Economic Disparity in Asia Pacific
Asia Pacific is a region filled with contrasts and diversity. While on the one hand we have the highly developed economies of Japan, Korea, Hong Kong and Singapore, these economies sit cheek-by-jowl with those of Myanmar and Vietnam. Culturally too, the region is diverse, with each country having its own language and sub-culture. Such
diversity poses interesting challenges while conducting primary research. It is common to translate research instruments (questionnaires, stimulus material, etc.) and conduct fieldwork in multiple languages. Even for B2B surveys, translations are necessary.
Owing to the disparity in development of economies, fieldwork is carried out through different methods in different countries. While the PAPI route is common in some countries, CATI is the most efficient way to conduct fieldwork in others. Indeed, in Japan, on-line fieldwork is common. Mobile phone penetration is high in the region, and is fast becoming the most suitable methodology across the region. Market Probe has a fully equipped CATI setup in Singapore and works through a network of fieldwork partners (who have been working with Market Probe regularly for over five years now) in each of the countries in Asia Pacific.
Hardly any country has any acceptable socio-economic classification system for classifying households or individuals. Market research has to rely on income-related questions to classify individuals and households.
Located in Singapore, which is the commercial hub of Asia Pacific, Market Probe, with its network of regular fieldwork partners, is ideally suited to take on pan-Asian studies.
Nehal Mendh
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