'International Marketing Research Challenges Essay\r'

'INTRODUCTION\r\nDue to global financial have intercourse ins in the recent months, consumer confidence is starting m in the more than(prenominal) unquestionable commercialises such as Japan, the US and Europe (AFP, 2012). thence growing commercializes, such as the Australian marketplace, be looking towards emergent markets where the markets afford remained dynamic and rich in egression opportunities. This is be effort rising markets â€Å" dedicate reached a borderline level of GDP and argon in the growth level of the development rung” (Pearson Education, 2012), further refer able to this growth phase these markets are still vulnerable to twain internal and external forces. With umpteen companies world-wide extremity global growth opportunities, it has never been more master(prenominal) for world(prenominal) merchandise enquiry to be packed in order to full understand the consumers of these markets (Greenland, 2011). This growth of rising ma rkets has presented a number of ch on the wholeenges for global trade inquiryers including differences in explore costs and similarly environmental differences such as differences in socialisation and point laboriousies in colloquy and engine room.\r\naltercate 1 †RESEARCH COST VARIATIONS\r\nConducting explore in a disparate country, oddly one that is classified as an emergent market, bottomland create more issues for international market investigateers. For example, Greenland (2011) talked about how the expense of expatriateing interrogation in appear markets, such as Africa, is usually such(prenominal) spiriteder than when compared to projects demeanoured in developed countries. Even though roughly of these issues may be catered for at the mean coiffure, numerous of these issues are unpredictable and tolerate occur at any stage throughout the investigate project, creating a high chance of the project going over budget. Many positionors including travel costs, currency variation and availability of technology can make a motion the price of market enquiry. However due to the fact that creative research approaches are needed in rising markets, these higher(prenominal) prices may non be able to be overcome without a big money of research and understanding of the heathen and economical norms of the emerging market country (Craig and Douglas 2005).\r\nAs closely as culture and economics be a factor in the high cost variations associated with research on emerging markets, the fact that infrastructure and technology is significantly limited too creating many issues to market researchers. This is be acquire limited technology significantly limits the number of options the international market researchers admit access to in order to apportion their research. No or limited technology means that most market research will need to be conducted personal. Having to conduct research face-to-face in emerging markets can de liver extra expenses in the form of travel and extra mental faculty when compared to virtual interactions such as online surveys. This is because in many of these emerging markets, for example Africa, â€Å" scurvy road networks, lack of direct flights, and the wide distances involved” (Greenland 2011) make it extremely difficult to reach these rustic areas.\r\nAs swell up as being time consuming, this is also a costly process with both transportation and accommodation needed to be taken into account. With these face-to-face interactions comes the problem of being able to communicate with participants who are in all likelihood to speak a diametrical row. On aimion to overcoming this problem is to train local multitude within the emerging market to conduct the research on behalf of the international market researchers. However, this approach is only a viable option if there are no time constraints due to the fact that it is likely to take a bundle of time to train t hese new tribe and make them understand what the researcher is act to fall out out. International market research can cost a muckle more than when conducting research in a developed market, however businesses that are abstracted to invest in emerging markets mustiness plan for these extra costs if they want their new venture to succeed.\r\nCHALLENGE 2 †CULTURAL DIFFERENCES\r\nE truly country has their induce distinct ethnic rules which can cause great confusion and problems when trying to conduct market research in a country that differs so greatly to your confess country. For example, in Middle Eastern societies where women pick out very different roles to those women living in more western societies. This is why â€Å"the marketing research process should be modify so that it does not conflict with the ethnical values” (Malhotra 2010) of the country in question. In countries such as the Middle East, women are more likely to experience commence reading and l iteracy rates than their western company counterparts. For this reason and many others, face-to-face interviewing seems to be the most viable option for conducting marketing research in these countries (Greenland, 2011). However, even with face-to-face interviews this illiteracy can lead to the respondents not able to formulate their own opinions and all education gained could be biased or non-existent (Malhotra 2010).\r\nFurthermore, the cultural differences in these countries can behave further than just lower education rates, with many other factors affecting the port research must be conducted in these emerging countries to be effective. For example, many Arab cultures interdict their women to have contact with non-family males, which can cause problems with allowing male researchers to conduct face-to-face interviews (Greenland 2011). A solution to this problem could be education female person researchers to conduct the research when female interviewees are needed.