ResearchAustralian Market & Social Research Society | Volume 28 | Number 2 | March 2011 News Asia Pacific region PP NEW AD Vmjc3 JAN 11 v2_PanelPortal Australian comp 20/01/2011 16:13 Page 1 “Welcome to our community” Access to a unique online research community of 4 million survey respondents in over 34 countries Extensive profiling of Consumer, B2B and Healthcare panellists Advanced questionnaire programming and hosting services Custom built panel and management services Local sales and project management support For more information about how Toluna can help you with your next research project, please contact James Rogers on 02 8665 4902 or email [email protected] www.toluna-group.com CONTENT Research News March 2011 ASIA PACIFIC REGION REGULAR SECTIONS FEATURES President’s point of view ..............................4 14 News .........................................................……6 Mobile leapfrogs other technologies in Asia Profile A lot of Asian markets have leapfrogged older technologies, such as David Bottomley .............................................8 analogue mobiles, to get straight into GSM and 3G. They’re also Company news & announcements starting to leapfrog fixed line phones at home to get straight into mobile. News, events and updates ..........................10 Market research companies need to invest more in mobile phone Write to reply .........................................……12 research methods if they want to take advantage of growth in the Asia Statistics Pacific region.By Kerry Sunderland Significance testing versus Bayesian statistics .......................................20 The word’s out 16 Text analysis .................................................21 Meeting the MR needs of Vietnamese SMEs Cover to cover Growth in the market research industry in Vietnam will come from Nudge – Improving Decisions about small and medium enterprises (SMEs) and not just the big multinational Health, Wealth and Happiness by corporations. This is because SMEs have been consistently the source Richard H Thaler and Cass R Sunstien ……24 of growth in Vietnam; on average, their profits grow about 20 per cent Career moves each year. But multi-tasking and non-traditional research approaches New appointments and promotions are required when working in Vietnam. for AMSRS members ...................................25 By Tran Ngoc Dun and Tuong Tuan Thong HR, leadership & management Demand for market research 18 professionals in 2011 ...................................28 Odd ducks An ethical question ...............................……28 Doing market research in China keeps even the most Society news ..........................................……29 experienced researchers on their toes. In a diverse market that Professional development program is constantly changing it takes guts and commitment to keep up calendar and dates for the diary ...............30 with the demands of clients. By Katarina Olausson Research News is the official magazine of the AMSRS. It is 22 published monthly and distributed to members and subscribers. Publisher In praise of the humble potato The Australian Market & Social Research Society Ltd Though many researchers have indeed capitalised beautifully Level 1, 3 Queen Street, Glebe NSW 2037. ACN 002 882 635. Tel: 02 9566 3100 or 1300 364 832 Fax: 02 9571 5944 on the power of the diary, one can still say it’s under-exploited, Executive editor and seems to me a bit like the potato of research; a versatile and Elissa Molloy [email protected] Managing editor humble option which, given its merits, never quite seems to get Kerry Sunderland [email protected] the appreciation it deserves. By Namita Mediratta Editorial subcommittee Kylie Brosnan, Paul di Marzio, Corey Fisher, Milica Loncar, Scott MacLean, Norma Nolan, Caroline Smith and Paul Vittles Advertising enquiries Evolve Media............................................ Tel: 02 6680 4075 8 - 9 September 2011 Design and layout AMSRS National Conference 2011 Sydney Hilton Hyve Creative [email protected] Division contacts NSW Mike Beder, QPMR Curiouser & Curiouser Tel: 02 9371 0311 .................................. [email protected] QLD Michael Gardiner, QPMR Tel: 07 3376 5176 ....................... [email protected] SA Arry Tanusondjaja , QPMR Tel: 08 8302 0074 ... [email protected] VIC Charmian Huggett, QPMR Tel: 03 9686 5444 ....................... [email protected] SPONSORSHIP OPENS WA Derryn Belford, QPMR Tel: 08 9262 1896 .... [email protected] ACT Jacqui Cristiano Tel: 02 6216 2881 .................. [email protected] 4 APRIL 2011 Unless expressly stated, the opinions published in Research News are not necessarily those of the AMSRS. The