Global - (1.3) Characteristics of International Market Research

Question 1

Explain some general important aspects when doing international primary research

Answer 1

• Clear research question and target group
• Comparability of collected data
  > Same interpretation
  > Reliability: free of variation
  > Validity: measure what you want to measure
• Language barriers

Question 2

Give some examples of data collection methods in primary research

Answer 2

• Mail questtionaire
• Telephone survey
• Face to face interview
• Online survey
  » Survey development platforms
  » Crowdworking platforms

Question 3

Cross-national equivalence of measuring instruments =

Answer 3

** Question equivalence
> Interpretation of items and anchor points (scales)
** Answer equivalence
> Social acceptability, communication patterns, general usage of language

Question 4

What are general aspects when you do secundary research in international marketing?

Answer 4

= don’t collect the data yourself
- Differences in accuracy of data across different countries
- Comparability of data
> Structure
> Collection instruments
> Consistency of data periods
> Age of data 0

Question 5

What are the typical data sources when doing secundary international marketing?

Answer 5

• Internal
  » Publicy available financial reports
  » From management accounting (private)
• External ((non)commercial)
  »STATBEL, IRB Europe, IMF, World Bank, Databases (commercial)
  » Think thanks = expert groups in a certain domain, not bounded to a university or government.
• Digital