Why International Marketing Research is Difficult
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all right so, as marketers we make lots
important and impactful decisions
regarding our marketing strategy
and for that matter just the operation
of our business overall.
In today's world more and more often we
as marketing having to consider what to
do in international markets.
While that's an exciting opportunity, it
comes with some real challenges.
In particular trying to understand the
customer or the consumers
in an international market so a lot of
times we have to conduct
international marketing research. That
does come with some specific challenges
or hurdles that we have to overcome.
So what are those challenges? Well a big
is simply translating our materials.
Whether it's a survey
or interview questions or
even an advertisement. Translating those
into the native language in another
can prove really challenging because a
lot of times things just don't translate
literally. So, we have to translate and
back translate to make sure that the
meaning doesn't change
that can be really critical to getting
our message across.
Next is technological issues
we don't have the same levels of
technology everywhere in the world.
While that level of technology is
almost everywhere we're not all starting
from the same place.
So, if we plan to use any real level of
conducting our marketing research we'd
better make sure that that level of
technology is supported
in the market that we're going into.
Another issue that we have to consider
are just broad
cultural issues. People from certain
cultures are going to be much more
willing to engage in
discussions with us about our product or
our brand or
other marketing issues than certain
people from other cultures.
So, that can be a real challenge on the
Some people that will talk to you
readily may be inclined to tell you what
they think you want to hear.
This is something that happens
everywhere whether in the united states
or in another country somewhere else
doesn't matter there are people inclined
to do this.
But there are certain cultures that are
going to have more people that are more
to telling us what they think we want to
hear. So, those are some cultural issues
that we have to look out for
in general conducting international
comes with some specific challenges like
potential technological issues, and other
issues that arise from cultural
If we want to be successful with our
research and get good meaningful
we'll have to find ways to overcome