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

Learning Outcomes

You should be able to: 1. Explain the purposes of international research 2. Describe the populations involved in international research 3. Explain the procedures used in international research 4. Show what must be considered at the publication stage of international research 5. List the differences between domestic research and international research
Nigel Bradley: Marketing Research Tools and Techniques, First Edition
Oxford University Press 2007.

1. The purposes of international research

International marketing research examines needs and requirements across different nations. It embraces FMCG and B2B so looks at consumer behaviour and organisational buyer behaviour
It operates at strategic levels Give information on exporting Help find distributors Identify partners for joint ventures
Oxford University Press 2007.

and operational levels new product development tests pricing testing fine-tuning marketing

Nigel Bradley: Marketing Research Tools and Techniques, First Edition

2. The populations in international research

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

Segmentation

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)
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 appearance household 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

parallel translation
(two translations are made at the same time and compared) and back translation => (another translator translates back to the original language)
Nigel Bradley: Marketing Research Tools and Techniques, First Edition
Oxford University Press 2007.

4.What to consider at the publication stage

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

The lead researcher should dictate the report style and give headings to use There are differences between Qual and Quant.
Nigel Bradley: Marketing Research Tools and Techniques, First Edition
Oxford University Press 2007.

5. Domestic & international differences

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
Oxford University Press 2007.

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

Nigel Bradley: Marketing Research Tools and Techniques, First Edition