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Lesson#20
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Primary Data Collection
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INTERNATIONAL MARKETING RESEARCH PROCESS
Primary Data Collection
Primary data:
• Data
collection
– sample must be
representative of the population
– questions must be
appropriate to various cultural and social backgrounds of the
respondents
– data collection
process must be feasible in every international market
• Execution
– controls need to
be decided and implemented so that the data collection may be correctly
implemented
– cross-check
information from various sources for relevance & accuracy
Issues with primary global research:
• Sampling problems
arise out of biased respondents, difficulties in reaching to the respondents,
nonavailability
of accurate telephone and street directories
• Different
languages and cultural variations cause translation and meaning problems
• Even if the
interviewee is successfully reached, there is no guarantee that he or she will
cooperate
and furnish the desired information. There are also different
reasons for nonresponse - may be due to
culture, govt. control, attitude towards privacy, inexperienced
researcher etc.
• A focus group is
a loosely structured free-flowing discussion among a small group of target
customers facilitated by a professional moderator - moderators
need to be culturally sensitive and
familiar with the local language and social interaction patterns
• Questionnaires
need to fulfill the criteria of conceptual, functional, translation and scalar
equivalence
• Two procedures
often used in practice to avoid sloppy translations are back-translation and
paralleltranslation
• Sampling plan has
added complexity in international research - there may be absence of sampling
frames and various cultural hurdles - desired sample sizes and
criteria of target population also varies
• Viable contact
methods also vary due to prevailing cultural norms in different countries
• Collection of
information is affected by courtesy, social desirability and other biases
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