Shanghai Academy of Social Sciences started the business of market research in 1987, when the markets research just emerged in the mainland China.
Initially, market research was conducted with the demand of foreign clients. However, recognizing the importance of and the growing demand on market research, the Academy took the leads to the establish the first market research corporation(MSR) in Shanghai in 1991, specially dedicated to the design, execution and analysis of primary research. Shanghai Academy of Social Sciences Market Research Co., Ltd.(MSR)joined TRA(The Research Alliance)-an international research chain-as the exclusive member in china in 1995. MSR is the largest market research agency in Shanghai, leading the business of market research in the mainland China.

Most of MSR`s clients are multinational companies. MSR has established extensive contacts with foreign enterprises, consulting agencies and advertisement companies, and has finished hundreds of research projects. MSR has undertaken research projects in a wide region of the mainland China, which includes ten largest cities and other 57 large and medium-sized cities in 19 provinces.

Taking the Advantage of varieties of research disciplines and a galaxy of talent in Shanghai Academy of Social Sciences, MSR includes a group of experienced senior and medium-leveled market researchers and interviewers, which assures our high research and management levels.

Business Categories Studies

Alcoholic Beverages , Apparel, Business Organizations, Computers, Cosmetics, Entertainment, Food and Beverages, Government, Home Electrical Appliances,
Household Products, Industrial Associations, Industrial Products, Investments, Jewelry, Media(Radio, Magazine, Newspaper, Television), Packaging, Personal Products, Petroleum, Pharmaceuticals, Real Estate, Retailing(Supermarket, Department Store, Food Service) Social Organizations, Soft Drinks, Telecommunications, Tobacco, Washing Products

MSR CAPABILITIES

Since our clients require quality information on a wide variety of issues, we have committed ourselves to offering a board range of services.

Virtually every decision a manager makes can benefit from added knowledge. Any listing of primary research capability, therefore, is inevitably incomplete. However, the following represents the most frequently requested types of studies available from MSR and the major categories for which we have conducted research.

Advertising and Communication Studies

Strategy Development
Copy Testing
Ad Tracking
Corporate Identity
Corporate Image

Market Evaluations

Usage and Attitude Studies
Competitive Performance Assessments
Customer Satisfaction
Segmentation Studies by Analysis Based on: Benefits, Values, Life Style, Demographics, Psychographics

Distribution Studies

Survey of Retailers
Distribution Checks
Mystery Shopper Studies
Retail Site Selection Evaluations

New Product Development

Development Research
Concept Testing
Evaluation of Functional Features
Efficacy Testing-Taste Testing
Free Sampling

Public Policy and Opinion Research

Audience and Readership Research

Industrial Studies

Research Techniques

Just as there are a variety of research applications, MSR offers a complete spectrum of research techniques.
The following represents the basic competences offered to our clients.

Face-to-Face/ Personal Interviewing

There is no substitute for face-to-face work for some research efforts. Face-to-face surveys are usually the best alternative technique when a product is to be placed for use by the respondent or when there is a need to get reaction to a visual stimulus.

In some cases, face-to-face benefits can be achieved at a more reasonable cost by recruitment at central, high-traffic locations rather than door-to-door.

MSR is committed to offering clients the best technique their particular research needs. We have established the sampling framework, which includes 300,000 residents, 80,000 households from 100 residents committees in the 12 districts of Shanghai, The establishment of such scaled sampling framework is the only one in Shanghai.

Meanwhile, We have established the necessary procedures and controls to offer first-class, door-to-door interviews in the other area of of mainland China. We insists on personal briefing of interviewers by our supervisors and research managers. We re-contact a high percentage of respondents for validation of proper interviewing, and we edit carefully at two points in the field process-once by the supervisor who can easily clarify response with the specific interviewer involved, and again in our office in Shanghai.

Qualitative Research

Two forms of qualitative research are commonly employed in the mainland China: the focus group interview in which eight to nine respondents are led by a moderator in an unstructured discussion of the subject, the in-depth interview in which an individual respondent.

For both forms, the critical factor necessary for quality work is the moderator/ interviewer. The individual who conducts the interview must have sufficient experience with the subject so that he or she understands the implications of what is said and directs the interview accordingly. In addition, the interviewer must establish report with respondents so that they are not inhibited in offering their opinions.

We are able to offer the services of in-depth interviewers who have extensive experience and, focus group moderators who well master the technical aspects of their job.

Industrial Studies

Industrial studies are undertaken with general outlines, which are designated to provide detailed analyses on the production, circulation and development of specific industries, the relevant laws and regulations of the central and local governments, the status quo of potential competitors and the strategies of market entrance and development.

MSR has a superior capability for industrial studies

We are able to offer services of senior researchers who not only have abundant economic and market sales knowledge but also very much familiarize with governmental administration, adjustment and control on various industries.

Telephone Interviewing

Telephone interviewing is a very new market research methodology in the mainland China because of the low penetration of telephone. Telephone interviewing is usually applied in the following two occasions in the mainland China: the interviewing odd corporations and the interviewing of households with high incomes.

Besides the usual consumption of low costs in choosing telephone work, a properly designed and constructed telephone facility offers interviewer supervision that is much superior to face-to-face work.

MSR has successfully finished several telephone interviewing, which is exceptional in the market research in the mainland China.

MSR has adopted the following measures to keep the quality control:

Our senior supervisors are personally responsible for training interviewers. Interviewers simulate interviewing in briefing.

All interviewing is undertaken in head office in Shanghai.

A senior supervisor is responsible to supervise interviewing every day and to solve possible problems.

The senior supervisor evaluates on interviewers` interviewing techniques and their quality. MSR chooses the interviewers with excellent performances as our long-term special interviews.

MSR Client List

ASATSU, AT&T, B.A.T. CHINA Limited, Bristol-Myers Squibb Company, Daewoo, Dentsu, Young&Rubican, Field Fact international, Firmenich, Fujitsu, GM, H&R, Harshey Foods Corporation, IDG, Jhonson & Jhonson, Japan Marketing Agency, JPMR, J. Watter Jhompson, Kirin Beverage, Korea Gallup, Kraft, Leo Burnett Ltd. LG, McKinsey & Company, Inc. Mitsubishi Research Institute, Oglivy & Mather Advertising, OmniTrak Group Inc. Opinion Research Taiwan, Quaker, Quest, Richard Ellis, Reemtsma, Samsung, Sapporo Beer, Shanghai Danone, Shanghai Van Den Bergh Co., Standard Foods, Toshiba(China) Co., Ltd., Unilever(China), Whirlpool, Xian-Jassen