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Part III: Introduction to the Japanese Language

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Influx of foreign loan words which are written in katakana, ... CHARACTER COMBINATION HAVING THE SAME PRONOUNCIATION USED FOR YUUKI, THE NO.1 BOYS NAME IN 2000 ... – PowerPoint PPT presentation

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Title: Part III: Introduction to the Japanese Language


1
Part III Introduction to the Japanese Language
  • Multiple writing systems
  • Multiple ways of reading any one ideograph and
    combinations thereof
  • Influx of foreign loan words which are written in
    katakana, and are difficult for older population
    to understand
  • Reading of Japanese names is particularly complex
  • Typing 5,000 10,000 ideographs on a 26 letter
    keyboard is slow and complex

2
Three Writing Systems Plus Romaji
  • Chinese Ideographs
    KANJI (??)
  • Syllabic Script
    HIRAGANA (????)
  • Syllabic Script (for foreign words) KATAKANA
    (????)
  • Romanized Alphabet ROMAJI (romaji)

3
Ideographic Script Superimposed on a Polysyllabic
Language
4
READING THE JAPANESE WORD FOR "MOUNTAIN"
Source W. Hall in J_at_pan Inc. May 2001
5
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11
Reading
  • An educated adult is normally able to read,
    without the aid of a dictionary, both the Chinese
    and Japanese readings of some 2,500 to 3,000
    individual characters and some 20,000 to 30,000
    compounds.
  • A Japanese Character dictionary equivalent to the
    Concise Oxford Dictionary contains around 5,000
    to 6,000 characters, each with Chinese and
    Japanese readings, plus 70,000 compounds.
  • Japanese students are still leaning Kanji at high
    school.

12
WHICH IS EASIER TO UNDERSTAND?
Source Cultural Affairs Agency, April 1999, as
reported by W. Hall in J_at_pan Inc. May 2000
13
AGE DIFFERENCES IN UNDERSTANDING KANJI VS
KATAKANA
Source Cultural Affairs Agency, April 1999, as
reported by W. Hall in J_at_pan Inc. May 2000
14
52 DISCRETE CHARACTER COMBINATION HAVING THE SAME
PRONOUNCIATION USED FOR YUUKI, THE NO.1 BOYS NAME
IN 2000
Source Meiji Life Insurance Company, 2000 as
reported by W. Hall in J_at_pan Inc. May 2001
15
1912-1914 TOP NAMES FOR BOYS MATCH THE KANJI FOR
EMPEROR TAISHO
Source Meiji Life Insurance Company, 2000 as
reported by W. Hall in J_at_pan Inc. May 2001
16
1942-1945 TOP NAMES FOR BOYS MATCH THE WORLD WAR
II MOOD
Source Meiji Life Insurance Company, 2000 as
reported by W. Hall in J_at_pan Inc. May 2001
17
1998-2000 TOP THREE CHARACTERS FOR BOY'S NAMES
Source Meiji Life Insurance Company, 2000 as
reported by W. Hall in J_at_pan Inc. May 2001
18
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19
Introduction to the Japanese Language (II)
  • Use of keigo (honorific language)
  • Importance of form, and concern about face in
    choice of words
  • Different intonations and sometimes even
    different words for males and females when
    discussing the same topic
  • Generational differences in language usage
    patterns
  • Individual ideographs have a visual
    impact/meaning

20
Whether the Use of The Japanese Language By
Others In General, Ones Own Use And By Others At
Ones Workplaces In Disarray
Source Cultural Affairs Agency, January 2001, as
reported by W. Hall in J_at_pan Inc. April 2002
21
Specific Aspects Of The Japanese Language That
Are Perceived To Be In Disarray
Source Cultural Affairs Agency, January 2001, as
reported by W. Hall in J_at_pan Inc. April 2002
22
Perception of the Decline in Differences Between
Male and Female Manner of Speech
Source Cultural Affairs Agency, January 2001, as
reported by W. Hall in J_at_pan Inc. April 2002
23
Visual Impression Given By Kanji
  • Japanese Society of Psychiatry and Neurology will
    change the name used for schizophrenia in
    Japanese from August 2002.
  • Currently Seishin bunretsu byo (?????) split
    mind disorder
  • Many requests from families and patients that the
    current name aggravates social prejudice by
    giving people an impression that the patients
    minds are actually split.
  • Three alternatives considered
  • Togo shitcho byo (?????) loss of co-ordination
    disorder
  • Sukizofurenia ( ??????? ) (katakana phonetic for
    schizophrenia)
  • Kraepelin-Bleuler syndrome named after Swiss
    psychiatrist Bleuler and German psychiatrist
    Kraepelin
  • Togo shitcho byo favored by the largest number

