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Marketing Research Articles Related to International Firms

Marketing Research Articles Related to International Firms

Showing items 1-20 of 36.

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A guide to marketing and selling to Chinese businesses

Published
March 2009
Author
Matthew Harrison
Abstract
Drawing from findings of in-depth interviews with Chinese business owners, the author details the best ways for Western firms to market their services in China and also explores the expectations and opinions Chinese businesses have of Western marketers.

A look at business-to-business market research in Russia

Published
November 2010
Authors
Tatiana Klimenko and Matthew Harrison
Abstract
While business-to-business research is relatively new in Russia, its use is growing along with the size of the Russian economy. The authors detail some of the most-used techniques and offer insights for those considering investigating this vast market.

A look at consistency in global non-probabilistic online samples

Published
November 2012
Authors
Steven Gittelman and Elaine Trimarchi
Abstract
The authors examine results from a consistency analysis conducted in 13 countries with samples from 10 panel companies to highlight differences in data quality.

A look at corporate and brand images in Eastern Europe, the Caucasus and Central Asia

Published
November 2004
Author
Edward Hodgman
Abstract
A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

A look at the Chinese automobile market

Published
November 2004
Authors
Barton Lee and David Tatterson
Abstract
With massive growth in the middle classes, the car market in China is poised to explode.

A report on the Confirmit Market Research Software Survey

Published
August 2012
Authors
Tim Macer and Sheila Wilson
Abstract
The annual study of research software users finds curious levels of resistance toward smartphone-using respondents and a growing need for skilled data visualizers.

Best practices in managing offshore research processes

Published
July 2011
Author
Kumar Mehta
Abstract
Companies outsourcing their market research operations is common practice but they may not be making the most of this service. This article addresses some trends within market research that influence outsourcing and some basic tenets to building successful outsourcing relationships.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

By the Numbers: Make your international phone interviews successful in any language

Published
December 2009
Author
Pam Bruns
Abstract
When conducting international telephone interviews, choose your vendor carefully, the author says. Look for experience, native-speaking interviewers, flexibility, attention to detail and the use of in-language monitoring.

Conducting competitive intelligence research among Internet providers in Brazil

Published
November 2010
Author
Geisa Rodrigues
Abstract
The author details a competitive intelligence study of six Internet service providers in Brazil and how a mix of primary and secondary research helped obtain the information needed for the client to introduce a new service.

Considerations for conducting market research in China

Published
November 2011
Author
David Ying Hon Ho
Abstract
From the influence of Confucianism to government restrictions, the author outlines a number of factors affecting research in China today.

Considerations in quantitative data collection in China

Published
November 2009
Author
David Ying Hon Ho
Abstract
Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.

Data Use: Are global scales as easy as 1-2-3 or A-B-C?

Published
January 2011
Author
Kristin Cavallaro
Abstract
Survey Sampling’s Kristin Cavallaro reports on findings from a seven-country study that tested two versions of a five-point Likert scale - one verbal, one numerical - to examine country- or culture-specific differences.

Drawing more useful insights from social media data

Published
August 2012
Author
Sourabh Sharma
Abstract
Using a study of chocolate brands, the author explores the ways consumer comments on social media can complement marketing and advertising programs.

Ethnography-based hybrid research stretches four continents to study workplace interaction

Published
November 2012
Author
Brian Green
Abstract
Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

Experiences in global online qualitative

Published
November 2013
Authors
Janet Ziffer and Mike Mabey
Abstract
Researchers from Kimberly-Clark Professional and SKIM offer experience-based tips and strategies for how to use online message boards for a global research project.

Five principles for global packaging research

Published
November 2004
Author
Scott Young
Abstract
Recommendations for global packaging research include: focus on functionality; don’t rely on a single number; and remember that competition is the norm.

How Sony BMG used the Web to reach a disappearing audience

Published
February 2010
Author
Emily Goon, Quirk's Content Editor
Abstract
After losing a chunk of its audience to Web-based music consumption, Sony BMG teamed up with Globalpark to create an online panel of music fans to gain faster, deeper insight using “surveytainment.”

How to conduct international research: 6 steps to success

Published
August 2014
Author
Jay Zaltzman
Abstract
The author provides six steps market researchers can take when conducting international research.

How to optimize global qualitative research

Published
November 2013
Author
Andrew D. Cutler
Abstract
The value of good communication reigns supreme among the many factors, detailed here by author Andrew Cutler, that contribute to effective international qualitative research.

 

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