AMSRS accepts no responsibility for the accuracy of the opinions or For more information information contained in Research News. Readers should rely upon their own enquiries in making decisions. visit www.amsrs.com.au Research News March 2011 3 PRESIDENT’S POINT OF VIEW Thirsty? ne of the real truths in our profession is ing the obvious and adding the meaningful’. things our profes- that we researchers are a thirsty lot! Which is the perfect way to describe what sion both need O I am referring to the seemingly we do, as we are often asked. and understand so never-ending thirst for new knowledge. De- The second way to feed your thirst is to do please join in and spite all the highs and lows of business these what 500 of us have already done and join the contribute if you days, researchers have constantly attended to ‘locked’ AMSRS group on LinkedIn at http:// haven’t already and supported their own professional develop- linkd.in/9MmfiD done so - it may ment, which demonstrates that we see this There are a wide range of thoughtful top- just be the tonic as important. ics being debated, everything from technical that will quench We currently have two good opportunities to chats about significance testing (http://linkd. your thirst. continue feeding this thirst this month. in/i0RmvG) to a very key discussion about the One is to get more familiar about what benefits of being a member of AMSRS. Is it is going on in the Asia Pacific region when relevant to a new emerging research agency? ESOMAR hosts APAC 2011 in Melbourne. The Do clients care? See http://linkd.in/gaNAuX fact ESOMAR has chosen Australia to host for more. Peter Harris, national president the conference demonstrates how we are With 500 members on LinkedIn, and grow- perceived on the world research stage. The ing every day, our thirst for knowledge and Twitter: program is packed with stories of innovation learning is again on show. When completing @peteraharris and good practice centred around the theme their profile most people say they join LinkedIn of simplicity. either to keep abreast of current issues and Blog: It was John Maeda, the American design to learn (connection) or to find a new job (op- http://peteraharris.wordpress.com/ guru, who said: ‘Simplicity is about subtract- portunity). Connection and opportunity are two Quality> that endures Whether it’s phone or online you can rely on Newspoll to innovate based on thorough investigation recommend what’s best for your needs & budget provide results you can trust help you make the right decisions www.newspoll.com.au sydney (02) 9921 1000 melbourne (03) 9416 4100 canberra (02) 6249 8706 30564 Newspoll 1-2 page ad_FINAL.indd 2 13/01/11 2:47 PM Research Now. A passion for excellence. A keen commitment to clients. A staff of over 1000 professionals helping you achieve the most from your research. We are Research Now. Powered by the largest, most responsive global online panels, we enable you to explore the minds of millions of people across the world. By The Future Starts Now. providing custom solutions and superior service, we continue to define the future of sampling and data collection. There is no better time than now to get more than ever out of your research. Imagine what you can discover. Research Now. Email; [email protected] Sydney; +61 2 9273 7800 Melbourne; +61 3 9626 4700 Website; www.researchnow.com Research_News_Jan11.indd 1 10/01/2011 11:07 File specs: Adobe pdf version: Acrobat 5 (pdf 1.4) Size: 210mm x 297mm Created in: Adobe Indesign CS5 on Mac OSX platform Bleed: 5mm Designer contact: [email protected] Colour space: CMYK Booking contact: [email protected] Images: 300+ dpi Font: vector outlines NEWS APAC 2011 comes to Melbourne ustralian researchers will get a glimpse The big domestic market of India has projected national (formerly NWC Opinion Research), are of the collective body of ‘local knowledge’ growth of 8.5 per cent while many regions in China forecasting more moderate growth in the rapid A among those conducting research across have double-digit growth targets. growth emerging economies compared to those the Asia Pacific region when ESOMAR’s Asia Pa- Then there are the emerging markets (like doing FMCG research. cific 2011 conference takes place on 19 to 22 March Vietnam and Indonesia) where the population ‘Many US and European companies cut at the Crown Promenade Hotel in Melbourne. numbers are so big (even if per capita adoption B2B and services research budgets in far flung The previously buoyant Asia Pacific region rates are much lower and the methods are not as markets likes Asia when the GFC hit,’ says ORC enjoyed a little breathing space before the global sophisticated) that