Source Daily Yomiuri, 21 January 2002
24
Part IV The Japanese Language, Socio-Economic
And Other Factors Implications For Market
Research
25
Japanese Language Implications For Market
Research
  • Very limited number of people competent in both
    English and Japanese, market research, and
    medical terminology
  • Are you really asking in Japanese what you think
    you are asking in multi-country studies?
  • Helpful modifications, often well-Intentioned
    but unmentioned, by local Japanese staff

26
Translation
  • Translation Time takes longer-- initial
    questionnaire, open-ends, transcripts
  • Translation Costs very expensive, especially for
    quality translation of transcripts into English
  • Implications Qual and Quant

27
Simultaneous Interpretation
  • Very limited number of top level simultaneous
    interpreters available
  • Booked out 4-6 weeks in advance even longer in
    conference periods
  • Japanese grammar structure and sentence flow
    opposite of English-- have to wait to get the
    point
  • Stressful, work in pairs
  • Expensive, but critical to successful
    understanding

28
Name Testing
  • Names are rendered in katakana
  • Dont finish with a consonant, except n
  • l and r problems, no v, no er sound as in
    bird, etc
  • Number of possible ways of rendering each
    candidate name into katakana
  • Possible approaches to handling

29
Socio-Cultural Issues Visual Culture
  • Japan is visual culture vs. aural culture of USA
  • Japanese respond better to written stimuli show
    cards, blackboard
  • Japanese have difficulty in grasping concepts,
    scales, complex questions over the telephone --
    implications for telephone interview length and
    question type

30
Socio-Cultural Issues Preference for Personal
Non-Aggressive Interaction
  • Proper introduction is important dont open up
    to person that havent been properly introduced
    to
  • Personal meeting often required to establish
    credibility/trust
  • Appropriate level of respect language required
  • Warming up takes longer
  • Japanese not trained in cut and thrust of debate
  • Ambiguous language

31
Doctor Is Kamisama
  • Little information is communicated to patients
  • Patients rarely question the doctor, and doctor
    doesnt like to be questioned
  • Appropriate level of respect language required
  • Probing by interviewer has to have delicate touch
    -- otherwise doctor takes offense
  • Female interviewers softer -- can pretend
    ignorance while asking for explanation
  • Doctor is very busy -- limited time for market
    research

32
Telephone Interview (I)
  • No private office for patient consultation
    limited privacy
  • Doctor is busy -- reluctance to answer when with
    patient, put your request in writing
  • Who am I talking to? Cant see the face. Can they
    be trusted? How will data be used?
  • Will promised incentive actually be paid?

33
Telephone Interview (II)
  • Since cant see doctors face, cant tell whether
    response is honne or tatemae
  • Interviewer has difficulty in asking doctor for
    clarification/understanding if doctor uses
    difficult medical terminology, product names, etc
  • Visual culture/scale issues
  • Doctor is kamisama attitude problem compounded
    in telephone interviews
  • Maximum 10-15 minutes best for tracking- type
    studies with limited open-ends
  • Security concerns wtih fax plus telephone
    interviews

34
CLT One-On-One
  • Possible, with viewing/simultaneous translation
  • Usually two per day occasionally three
  • Takes three hours out of a doctors day -- hence
    evening interviews
  • More expensive than in-office interviews
  • Need to allow time for moderator and simultaneous
    interpreters to rest

35
Focus Groups
  • Possible, with viewing/simultaneous
    interpretation
  • Usually one two-hour session per evening
  • 5-6 doctors per group
  • Dont mix hospital and GP doctors
  • Doctors of similar status
  • If recruited properly, usually turn up unless
    emergency

36
Internet
  • Doctor and patient websites exist and are
    increasing
  • Younger doctors more readily accept Internet
  • Many hospital computers are not connected to
    Internet -- busy doctors also access from home
  • Internet interviewing of doctors still limited,
    but likely to grow
  • Patient research on Internet also limited, but
    likely to grow

37
Timing Considerations
  • Research generally takes longer in Japan than in
    the USA/Europe
  • Project length extra time for translation,
    recruitment difficult, limited time windows with
    doctors, mostly face-to-face interviewing
  • Interview length 45 minutes in English tends to
    run to 55 - 60 minutes in Japanese

38
Other Aspects
  • Screening doctor age, especially GPs
  • Standard pricing research of less value in Japan
  • Holiday/fieldwork shutdown End of year/New Year,
    Golden Week, Obon
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