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Marketing Research Articles Related to International Firms

Marketing Research Articles Related to International Firms

Showing items 1-20 of 37.

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Market research & measurement in Mexico: key guideposts

Published
January 1995
Author
Loretta H. Adams
Abstract
The marketing environment in Mexico has changed considerably since the late 1980s. Increased competition will require companies to launch sophisticated marketing strategies that will require primary market research. This article discusses how to conduct market research and measurement in Mexico, including using approaches that differ from those used in U.S. markets, cultural characteristics and timeliness.

Worldwide tracking study keeps IBM in touch with mainframe users

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

Research for Mexican e-com site shows impact of cultural factors

Published
July 2001
Author
J.P. Theberge
Abstract
DeCompras.com used qualitative research with Hispanic consumers in the United States to help with Web site development and improve sales.

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.

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.

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.

IT firm seeks company-wide acceptance of findings from international qualitative project

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.

Thoughts on the role of video and ethnography in marketing research

Published
December 2005
Author
Gavin Johnston
Abstract
While video cannot and should not eliminate the written report, it should have a greater role in the tool kit of the corporate researcher. A case history example involving cell phones in Japan is included.

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.

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.

In Case You Missed It... November 2009

Published
November 2009
Author
Quirk's Staff
Abstract
News and notes on marketing and research: men's underwear and the economy; free shipping offers and holiday shopping; Tokyo marketing cafe for young, affluent women

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.

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.”

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.

Qualitatively Speaking: Cross-cultural insights enrich the researcher as much as the research

Published
November 2010
Author
Bryan Urbick
Abstract
Qualitative projects in disparate cultures can often inform unrelated projects, the author explains, by bringing contrasts into sharp relief and enhancing a researcher’s global awareness.

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.

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.

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.

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.

Tacos in Tel Aviv? Research advises Mexican restaurant chain against opening franchises in Israel

Published
August 2011
Authors
Michael Lieberman and James A. Rohde
Abstract
The authors discuss the variable aspects of conducting a feasibility study and detail the market research aspect of the effort using the proposed launch of Mexican dining franchises in Israel.

 

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