|•||Explain how the international environment impacts upon the conduct of marketing research.|
|•||Understand the concept of equivalence in relation to obtaining comparable data.|
|•||Understand the concept of equivalence in relation to data-collection methods.|
|•||Understand the appropriateness of using different data-collection methods in different countries.|
|•||Describe the process of coordinating international marketing research.|
This chapter provides an overview of the international environment and will focus more specifically on the challenges of conducting research across several countries and cultures. Trade liberalization and advances in technology have changed the world considerably compared with the world of 20 years ago. The Internet has provided large corporations as well as micro-companies and individuals with wide access to the world markets in which to promote their products and services.
We often have preconceived ideas about other cultures and people. Many in the West may be disgusted by the Chinese banqueting on turtle soup, snake and particularly dog, or the Guineans snacking on insects. Customs and habits are deeply ingrained in people's minds and perpetuated through family values, education, peer groups and ideology. For instance, in Scandinavian countries,