全球方法论市场前景及投资研究报告-培训课件外文版2024.5

GLOBAL

CONSUMERSURVEYMethodologyElements

andresearch

designJuly2023Understand

what

drives

consumersMissionDoyou

want

to

make

businessdecisions

based

onthelatestconsumerinformation?

Doyou

need

aconvincingdatastory

foryour

current

project?

Whatifyou

couldcreate

yourown

analysesfrom

avasttreasure

trove

ofglobal

survey

datawith

justafew

clicksinaneasily

accessible

tool?Well,

we

haveitallforyou.Understandyourtarget

groupsandhaveaglobaloverviewTapinto

markets,

track

brands,and

compare

global

and

regional

trendsofconsumer

behavior.

Focuson

thepeople

thatmattermost

toyou,and

gainindustry-specific

insightson

theworld's

most

important

markets.

Make

therightdecisions

andtell

convincingstories

based

ontailored

data.Understand,explore,compare,

track,focus,decide,

andact.Wegiveyouthedata

andthetools

todoall

thisandmoreTheConsumer

Insightscaptureattitudes,consumer

behavior,

andmediausageof

consumers

worldwide,

covering

boththeonline

and

offlineworld.

Up-to-date,representative,

comprehensive,

detailed,andinclusive.2The

Global

Consumer

Survey

stands

for

transparent

quality

from

questionnaireto

results01

Idea

andcontentsSurveys03

From

data

toinsightsUsecases572526282930313233ReportsTarget

groupsRecodesConsumerInsightselementsResearchdesignCountriesandregionsBrands89Typologies101112IncomequantilesIndexInclusionTotalshareofallrespondentsRawdata02

Method

anddata

qualityRepresentativenessPanelpartners04

Firstthings

last:

AppendixFAQ1516171819202135424353QuotasImportant

linksRollingwavesCountries®ionsImagecreditsSamplesizesanderrormarginsSplit

designQualityassurance3CHAPTER

01Idea

and

contentsEvery

really

good

survey

startswith

agood

questionnaire.

Wrong,itstartsway

before

that,

with

aclearideaand

intelligent

research

design.

Ourconcept

is

allaboutyourneeds,

andtheStatista

ConsumerInsightsare

effective,

international,regional,

upto

date,versatile

and

inclusive.•

Surveys•

Brands•

Reports•

Inclusion•

Elements•

Research

design•

Countries

and

regionsOur

surveys

at

a

glance:

Global

survey,

Brand

KPIs

and

in-depth

surveysIdea

and

contents:

surveysGlobal

Survey:

Comparable

datafrom

Brand

KPIs:

BenchmarkmarkyourIn-depth

surveysmore

than

55

countriesbrandagainst

thebestandtherestInadditionto

theGlobal

survey

andBrand

KPIs,accessmore

than25Compare

regional

andglobal

trendsinworldwide

consumer

behavior.

Selectfrom

more

than

55

countries

intheGlobal

survey,

each

with

up

to60,000respondents

per

year,andfind

your(future)customers.Inthe

Brand

KPI

survey

you

will

findthemost

important

KPIsforbrandsinBrazil,

exclusive,

in-depthsurveys

on

the

mostGermany,

India,Mexico,

the

U.S.,andthe

UK.

It’stheperfect

tool

forbrandstrategists,

productmanagers,

mediaplannersandanyonewho

works

withbrands.We

cover

arange

oftopicsfromAItools

tofrozen

pizzatomoviefranchises.relevant

industriesandtopics.

WiththeConsumer

Insightssurveys,

you

gainindustry-specific

insightsinto

theworld'smost

relevant

markets.5Do

you

want

the

big

picture

or

is

the

devil

in

the

detail

for

you?

Well,

you

canhave

both

at

the

same

timeIdea

and

contents:

surveysIn-depthsurveysChristmas

and

HolidaySeasonRethinking

ValuePetsGaming

&

eSportsAlcoholic

DrinksFinance

&

AssetsRethinking

ValueInadditionto

theGlobal

survey,

we

regularly

conducttrendsurveys

inthe

world's

most

relevant

markets.

Coffee,

e-commerce,

Christmas,sports,digitaladvertising,pharma,beauty,football(1),

luxury,sustainability,cancel

culture,pets,digitallifestyles,

finance,motorbikes,

toys,travel,

tech

giants-okay

okay,you

heard

us,we'll

stop

listingalready.Discoverhowthecost-of-living

crisisisreshaping

onlinebehaviorsinthe"Rethinking

Value"studybyWeAreSocialResultsof

ourexclusive

survey

onalltopics

concerningpets.

