chapter 8

(1) Back Translation. In back translation the questionnaire is translated from one language to another, and then a second party translates it back into the original. (2) Parallel Translation. In this process, more than two translators are used for the back translation; the results are compared, differences discussed, and the most appropriate translation selected. (3) Decentering. A hybrid of back translation, this is a successive process of translation and retranslation of a questionnaire, each time by a different translator.

3 techniques marketers use to reduce translation errors

(1) Online surveys and buyer panels (2) Online focus groups (3) Web visitor tracking (4) Advertising measurement (5) Customer identification systems (6) E-mail marketing lists (7) Embedded research

7 different uses for the Internet in international research:

Cultural differences, inability of respondents to communicate opinions, and willingness to respond

Problems from gathering primary data

Collecting Info

Economic, Cultural sociological and political climate, overview of market conditions, summary of the technological environment, and competitive situation

3 types of information needs

General info about country, forecasting info (social, economic, consumer and industry trends), and specific market info to create 4P's

key component in developing successful marketing strategies

Information

the systematic gathering, recording, and analyzing of data

Marketing Research

quantitative and qualitative

Marketing Research methods

The greatest problem in sampling stems from the lack of adequate demographic data and available lists from which to draw meaningful samples The kinds of problems encountered in drawing a random sample include the following: (1) No officially recognized census of population. (2) No other listings that can serve as sampling frames. (3) Incomplete and out-of-date telephone directories. (4) No accurate maps of population centers. Thus, no cluster (area) samples can be developed.

Sampling in field surveys

1. Define research problem and set objectives 2. Determine the sources of info 3. Consider costs and benefits of research 4. Gather relevant data from primary/secondary 5. Analyze, interpret, and summarize results 6. Communicate results to the decision makers

The Research Process

FOIA

freedom of information act. grants access to federal records

(1) Expert Opinion: In this method, experts such as sales managers or outside consultants and government officials are polled for their opinions about market size and growth rates (2) Analogy: This assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country

the two best methods for forecasting demand