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ProblemsinInternationalMarketing

Research.

Market Research
O Market Research is the systematic

gathering, recording, and analysis of


qualitativeandquantitativedata
about issues relating tomarketing
products and services. The goal of
marketing research is to identify and
assess how changing elements of
themarketing miximpacts
customer behavior.

Language
O In countries where English is not the

first language.
O If you have the budget, use
translation in local language and
back to English.
O For example, football means soccer
in most other English speaking
countries.

O TheUnited Nationsusessix official

languagesto conduct business:


O English,
O French,
O Spanish,
O Chinese,
O Russian and
O Arabic.

Culture
O Topics can be discussed in

mixed, male/female groups


in the U.S.A., but not in
other countries.
O In some countries, attitudes
to age differ from in the
U.S.A.
O If you are not sure, keep
males and females
separate;
O Conduct separate groups for
younger and older
respondents
O A handshake is normal in

O On the other hand, a

handshake is always
expected in other
countries at the
beginning and at the end
of every meeting or you
would be considered
unfriendly
O In some cultures,
respondents may be
reluctant to speak openly
with you in a nonbusiness environment
unless you share a drink.

Public Holidays
O Be aware of national

holidays.
O Find out when elections

and major sporting


events are scheduled.
O Find out whether it is

most or least appropriate


to interview in the
morning, afternoon or
evening. Countries

Cost
O Obtain competitive bids for

research done in other


countries.
O It is less embarrassing to
give a high quote than to
refuse the project.
O Check low bids as carefully
as you check high bids. If
the bid is too low, it may be
based on a
misunderstanding.
O And make certain the
supplier understands all of
the assumptions and criteria

Customer need
O Many marketers believe that, in some

categories, unstated/emotionalpsychological needs drive purchase


behavior while stated/rational needs
are used to rationalize the decision.
O But unstated needs can vary greatly

among countries. For example,


populations in some countries tend to
be more cautious when it comes to
trying new products than in the other
nations.
O Some populations are more fiscally

conservative and are more security


driven.

Securities/ Government Norms


O Bomb Blast.
O Terrorist Attacks.
OBut be aware of government

regulations that might hinder your


research.
OFor example, you may not be
allowed to bring advertising
materials into another country for
test purposes unless it is cleared in
advance.
O Testing liquor might require
licensing.
O Testing food products will probably
require that a list of ingredients be
shown and responsibility for the test
clearly indicated.

Problems with Data


SecondaryData-Comparingseveral

markets.
ObtainingResponses.
InfrastructureConstraints

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