Thisstudyprovidesinsightsintotheattitudes,purchasebehaviorandpopular

brandsofpetowners.Thisconsumersurveyfocuses

onnutrition,

health,andallthelatest

trendsaboutanimalcompanions.Thissurvey

gives

insightintotheWhoplayswhat,why

andonwhichdevices?

Wherecan

you

get

intouchwithgamers?

Howbig

iseSports?

Discoverwhat

drivesvideo

gamers

incountriesworldwide

withourmajorstudyongaming,hardware

andperipherals,eSports

andgaming

furniture.Thisexclusivesurvey

providesinsightsintoconsumers'

drinking

behavior.

Diveinandfind

outwhat

consumers

aroundtheworld

thinkaboutbeer,wine,

andspirits.

Discoverinformationaboutpurchasecriteria,

andthemost

popularbrands

forbeer,cider,sparkling

wine,andspirits.Thissurvey

offersexcitinginsightsintothesaving

andinvesting

habitsofconsumers.

Findouthowmuchconsumers

aresaving

each

month,wherethey

get

theirinformation,andwhomthey

consultforadvice.Survey

amongtravelers

onattitudes,preferences,andbehaviorwith

regard

totravel.

Fromtravel

planning

andbookingto

thejourney

andthe

vacation

itself:destinations,

tourist

offers,bookingportals,flights,cruises,travel

insurancesandmore.Christmas

andHoliday

Season.

It

covershabits,traditionsandbehaviorsduringtheholidaysseasonandexploresgiftshopping,

dining,

andactivities

during

theholidays.

Additionaltopics

include

BlackFriday,NewYear’s

Eve,

Thanksgiving(U.S.only),Day

of

theDead

(MEXonly),andCarnival

inBrazil.Thestudyprovidesalsoinsightful

attitudes

abouttheongoingeconomic

andpolitical

situation.andQ.

Delvingintothe

changingrelationshipsbetweeninfluencers,brands,

andconsumers,

thesurveyuncovers

thegrowing

appealof

budget-friendly,

relatable

content

onsocialmedia.

Bepartof

theconversationthat'sshifting

fromluxury

toaffordability.Digital

AdvertisingBeauty

&CosmeticsFood

&

NutritionHotDrinksToys

andGamesE-commerceLuxury

&CounterfeitingOurConsumer

Insightssurveys

giveyou

in-depthinsightsinto

trending,specialized

or

justgenerally

exciting

topics.These

surveys

usuallyget

anupdate

every

2years,

andmore

arebeing

addedallthetime.Thisexclusivesurvey

providesinsightsintoconsumerbehaviorandpreferenceswithregardto

digitaladvertising.

Topicsinclude

internetandsocialmediausage,content

andproduct

discovery,advertising

acceptance,personalizationandtrackingondifferent

channels,paidcontent

andsubscriptions,andmore.Thisstudyshedslightonthe

beautymarketfromtheperspective

of

femaleconsumers.

It

showsattitudes,

spendings,product

preferencesandbrand

loyalty

intheareas

ofdecorative

cosmeticsandfacialcare.

Italso

includesinsightsintobeauty

andself-careroutines,beauty

techandnaturalcosmetics.Thisstudyprovidesyou

witheverythingyou

needto

knowaboutnutrition

andgrocery

shopping,

including

cooking,eating

habits,prepared

foods,organicfoods,andsnacks.

Also,

we

put

a

specialfocusonplant-basedalternatives

to

dairyandmeat,

as

wellas

grocery

andmealdeliveries.Thissurvey

probably

answerseverythingyou

couldpossiblyaskabout

theconsumptionof

hotbeverages

suchascoffee,

tea,

andcocoa.

Get

detailedinformationonconsumptionhabits,favorite

brands,

andattitudes

towardsthetopic.Thissurvey

providesyou

a

deepdiveintotheworld

of

toys

andgames.

Discoverthetruedriversbehind

toy

purchases,findoutaboutthe

relevance

of

different

toycategories

such

ascard

andboardgamesorelectronic

toys

andgames,

andreadabouttheroleof

age

appropriatenessandtoy

purchasesituations

ingeneral.Statista’s

exclusive

e-commerce

surveyoffersdetailedinsightsintoconsumershopping

behavioronline.Thisstudyexaminesthe

online

customerjourney,consumerattitudes

andtheonlinestoresconsumers

use.

