Is Internet-based research appropriate in Japan?
Internet-based research is a well-suited methodology to Japan for several reasons. Telephone RDD (random digit dialing) was once a standard for consumer research. However these days, many younger consumers only own mobile phones, placing them of reach of RDD. Additionally, since more and more consumers spend long times outside of the home at work or doing school activities, it is difficult to catch working couples and single young people at home by phone. On the other hand, penetration of Internet use has exceeded 80% in Japan, and is steadily making gains among senior citizens. Web-based interviewing allows respondents to participate in surveys at times convenient to them, whether late at night or on the weekends. Nielsen Japan’s Your Opinion online panel has been recruited from a variety of websites and other sources, allowing us to minimize the type of bias that would result from sourcing from one shopping or other type of website. It allows nationwide sampling at a fraction of the
