The following are six characteristics in the steps in international marketing research process.

Briefly explain every steps: (chap8)

(a) define the research problem and establish research objectives,

(b) determine the sources of information to fulfill the research objectives,
(c) consider the costs and benefits of the research effort,
(d) gather the relevant data from secondary or primary sources, or both,
(e) analyze, interpret, and summarize the results, and
(f) effectively communicate the results to decision makers.

a. Define the research problem and establish research objectives.

b. Determine the sources of information to fulfill the research objectives.
c. Gather the relevant data from secondary and/or primary sources.
d. Analyze, interpret, and present the results.
The task of the research is to execute each of these steps with maximum objectivity and
accuracy within the limits of cost and time. The major difficulty in defining the problem and
establishing research objectives is translating the business problem into a research problem
with a set of specific research objectives. This first stage frequently goes astray because of
improper problem definition. The problem may be more acute in foreign marketing research
than in domestic marketing research, since unfamiliarity with the foreign environment tends
to cloud problem definition, thereby complicating the process. Most difficulty arises when the
researcher fails to anticipate the influence of the local culture upon the problem. A second
difficulty in foreign research stems from the failure to establish sufficiently broad problem
limits, which include all the relevant variables. This problem arises mainly because of the
researcher’s failure to appreciate the kinds of information that the decision maker lacks. In
domestic marketing research, much of these kinds of information are taken as “given” and
thus is not included in the typical market research project. However, foreign marketing
research is much broader in scope; that is, it must include more information than is ordinarily
included in domestic research, and thus in defining the problem, the inexperienced
researcher may fail to define the problem as broadly as it should be defined.
The second step in the research process is to determine the sources of information to fulfill
the research objectives. The major problem here is being aware of the availability of
secondary data and its reliability. The researcher is faced with the problem of making a
decision between using secondary data, which may not be as reliable as he wishes, versus
collecting primary data. Cost is a major factor in this decision; that is, the cost of collecting
the data from primary sources versus using what may be poor or secondary data.
The third step concerns the problems of gathering the relevant data from either secondary
and/or primary sources. There is a general lack in most cases of extensive secondary data as
are available in the United States. For those data which are available, there are some very
real problems with their reliability. These problems are listed as: (1) the availability of
detailed data on specific areas. While broad data covering an entire country may be
available, data for subregions within the country are surprisingly unavailable. (2) The
reliability of the secondary data which are available. These data may, in some cases, be too
optimistic, either on purpose or as a result of not being collected properly. They may tend to
understate conditions because of improper collection procedures. (3) Comparability and
currency of the data which are available. Data may be many years out of date, they may
have been collected on an infrequent and unpredictable schedule, there may be no historical
series with which to compare the current information, and the data which are collected may
be in categories which are much too broad to be of specific value.
The problems of gathering primary data are also important. The major problem facing the
foreign market researcher in gathering primary data is one of getting the unwilling
respondent to provide current and truthful information. Cultural variations also hamper the
foreign researcher in locating knowledgeable sources of information as well as influencing the
general willingness to respond. In some cultures, to discuss personal or family matters is
taboo. Private matters are just not discussed with strangers. There is also the problem of
taxes when a researcher must ask questions which may cause the respondent to feel that
there is some possibility of divulging income. The respondent may be reluctant for fear that
the researcher is collecting tax information. Tax evasion is an accepted practice if it can be
successfully accomplished. In fact, it can even be a point of pride for the more adept tax
evaders. In many countries, this philosophy is not considered immoral or unethical, as it
would be in the United States. As a consequence, the art of income tax evasion may interfere
with the researcher’s ability to gather information which may be remotely related to taxes.
Another problem is the inability of the respondent to articulate the desired response. It is
difficult for a person to clearly articulate his feelings or to provide reasonable information
about purchase intentions, likes or dislikes, when he has little understanding of the product
or has never used the product.
Another major problem in the collection of primary data is concerned with sampling
procedures. An important problem stems from the lack of adequate detail on universal
characteristics and lists from which to draw meaningful samples. Current and reliable lists are
frequently not available. Telephone directories, census tract and block data and detailed
social and economic characteristics of the universe are not available, if at all. Thus, sampling
becomes much more complex and frequently less reliable than if these kinds of lists were
available. Besides the inadequacy of details on universal characteristics, the effectiveness of
the various methods of communication (mail, telephone, and personal interview) in surveys is
also limited. In many countries, for example, telephone ownership is extremely low, making
telephone interviews virtually worthless. Adequate mailing lists and poor postal service also
pose problems for the market researcher who wants to use the mail to conduct research. And
last, inadequate lists and inadequate details of the population may make personal
interviewing virtually impossible or very difficult.
A final problem with sample surveying is the language. The difference in idioms and the
difficulty of exact translations create problems in obtaining the desired information and the
interpretation of the respondent’s answers. Coupled with this language difficulty is illiteracy.
In many countries with low literacy rates, written questionnaires are completely useless. The
problem of dialects in different languages can make a national questionnaire survey
impractical. In addition, some respondents with a minimum of education may have difficulty
in comprehending the meaning of questions asked. Although answers may be given, they
may not be the answers of the questions the researcher has in mind, but rather answers to
the respondent’s misinterpretation.
The last step in the research process is analyzing the problem and interpreting research
information. Once the data have been collected, the final and perhaps most critical step is
the analysis and interpretation of the findings in light of the stated marketing problem. Final
analysis must take into consideration the limitations mentioned above, and in spite of the
limitations, produce meaningful guides for management. The meaning of words, the
consumer’s attitude toward a product, the interviewer’s attitude or the interview situation can
all distort research findings. Just as culture and tradition can influence the willingness to give
information, it can also influence the type of information given. In foreign market research,
accepting information at face value can be a dangerous practice. Newspaper circulation
figures, readership of the census studies, retail figures, and sales volume can all be distorted
through local business practices.
 The market on which he is doing research. In order to analyze and in some cases to
compensate for research findings, he must determine the customs, viewpoints, semantics,
current attitudes, and business customs of a society, or a subsegment of a society. Second,
the researcher must possess a creative talent in adapting research findings. Ingenuity and
resourcefulness, patience and a sense of humor, and a willingness to be guided by original
research finding even when they conflict with popular opinion or prior assumptions are all
necessary aspects in the interpretation of foreign market research. Third, the researcher
should be skeptical in handling both primary and secondary data. He or she is frequently the
only individual in a business firm capable of making an accurate judgment on the reliability
and validity of primary and secondary data sources.

2. There are four major problems with using secondary data in international marketing
research. What are these four major problems and how it will affect international marketing
research? (chap8)

- Availability of data
- Reliability of data
- Comparability of data
- Validating secondary data

a. The availability of detailed data on specific market areas. There often is a lack of detailed
data on such items as numbers of wholesalers, retailers, manufacturers, and facilitating
services. Surprisingly, enough data on population and income are often unavailable as
well.
b. Reliability of the secondary data which are available. When there is an abundance of data,
it must be screened carefully. The data can be overstated, understated, or riddled with
holes.
c. Comparability and currency of available data. In many countries, especially the lesser
developed, data can be many years out of date as well as having been collected on an
infrequent and unpredictable schedule. Furthermore, there are often very little historical
data available with which to compare the current information.
d. Data from a secondary source from any country, including the United States, should always
be checked very carefully. As a practical matter, the following questions should be asked in
order to judge the reliability of data sources: Who collected the data? Would there be any
purpose for misrepresenting the facts? For what purpose were the data collected? How
were they collected? Are the data generally consistent and logical in light of known data
sources or market factors?