international marketing research practics and challenges.ppt

Observation: One type of observational research is useful in international research in naturalistic inquiry. (In Eastern cultures, responses are likely to be affected by “acquiescence bias” or “good-subject role” whereby consumers agree to please the interviewer. The dialogue is not an open exchange style. The researcher benefit from observational approaches. 2. quantitative research Content analysis an example of descriptive research, is a quantitative analysis that entails counting the number of times preselected words, themes, symbols, or picture appear in a given medium such as printed material or any medium with verbal or visual content. Survey research Another example of descriptive research, typically involves the administration of personal , telephone, mail, or internet questionnaires. 3. experimental research Has the highest validity and reliability of all types of research. Given the many constraints that this type of research imposes on the researcher, experimental research findings are difficult to transfer to other countries where the control factors behave differently. Given the fact that results are not easily generalizable to similar environments, and that this type of research can be costly, experimental research is rarely used on international research. E designing the data collection instrument 1. emic instruments（功能性） Are constructed for each nationality to measure the particular factor. The instrument employed must conform to the specific characteristics of each culture. (supermarkets in Europe, such as Migros in Switzerland, Edeka in Germany, Albert Heijn in Netherlands) 2. etic instruments.（无功能） (which are culture neutral and extremely difficult to develop, can be used to measure the same phenomenon in different cultures.) (cash pay in supermarkets) 3. data collection instrument The research needs to come up with an appropriate format and to offer precise instructions. 4. open-ended questions Elicit the appropriate answer from t