\r\nHow ever as well as this being possibly hazardous and deadly to the female, in many developing countries females are the bottom class and are seen to only do household duties, hence a job would be against cultural beliefs. The extent of the products currently available in the emerging markets is another cultural issue that researchers must face when wanting to introduce a product. Malhotra (2010) suggests researchers need to look at the public’s attitude towards advertising, the judicature’s control of the media and the demeanor of consumers when conducting research. exclusively of the previous factors vary within different cultures which furthers heightens the need for specific research methods and ideas for different emerging markets.\r\nCHALLENGE 3 †confabulation AND TECHNOLOGICAL DIFFERENCES\r\nCommunication challenges in emerging markets not only relate to run-in barriers but also differences in technology and cultures. Market researchers may find it very difficult to communicate the more interlacing ideas of their business to research participants in emerging markets where the language barrier is high. There has been a mass of research been into trying to find a way to overcome this problem. Greenland (2009), looked into victimisation visual cues, such as photographs, to forethought the research participants in obtaining a great understanding of what the researcher was trying to convey. Craig and Douglas (2001), suggest the idea of videotaping people and analysing the behaviour find to try and identify consumer buying habits. This however can pose many issues from whether it is sound or ethical to tape people without their knowledge and even whether cultural differences change what we would think a particular behaviour conveys.\r\nGreenland (2009), also duologue about the language barrier when it comes to translating learning from English to Swahili in the form of a questionnaire. The Swahili version of the questionnaire wa s notably continuing than that of the English version which impacts the time taken to conduct the research. While Malhotra (2010) talks about translation from English to German and how the particular meaning of questions were altered when translated, which humiliated the final results. This is a problem that the researchers tried and true and failed to overcome at the time of the research being conducted. Also tying into communication issues is the challenge of conducting research without the technology that developed markets rely so heavily on.\r\n match to Malhotra (2010) the lives of everyday citizens, particularly those in rural areas, of countries such as India, South Korea and many Latin American countries, are so far to be impacted by advances in science and technology.” This, therefore, has an impact on how information is collected and stored and can also have an impact on the type of information a market researcher can collect. These non-existent advances in scien ce and technology not only eliminate internet surveys or discussions but in many countries also eliminate the ability to conduct shout out interviews, with researchers unable to find complete sound directories if the households have access to the telephone at all (Malhotra 2010). With the amount of challenges facing researchers regarding technology, it is oftentimes much more efficient to conduct face-to-face interviews.\r\nCONCLUSION\r\nâ€Å"With the accelerating pace of market globalisation” (Craig and Douglas 2005), emerging markets are in stages becoming of greater interest to large\r\nbusinesses all around the world. To efficiently transmit products in these emerging markets a lot of research needs to be through to fully understand the consumers in these emerging markets in order to effectively market and administer their product. There are many factors that make emerging markets different to sell products in when compared to developed markets including, political differences and even variations in currency. This is why it is so important to understand how to efficiently conduct research in these countries prior to selling goods.\r\nHowever, there are many challenges that face researchers in these emerging markets, including the different costs of research, cultural differences and communication difficulties. These challenges can cause the research to take a lot longer and cost a lot more money than researchers would be used to. However, much research is being done to come up with solutions to combat these challenges which will hopefully make it increasingly easier for businesses to invest in emerging markets in the future.\r\nREFERENCES\r\nAFP 2012, come on sweet on emerging markets, The western hemisphere Australian, viewed on 22nd June 2012, <http://au.news.yahoo.com/thewest/business/a/-/business/13484436/nestle-sweet-on-emerging-markets/> Craig, C. S. and Douglas, S. P 2005, Future Directions in International Marketing Research, C hapter 15 in International Marketing Research, 3rd Edition, magic trick Wiley & Sons, viewed 22nd June <http://ezproxy.lib.swin.edu.au/login?url=http://onlineres.swin.edu.au/411008.pdf> Craig, CS and Douglas, SP 2001, Conducting international marketing research in the twenty-first century, International Marketing Review, Vol. 18 Iss: 1, pp.80 †90 Greenland, S. J 2011, Challenges of researching consumers in emerging markets. Marketing in the age of consumerism: Jekyll or Hyde?, Australian and New Zealand Marketing honorary society Greenland, SJ 2009, Visual Research for Segmenting Emerging Markets, transactions of ‘Sustainable Management and Marketing’, Australian and New Zealand Marketing Academy gathering (ANZMAC), Melbourne, Victoria, Australia, 30 November †02 December 2009, viewed 19th June 2012\r\n'