International research

8 important questions on International research

Difference from domestic marketing research

  • International research involves differences between countries e.g. Political, legal, economic, social, and cultural.
  • Problems with comparability of research results due to these differences.

Factors related to consumption patterns.

  • There are vast differences in consumption patterns between regions.
  • E.g. Consumption of alcohol.

Factors related to marketing conditions.

  • Researchers will have to make note of small differences in different cultures while performing research.
  • E.g. Survey modes differ.
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How to ensure construct equivalence

  • Draw not only from the domestic literature, but also from the country-specific literature when developing conceptualizations.
  • Conduct qualitative research (interviews, focus groups, ...) to identify cultural differences in the meaning of a construct.

How to obtain translation equivalence?

Back-translation

Metric equivalence: Threats to reliability

  • Some languages have fewer terms to express gradation in evaluations than others.
  • Some countries lack familiarity with certain scaling/scoring formats.

How to obtain metric equivalence?

  • Pre-data collection (reliability)
  • Post-data collection (validity)

Measurement equivalence for secondary data

  • Categories may differ across countries.
  • Calibration systems may differ across countries.
  • Reliability threat: data may be old or scarce in certain countries.
  • Validity threat: governments may paint too rosy pictures.

The question on the page originate from the summary of the following study material:

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