Learn About Conducting International Market Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Using qualitative research to optimize a global Web site for platinum

As purchases of its products are laden with emotion, Platinum Guild International viewed in-depth interviews as the best method for exploring the needs and motivations of visitors to PreciousPlatinum.com.

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

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.

The seven deadly sins of VOC research

Mismeasurement in voice-of-the-customer (VOC) research can often lead to mismanagement. When conducting VOC research, beware these seven deadly sins: vanity, provincialism, narcissism, laziness, pettiness, inanity and frivolity.

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

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.

Methods for ensuring online sample quality around the world

While much of the world’s population now has Internet access, methods of developing online panel sample aren’t the same in every country. Regional differences abound, requiring location-specific approaches for effective sample generation.

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Related Articles

There are 99 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Learn globally, learn locally

Citing many examples from his recent experience, the author offers four suggestions when conducting international research: be prepared; be flexible; be creative; and be humble.

Yes, you can!

Some companies have been mistakenly advised not to conduct telephone research in Latin America because it is infeasible and inappropriate. This article provides tips for conducting telephone research in Latin America.

Toto, I don't think we're in Kansas anymore

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.

Q&A: Research in Spain

An interview with Oscar Artinano Pocheville, associate partner of Arpo Research Consultants, a Madrid-based research firm, about the current state of marketing research in Spain.

Maintaining qualitative research standardization in spite of cultural differences

Many aspects of conducting international qualitative can be problematic, from translation to recruitment. The authors provide strategies for dealing with these and other topics and argue that careful planning and a focus on communication are keys to success.

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