You are
here: Step
7: Selecting and researching potential countries/markets
abroad > Implementing the research brief >
Evaluate the shortlisted countries in detail >
In-market research > Problems with in-market research |
|
|
|
Problems with in-market research
Introduction
The problems of field research in exports stem mainly from
the linguistic, social and cultural differences that exist
between nations. The nature and extent of these problems
will vary significantly from one country to another but
they are generally far more pronounced in developing countries.
Language problems
Conducting market research in South Africa, one enjoys
the benefit of a certain degree of familiarity with the
nature of the society, its values and laws. Foreign market
research is like a great leap into the dark, where many
variables are unknown. Unless it is conducted by local nationals
in the country concerned. The scope of error is vast. This
is particularly so where a multinational may be enquiring
about the local acceptability of a product, concept, service
or slogan currently in use in other parts of the world.
"Come alive with Pepsi" may be a familiar slogan
in the English-speaking world but how would the English-speaking
manager react upon hearing that his product slogan had been
translated (in China) as: "Pepsi reawakens your dead
relatives"? (Source: S. Paliwoda, International Marketing)
Fewer reliable statistics available in developing countries
It is generally accepted that the availability and reliability
of market data are in proportion to the level of economic
development in a particular country. Thus, the lower the
national income, the more difficult it becomes for a researcher
to obtain representative and reliable information about
a particular market. In many developing countries, it is
not possible to draw a reliable sample for surveying the
market. Often, demographic statistics are inadequate, street
maps are unavailable or are out-of-date, and houses may
not be numbered. Furthermore, several family units may occupy
a single dwelling.
Cultural factors affect in-market research
Cultural factors are often the main cause of the problems
related to data collection in developing countries. Where
the researcher is unfamiliar with the local cultural system,
questionnaire design and the interpretation of results could
be difficult. In international research, translation of
the questionnaire is often essential, providing yet more
scope for misunderstanding. Moreover, in some societies
there is an inherent reluctance to answer questions possibly
resulting from the mistrust of strangers, conservatism or
fear of losing face or status, or revealing one's deficiencies.
Opinion formation particularly outside the capital and
main urban areas tends to follow traditional cultural patterns
with the result that respondents might not express an opinion
on certain issues (e.g. earnings, savings, spending patterns,
etc.). Exaggeration is a common practice, especially in
the Middle East, and this could cause additional problems
for the researcher, because a respondent may be tempted
to make exaggerated claims about the market potential. In
some cultures, a woman may only be interviewed in the presence
of her husband.
The personal interview, although probably the most effective
in-market research technique in developing countries, is
often complicated by the fact that family members or colleagues
are present during the interview and the respondents may
be reluctant to answer questions frankly. Alternatively,
the cultural norm may dictate that the respondent, as a
gesture of politeness and respect, give the answer that
(s)he believes the interviewer wishes to hear.
|