What Can and Can’t Be Asked?有什麼可以和不可以問呢？

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

The subject of what can and cannot be researched in China is a contentious one, and – as with data collection methods – there is a tendency for the ‘uniqueness’ of China to be exaggerated in this respect. 主題是什麼可以和不可以被研究在中國是一個有爭議的一， -作為與數據收集方法-有一種傾向，為'獨特'的中國，以誇大，在這方面的工作。

In terms of subject matter, the truth is that there is very little difference between what can be researched in China and what can be researched in Western countries.在條款的主題事項，事實的真相是，是很少的區別是什麼，可以研究在中國和什麼可研究在西方國家。 Culturally, there is no great reticence in terms of providing information, and as the Chinese become increasingly aware of market research, obtaining their views is, if anything, becoming easier.在文化方面，是沒有偉大的沉默而言，提供信息，並隨著中國越來越認識到市場研究，取得他們的意見是，如果任何事情，成為更容易。

Most of the areas in which it is difficult to obtain information are similar to those that are difficult in the West.大部分的在哪些領域，這是很難獲得的信息是類似那些有困難的在西部。 Company’s financial data, such as profit and loss information, is an obvious example, and this can be as much to do with lack of knowledge as lack of willing on the part of the respondent.公司的財務數據，如盈利和虧損的信息，便是一個明顯的例子，這可以作為許多工作要做，與缺乏知識，缺乏願意對部分答辯人。 It is true that certain areas of social research are closely monitored, as are attempts to seek details from Government on contentious issues.這是事實的某些領域的社會研究一直密切監察，是企圖尋求細節，從政府對有爭議的問題。 The Government is, however, seen as more of a help than a hindrance by most agencies, particularly due to its comprehensive documentation of regulations, policies and industry trends, all of which make environmental analysis of a market far easier than in most Western markets.政府，不過，被視為更多的幫助比一的障礙，大多數機構，特別是由於其全面的文件，法規，政策及行業發展趨勢，所有這些都使環境分析，市場容易得多，比在大多數西方市場。

An area where there is a difference between Chinese and Western respondents is in the types of questions that can be asked.一個領域是有區別的中國與西方的受訪者是在該類型的問題可以問。 Chinese respondents are particularly honest about what they do and do not know, making them extremely reliable in market assessment projects where hard facts and statements are required.中國的受訪者，特別是誠實地做些什麼和不知道，令他們非常可靠，在市場評估項目的地方鐵一般的事實和聲明是必需的。 In contrast to respondents in many Western countries, Chinese respondents will not make up answers in order to avoid looking foolish.在相反的受訪者在許多西方國家，中國的受訪者將不會彌補的答案，為了避免尋找愚蠢的。 The flip side of this is when qualitative research is being conducted, and the researcher requires ideas rather than statements of fact.另一面，這是時，定性研究正進行，研究員需要的想法而非陳述事實。 Projective questions such as, “in an ideal world, what would be the qualities of the perfect supplier?” tend to work far less well than in Western markets, as do speculative questions, such as, “by approximately how much do you think the market will grow over the next year?”.射影的問題，例如， “在一個理想的世界，會有什麼素質的完美的供應商” ？傾向的工作遠不及，以及比在西方市場一樣，投機的問題，例如， “大約有多少，您認為市場將增長超過明年呢？ “ 。 Whereas in Western markets these questions may result in the most comprehensive answers in the study, in China they would often be met with a curt “I have not thought about it” and “no-one can tell” respectively.而在西方市場的這些問題可能會導致最全面的答案，在這項研究中，在中國，他們往往會遇到了一個簡短的： “我沒有想過它”和“沒有人可以告訴” 。

