Problems of gather primary data Problems of gather primary data (continue)(continue)

Sampling in field surveys:Sampling in field surveys: Lack of adequate demographic data

Available lists to take meaningful samples Lack of detailed social and economical information

more complex - less reliable Not up-to date information.Options: go to public places and take information from

there.

Problems of gather primary data Problems of gather primary data (continue)(continue)

Language and comprenhension:Language and comprenhension: equivalent concepts may not exist in all languages

Source: Bing.com/images

Problems of gather primary data Problems of gather primary data (continue)(continue)

To avoid it, three alternatives:

a.Back traslation. From one language to another and then a second party translates to its original language. At the end, the results are compared

Problems of gather primary data Problems of gather primary data (continue)(continue)

b. Parallel translation: More than two translators are used for back translation. Compare, discuss differences and together select the best translation.

c. Decentering: Similar to back translation but another person translate it to the original version and so on.

Multicultural Research: a special Multicultural Research: a special problemproblem

Main characteristicsMain characteristics

• Different languages, social, economic, attitude patterns among others

• Identify the best alternative: e-mail, telephone, printed information.

• The research design may vary across countries

Research on the internet: a growing Research on the internet: a growing opportunityopportunity

1. Online surveys and buyer panels. These can include incentives for participation, and they have better “branching” capabilities (asking different questions based on previous answers) than more expensive mail and phone surveys.

2. Online focus groups. Bulletin boards can be used for this purpose.

Research on the internet: a growing Research on the internet: a growing opportunity (continue)opportunity (continue)

3. Web visitor tracking. Servers automatically track and time visitors’ travel through Web sites.

4. Advertising measurement. Servers track links to other sites, and their usefulness can therefore be assessed.

5. Customer identification systems. Many companies are installing registration procedures that allow them to track visits and purchases over time, creating a “virtual panel.”

Research on the internet: a growing Research on the internet: a growing opportunity (continue)opportunity (continue)

6. E-mail marketing lists. Customers can be asked to sign up on e-mail lists to receive future direct marketing efforts via the Internet.

7. Embedded research: Some firms even provide the option of custom designing products online—the ultimate in applying research for product development purposes.

Research on the internet: a growing Research on the internet: a growing opportunity (continue)opportunity (continue)

8. Observational research (also known as netnography). Chat rooms, blogs, and personal Web sites can all be systematically monitored to assess consumers’ opinions about products and services.

The ability to conduct primary research is one of the exciting aspects about the Internet.

Estimating market demandEstimating market demand• Greater uncertainties • Data limitations associated with foreign

markets,

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Estimating market demand (continue)Estimating market demand (continue)

1. Expert opinion: experts are polled for their opinions about market size and growth rates.

Key: Key: triangulation: triangulation: comparing estimates produced by different sources. One of the

tricky parts is how best to combine the different opinions

Estimating market demand (continue)Estimating market demand (continue)

2. Analogy: This method assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country

Note: the best approach to forecasting is almost always a combination of macroeconomic database approaches and interviews with

potential and current customers.

Problems in analyzing and Problems in analyzing and interpreting research informationinterpreting research information

• Secondary and primary data collected• High degree of cultural understanding of the

market in which research is being conducted• Lack of up-to-date information• Lack of creative talent for adapting research

methods .

Communicating to the decision makersCommunicating to the decision makers

The inclusion of decision makers, even top executives, who must on occasion talk directly to or directly observe customers in foreign markets. (Cateora et

al., 2013)