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Marketing Research Articles Related to International Research

Marketing Research Articles Related to International Research

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Trade Talk: Uncovering the soul of the Soviet consumer

Published
June 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Conducting consumer research in the Soviet Union is quite unlike doing so in America. This article discusses a recent study of Soviet consumers led by Dr. Ernest Dichter, a pioneer in the field of motivational research.

A guide to international market research

Published
January 1991
Author
Ian MacFarlane
Abstract
This article details seven steps to complete before starting international marketing research. These steps check established sources of information on countries, products, markets, competitors and other key information.

Guidelines for measuring customer satisfaction in international markets

Published
November 1991
Author
Richard Garfein, Ph.D.
Abstract
Based on his experience at American Express studying international perceptions of customer satisfaction, the author offers 10 key pointers for other companies conducting similar research in international settings.

Omnibus study examines life in Russia

Published
June 1993
Author
David Leach
Abstract
SRG International Ltd. and a Russia-based research firm worked together to field a survey of Russian consumers and found little faith in the current government and scant hope of future improvement.

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.

Supplementing omnibus data paints clearer picture of Polish market

Published
June 1995
Authors
Tracy Dziedzic and Michael Fodor
Abstract
Macro International combined its qualitative results with cross-sectional omnibus results to obtain valuable insight into the Polish woman.

A research adventure in the Caribbean Island

Published
November 1995
Author
Jack Ross
Abstract
This article relates one researcher’s experience with a project in the Caribbean and how what sounded good initially became a reminder of how one can’t judge a book by its cover.

Issues in international focus groups, with a special view from Japan

Published
December 1995
Author
Walter S. Brown
Abstract
International focus groups differ from those in the United States and require special awareness and adaptations to conduct them. This article discusses issues in international focus groups, highlighting Japan.

Demystifying international industrial research

Published
April 1996
Author
Chris Van Derveer
Abstract
International research is unfamiliar to many industrial products firms. This article discusses international industrial research, including similarities and differences with American research and special considerations, such as telephone and in-person methods, designing and translating questionnaires and selecting a telephone survey firm.

Omnibus research in Asia has unique demands

Published
June 1996
Authors
Jerry Stafford, Mark Stapylton and Geoff Hutton
Abstract
Omnibus surveys are regularly conducted in more than a dozen Asian countries. This article discusses how to best carry out an omnibus survey in Asia.

VeriFone conducts wide-ranging international research project to develop new product concept

Published
November 1996
Author
Joseph Rydholm, Quirk's Editor
Abstract
VeriFone used international quantitative research to assess the viability of a new product.

Selecting a research firm in a foreign country

Published
November 1996
Author
Quirk's Staff
Abstract
Market research is crucial when expanding to overseas markets. This article discusses how to identify a market research firm in a country where you want to do business.

Conducting research outside the United States: a primer

Published
November 1996
Author
Jacqueline Arsivaud
Abstract
Many U.S. companies conduct research only in the United States. This article discusses conducting marketing research abroad, including determining when it is appropriate.

An introduction to marketing research in China

Published
November 1996
Authors
Barton Lee and Alexander Wong
Abstract
Marketing research is fairly new to China. This article provides an introduction to marketing research in the world's most populous country.

Technology firm conducts worldwide satisfaction research survey via e-mail, Internet

Published
October 1997
Author
Jim Slevin
Abstract
Advanced Micro Devices switched from conducting its annual customer satisfaction survey face-to-face and via telephone interviews and mail questionnaires to primarily an Internet survey. This article describes the details of this effort, believed to be the first annual, worldwide customer satisfaction survey by a Fortune 500 company using the Internet as its primary medium.

The language of international research

Published
November 1997
Author
Steven Lewis
Abstract
Language can pose difficulties in the international market. This article discusses designing surveys for international research and the importance of word choice.

A look at the Indian market research industry

Published
November 1997
Author
Ravi Iyer
Abstract
The Indian marketing research industry has been growing in recent years. This article examines the Indian marketing research industry, including growth areas, major players, research methods and future outlook.

Overcoming the obstacles to conducting international qualitative research

Published
November 1997
Authors
Tom Pearson and Susan McCullough
Abstract
Conducting qualitative multi-country research may often seem extremely challenging. This article discusses how to overcome obstacles to conducting international qualitative research, including the importance of understanding language differences and cultural gaps and of clearly communicating research goals.

Q&A: Research in Europe

Published
November 1997
Author
Quirk's Staff
Abstract
In conjunction with QMRR's international research issue, the journal's West-Coast representative was asked to be a reporter during a recent trip to Europe and bring back some perspectives on European marketing research. This article presents perspectives from two Europeans: a retired member of the board of directors of Infratest Burke AG in Germany and the director general of IPSOS in Paris.

Surveying international markets demands special attention

Published
February 1998
Author
Michael Halberstam
Abstract
Conducting international telephone market research simultaneously in multiple countries can be a daunting task. This article discusses how to conduct such research with as few roadblocks as possible by creating a sound strategy.