Verified Document

International And Domestic Market Research Term Paper

¶ … International and Domestic Market Research

Contrast the major differences between international and domestic market research. How will this information impact the way that you will do the research for your final marketing plan?

The most significant differences between international and domestic research center on measuring the nuances and differences between cultures, and how those differences influence how unmet needs are perceived throughout the nations of interest. The definition of multi-cultural market research strategies must first build on a foundation of defining how unmet needs are perceived an acted on vs. how they are reported in research projects (Alexander, Rhodes, Myers, 2007). This is a critical point that needs to also be carried forward to research of how unmet needs are met through a variety of competing, and often substitute products. Only by mapping the specific differences in cultural values and their respective communicating of unmet needs can international vs. domestic market research be effective. An example of this is how Americans would communicate the unmet needs of a new automobile vs. how members of the Indian middle class would for example in that evolving nation. Americans would be focused on fuel mileage and a stylish exterior, while Indians would be focused on more utilitarian aspects of the vehicle.

The same differentiation of how research is completed in specific countries also needs to pervade the development and execution of media research in various countries as well. International market research that centers on measuring branding effectiveness often has a focus on aligning with cultural values and norms, and in certain countries, religious beliefs (as is the case in Islamic countries) versus a purely feature or solution focus. Market research on both media preferences including branding and the development of research plans must be attuned to regional differences within nations that are more than just driven by previous purchases of research prospects, the cultural diversity of a nation must also be taken into account if a research project is to be effective (Yin Wong, Merrilees, 2007).

References

Alexander, N., Rhodes, M., Myers, H (2007). International market selection: measuring actions instead of intentions. The Journal of Services Marketing, 21(6), 424-434. Retrieved January 28, 2008, from ABI/INFORM Global database. (Document ID: 1341239851).

Yin Wong, H., Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384-408. Retrieved January 28, 2008, from ABI/INFORM Global database. (Document ID: 1363412551).

Cite this Document:
Copy Bibliography Citation

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now