What are the stages of the research process and how are these affected by problems encountered due to the international dimension?
The marketing research is always a compromise dictated by limits of time, cost and the present state of the art. The goal however, should always be to provide the most accurate and reliable information within existing constraints.
1. Define the research problem and establish research objectives
Includes ensuring comparability, determine the scope and check the influence of culture.
2. Develop a research plan; how are you going to do the research
Identify comparability differences, select methodology with minimum comparability problems, and check practical issues such as budget, time etc.
3. Gather the relevant data from secondary and/or primary sources
Attach weight to eliminate cultural differences, check reliability of data and check understanding of scales of comparability.
4. Analyze and interpret the collected data
Watch for comparability issues, ensure that unexpected findings are not due to local biases. Adjust interpretation level to different
countries/cultures/markets.
5. Draw findings and present the results
Watch for language and terminology, avoid culturally offensive conclusions and check implications for different markets.