Today, Ifd like to talk about gthings not to changeh
no matter how the environment changes, these form the foundation
for the research industryfs survival. The mission of researchers
is obviously to provide research data that helps clientsf
marketing and business decision making. Regardless of the
research methodology or cost involved, clients expect researchersf
expertise to distill this point.
The Japanese research industry had been based on the concept
that representative research by using probability samples
yields accurate and useful research. However, the environment
has undergone drastic changes. As mentioned earlier, it
is now facing a very difficult situation in implementing
representative research using probability samples. What
we now need is a new paradigm. Because researchers already
know perquisites for representative data, they can assess
the other data. I believe this is the important competency
that no other industry can develop.
The spreading of online research has dramatically reduced
research costs and stimulated market revitalization. Furthermore,
the development of new research methodologies utilizing
online research and review of research structures has started.
The situation, what we term ginnovation is the mother of
necessityh, as opposed to gnecessity is the mother of innovationh,
is happening now. In this situation, another gthing not
to changeh is the development of data collection field as
an infrastructure to support the market economy.
During 1960fs, named as gthe times of perspiration and
passionh, researchersf energy was mostly devoted to explaining
social values of market research to gain the participation
and cooperation in research. It is not too much to say that
the gperspiration and passionh of those researchers have
built the cornerstone of this industry.
The times have changed significantly. Today, research collaborators
called access panels support the infrastructure. If we fail
to sustain these as a research field of good quality, the
foundation of the research industry would be seriously jeopardized.
To gstably provide good-quality data at reasonable costh
is the eternal social mission of researchers.
There is a reason for us to call the data collection infrastructure
the gfieldh. This is because we need to gcultivateh it;
gburn agricultureh cannot yield quality crops. In addition,
it requires a certain level of investment to gcultivateh.
To maintain the quality of research, certain costs and rules
JMRA released gOnline Research Guidelineh this November.
In addition, ISO is conducting studies to maintain the quality
of access panels in line with International Standards. I
think the international benchmarking of the research field
is our important mission. I would like everyone in the research
industry as well as every research user to understand the
importance of developing this field in the medium and long