The Japan Marketing Research Association (JMRA)
will celebrate its 30th anniversary next year in 2005 and in preparation,
a Pre Conference was held in Keio Plaza Hotel on Monday, November
8th under the title of gThe Social Value of Marketing Research
and the Current Market Situationh. To a packed house, five presentations
selected by the JMRA were made by mid-career researchers.
The conference was opened with an address from the Chairperson;
Mr. Yasuo Miki. Following that, Ms. Eriko Ota from Kirin Brewery
made a keynote speech titled g What we expect from researchers
? Research for product developmenth.
She pointed out that, from the client side, an over-emphasis
on speed is accelerating a trend towards the commoditization of
research products and results generated from gBlack Boxesh. On
the other hand, research companies were guilty of uncritically
implementing client demands, and prioritizing client requests
even if means sacrificing the accuracy of the data, as well as
abusing techniques such as multi-variable analysis. The breakdown
in communication between clients and research companies has unhappy
consequences for both sides.
Expectations by clients from their suppliers were improvements
in fieldwork accuracy, the ability to make hypothesis, new survey
methods using innovative IT techniques and reliable online research.
Research companies wanted more input regarding client needs and
more latitude to point out client mistakes, as well as to include
information from other industries in research proposals.
The remaining presentations were made with coordination of Ms.
Kayo Nakaji from Dentsu Research.
Ms. Yuuka Shiomura and Ms. Yukiko Doi from Nippon Research Center
made a presentation on techniques to improve the completion rate
through a study of interviewer performance entitled ehImprovement
of face to face survey completion rateh
Next, Ms. Reiko Kitagawa from Nikkei Research made a presentation
on what her company does under the title of ehThe Current Market
Situation and the Value of RDD surveysh.
Mr. Daiichi Homma from Interscope made a presentation regarding
a mock web purchase test under the title of ehVirtual Retail Conjoint
on the Webh. This technique was developed to overcome the limitations
of other simulations such as Pos data analysis, in-store purchase
tests and Simulated Test Marketing.
Ms. Mariko Abe from Research International made a presentation
on branding under the title of ehManagement of global brands ?
Meeting consumer expectationsh. Her company conducts a multi-national
qualitative brand study almost every year. The results are analyzed
locally and globally, and the report is issued under the name
of RIO ? Research International Observer.
Finally Mr. Takashi Sakamoto from Intage made a presentation
under the title of eMarketing Research Industry in Chinaf. He
introduced the current market situation and the issues to bear
in mind when conducting surveys in China as well as the differences
in the research industry between Japan and China.
All of the presentations were energetically and skillfully completed.
There were many questions from attendees.