Consumerswerealsogiven

the

chanceto

rate

thetop

e-commerce

brands

bykeycharacteristics,satisfaction,andNPS,

to

give

adetailedoverview

ofthe

current

onlinelandscape,while

also

providing

theopportunity

forbenchmarking

against

these

establishedbrands

ineach

country.Thesurvey

offersexcitinginsightsintotheworld

of

luxury

buyers.Thecontentsinclude

luxury

productsandpremiumbrands

inthe

fields

of

fashion,accessories,

watches,

cosmetics

andjewelry,as

wellas

attitudes

towardsluxury

andaspotlight

onthe

topicofproduct

andbrand

counterfeiting.AllEuropean

FootballBenchmarkLuxury

ShoppingPurchase

ChannelsOTC

&PharmaceuticalsSustainable

ConsumptionCybersecurity

&

CloudTheluxury

shopping

studyoffers

excitinginsightsintotheworldofluxuryTheresults

of

Statista’s

consumersurveyfocusingonthe

purchasechannelsofconsumers.

Thisstudy

providesexclusiveinsightintotheshopping

behavioracross18different

industries.Finddetailedinformationaboutthe

preferredThissurvey

providesinsightintohealth-related

topics,suchas

eHealth,medicalcannabisandCBD,andmental

health.Itlets

you

compare

pre-andpost-pandemicdata

from2019

and2021.

Explorethepurchasing

andusage

habitsofOTCproductsforcolds,skindisorders,pain,sleep

disordersanddigestive

problems.Inaddition,thestudygives

valuableconsumerinsightsonhealthtrendsandmorethan

100

healthcare

brands.Thisstudyprovidesinsightsintoattitudes,consumerbehaviorandbrand

perceptionwithregardto

sustainability

inthecategories

of

food&beverages,

fashionandbeauty

&personalcare.

Itaddressessustainable

eCommerce

aswellas

driversandbarriersof

sustainableconsumption.Additionally,itshedslightonbehavioralchanges

dueto

theinfluenceoftheCOVID-19

pandemic.ResultsfromStatista'sexclusive

survey

onattitudes,

behaviors

andbrands

inthesphereofcybersecurity.

Topics:Perception

of

risks,experiencewithhacking

andidentitytheft,

awareness

ofbrands

forprotection

software,andmuchmore.Aclose-upof

clubs,sponsorsandfansinConsumerInsightssurveys2021.

TheEuropeanFootballcustomers,

suchas

consumerattitudesandbehaviortowardspremium

andluxury

products.Discoverdetailedopinions

onluxury

goods

suchaswatches,

jewelry,cosmetics,fashion,andaccessories.

Furthermore,understandbrand

awareness

andpurchasesacross

6different

markets,

worldwide.Benchmark

lets

you

comparefanopinions

onthe

5big

Europeanleaguesandothertrending

topics.

Thissurveycontains

exclusiveinsights

fromeachleagues

domestic

fansaswellas

fansintheU.S.

andChina.shopping

channels,expenditures,

andattitudes

regarding

shopping.6Notes:(1)

SoccerGet

a

quick

overview

or

jump

in

at

the

deep

end.

With

the

various

elementsprovided

by

Consumer

Insights,

the

choice

is

yours!Idea

and

contents:

Consumer

Insights

elementsStatistics

andbrandprofilesReportsInteractive

toolRaw

dataThedata

from

ourexclusive

surveys

are

Covering

more

than

20,000

brandsandOurConsumer

InsightsTool

allows

youtoanalyzecountry

datasets,topicsandHavingnothingtohide,we

offerourdatasetscompletely

raw

data

onrequest

foracademic

research

andteaching.

Idealforanyone

who

wantstothebasisforcountless

pagesonFor

example,

they

form

morethan

10,000

statisticsand

brandprofiles.

Ideal

forgainingaquickoverview

ofyour

topic.target

groups,ourreports

bringConsumer

Insightstolife.

Find

out

which

target

groups.

Startyourown

analysesbrandresonates

best

withwhich

targetgroup,where

you

canpromote

yourproductsbest,and

which

preferencesdrive

consumer

decisions.with

tablesor

crosstabs,

create

yourown

target

groups,and

compare

brands

perform

advancedstatistical

analysesorandtrendsworldwide.

