Mkting Ch. 8

The Research Process for All Countries

1. Define the research problem and establish research objectives. 2. Determine the sources of information to fulfill the research objectives. 3. Consider the costs and benefits of the research effort. 4. Gather the relevant data from secondary or primary sources, or both. 5. Analyze, interpret, and summarize the results. 6. Effectively communicate the results to decision makers.

Multicultural research

A cornerstone of U.S. foreign policy as enunciated by President James Monroe, it proclaimed three basic dicta: no further European colonization in the New World, abstention of the United States from European political affairs, and nonintervention of European governments in the governments of the Western Hemisphere.

Expert opinion

A method of market estimation in which experts are polled for their opinions about market size and growth rates.

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

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.

Secondary data

Data collected by an agency or individual other than the one conducting research.

Primary data

Data collected, as in market research, specifically for a particular research project.

Quantitative Research Problems

Different types of biases: non-response bias, yea or nay saying bias, social desirability bias, income and gender-related questions may be taboo Language and comprehension, Back Translation, Parallel Translation, Decentering

Parallel translation

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.

Meaning of and Gathering Primary Data

Often the market researcher must collect primary data—that is, data collected specifically for the particular research project at hand.

There are at least seven different uses for the Internet in international research

Online surveys and buyer panels, Online focus groups, Web visitor tracking, Advertising measurement, Customer identification systems, E-mail marketing lists, Embedded research.

Qualitative Research Problems

Personal referrals are needed to contact consumers. People are often hesitant to criticize new product ideas when companies seek candid opinions

International marketing research

The form of marketing research involving two additional considerations: (1) the need to communicate information across national boundaries, and (2) the Challenge of applying established marketing techniques in the different environments of foreign markets.

Back translation

The process in which a document, such as a questionnaire, or phrase is translated from one language to another and then translated by a second party into the original language.

Research process

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

Marketing research

The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.

qualitative research

if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person's thoughts and feelings on the subject are sought.

quantitative research

usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices.