International Marketing Chapter 8
expert opinion
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
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 common idioms in the languages being translated
decentering
A method of translation, that is 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
primary data
Data collected as in market research, specifically for a particular research project
secondary data
Data collected by an agency or individual other than the one conducting research; often useful in market research
international marketing research
Involves the need to communicate information across national boundaries; and the challenge of applying established marketing techniques in the different environments of foreign markets, some of which may be strange or vexing milieus for the marketer
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. This can be used to verify that the first translation as of a marketing slogan, has the intended meaning for the targeted audience
research process
The process of obtaining info; 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
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 countires
Triangulation
the use of multiple research methods as a way of producing more reliable empirical data than is available from any single method.