Withourintuitive

develop

theirown

models.

You

haveonlinetool

and

thelatest

data,

there

are

complete

control

over

the

data.nolimitstoyourresearch

urge.8Our

Globalsurvey

is

a

truly

global

surveyIdea

and

contents:

countries

andregionsInthe

Consumer

Insights

Global

survey,you

will

findsurvey

results

from

morethan

55

countries

andregions.

Compareregional

andglobaltrendsinworldwideconsumer

behavior.Countrieswith

brandsAustraliaCountrieswithout

brandsArgentinaBelgiumPeruAustriaPhilippinesPortugalRomaniaRussiaBrazilCanadaChileColombiaCzechiaChina

(Mainland)FinlandDenmarkDominican

RepublicEgyptSaudiArabiaSerbiaTogiveyou

maximumdepthof

analysis,we

alsosurvey

brandusageinmorethan

20

countries

andregions

across

50industriesfrom

the

online

and

offlineworld.FranceGermanyIndiaSingaporeTaiwanGreeceItalyHong

KongHungaryThailandTurkeyJapanMexicoIndonesiaIrelandUnited

ArabEmiratesVietnamNetherlandsPolandCountries

withbrandsreceive

fourupdatesperyear,

while

allothercountries

receive

atleast

oneupdateperyear.IsraelKenyaSouthAfricaSouthKoreaSpainLithuaniaMalaysiaSwedenMoroccoNew

ZealandNigeriaSwitzerlandUnited

KingdomUnited

StatesNorwayPakistan101:

Länder

mit

MarkenabfrageBrands

make

markets

and

markets

make

brandsIdea

and

contents:

brandsBrandsareattheheartof

consumer

behavior

worldwide.

That'swhy

theConsumer

Insightsincludeusagedatafrom

more

than15,000

brandsfor

over

20

countries

and

regions

aroundtheglobe.Brand

research

for

ourConsumer

Insights

iscollectedregionallyInorder

toprovide

you

withthebest

possible,

most

exciting

and

most

complete

brandexperience,

we

donotconductthebrandresearch

fortheConsumer

Insightssurveys

entirely

ourselves.

Ofcourse,

we

know

theglobalmegabrands

and

havedetailedmarket

expertise

atBut

forthedepthandsharpnesswith

which

we

maplocal

brandlandscapesintheConsumer

Insights,

we

need

local

knowledge.

That'swhy

we

employ

local

expertsforeach

country

andregion

inwhich

we

survey

brand

usage,who

help

ustoaccurately

capturethebrandlandscapeoftheirregion.Thenexttime

youconduct

abrand

analysiswith

theConsumer

Insights,youknow:

behinditare

locals,Statista'smarket

experts,

years

ofmarket

research

experience

and

intensive

feedback.

Ourbrandresearch

islocal,global

andup-to-date.Here‘s

thefullConsumerInsights

brand

list.11CHAPTER

02Method

and

data

qualityWhatdoonlineresearch

andfarminghaveincommon?

Meticulous

fieldwork

ensures

anA-gradeproduct.

Weguarantee

the

qualityofourConsumer

Insightessurveys’

resultsthrough

professionalonlinepanel

service

providers,

asplitquestionnaire

design,quotasampling,rolling

waves,

smart

qualityassurance,

and

transparent

data

cleaning.•

Representativeness•

Panel

partners•

Quotas•

Rolling

waves•

Samplesizes

anderror

margins•

Splitdesign•

QualityassuranceRepresentation

matters,

that’s

why

we

set

quotas

on

respondents

by

ageand

genderOnlinesurvey:

quotasToguaranteethatthe

results

oftheConsumer

Insightssurveys

arerepresentativeof

the

online

population(18

to

64

years)

of

acountryor

region,

we

applyquotasonage,gender

and-where

possible

-region

when

selecting

respondents.

Thequotasarebased

on

the

official

censusof

the

respective

country

aswell

as

ontherespective

shareof

internet

users.

Ourexperienced

quotaexperts

combine

thebest

availablesources,

suchas

Eurostat,WorldBank,or

theInternationalTelecommunication

Union(ITU),toprecisely

determine

theshareof

internet

users.Tomaximize

thequality

of

ourdataforyou,our

quotasareadditionally"interlocked".

Thismeans,

we

takeinto

account

thatthe

distributionsofage,gender,

andinternet

usageinthe

individualcountries

and

regions

arenotindependent

of

each

otherandquotethese

characteristics

independence

oneachother.Inlinewiththeunderlying

sources,

ourquotasareupdatedannually.17Sample

up

-

yes,

size

mattersOnlinesurvey:

samplesizes

anderror

margins"I

try

toeat

lessmeat",Germany,in%Some

countries

andregions

covered

byourGlobal

survey

haveup

to60,000respondents

per

year,butsome

surveys

haveonly

1,000.

Isthatenough

interviewsfortheresultstobe

representative?

Infact,the

sheer

size

of

the

sample

hasnothingto

dowith

the

representativeness

or

generalizability

of

the

results.

Whatisimportant

isthatthesampleis

asaccurateareflection

as

possible

ofthegeneralpopulation.50Shareof

respondentsMargin

of

error

+/-

2%

with

n=2,000anda95%

confidence

level45424240Thesamplesize,

on

the

other

hand,

determines

howmuch

the

measured

value

-e.g.

"42%

ofrespondents

tryto

eat

less

meat"-differsfrom

thereal

valueintheworld

out

there.

Here,

thelarger,

the

more

accurate.

Thepossible

inaccuracy

istypicallyreferred

toasthe

marginoferror(1)

andcanbecalculated.3535

333025Let'sstick

withthe60,000

respondents

peryear.

Thisgives

amarginof

error

of

lessthan

halfapercent.

Insome

surveys,

thenumberof

respondents

isonly

1,000;here,

themargin

oferror

isplusor

minus3%.

Interms

of

accuracy,therefore,

sizedoes

matter;

larger

is

generally

more

accurate.

For

practical

analyses,however,sample

sizes

of1,000

and

above

areusually

sufficientlyaccurate(2).201510201820192020202119

Notes:(1)

Weare

simplifying

abit,

and

basically

assume

a

confidence

level

of95%

here.(2)

If

youwant

toknow

it

exactly,

just

entere.g."marginoferror

forn=2000

and

confidence

level=0.95"

at

Wolfram

AlphaThe

Consumer

Insights

offer

a

lot

of

everything,

but

most

of

all

qualityOnlinesurvey:

quality

assurance

(1/3)Acomplex

dataproject

likethe

Consumer

Insightsrequires

smart,effective

qualityassurance

measures.

And

inourcase,

thesetakeeffect

duringtheselection

ofrespondents,

during

fieldwork,

and

thenonce

againduringdata

cleaning.Quality

assurance

during

theselectionof

respondentsItgoes

without

sayingthatourpanel

service

providers

comply

with

common

qualitynorms

and

standardssuchasESOMAR,MRS,

ARF,MRIA,AMA

andISO

20252.

Inaddition,ourservice

providers

employ

arange

oftechnical

measures

toeffectivelydetect

andprevent

fraudulentbehavior-suchasthe

useof

the

notorious

bots.Thisincludesdigital"fingerprinting"justasmuch

asIPaddresschecking.

Inaddition,anumberof

proprietary

security

solutions

areemployed,

including

RelevantID®,MaxMind,Firehol,

reCAPTCHA

and

SmartyStreets.

Thisishow

we

makesure

thatbehindevery

interview

intheGlobal

Consumer

Survey

thereis

areal

consumer.Too

bad,

bots!21Slow

and

steady

wins

the

raceOnlinesurvey:

quality

assurance

(2/3)Quality

controls

during

the

surveyBots

canbecute,but

we

really

don'twant

theminoursurvey.

Forasecond

botcheck

duringthesurvey,

forexample,

we

use"inputquestions"

and

check

theanswers

forbot-typical

patterns.Butwe

alsocheck

thatourhumanparticipantsfilloutthe

survey

truthfullyandattentively.

First,we

screen

outallparticipantswho

finishanswering

thequestionnaire

too

quickly,the

so-called

"speeders".

Thelower

limit

is40%

of

themedian

interview

lengthofall

respondents

inthe

previous

waves.Duringthequestionnaire,

we

then

check

respondents'

attentionusingtestquestions.

Also,we

buildinconsistency

checks:

Weask

certain

questionsasecondtimeatadifferent

pointinthequestionnaire

andthenexpect

the

same

answertwice.Withintheresponses,

we

alsocheck

forclustered

occurrences

of

traitsthattendtoberare

inthe

populationandsort

out

respondents

with

conspicuousresponsebehavior.22Everyone

loves

the

crime

scene

cleanerOnlinesurvey:

quality

assurance

(3/3)Quality

assurance

during

data

cleaningSome

people

areonly

toohappyto

let

thecleaningof

the

collecteddata

gobythewayside.

