Problems in International Marketing  Research.

Market ResearchO Market Research is the systematic

gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.

Language

O In countries where English is not the first language.

O If you have the budget, use translation in local language and back to English.

O For example, football means soccer in most other English speaking countries.

O The United Nations uses six official languages to conduct business:

O English, O French, O Spanish, O Chinese, O Russian and O Arabic.

CultureO Topics can be discussed in

mixed, male/female groups in the U.S.A., but not in other countries.

O In some countries, attitudes to age differ from in the U.S.A.

O If you are not sure, keep males and females separate;

O Conduct separate groups for younger and older respondents

O A handshake is normal in the U.S.A., but touching even if only a handshake, is not acceptable in some countries.

O On the other hand, a handshake is always expected in other countries at the beginning and at the end of every meeting or you would be considered unfriendly

O In some cultures, respondents may be reluctant to speak openly with you in a non-business environment unless you share a drink.

Public HolidaysOBe aware of national

holidays.

OFind out when elections and major sporting events are scheduled.

OFind out whether it is most or least appropriate to interview in the morning, afternoon or evening. Countries differ. 

Cost

O Obtain competitive bids for research done in other countries.

O It is less embarrassing to give a high quote than to refuse the project.

O Check low bids as carefully as you check high bids. If the bid is too low, it may be based on a misunderstanding.

O And make certain the supplier understands all of the assumptions and criteria of the research. 

Customer need O Many marketers believe that, in some

categories, unstated/emotional- psychological needs drive purchase behavior while stated/rational needs are used to rationalize the decision.

O But unstated needs can vary greatly among countries. For example, populations in some countries tend to be more cautious when it comes to trying new products than in the other nations.

O Some populations are more fiscally conservative and are more security driven. 

Securities/ Government Norms O Bomb Blast.O Terrorist Attacks.OBut be aware of government regulations that might hinder your research.

OFor example, you may not be allowed to bring advertising materials into another country for test purposes unless it is cleared in advance.

O Testing liquor might require licensing.O Testing food products will probably require that a list of ingredients be shown and responsibility for the test clearly indicated.

Problems  with  Data• Secondary Data - Comparing several

 markets.

• Obtaining Responses.

• Infrastructure Constraints