What are the key differences between domestic and international market sampling?

1 Cultural diversity

One of the main challenges of international market sampling is dealing with the cultural diversity of the target population. Different countries and regions may have different values, beliefs, preferences, behaviors, and expectations that influence their responses to your research questions. Therefore, you need to ensure that your sampling method is culturally sensitive and appropriate for each market. For example, you may need to adapt your survey language, design, and format to suit the local context and avoid any potential misunderstandings or biases. You may also need to consider the cultural norms and etiquette of contacting and recruiting respondents, such as the preferred mode, time, and frequency of communication.

3 Sampling frame and technique

A third key difference between domestic and international market sampling is the availability and quality of the sampling frame and the technique used to select the sample. The sampling frame is the list or source of potential respondents that you can draw your sample from. The sampling technique is the method or rule that you use to select the sample from the sampling frame. Depending on the market and the research objective, you may have more or less access to reliable and relevant sampling frames and techniques. For example, some markets may have more developed and updated databases or registries of potential respondents, while others may have more limited or outdated sources. Similarly, some markets may allow more flexibility and accuracy in using probability or random sampling techniques, while others may require more convenience or non-random sampling techniques.

4 Cost and feasibility

A fourth key difference between domestic and international market sampling is the cost and feasibility of conducting the sampling process. The cost and feasibility depend on various factors, such as the size and location of the target population, the availability and accessibility of the sampling frame and technique, the complexity and duration of the research design, and the resources and capabilities of the research team. Generally, international market sampling tends to be more costly and less feasible than domestic market sampling, as it involves more challenges and uncertainties. For example, you may need to hire local partners or intermediaries to help you with the sampling process, or you may need to deal with more logistical and operational issues, such as travel, currency, language, and time zones.

5 Quality control and evaluation

A fifth and final key difference between domestic and international market sampling is the quality control and evaluation of the sampling process. Quality control and evaluation refer to the methods and measures that you use to check and assess the accuracy and validity of your sample and the data collected from it. Quality control and evaluation are essential for any market sampling process, as they help you identify and address any errors or biases that may affect your research results and conclusions. However, quality control and evaluation may be more difficult and complex for international market sampling, as it involves more variables and sources of error or bias. For example, you may need to account for the differences in response rates, completion rates, and data quality across different markets, or you may need to adjust or standardize your data to account for the differences in scale, measurement, or interpretation across different markets.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?