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International Marketing Research Third edition C. SAMUEL S U S A N P. CRAIG and DOUGLAS Leonard N. Stern School of Business, New York University Allie International Marketing Research Third edition Allie International Marketing Research Third edition C. SAMUEL S U S A N P. CRAIG and DOUGLAS Leonard N. Stern School of Business, New York University Copyright © 2005 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England Telephone: (+44) 1243 779777 Email (for orders and customer service enquiries): [email protected] Visit our Home Page on www.wileyeurope.com or www.wiley.com All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [email protected], or faxed to (+44) 1243 770620. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the Publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Other Wiley Editorial Offices John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103-1741, USA Wiley-VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Craig, C. Samuel. International marketing research / C. Samuel Craig and Susan P. Douglas.— 3rd ed. p. cm. Includes index. ISBN 0-470-01095-9 1. Export marketing—Research. I. Douglas, Susan P. II. Title. HF1416.C73 2005 658.8′4—dc21 2005001265 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-470-01095-9 (PB) Typeset in 10/15pt Sabon by Graphicraft Ltd, Quarry Bay, Hong Kong. Printed and bound in Great Britain by Biddles, Kings Lynn. This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. To Liz, Mary Catherine, and Caroline (C.S.C.) To Nicholas and Stephanie (S.P.D.) Allie CONTENTS About the Authors Preface xi xiii 1 Marketing Research in a Global Environment Introduction Complexity of International Marketing Importance of Research for International Marketing Decisions Issues in International Marketing Research Scope of the Book 1 1 4 10 14 19 2 Designing International Marketing Research Introduction The International Marketing Research Plan The International Marketing Research Process Structuring the Unit of Analysis Selecting Information Sources Research Plan Issues in Administering International Marketing Research Summary 23 23 25 29 36 37 40 44 59 3 Secondary Data Sources Introduction Locating the Appropriate Information Information Sources Information Requirements Summary 63 63 64 71 87 103 4 Uses of Secondary Data Introduction Market Entry Demand Estimation 109 109 110 123 viii Contents Assessing Market Interconnectedness Summary 141 148 5 Structuring Primary Data Collection Introduction Defining the Unit of Analysis Selecting Units of Analysis Structuring the Research Design Cultural Bias in Research Design, Communication and Interpretation Summary 153 153 154 161 163 170 174 6 Establishing the Comparability of Multicountry Data Introduction Establishing Comparability: The Emic/Etic Dilemma Establishing Data Equivalence Determining Construct Validity Establishing Construct Reliability Summary 179 179 180 188 194 195 200 7 Nonsurvey Data Collection Techniques Introduction Different Qualitative Techniques Observational and Quasi-observational Data Projective Techniques In-depth Interviews Summary 205 205 206 210 217 224 233 8 Survey Instrument Design Introduction Questionnaire Design and Question Formulation Type of Question Use of Nonverbal Stimuli Instrument Translation 239 239 240 248 250 254 Contents Potential Sources of Bias Associated with the Research Instrument Summary 9 Sampling and Data Collection Introduction Sampling Achieving Comparability in Sampling Data Collection Procedures Field Staff Organization and Training Summary 259 271 277 277 279 291 295 303 306 10 Multicountry Scales Introduction General Issues in Scale Development Using Multi-item Scales in Cross-cultural Research Developing Cross-cultural Scales Summary 311 311 312 322 335 340 11 Analysis of Multicountry Data Introduction Multicountry Data Analysis Assessing the Differences in the Level of Variables between Countries Summary 347 347 348 352 374 12 Assessing Differences in the Structure of Variables Introduction Correlation Analysis Means–End Hierarchies Cluster Analysis Multidimensional Scaling Factor Analysis Confirmatory Factor Analysis Covariance Structure Models 381 381 382 385 389 394 397 400 406 ix x Contents Advances in Data Analysis Summary 409 411 13 The International Marketing Information System Introduction Information Components of the International Marketing System Data Collection and Processing for the International Marketing Information System Applying the Information System Summary 419 419 422 14 Challenges Facing International Marketing Research Introduction Coping with Change: Marketing Infrastructure and Technology Contending with Complexity: Conducting Research in Emerging Markets Confronting Competition: Marketing Research Services in a Global Environment Conforming to Conscience: Ethics in International Marketing Research Summary 443 443 445 15 Future Directions in International Marketing Research Introduction Comparability and Equivalence Revisited Developing the Research Design Improving Analysis of Cross-cultural Data The Growth of Internet Research Conclusion 465 465 466 469 473 475 476 Subject Index Author Index Acknowledgements 429 434 440 450 454 457 462 479 495 503 ABOUT THE AUTHORS C. SAMUEL CRAIG is the Catherine and Peter Kellner Professor, Professor of Marketing and International Business and Director of the Entertainment, Media and Technology Program at New York University’s Stern School of Business. He received his PhD from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University. He has taught marketing for executive programs in the United States as well as France, the UK, Thailand, Singapore, Greece and the former Yugoslavia. Professor Craig has co-authored Consumer Behavior: An Information Processing Perspective (Prentice Hall) and Global Marketing Strategy (McGraw-Hill). His research has appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of International Business Studies, Columbia Journal of World Business, International Journal of Research in Marketing, Journal of International Marketing and other publications. Over the past 25 years, he and Professor Douglas have collaborated on a wide variety of international marketing projects including this book, numerous scholarly articles, and contributions to handbooks and encyclopedias. SUSAN P. DOUGLAS