Recommendations For Research Buyers建議研究買家

This paper has sought to introduce the reader to the main characteristics of the Chinese market for market research, and above all highlight the great potential for any research buyer to consider commissioning market research in this fast growing market.這份文件要求提交讀者的主要特點是中國市場，為市場研究，及以上所有突出的潛力很大，任何研究買方考慮委託市場研究，在這個快速增長的市場。 With the right agency, research in China is good quality, detailed, insightful, cost effective, and above all an excellent aid to decision-making.與的權利機構，在中國的研究是質量好，詳細，有見地，符合成本效益，及以上所有一個很好的援助決策。 We finish this article by putting forward 5 tips on commissioning research in China:我們完成此文章提出的5個要訣就委託在中國的研究：

1. 1 。 Scoping - The best quality business research will be research that quickly identifies the key regions of China that relate to the study, and then focuses most research effort on these areas. 範圍 -最優質的業務研究會的研究，很快確定了重點地區，中國有關的研究，然後集中大部分研究工作，這些地區。 Differences between regions, as well as the sheer size of target audiences, are so vast that industries that are critical to one region are more or less non-existent in another.地區之間的差異，以及龐大規模的目標受眾，如此龐大的行業來說是至關重要的一個地區是更多或更少不存在在另一個。 Research that does not recognise this risks spreading itself too thinly and wasting effort in irrelevant areas.研究認為，不承認這個風險蔓延本身過於浪費的努力，在不相干的領域。

2. 2 。 Go national - Choose an agency that is national (or indeed international) rather than local in scope; these are the agencies that have most resources, are most used to dealing with Western clients, and – for end clients – most accustomed to providing insightful analysis rather than simply interview scripts. 去國家 -選擇一個機構，這是國家（或事實上的國際） ，而不是本地的範圍;這些都是機構有大部分資源，是最常用的處理與西方客戶端，以及-為最終的客戶-最習慣，提供精闢的分析而不是簡單地採訪腳本。

3. 3 。 You get what you pay for - The good quality Chinese agencies are slightly cheaper than Western agencies, but don’t expect to pay a quarter or a third of what you pay your European or American agency. 您得到什麼您支付 -良好的優質的中文機構稍為便宜，比西方的機構，但是，不要指望付出四分之一或三分之一的是什麼，您支付您的歐洲或美國機構。 Incentives to respondents, rigorous quality checking and high level of involvement by very senior (often expatriate) staff are all reasons why the better agencies are not ‘cheap and cheerful’.誘因，受訪者中，嚴格的質量檢查和高水平的參與非常高級的（往往是外籍人士）工作人員，都是原因，更好的機構，不是'廉價和歡快的' 。 Our advice would be to think of the research cost in terms of the potential benefits to your organisation and its decision-making, which could potentially be huge.我們的意見，會想的研究費用在條款的潛在好處，以你的組織和決策，這有可能是巨大的。

4. 4 。 What type of researchers are they? – It is important to check not only the client list of a potential supplier, but also the type of work that the company does. 什麼類型的研究，他們嗎 -這是很重要的檢查，不僅客戶名單，一個潛在的供應商，而且類型的工作，該公司是否。 In particular, it is essential to differentiate between experience at collecting data, and experience at analysing data and drawing conclusions.特別是，它是必不可少的區分的經驗，在收集資料，和經驗，在分析數據和得出結論。 Most ‘indigenous’ clients provide almost entirely ‘data only’ work to Western clients.最'土著'的客戶提供幾乎完全的數據，只有工作，以西方的客戶。

5. 5 。 Keep frequent contact – Frequent contact should be kept with the agency you appoint, not only to keep track of the progress of the project, but more importantly to establish a relationship and be seen by the agency as a partner. 保持頻繁接觸 -經常接觸，應保持與該機構委任你，這不僅是為了跟踪該項目的進展，但更重要的是要建立一個關係，並看到了該機構作為合作夥伴。 Chinese business is extremely relationship oriented, and the closer you work alongside your agency, the more proactive you will find them.中國業務是非常的關係，為本，緊密你並肩工作，您的機構，更積極主動的你會發現他們。 There is no such thing as pestering!有沒有這樣的事糾纏！

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 third part of the B2B international article Business to Business Market Research in China, next week we will publish the third part.這是第三部分的B2B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 and和 part two第二部分 . 。 Here這裡 you can find the full article.你可以找到完整的文章。