9. Exploratory Research We conducted Depth interviews and secondary research simultaneously. Secondary Research Depth Interview
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11. Secondary research Finding (1) Market Size Brazil is much bigger market than Chile. *1 : in 2007 (Source) World bank *2 : Number of E nglish L anguage S chool students who took “Intensive English Programs” in USA in 2007. (Source) Open doors2008 Report on International Education Exchange ×8.3 ×11.4 Population *1 ELS students In U.S.A. *2 Brazil 190 million 2,177 Chile 16.6 million 261
12. Secondary research Finding (2) Use of Internet In Brazil, 34% of population uses internet, 67.5million . *1 : in 2008 (Source) internetworldstatus.com Internet Usage % Population Internet Users Brazil ３４％ 67.5 million Chile ５０％ 8.3 million
13. Secondary research Finding (3) Use of Community 80% of Internet users in Brazil visit social networks and blogs.(Highest!) 80% *1 : %of users among total internet users who visits social network or blogs in a month DATA: Dec-08 (Source) Nielsen Online *1
14. Secondary research Finding (4) Use of Community Brazilian spend large proportion of Internet time in Community sites. *1 : It means the % of time in total internet use (including E-mail etc.). DATA: Dec-08 (Source) Nielsen Online = SNS & Blogs Member Community Share of time *1 Global average 9.3% USA 6.4% Germany 7.5% Italy 15.4% Brazil 23.1%
15. Secondary research Finding (5) Social Network Orkut is the most popular Social Network in Brazil - 70% of internet users use it!! *1 : % of people who visited that site in a month DATA: Dec-08 (Source) Nielsen Online *1 Now growing rapidly Surprisingly high!! Name Reach in Brazil Orkut 70% Facebook 2%
16. Secondary research Finding (6) Orkut It is owned and operated by Google. Simple user interface.
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18. Secondary research Finding (8) Competitors of ESI There are several competitors in Berkeley and each of them try to attract international students using internet *1 : (source) Alexa- shows the traffic ranking of websites KAPLAN ELS ESI Traffic Ranking *1 54,736 272,379 30,097,531 Reach 0.0022% 0.00039% -
31. Quantitative research Sampling Method Snowball & Convenience Effective ways of recruiting appropriate respondents for this research (English speaker, interested in Berkeley) Brazilian & Chilean IDP Students Their Friends (In USA & their countries) Respondents (Thanks!!)
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35. Quantitative research Result (1) Study Abroad Q4. Have you ever studied English abroad? Q5. In which country did you study English? 74% of them have experiences of going abroad for English study. USA is their first choice. ?% N=31 N=23
36. Quantitative research Result (2) Study outside the school Q6.How old were you when you went to the English school? Q7.How long did you study in the English school? Majority of our respondents studied English from 20-25 yrs of age abroad. N=23 N=23
37. Quantitative research Result (3) Information Search Q10.Where did you get the information of the English school at first? Agent is predominant information source. Friends and internet are the second. N=23
38. Quantitative research Result (4) Factors to choose the school Q11. What was your priority in choosing your English school abroad? (TOP3) For Brazilian and Chileans School brand and location are two most important factors. Diversity is not high concern N=31
39. Quantitative research Result (5) Usage of web 2.0 Google dominates among the search engines Facebook and Orkut occupy a larger share than the rest of the SNS Q13. Which Social Networking Sites do you use? Select all the websites you are actively using now. Q18. Which search engine do you most frequently use? N=31 N=31
40. Quantitative research Result (6) Facebook and Orkut Usage Mainly used to share the information with their friends Q14. How do you usually use these Social Networking Sites? Select all that apply. Q15. How many users do you register as your friend in the Social Networking Site N=31 N=30
41. Quantitative research Result (7) Cross Tabulation Facts Shows that social networking sites are used more extensively in Brazil than by the Brazilians in USA Q.2) Where are you living now? Q.15) How many friends do you register in SNS
42. Quantitative research Result (8) Purchase related to web 2.0 Recommendations from friends play a major influence than ads on SNS for a purchase decision Q16. Have you ever tried or bought something influenced by your friends’ or someone’s comments in Social Networking Sites? Q17. Have you ever tried or bought something influenced by Advertisement in Social Networking Sites? N=30 N=30
43. This shows an interesting fact than men spend much more time on internet than women Q.24) Gender Q.12) How many hours do you usually spent on the internet? Quantitative research Result (9) Cross Tabulation Facts
44. Quantitative research Result (10) Information search sources Our research shows that students’ opinion on SNS is the most helpful Q22. If information about language school in Berkeley were delivered by these websites, which of these do you think might be able to attract Brazilian or Chilean? Select all you think. N=31
