1. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 12 International research Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007.

2. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 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 Learning Outcomes

3. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 1. The purposes of international research It operates at strategic levels  Give information on exporting  Help find distributors  Identify partners for joint ventures and operational levels  new product development tests  pricing testing  fine-tuning marketing International marketing research examines needs and requirements across different nations. It embraces FMCG and B2B so looks at consumer behaviour and organisational buyer behaviour

4. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 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 2. The populations in international research

5. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 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) Segmentation

6. 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

7. 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

8. 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 and back translation => (another translator translates back to the original language) parallel translation (two translations are made at the same time and compared)

9. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 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. 4.What to consider at the publication stage

10. Nigel Bradley: Marketing Research – Tools and Techniques, First Edition © Oxford University Press 2007. 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 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 5. Domestic & international differences