Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

12International research

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

You should be able to:1. Explain the purposes of international research2. Describe the populations involved in international

research3. Explain the procedures used in international research4. Show what must be considered at the publication

stage of international research5. List the differences between domestic research and

international research

Learning Outcomes

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

1. The purposes of international research

It operates at strategic levels Give information on

exporting Help find distributors Identify partners for joint

ventures

and operational levels new product development

tests pricing testing fine-tuning marketing

International marketing research examines needs and requirements across different nations. It embraces FMCG and B2B so looks at consumer behaviour and organisational buyer behaviour

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

• Nations can be divided into developed countries and developing countries

• Developed countries are better equipped to carry out studies and residents are more “predisposed” towards co-operation

• Country profiles are important in selecting respondents because of relationships between demographics and purchasing power

2. The populations in international research

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

• Geo-demographics are found worldwide: MOSAIC in Europe PRIZM in America

• Existing segmentation methods include:SES Socioeconomic Status Score (US) SEG Socio-Economic Groupings (UK)Social Grade (UK) The European Social Grade (EU)

Segmentation

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

Sampling

• Sometimes it is impossible to approach certain respondents directly

• It is unacceptable to pose questions to some people in certain circumstances

Consider:conventions tradition religion appearancehousehold

hierarchies

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

3. Procedures used in international research

• Research in different countries differs: Costs vary Response rates vary Infrastructures vary (e.g.

postal systems)

• Developed countries are best suited to research

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

Language issues

We can overcome “equivalence” by…

Projective Techniques are an alternative to direct questions

and back translation =>(another translator translates back to the original language)

parallel translation (two translations are made at the same time and compared)

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

The proposal should specify very clear reporting agreements progress reporting face to face debriefingsynoptic or separate country reports

The lead researcher should dictate the report style and give headings to use

There are differences between Qual and Quant.

4.What to consider at the publication stage

Nigel Bradley: Marketing Research – Tools and Techniques, First Edition© Oxford University Press 2007.

Domestic• Likely to be conducted in

one language, familiar to the research team

• Sampling made easier by a knowledge of geography

• Data collection feasible with a small team

• Straightforward to communicate results

International• Multiple language

obstacles, unknown linguistic nuances

• Unknown sampling obstacles

• Obstacles related to a larger team and subcontracting

• Many audiences and ways to send results

5. Domestic & international differences