Chapter 6: Researching International Markets Flashcards
What are some challenges facing international marketing?
- Differing emphasis on the kinds of information needed.
- Limited availability of tools and techniques.
- Difficulty in implementing the research process.
International marketing research entails collecting and assessing information on:
- Economic conditions
- Sociological and political climate
- Market conditions
- Technological environment
- Competitors
Marketing Research Process and the
International Dimension : Topic and research problem
Ensure compatibility of concepts and determine scope
Ensure the influence of culture
Marketing Research Process and the International Dimension:
Research design and plan
- Identify compatibility differences
- Select methodology with minimum comparability problems
- check practical issues
Marketing Research Process and the International Dimension: Data collection and measurements
- Attach weigh to eliminate cultural differences
2. Check reliability of data and understanding of scales for comparability.
Marketing Research Process and the International Dimension: Data analysis and interpretation
- Watch for comparability issues
- Ensure unexpected findings are not due to local biases
- Adjust interpretation level to different countries/cultures/markets.
Marketing Research Process and the international Dimension: Presentation of the findings and reports
- Watch for language and terminology
- Check implications for different markets
- avoid culturally offensive conclusions
What is an unfamiliar environment?
That with which a company is not familiar, such as a foreign market.
What is the problem definition?
Explaining and understanding the research problem.
How to develop a research plan?
Appropriate methodology should be selected with
regard to the comparability of research findings and
their usefulness
What is quantitative research?
Structured questioning, producing answers that can easily be converted to numerical data
What is qualitative research?
Open-ended and in-depth, seeking unstructured responses
What is reliability?
Whether information/results of a study are trustworthy
What is validity?
Whether the measures used are reasonable to measure
what is to be measured
What is back translation?
Text translated into another language, then translated back to the original language by another party
What is parallel translation?
More than two translators are used for a back translation, and the results are compared
What is decentring?
Successive iteration process of translation and retranslation of a questionnaire, each time by a different translator
What is Comparability and equivalence:?
Information that is comparable and is understood in the way intended
What you should avoid when presenting the findings and results?
- Avoid culturally biased and offensive conclusions
* Reports must be concise and convincing
What is the research plan?
Overall plan for relating a research problem to practical empirical research
What is the Multinational Marketing Information System (MMIS)?
a system designed to generate an orderly flow of relevant information and to bring all the flows of recorded information into a unified whole for decision making
