INDIA'S PUBLIC PERCEPTIONS ABOUT JAPAN

SECTION I

INTRODUCTION

The independent Centre for Media Studies (CMS) a well known and prestigious public opinion research and advisory services organisation in India, was commissioned by Japan Embassy to undertake this public opinion survey in India.

METHODOLOGY

The survey was conducted specifically among opinion leaders/makers, whose views and opinions reflect and shape the national policies. They indicate the kind of larger and popular public perceptions in the country. The public covered in the survey include:

a) Political Functionaries; MLA/MP/MLC/District/ Corporate Trade Union Social Workers/ Activists, Municipal Officer bearers of political parties.

b) Academics ; Professors / Teachers, Post/ graduate students

c) Professionals; Engineers, Doctors, Architects, etc, Software Analysts, Marketing Managers, Advertising... Advocates /

d) Big Trade/Retailers; Business/commercial Industry, Tourism/ travel ,Hotel staff senior..

e) Media ; Fine arts- singer, painter, Journalists, culture-drama, writers-dance, poet, painter, Publishers

f) Senior Government officers; State/ Centre/dept., Local / municipality

India being a country of diversities, each region of the country has its own peculiarities. Hence all the four regions of the country were covered by including the key metro city of the region. In all, apart from covering the seven metro cities (Delhi, Calcutta, Mumbai and Chennai (Madras) and Hydrabad, Banglore and Ahmedabad), Lucknow/Kanpur, Pune, Coimbatore and Jallandhar were also covered considering the interests of Japan. Together, these 11 locations, spreading across 9 major states of India, represent at any given time point the national mood, images and perceptions about Japan in India among those who matter in molding the decision - making process in the country. At each of these locations, the respondents for the survey were from the six distinct categories of opinion makers indicated earlier

In all about 1120 carefully selected respondents (17 interviews were rejected) falling into the six important categories of opinion makers from the 11 locations spread across the country and representing the public opinion of the country were covered for the survey. To complete the study uniformly and in record time in all cities, CMS availed the field researchers of its sister organisation, MDRA, who are pioneers in conducting interviews with senior professionals of the country in various fields. They were personally interviewed by experienced CMS-MDRA field researchers on various aspects/dimensions about Japan, Indo-Japan relations and about information needs for promoting a more appropriate and positive image of Japan in India.

The field survey was conducted between February 21 and March 15,2000. The officials of Japan Culture Centre, New Delhi, constantly interacted throughout. In fact, the survey instrument (questionnaire) was formulated by these officials after considerable deliberations within. Despite the questionnaire was too lengthy and certain questions required considerable explanation, CMS-MDRA researchers were able to successfully complete the interviews because of their field experience and credibility.

The analysis of the survey findings are made here using SPSS software by two most important variables which enable required initiatives and interventions by sponsoring agency - these are "location" and category of opinion leaders/ makers. All percentage are rounded off for ease in reading / presentation.

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