Cultural Considerations For Marketing Research

CULTURAL CONSIDERATIONS FOR MARKETING RESEARCH
Learning objectives
1. Introduce unique international marketing research challenges.
2. Examine the importance of language translation.
3. Understand how hoftede´s cultural dimensions affect conducting research
4. Appreciate the unique ethical issues when conducting cross cultural research
GLOBAL BUSINESS NEEDS GLOBAL RESEARCHLooking for investment opportunities? How about a shopping mall in Cambodia?Here´s proof this is a global marketplace. An American is using the AIM market, part of tehe londond Stock Exchange, to raise funds to build an “American – Style “ shopping mall in Pnom – Pench, Cambodia. Parkson, a Malaysian department store, has already signed on as an anchor tenant. The planned project will include a 600– space car park and 100 serviced apartments.The developer of the project is an American married to Cambodian woman. Asked why he chose to raise the funds for project in UK, The developer stated that the projects inventor base is global and London is the center of global finance. While the developer has a global outlook on finance, the development plans were born in the USA.QUESTIONS: Will theayerage Cambodian shopper want an ´American – style´ mall? Who is the ´average´ Cambodian shopper? What other research questions would you recommend be answered before the project is bult?Source: Rossiter 2007. |

5.1 INTERNACIONAL MARKETING RESEARCH CHALLENGES
International marketing research can be defined as research that is conducted in one or more countries other than the country of thecompany commissioning the research. This international research may be conducted because this company already sells products in more than one country, or because they hope to do so in the future. If more than one country is involved in the research project, the company may decide to conduct the research either simultaneously or sequentially, country by country.
When researching the introduce of anexisting product into a new country, any company needs to understand the unique needs, wants and desires of foreign consumers. Companies will use this information to adjust the products, prices, distribution and promotion to make their products more attractive to local consumers. Rather than adapt a current product companies may also use marketing research because they want to develop new productthat uniquely meet the needs of consumers in other countries, In this case, research is even more important.
Almost all international marketing research is also is also cross – cultural research. This is true because national boundaries are usually also cultural boundaries. Marketing research need to be aware that within any foreign country may need to be adjusted for more than one culture. Belowis some advice that should be considered before any cross – cultural research is conducted.
CONDUCTING GLOBAL QUALITATIVE RESEARCHGlobal corporations often have global brands, whether they are Starbucks, McDonalds or IBM. However, even if the brand name remains the same the marketing mix offered will differ across borders and cultures. Qualitative research can be used to determinate how product,price, promotion and distribution will need to be changed. However, before research can be conducted there are changes to the research process that need to be made if research is to be successful. These changes can be summarized as: * INTEGRATE LOCAL KNOWLEDGE Hire local researchers to help and then make the necessary changes to the research method they recommend. * FORM GLOBAL TEAMS Beforethe research starts, use meetings between marketers in the home country and local researchers to share cultural knowledge. * TRANSLATE CAREFULLY Before starting research, it is not only the words are any research instruments but also their meanings that need to be translated and, if necessary, the language should continue to be adjusted during the research process. * UNDERSTAND THE CULTURE...