Implementing international qualitative research: techniques and obstacles

Authors: Zimmerman, Alan S; Szenberg, Michael

Source: Qualitative Market Research: An International Journal, Volume 3, Number 3, 2000 , pp. 158-164(7)

Publisher: Emerald Group Publishing Limited

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Abstract:

While it is well accepted that good research is essential to developing the most effective international marketing strategies, until recently many warned that using qualitative techniques was fraught with pitfalls. However, no study had been completed which describes the use of various qualitative techniques in specific markets. This preliminary study, based on interviews with 39 experienced market research managers, shows that most qualitative techniques are used in nearly every one of the 17 countries included. International researchers interviewed are well aware of the cultural problems they may face in completing international qualitative research. These cluster around relations with the in-country research firm, reactions of respondents and interpretation of data. In this study, they offer specific strategies they use to overcome these problems: patience and sensitivity in developing working relationships with the local firm and meeting the needs of respondents and first-hand in-country experience.

Keywords: International Marketing; Market Research; Qualitative Techniques; Implementation; National Cultures; Marketing Strategy

Document Type: Research article

DOI: http://dx.doi.org/10.1108/13522750010333906

Publication date: 2000-03-01