Problems in International Marketing Research

Most businesses constantly collect data on their own products and those of their competitors. Market intelligence gathered from publicly available data, on the other hand, isn't always sufficient. There has been a significant increase in the number of organizations seeking worldwide expansion opportunities, making the management of global market research projects even more critical. Because businesses want to know what other alternatives they have outside of the local market and domestic customers, market research is a necessary component of the process.

Different types of International Research:

There's?observational research,?like the Fisher-Price Play Lab where designers watch children play with new toys. There's?experimental research,?wherein McDonald's introduces a new sandwich at one price in one city and another in another city. And there's?survey research,?in which customers and potential customers are asked questions about their knowledge, attitudes, preferences, and buying behavior.?

Challenges? To International Marketing:

When it comes to marketing research, the issues multiply quickly. Whereas domestic researchers work with relatively homogeneous markets within a single country, foreign researchers may be tasked with aggregating opinions from markets with vastly varied degrees of economic development, cultures, customs, and purchasing habits.

As this milestone expands opportunities for many businesses, it also poses new problems not typically encountered when working with the local market. It also raises the demand for market researchers with experience working with a global audience.

The challenging circumstances described above make us wonder about the future of globalization and international marketing. Let us look at some of the key challenges and options to overcome these challenges.

Main Challenges of Global Market Research and How to Overcome Them:

• Language?and Culture barriers are the most evident barrier There will be times when it will be difficult for researchers to express complicated ideas and they will need to rely on visual cues like photos to help respondents grasp what you are trying to say. You must be aware of how each of these cultures will react to your brand. Essentially, the market research process must be modified such that it does not conflict with any of the countries' cultural norms. the market research process in such a way that it does not conflict with any of the countries’ cultural values.?

Possible solution:

The ideal way is to employ a local researcher to assist you with data collection, conversion, and translation. This local researcher may also inform you about local rules and laws that you should be aware of from the start. Questionnaires must be written in a single language and then translated into the languages of the countries being studied. The responses must then be translated back into the original language in order to be analyzed and interpreted.

• Demographics

The third important consideration is demographics. The population of developed western markets is aging, but the population of emerging economies is younger. As a result, emerging markets will continue to be significant, and international marketing organizations will need to maintain a focus on them.

• Government Bureaucracy

There are certain countries where research permits are required by law. Before granting permission to conduct a survey in their city or nation, some government organizations demand researchers supply them with a copy of the survey questions. The issuance of these permits can take many days, if not weeks, delaying the progress of your research.

Possible solution:

As soon as your team has determined the extent of your research, double-check with the towns or nations involved to see if any type of official permit is required. To avoid delays in your project's timetable, prepare and send out the requests ahead of time.

• Costs and Technological capabilities?

Stakeholders and organizations concerned about cost want to get the most out of every dollar spent on research. Global market researchers are commonly found in emerging markets in countries with inadequate infrastructures, such as a lack of telecommunication devices, electricity shortages, poor transit and road networks, and occasionally low literacy levels. Some companies are unwilling to fund worldwide research studies as a result of these factors.

Possible solution:

Find a market research services provider that has solid experience in facilitating?market research?in areas of your concern because they know the limitations better and you wouldn't have to physically fly over to where your respondents are.

• Increased competition and innovation

The fourth important factor is that of increased?competition?and innovation. Companies in the developed world will be challenged by more and more companies from emerging markets. Organizations that focus on innovation to reduce costs or increase the perceived benefit to their customers will thrive.

Conclusion

Global enterprises have little choice but to engage their consumers throughout the globe due to cultural differences and hence potential marketing hazards. Although foreign research has its own set of costs and issues, the consequences of not doing it – in terms of missed chances and blunders – maybe even higher. Once recognized, many of the problems associated with international marketing research can be overcome or avoided.