Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research

Question

Discuss the issues a company should consider before using projective techniques in international marketing research.

Answer 1

Because the researcher is often not familiar with the foreign product market to be examined, qualitative research is crucial in international marketing research. The use of projective techniques in international marketing research should be carefully considered. Association techniques, completion techniques, and expressive techniques involve the use of verbal cues. Construction techniques employ nonverbal stimuli (pictures). Whether verbal or nonverbal stimuli are used, the equivalence of meaning across the cultures should be established. This can be a difficult task if the socio-cultural environments in which the research is conducted vary greatly. Establishing the equivalence of pictures can be particularly problematic. Line drawings are subject to fewer problems of interpretation than photographs. The specific techniques that are used and how the results are communicated should take into account the cultural aspects and the nature of the problem being addressed.