;組8月10日的受訪者非常罕見。

Online data collection在線數據收集

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.雖然中國的機構是非常技術的精明，只有技術在這方面，他們往往落後於西方國家是在其使用網上數據收集技術。 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.這似乎是由於相對較低，互聯網滲透率在中國，尤其是不熟悉的目標受眾非常互動式網站是必要的，以便收集數據。 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，商業對商業的網上調查，主要是僅限於IT經理，網上焦點團體尚未推出任何觀眾。 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.機構是如此信服，大部分受訪者的能力或願意承擔一部分，在Web調查，即，當問及西方機構進行的中國元素，一個國際的網上調查，他們僱用他們的採訪，進行電話訪問的受訪者。 As the respondent provides his or her answers over the telephone, the interviewer enters them into the online survey.作為答辯人提供他或她的答案電話，採訪者進入他們納入網上調查。

Desk research案頭研究

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.語言問題，使單進行案頭研究進入中國市場是一項艱鉅的任務，為西部的機構，這個問題經常被添加到與投訴服務台來源，在中國是難求。 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.雖然語言問題是無庸置疑的，然而，它當然並非如此，有一個缺乏資源的服務台，為研究員。

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.事實上，如果這是工業統計和規例的詳情，您所要尋找的，則是令人懷疑的任何國家，使更多的資料，比中國。 The National Bureau of Statistics (國家統計局的統計數字（ www.stats.gov.cn/english/ ) provides economic information for free on a monthly basis. ）提供經濟信息為免費的，每月的基礎上。 The National Development and Reform Commission puts in place regulations designed to develop different Chinese industries, and these regulations can be found on國家發展和改革委員會提出，在地方法規，旨在發展中國不同行業，而這些法規可以找到 http://en.ndrc.gov.cn/ . 。 A whole host of Ministries and Administrations exist within the Chinese Government, all of which are listed on整個主機的部委和政府的存在，中國政府，所有這些都列在 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.許多這些將提供資料，就產業和活動在其管轄範圍內，無論是線上或有時通過直接接觸。 Increasingly, information is provided in English and other European languages.越來越多，提供的資料，在英語和其他歐洲語言。

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門，大多數行業在中國都至少有一個協會，這將是密切相關的政府。 These associations are excellent sources of market information, and indeed of potential target companies within their industries.這些協會的優良來源，市場信息，而事實上，潛在的目標公司在其產業。 Chinese agencies all possess the Chinese Government’s directory of Government departments, which is two volumes long and lists every single Government department.中國機構都具有中國政府的目錄，政府部門，這是兩卷長，並列出每一個單一的政府部門。

In terms of search engines, the main tool used is在條款的搜索引擎，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.作為小學的田野，研究運作，中國必須避開某些資料的地區，有關的，特別是政府和社會政策。

Data collection into the future數據收集到未來

Over the next 5 years, two key trends will happen in terms of business-to-business data collection.在未來五年，兩個關鍵的趨勢會發生在條款，企業對企業的數據收集工作。 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，走向更多的電話為基礎的田野工作將繼續下去，作為接受了這種方法的增加當中，受訪者中，客戶和機構，都和需求的研究以外的各主要城市的增長。 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，面對面的面試將繼續突出，因為它是根深蒂固，在文化，在中國的研究，值得一提的，而不是有很大的比較昂貴的電話採訪。 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，因特網的出現是一種可行的手段，數據收集，是一定會發生，再次由於這項建議的接受程度的方法向客戶和受訪者一樣。 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.高需求大樣本的項目，中國意味著Web調查將首先和最普遍的這些技術。 Online focus groups and blog research will grow far more quickly in consumer applications; however, both will grow steadily over the next 5 years.網上焦點團體與博客研究將增長遠遠更迅速地在消費性應用;不過，雙方將穩步增長，在未來的五年。

Quality procedures質量程序

The ‘big city’ Chinese research agencies place an extraordinary emphasis on quality. '大城市'中國研究機構的地方，一個不平凡的重點放在質量。 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.而英國市場研究的標準法令的5 ％ ，所有進行的訪談應該是在聽取了' ，這是並不罕見，為中國的機構，聽取50 ％或以上的電話採訪，因為他們採取的地方，與錄音，其餘的面談，也聆聽。 Agencies often read through every single completed questionnaire, insisting that respondents be re-contacted as appropriate.機構常常通讀每單填妥的問卷，受訪者堅持認為，重新接觸適當的。 Full-time quality management teams often number 6 or 7 people.全時間的質量管理隊伍，往往人數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.重點是這些機構的質量是由他們的重點放在新技術，哪些機構使用，使他們充分的優勢。 Indeed, technology is an integral part of the quality assurance process, with digital recording of interviews and randomised monitoring systems used for telephone fieldwork.事實上，技術是不可分割的一部分的質量保證過程中，與數碼錄音的採訪和隨機監測系統，用於電話的田野。 Face-to-face interviewers typically use MP3 players to record their interviews.面對面的面試通常使用的MP3播放器，以記錄他們的面試。 Significantly, there is no secrecy law in China, meaning that interviews can be recorded without the knowledge of respondents.顯著，是沒有保密法在中國，也就是說，面試可以記錄毫不知情的受訪者。 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，不過，越來越多的趨勢，受訪者必須知道如果他們是被記錄下來，作為機構承認的重要性，維持信任的目標市場（這是尤其如此，在商業對商業的研究） 。

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.質量是這樣的一個關鍵問題，為中國的研究機構，以及買家可能會發現自己有公司的質量程序，背誦他們在初級階段的範圍一個潛在的項目。 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.這樣的一個重點，在這個問題上，潛在的研究買家應保證有關很高的可靠性研究所產生的更大的機構，特別是。

Matthew Harrison, Director of 馬修哈里森，主任 B2B International B2B的國際 and 和 B2B International China 中國的B2B國際 . 。 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的國際公司是一家商業對商業的機構，總部設在曼徹斯特，英國，該公司有一個附屬辦事處-國際B 2B的中國-在北京和美國的辦事處設在紐約。

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.這是第二部分的B2B的國際條商業對商業市場在中國的研究，下週我們將公佈的第三部分。 Read閱讀 part one第一部分 . 。 Here這裡 you can find the full article.你可以找到完整的文章。