| A reader recently asked me for my thoughts on | | | | Now,that does not mean you should not systematize |
| international market research. He is an MBA student | | | | your market research. |
| writing a paper: | | | | And there definitely is a place for one single |
| To be comparable an international marketing research | | | | methodology across different cultures in international |
| should be conducted applying the same methodology | | | | market research. |
| in all participating countries. | | | | ...Again, more tomorrow. |
| I do not agree with this statement as it is written here. | | | | The Limits Of Methodology In International Market |
| You can only apply the same methodology across | | | | Research |
| different countries for specific tasks in international | | | | Today I just want to say something important first.. |
| market research. And these are mainly for preliminary | | | | International market research for effective business |
| international market research. | | | | development has different layers. |
| What You Want From Your Research | | | | - One methodology across the board can work with |
| So, where can you use the same methodology across | | | | some of these layers. |
| any given choice of countries? | | | | - One methodology across the board could give you |
| And, when do you need to use different methods? | | | | useful information in some instances. |
| Well, my first question would be: | | | | - And using one methodology across the board could |
| - What are the goals of your market research? | | | | give the advantage to your competitors in other layers |
| And then, the next question is: | | | | of this international market research. |
| - Will different cultures interfere with the methods you | | | | Yes, some people can come up with sophisticated |
| get from this information? | | | | calculations to make methodologies work well. |
| What You Get From Your Research | | | | And, some people will think there is flare involved in |
| When answering these questions, there is one thing | | | | certain successes. |
| that is obvious to me here. | | | | I think there is a time a place when to follow the results |
| The closer the information you need from your | | | | from: |
| international markets... | | | | - Your international market research |
| ... the more problems you will have at getting valuable | | | | - Specific knowledge acquired through international |
| information using a single methodology. | | | | skills |
| This is the thing international business blunders are | | | | And, the best international teams I have worked with |
| made of. | | | | know when to apply both of these. |