Int Mkt Ch 8 original

expert opnion

a method of market estimation in which experts are polled for their opinions about market size and growth rates; used particularly in foreign countries that are new to the marketer

analogy

a method of market estimation that assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country

decentering

a method of transition, a variation on back translation, that is a successive process of translation and retranslation of a document, such as questionnaire, each time by a different translator, The two origin language versions are the compared and if there are differences, the process is repeated until the second original language version is same as the first.

parallel translation

a method of translation in which two translators are used to make a back translation; the results are compared, differences are discussed, and the most appropriate translation is used. The method addresses the use of a common idioms in the language being translated.

triangulation

a term borrowed from naval charting meaning using at least three differing measures of the same concept to verify the accuracy of any one method. for example, regarding forecast of demand separate opinions of experts, sales representatives, and quantitative economic analyses might be compared

secondary data

data collected by an agency or individual other than the one conducting research; often useful in market research

primary data

data collected, as in market research, specifically for a particular research project

multicultural research

inquiry, analysis, and study of countries and cultures that takes into account differences in language, economic structure, social structure, behavior, and attitude patterns. different methods of research may have varying reliability in different countries

international marketing reserach

involves information to be communicated across cultural borders and applying research tools differently in foreign environment

marketing research

systematic gathering, recording, and analyzing of data to provide info useful to marketing decision making

back translation

the process in which a document is translated from one language to another the translated by a second party into the original language. Back translations can be used to verify that the first translation, as of a marketing slogan, has the intended meeting for the targeted audience

research process

the process of obtaining information; it should begin with a definition of the research problem and establishment of objectives, and proceed wit an orderly approach to the collection and analysis of dta