But

notus.Here

youcanfindoutwhat

criteria

we

applyto

clean

theGlobal

Consumer

Survey

data.Ourmain

criterion

isthe

consistency

ofyourevaluations:

Your

cross-tabulationsandtargetgroup

analyses

shouldbefree

of

contradictions.

Incomplex

studies,itcanhappenthatparticipantscontradict

themselves.

For

example,

when

askedaboutthe

mobility

services

they

use,they

statethatthey

usecarsharing.Alittlelater,they

areasked

which

carsharing

brandstheyuse,andanswer

"Idon’tusecarsharing".We

thencorrect

the

first

answer

tomatchthesecond,because

therespondent

alsocorrected

themselves

–perhapstheyconfused

carsharing

withride

sharingandonly

realized

thisfrom

the

list

ofbrands.Ifrespondents

contradict

themselves

toooften,we

remove

theiranswers

from

thedata

set.

This

rarely

happens,and

thatinturn

speaks

forthe

qualityofrespondentsandourquestionnaires.23CHAPTER

03From

data

to

insightsDatais

one

thing,

what

you

makeout

ofitisanother.

There

are

hundredsof

thousandsofstories

anddata-driven

decision

aidswaiting

foryou

todiscover

intheConsumer

Insights.Here

aresome

littlehelpers

toassistyou

indiscovering,

analyzing,and

storytelling.•

Use

cases•

Target

groups•

Recodes•

Total

shareof

allrespondents•

Raw

data•

Typologies•

Income

quantiles•

IndexHow

we

can

empower

you

with

our

consumer

dataFrom

data

toinsights:usecasesUnderstandyouraudienceUnderstand

consumer

needsandattitudesIdentifycore

audiencesAssess

demographic

influenceson

purchasingbehaviorAnalyzetheMeasure

brandperformanceTrack

KPIsalongthebrandfunnelcompetitive

landscapeGaininsightson

competitorsandtheirtargetaudiencesTrackconsumertrendsQuantify

key

consumer

trendsworldwideOptimizeyourtargetingUnderstand

audiencemedia

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relevantmarketing

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insightsUse

ouraccessible

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dataanalysisConsumer

InsightsGood

to

know:

How

to

link

characteristics

within

targetgroupsFrom

data

toinsights:target

groups(2/2)You

canfully

customize,

nameandsaveyour

targetgroups

forfutureuseintheConsumer

Insightstool

by

usingthetarget

groupeditor.

When

you

select

multiplecharacteristics

to

defineyour

customized

target

group,the

following

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areperformed:Two

characteristics

from

thesame

itemare

combinedwith

"or"Ifyou

select

the

answers

"Apple"and"Samsung"from

the

question

"Whatbrandisyoursmartphone

from?"

inthe

target

group

editor,

yourtarget

group

will

containallpeople

whose

phoneis

from

Apple

orfrom

Samsung.Two

characteristics

from

differentitemsare

combinedwith

"and"Inthe

target

group

editor,

ifyouselect

"Apple"from

the

smartphone

brandquestion

and"T-Mobile"

from

the

mobile

carrier

question,yourtarget

group

willcontainall

people

whose

phoneisfrom

Apple

andwhose

mobile

carrier

isT-Mobile.27Lost

in

Consumer

Insights?

Our

recodesprovide

structure

and

help

you

torecognize

patternsFrom

data

toinsights:recodesAsof

2023,

theGlobal

Consumer

Survey

comprises

more

than2million

interviews-it'sclear

thatsometimes

it'snoteasy

tofind

sweet

insightsinthedata

candyshop.Tomakeiteasier,

ourGlobal

survey

containsmore

than600

recodes.Recodes

usuallysumupinformation

thatisdistributed

among

different

answerswithin

anitem.

Forexample,

"Age(generations)"

isarecode

basedon

the

ageof

therespondent.Inmore

abstractterms,

recodes

turnimplicit

information

into

explicit

information:the

information

aboutwhether

someone

is

anonline

shopper

isimplicit

intheanswers

to

thequestion

"Which

of

thesethingshaveyouboughtonline

inthe

last12

months?".

Therecode

"Onlineshopper"

(Yes/No)

makes

thatinformationexplicit.Thisisuseful

foryou,because

manyideasforwhich

youwould

other