International Marketing 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.

PayPal nets payoff from using innovation games to understand the shopping experience

This article gives an overview of innovation games, using a case study with PayPal to illustrate how putting consumers in a game-like mind-set can drive idea generation.

The war against unengaged online respondents

The authors offer a three-step process for vetting marketing claims and provide four rules for message creation.

A look at consistency in global non-probabilistic online samples

The authors examine results from a consistency analysis conducted in 13 countries with samples from 10 panel companies to highlight differences in data quality.

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

Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

The international language of value

A report on a study of international consumers and how they define value and the importance they place on it.

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Related Articles

There are 142 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How important is your international market research project?

Some people believe that an international market research project is out of their hands. However, the author advocates that a researcher, manager or client who does not become personally involved in every stage of the research process jeopardizes both company and career. He also gives strategies for overcoming the language barrier and addresses the hard work that comes with overseas involvement.

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.

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

Herman Miller conducted a global hybrid research project to observe how people behave and collaborate in the office to inform new product development.

Qualitatively Speaking:Use focus groups to understand India's massive markets

Despite the predominance of the English language in India, there are a host of cultural considerations to account for when conducting focus groups.

Q&A: Research in Mexico

An interview with Manuel Barberena, president of Mexico City-based research firm Pearson, on the state of research in his country.

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