is the Paganelli-Bull Professor of Marketing and International Business at New York University’s Stern School of Business. She received her PhD from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at Centre-HEC, Jouy-en-Josas, France, and was a faculty member of the European Institute for Advanced Studies in Management in Brussels. She has also taught international marketing in executive programs in France, Belgium, Italy, Greece, Taiwan, Singapore, India, South Africa and the former Yugoslavia. A past president of the European Marketing Academy, and former vice-president of the Academy of International Business, Professor Douglas was elected as a fellow of the Academy of International Business in 1991 and was Dean of the Fellows from 1999–2002. She was made a fellow of the European Marketing Academy in 2002 and chaired the Fellows from 2002–2005. Professor Douglas co-authored Global Marketing Strategy (McGraw-Hill) with Professor Craig. Her research has appeared in the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of International Business Studies, Columbia Journal of World Business, International Journal of Research in Marketing, Journal of International Marketing and other publications. Allie PREFACE In the relatively short time since the second edition of International Marketing Research appeared, there have been rapid and dramatic changes in the field. As firms increasingly expand operations in countries outside their home market, they require marketing research to guide decision making. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The third edition of the book is completely updated to reflect changes in both the structure and practice of international marketing research. Generally speaking, the volume of commercial research on international markets has expanded more rapidly than academic research. This is particularly true within the EU and nearby countries, where market integration means that researchers continually face the challenges of conducting research spanning multiple cultures and countries. At the same time, as firms continue to expand operations in Asia and Latin America, the need for information to plan or adapt strategy to these markets is growing. Progress in academic research, on the other hand, has been hampered largely by the complexity and higher costs associated with the conduct of international research. In the short term this disparity between commercial and academic international marketing research seems likely to continue. As the internationalization of business continues unabated, collection of accurate and timely data, to guide decision making and to keep pace with the accelerating rate of change in markets around the globe, is even more critical. Commercial research suppliers must respond to this and be able to provide the types of information that businesses require to make accurate and timely decisions. For academic researchers, with limited funding to support research and sparse resources to assist with research projects, the addition of another research context greatly increases the time required to complete the research and the complexity of the research process. This is a cost that many academic researchers do not want or cannot afford to incur. Fortunately, this is gradually changing as the potential of multi-country studies for making seminal contributions to knowledge and deepening understanding of behavior is recognized. Academic researchers are increasingly extending the boundaries of research inquiry by exploring and questioning the applicability and suitability of indigenous research paradigms, notably those developed in the US, to other countries and cultures. xiv Preface When constructs and theory are found to hold in more than one country, confidence in the basic theory is enhanced. Understanding is also gained when a theory does not hold in another context. This establishes the limits of its applicability or suggests that the theory needs to be modified to incorporate the new context. In order to cover progress in this area a chapter has been added that deals with conceptual and methodological issues in designing and executing research. Current advances in communications technology and particularly the bewildering speed of Internet growth is rapidly revolutionizing the way in which information is collected, processed, and disseminated. This has vast potential for enhancing the scope of international marketing research. Since this revolution is only in its infancy, it is difficult to discern exactly how it will change data collection, sampling, questionnaire administration, analysis, etc. While the Internet improves the speed and scope of data collection, attention still must be paid to the critical issues underlying the research design and its execution. Purpose The purpose of this book is twofold. First, the book aims to assist academic researchers in conducting multi-country research. The book is designed to help researchers create sound research designs that will allow for valid and meaningful inferences to be made. Attention is paid to how comparability and equivalence of results in different countries can be established. Consideration is given to the conceptual framework that guides research as well as the methodological foundations. Consequently, the third edition pays greater attention to issues such as decentering of the research design, scale development, measurement equivalence and reliability, and multi-country data analysis. As a result, it is hoped that it will effectively serve academic researchers interested in the theoretical issues relating to international and cross-cultural research in marketing. Second, it aims to provide some direction in conducting commercial research for international marketing decisions. International marketing research is here defined as research conducted to aid in making decisions in more than one country. These may include decisions concerning which countries or markets offer the most attractive opportunities for entry or expansion, as well as whether to standardize strategies across countries as opposed to adapting these to local market differences. Comparability in findings is thus required, since these decisions imply the integration or coordination of strategies across countries. Such research can be conducted simultaneously in all countries being investigated. Preface