International Marketing Research

Chapter 8: International Marketing Research

Challenges and Considerations

Robert, a U.S. market researcher, is preparing to conduct research in Japan for a U.S. client seeking expansion. He's likely to encounter differences between domestic and foreign market research, particularly concerning the accuracy levels of foreign data.

The Marketing Research Process

1. Define the research problem and establish research objectives. This crucial first step sets the foundation for the entire research process.
2. Determine the sources of information needed to fulfill the research objectives. This involves identifying relevant data sources, both primary and secondary.

Secondary Research

Secondary research involves utilizing information already collected for other purposes. For example, if you analyze existing market reports or industry publications, you're conducting secondary research.

However, caution is advised when using secondary research, especially data from foreign governments. Official statistics can sometimes be overly optimistic due to national pride, potentially affecting reliability.

Primary Research

When secondary data doesn't adequately address research questions, primary data collection becomes necessary. This involves gathering original data directly from sources like consumers or industry experts.

Quantitative Research

Quantitative research typically involves surveying a large number of respondents using structured questions with specific response formats. This method allows for statistical analysis and the identification of trends.

Surveys are a common technique for conducting quantitative research. They can be administered online, in person, or over the phone.

Challenges in International Research

Cultural differences can significantly impact international research. Many international consumers may be unwilling or unable to participate in surveys due to language barriers, cultural norms, or distrust of researchers.

Sampling challenges also arise in international research. The lack of reliable demographic data and comprehensive lists can make it difficult to draw representative samples.

Convenience sampling may be used when detailed information about the sampling universe is unavailable. This involves selecting readily accessible participants, but it may not accurately represent the target population.

Translation Methods

Back translation is a valuable technique for ensuring accuracy in multilingual research. The questionnaire is translated from the source language to the target language, then back to the source language by a different translator. The two source language versions are compared to identify discrepancies and ensure consistency.

Demand Forecasting

Expert opinion and analogy are two demand forecasting methods particularly relevant for international marketers. Expert opinion involves gathering insights from industry experts, while analogy involves comparing the target market to similar markets where data is available.

Cultural Considerations in Crisis Management

Japanese corporate culture presents unique challenges in crisis management. The hierarchical structure can hinder open communication and problem-solving.

The concept of tatemae, the public, face-saving truth, can further complicate crisis response. It may prioritize maintaining a positive public image over addressing the underlying issues.