International research
8 important questions on International research
Difference from domestic marketing research
- International research involves differences between countries e.g. Political, legal, economic, social, and cultural.
- Problems with comparability of research results due to these differences.
Factors related to consumption patterns.
- There are vast differences in consumption patterns between regions.
- E.g. Consumption of alcohol.
Factors related to marketing conditions.
- Researchers will have to make note of small differences in different cultures while performing research.
- E.g. Survey modes differ.
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How to ensure construct equivalence
- Draw not only from the domestic literature, but also from the country-specific literature when developing conceptualizations.
- Conduct qualitative research (interviews, focus groups, ...) to identify cultural differences in the meaning of a construct.
How to obtain translation equivalence?
Metric equivalence: Threats to reliability
- Some languages have fewer terms to express gradation in evaluations than others.
- Some countries lack familiarity with certain scaling/scoring formats.
How to obtain metric equivalence?
- Pre-data collection (reliability)
- Post-data collection (validity)
Measurement equivalence for secondary data
- Categories may differ across countries.
- Calibration systems may differ across countries.
- Reliability threat: data may be old or scarce in certain countries.
- Validity threat: governments may paint too rosy pictures.
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