Turkey - Legerweb

Emerging Countries Committee
If you are planning to do Market Research in
these countries, what are the main issues to
be considered?
2013
Market Research in Emerging Countries
 This report aims to give some perspective on what to consider when requesting or
conducting Market Research in those countries:
•
Is a Continental country formed by immigration, with many regional
differences!
•
Vast territory with lack of secondary data
•
Ancient country with diverse cultures blessed with a huge young
demographic.
•
No National Sample given the vastness of the country and differences
between the region in habits and customs
•
Vicious Circle and different profiles in the Capital, Cities and
Countryside
2
3
Love of Continents
TURKEY
 BU SLAYT ARA KAPAKTIR
 ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN
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Conducting Research
in Turkey
As a WIN-GIA Group Member,
We are able to conduct research all over the world,
by means of our colleagues, who are respectively the best in 72 countries
5
We are the one and only research agency awarded
National Quality Prize
We are supporting our quality vision with our certificates
6
What are the main issues
to be considered...
If you are planning to do Market Research in Turkey
 BU SLAYT ARA KAPAKTIR
 ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN
Resimler için sadece bu adresten faydalanın:
http://office.microsoft.com/en-us/clipart/
Barem Fotograf Arşivi
Resimlerin, çalışmanın konusuna uygun bir şekilde seçilmesi önemlidir
ALINAN TÜM RESİMLERE “COMPRESS” İŞLEMİ UYGULAYIN
Tüm resimlerin formatlarında compress işleminin uygulanması : Resmin üzerine çift klik leyin, çıkan “Picture” menüsünde
“Compress”’e klik leyin; çıkan pencerede “All picture in document”, ve “ Web/screen” kutucuklarına çek işareti atarak OK e
basın. Böylece Dosyanızın tamamına picture compress yapmış olursunuz.
7
Main issues of Research Sector in Turkey
Vicious circle
71% global
client
Cheap research
demand
Poor quality and
unsatisfied results,
Useless research
Giving up scientific
requirements,
codes & ethics
The cheapest
quotations win
Conducting
research in the
cheapest way
71% global
agencies
8
References
 Reference point for Population data is TUIK (State Statistical Institute)
9
References
 It is hard to reach “Secondary Data”
in many sectors.
10
References
 As a candidate country of the European Union, Turkey is included in the
Nomenclature of Territorial Units for Statistics (NUTS).
 The three NUTS levels are:
 NUTS 1 – 12 Region
 NUTS 2 – 26 Subregion
 NUTS 3 – 81 Province
11
References - Geographic
 Geographically, research in Turkey focuses on;
 First Istanbul: 13,6 millon population and a big share in every economical
field.
 Metropolls (İstanbul+Ankara+İzmir)
 Cities representative
 Finally, for public opinion research and for some nationwide brands, whole
Turkey representative with cities and country.
 Different profiles in Metropolls, Cities and Countryside
12
References - Socioeconomic status groups - 2012 (%)
Changes drastically from
 Cities to Country
 West to East
D; 25
E; 4
C2; 40
A; 4
B; 10
C1; 17
References - Education (+25 yo)
Gender gap
12
18
14
9
15
23
12
17
21
42
39
35
6
9
Turkey
Illiterate
Junior high school
4
3
Male
No school completed
High school
7
15
Female
Primary school
Higher education
Client
 The main client for Turkish research market is local operations of global brands,
(41%). The rest of the turnover is divided by Local firms (29 %) and companies
from abroad (30 %).
 Since Turkey is a Regional Hub for some global companies, regional
research base on Turkey is increasing .
 The main sector is Manufacturing (58 %)
15
Pricing
 Research prices have been dangerously decreasing
 According to ESOMAR Global Prices Study, in 2010 Turkey was 25th country in
terms of research prices and just in the middle of the world with 100 index. In
2012, the ranking of Turkey failed to 38 and index to 78.
 Price competition in the sector is directly effecting the quality of research. Low
prices result in quick and dirty research methods and this means low quality and
many non-ethical innovative ways to do it.
16
Quality
 Both qualitative and quantitative interviews mean easy money for some
interviewees, interviewers and fields agencies.
 Field;
 its quality is effecting directly the whole research process
 is influenced by total project price
 reflects quality-price balance
• it is hard to control when it is outsourced
• for the client, field is out of sight
• it is the weakest part of research nowadays
• for many reseach agencies, inaccurancy and non ethical practices in the
field have lowest priority.
 Recently, differentiation point of Research Agencies is quality certification. ISO
20252, EFQM,..
 TAMOR has a local quality certification named GAB 2.
17
Quantitative
 F2F is still applicable (60 %). However;
 “Respond rate” is decreasing
• People don’t want to give their time for research (street, hall etc).
• In-home interview is decreasing because of safety concerns.
• Interviewers can not enter upscale sites because of security systems. It is
the same for bottom zones of cities as well.
18
Quantitative
 Lenght of questionnaires are far from ideal lenghts;
 Low price and lenght pressure from client.
 Some clients request for multisection in one questionnaire such as U&A +
segmentation + brand perception.
 Translation from English questionnaires elongates at least more than one
fourth of its original.
 As a result, research companies face:
• Incomplete questionaires
• Low quality results
 TAMOR announced that an ideal questionnaire lenght should be ‘door-todoor 15 minutes’ and ‘halls 20 minutes’.
19
Quantitative
 Online research is growing (approx. 4%, but expected to be 15% in 5 years).
However;
 Low household internet penetration (%47)
 Not suitable for country representative research
 It is not cheaper as expected
 Panel pollution
 Identity of interviewers is not certain
 Technology leads to emergence of non-expert researchers.
 Representative sample or statistic analysis is being perceived useless
 Social media and mobile research is open to neglect.
20
Quantitative
 CATI is decreasing (% 13)
 Landline telephone penetration is decreasing (46 %)
 Mobile Calls are expensive
 Short questionnaires (ideally 10, max 17 minutes) limits scope of research
21
Qualitative
 The main issue in qualitative research is experienced participant. They usually
pretend to be fitting all the required profiles.
 Tamor announced a project for sharing experienced attendees list, so that
agencies will be able to scan it during recruitment.
 Long focus groups decrease the concentration of participants.
 In Turkey Global Discussion guides are realized in longer duration.
 There is no taboos in qualitative research. Every subject is open to discussion
related to topic in the right group structure and right approach.
 Abstract subjects are still hard to research.
22
 BU SLAYT ARA KAPAKTIR
 ÇALIŞMAYA UYGUN BİR FOTOGRAF KOYUN
Resimler için sadece bu adresten faydalanın:
http://office.microsoft.com/en-us/clipart/
Barem Fotograf Arşivi
Thanks 
Resimlerin, çalışmanın konusuna uygun bir şekilde seçilmesi önemlidir
ALINAN TÜM RESİMLERE “COMPRESS” İŞLEMİ UYGULAYIN
Tüm resimlerin formatlarında compress işleminin uygulanması : Resmin üzerine çift klik leyin, çıkan “Picture” menüsünde
“Compress”’e klik leyin; çıkan pencerede “All picture in document”, ve “ Web/screen” kutucuklarına çek işareti atarak OK e
basın. Böylece Dosyanızın tamamına picture compress yapmış olursunuz.