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Lesson#20

Primary Data Collection

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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