Susan P. Douglas and C. Samuel Craig
Executive Summary
International marketing research plays a vital role as firms expand globally. Yet limited attention has been paid to the conceptual underpinnings of the research needed to guide this expansion. In this article, Douglas and Craig focus on these issues, specifically examining the conceptual framework that guides research, the geographic units of analysis, and the constructs being examined.
The most critical aspect of international marketing research is the development of the conceptual framework that guides data collection and hypothesis testing. In some cases, the underlying theory may not be salient. Even when the basic theory applies, constructs may need to be modified or the nature of relationships may differ from one research context to another. This implies that the original conceptual framework may need to be modified. Similarly, construct measurement and the unit of analysis may require modification, and control variables may be needed to account for contextual differences.
Research instruments that provide accurate and reliable measurement tools in multiple research settings need to be developed. Often, these settings differ in terms of language, levels of literacy, educational systems, and rules of social interaction. These factors affect respondent comprehension, suitability of different response formats, differential response styles, and the nature of the interviewee–interviewer interaction. In addition, differences in the research infrastructure affect the efficacy of different modes of data collection and administration procedures.
Douglas and Craig propose two alternative, iterative approaches to provide comparability without ignoring unique local elements. One approach begins with a base culture and attempts to adapt the conceptual model to other contexts. The other approach uses the local context as its starting point and incorporates multiple research sites. Input from each site is then used to develop the overall conceptual framework and research design.
Douglas and Craig suggest the importance of involving local management in the research effort. Centrally designed and executed research may not be clear to local management, resulting in misunderstanding, miscommunication, and a failure to act on research findings. In addition, research needs to be initiated in the local country context both to identify country-specific elements and to probe country-specific problems and issues. The appropriate approach for conducting international marketing research also depends on the organizational structure of the company. Regardless of the approach adopted in conducting international marketing research, it is highly desirable to develop teams composed of researchers from different countries and different cultural backgrounds. The ultimate benefit is conceptually well-grounded research that will provide sound information for decision making.
Biography
Susan P. Douglas obtained her BA and MA in Economics from the University of Manchester and her PhD from the University of Pennsylvania. Her primary research interests are in the areas of international marketing research, cross-cultural consumer behavior, and global marketing strategy. She has also recently published in International Journal of Research in Marketing (with Edwin J. Nijssen) and in the third edition of International Marketing Research (with C. Samuel Craig). She is currently exploring the factors that underlie the spread of U.S. products and influence to other countries (with Aronte Bennett and C. Samuel Craig) and the interest and behavior of world-minded consumers (with Edwin J. Nijssen).
C. Samuel Craig received a BA from Westminster College, an MS from the University of Rhode Island, and a PhD from the Ohio State University. He is interested in global marketing strategy, cross-cultural consumer behavior, and methodological issues in international marketing research. He is a consultant to major pharmaceutical firms and an expert witness in litigations involving trademarks and other marketing issues. In addition to numerous articles in Journal of International Marketing, he has also recent published in International Marketing Review and in the third edition of International Marketing Research. Professor Craig continues to explore methodological issues in international marketing research. He is also conducting research on aspects of the entertainment industry.
Journal of International Marketing, Vol. 14, No. 1, March 2006
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