A Message from Kees

Dear Compass Readers,
Welcome to the summer issue of SSI Compass. As many people are now taking a short or longer break from business, we thought it would be a good idea to keep guiding you and sharing some of our sampling knowledge.

First I’d like to thank the readers who sent me compliments on my Research World article on the “Rules of Engagement,” where I appeal to everyone to change the way we operate in our industry. Instead of hunting down inattentive respondents, let’s treat respondents to a delightful research experience. It’s great to see that many of us think alike.

In this issue of Compass, we focus on China—the country with the world’s largest population. As internet penetration as well as mobile phone and landline penetration reach unprecedented heights, so do the possibilities of sampling and research. But local customs and demographics need to be taken into account to ensure we do not fail miserably. A survey on branded sports goods in China functions as a showcase for SSI’s current capabilities in this region.

In this issue, you also will find information on our low incidence (3000 category) US phone sample product and our online and offline B2B capabilities.  Last, but not least, we highlight our new handy information tool called SSI ClicKnowledge™. Yes, SSI is alive and kicking.

And don’t forget, sampling without knowledge is like answering readers’ questions without Dr. Pete—it lacks substance. So please check him out too. He—as always—shares some cool insights and opinions.

Have a good August!

Kees de Jong
Chief Executive Officer
Survey Sampling International

Diversity among Consumers in China Presents Challenges—and Opportunities—for Researchers

Internet Penetration Is High, Particularly in Cities—with Mobile Internet Expanding, even in Remote Areas

Asia Pacific is an interesting yet challenging region for conducting both online and offline research.  Spreading across approximately 57.4 million square miles, the region represents tremendous cultural, economic and technological diversity.    These vast differences don’t just exist among countries, however, but also within them. China is a prime example, with urban dwellers varying greatly in lifestyle, income and education from country residents.

Overall in China, internet penetration is 31.8% (CNNIC). Penetration levels double, however, to as high as 60-70% in cities such as Beijing. Phone penetration also is high. In fact, China ranks #1 in both landline and mobile phone penetration. Mobile phones in particular are changing the face of both communications and research, as they are also used frequently to gain internet access.  Although Chinese consumers who live in remote parts of the country often have no landline phones, the anticipated expansion of 3G coverage should lead to great mobile internet penetration in rural areas.

Click here to read the entire article and download the white paper.

Appearance Is the Number-One Factor Driving Sports Brand Purchases in China for Both Men and Women, according to New SSI Research    

The top 3 considerations for both men and women in China when purchasing sports brands are appearance, price and comfort, according to a new online study by Survey Sampling International (SSI). Fully 82% of both men and women say appearance is the most important factor determining their brand decision.  About three-quarters of men and women choose sports brands by price, while 66% of men and 72% of women cite comfort as their decision driver.

When it comes to media influence, television advertising has the biggest impact on buying decisions, SSI’s research shows. Two thirds of men and women say that TV ads are the most influential communications channel. Recommendations from friends are the second largest influence (43.5%). Radio advertising has the smallest impact (9.2%).

Click here to read the entire article.

LITe: A True Heavyweight for Targeting Low Incidence Populations

LITe—Low Incidence Targeted Sample—provides a cost-effective way for researchers to access hard-to-reach populations or rare subgroups in the US by phone. It offers higher incidence, faster turnaround and fewer screening interviews than random digit (RDD) sample, resulting in lower project costs.

LITe provides more than 3,000 categories from which researchers can select including shoppers, ailments and prescription drugs, affluence, travel and much more. Demographic selections, such as age, income and ethnicity, also are available. In addition, researchers can mix and match multiple selection options to target with even greater precision.

LITe files are created primarily from self-reported demographic and lifestyle/interest information, blended from multiple sources, available at both the household and individual levels. Non-probability self-reported information provides the opportunity for researchers to locate a low incidence lifestyle or demographic in a more efficient manner than screening an RDD sample. Capturing 100 million consumers, LITe is one of the largest survey-based data files in the country.

Providing a complete range of sampling solutions, SSI enables researchers to get to their target audience in the most efficient way possible. SSI provides expert consultation to assist researchers in selecting the most appropriate sample to meet their specific research objectives.

Click here to download the LITe information sheet.

To contact an SSI account manager, please email info@surveysampling.com.

SSI’s Extensive B2B Sampling Solutions Reach Business Leaders Both On-and Offline

SSI now offers online B2B access that reaches 4 million decision makers worldwide across hundreds of industries and job titles—including C-level executives, IT professionals, HR management and more. Whatever size companies you’re targeting—from large conglomerates to small start ups—SSI gets you the sample you need in any countries you choose. 

SSI’s B2B panel is just one source of our online access. Through SSI Dynamix™, our dynamic sampling platform, we can link to a full spectrum of sources—including our own panels, as well as Websites, social media, affiliate partnerships and more. You get every opportunity to drive your business targets to your survey—so you can access even the hardest-to-reach audiences.

SSI is the only company also to offer an offline B2B solution. SSI combines the reach of Dun & Bradstreet's B2B phone list with the sampling knowledge of SSI's thought leaders.  B2B researchers can access companies across more than 200 countries and select targets by their choice of criteria, including number of employees, sales volume, SIC code (in the US) and many more.  Sample is delivered within 24 hours.

Whatever option you choose, you know your sample is backed by SSI’s three decades of sampling expertise.  So you can trust it is fully representative and reflects the highest quality standards.  Plus you can tap into our experience to fine-tune your questions and ensure optimal response.

To make it easy for you to access our online B2B counts, they are now available to you through SSI ClicKnowledge.  Just click here to see the latest information on the 27 most-requested countries. 

To learn more, click here  or email an SSI account manager at info@surveysampling.com.

New SSI ClicKnowledge™—Key Information on 30 Countries Free from Survey Sampling International

Now Survey Sampling International (SSI) introduces SSI ClicKnowledge—a new interactive tool that delivers critical metrics on 30 countries right to your PC.  Through colorful maps and easy-to-read tables, SSI ClicKnowledge brings you a world of powerful information FREE.  With a click of your mouse, you can find:

• Demographic insights, such as population, age, gender and income breakouts

• Marketing research statistics, such as market research spend per capita

• Country rankings, such as global competitiveness and network readiness

 
Plus, you can access details on all of SSI’s 28 global consumer panels…unique contacts, industries and titles for our global B2B panel…direct links to useful information sources, including white papers, Webinars and podcasts…and local insights, including primary language spoken and internet penetration.  You choose whatever information you need, however you want it displayed.   Look at one metric across multiple countries.  Compare several metrics within the same country. Or view a world map of all country information.

To start benefiting from SSI ClicKnowledge, simply go to www.SSIClicKnowledge.com.  Add it to your favorites, and come back often.  We will be updating our current information—and adding new insights—frequently.  So every time you visit, you will find fresh data—and more reasons to keep returning.  And it’s all a complimentary service of SSI, the world’s leading sampling partner for more than 30 years.          

We welcome your feedback!

editor@surveysampling.com