Many of these decisions, especially those concerned with foreign market entry, are intrafunctional in character. Thus, they have not only marketing but also financial or production aspects. Decisions to invest or establish a plant in a foreign country, for example, necessitate evaluation of foreign market risks, and the costs of producing from a foreign location. Some of the types of information required for such evaluations are covered here, but primarily insofar as these interact with marketing decisions. Emphasis is thus placed on the collection of information to aid in developing global marketing strategy and in integrating strategies across countries and product markets. Audience This book is intended to have four main uses. First, it can serve as a text for specialized courses in international marketing research. It provides comprehensive coverage of the various issues involved in international marketing research of both a qualitative and quantitative character. Furthermore, it is applicable to problems encountered in the emerging market countries of the Far East and Africa, as well as industrialized countries such as the European nations or Japan. Second, it is suitable when supplemented with research articles, as a resource for a seminar on international marketing research. Third, it can be used as a supplementary text in marketing research or international marketing management courses to round out material and topics relating to international marketing research. Fourth, it may prove useful to practitioners of international marketing research, particularly in relation to issues of instrument design and scale development. It should be particularly valuable to those who are just beginning to conduct research in multiple countries for their clients. Regardless of the use, the discussion in the text assumes familiarity with the basic principles of marketing research as, for example, non-survey data collection techniques, sampling, questionnaire design and administration, and data analysis. The focus is thus on issues involved in applying those principles in an international research context. For the reader who is not familiar with marketing research principles, references are made in relevant sections throughout the book to standard sources and texts. Structure The same underlying principles that guided the previous two editions are present in the third edition, namely that the basic principles of marketing research are the same whether research is xv xvi Preface conducted in an international or a domestic context. However, the international marketing researcher is likely to encounter greater difficulties than his or her domestic counterpart. These difficulties stem from operating across national boundaries and in a diverse range of socio-cultural environments. Examples of issues that may arise include how to obtain response from illiterate or semi-literate populations, how to develop a sampling frame in the absence of reliable census data or sampling lists, or simply how to find or train competent interviewers. Frequently, creativity and resourcefulness are required in coping with unexpected problems. In addition, an ability to manage, deal with, and organize researchers of different cultural backgrounds and value systems is essential to successful international marketing research. To address these issues, the third edition has fifteen chapters. The first chapter provides an introduction to the topic. It acquaints the reader with the complexity of the global environment and sets up the key issues that the international researcher must deal with. Chapter 2 addresses the issues associated with the design of international marketing research with particular emphasis on those related to the organization of international marketing research, the choice of supplier, the determination of information requirements, the selection of information sources, the appropriate unit of analysis and the development of a research plan and its administration. The chapter also covers the research infrastructure and the major players around the globe. This chapter has been updated to reflect changes in the research infrastructure including the most recent data from ESOMAR. Chapters 3 and 4 are concerned with secondary data sources. These are often more important in international marketing research, due to the high costs of primary data collection. Chapter 3 identifies the various sources of international data, and outlines the main types of data that are available. Chapter 4 looks at the uses of these data, as, for example, in making initial market entry decisions and establishing rough estimates of demand potential. Both these chapters have been updated extensively to reflect the consolidation of the services that provide the information and in particular their availability through the Internet. While academic and commercial marketing researchers have different motivations, both require a strong conceptual foundation. Two chapters are devoted to this topic. In Chapter 5 the conceptual foundations for international marketing research are examined based on the unit of analysis. Building on the previous chapter, Chapter 6 examines the critical role that construct equivalence and construct measurement play in obtaining reliable and valid results. The emic-etic dilemma is discussed, namely the inherent conflict between adapting constructs and measures to specific sociocultural contexts versus assuming that the constructs are universal and can be employed in all Preface countries. Issues dealing with data equivalence are examined as well as cultural bias that may contaminate the research design and eventual interpretation of data. Chapter 7 discusses various non-survey data collection techniques. These include observational and quasi-observational data, protocols, projective techniques, and depth interviews. Use of these techniques in the preliminary stages of research is advocated in order to identify relevant concepts to be examined in subsequent stages of research. Their administration using computerized techniques is also discussed as well as the combination of qualitative and quantitative approaches. Chapters 8 and 9 cover instrument design, sampling and data collection in survey research. In Chapter 8, issues in instrument design, such as questionnaire formulation, instrument translation, appropriate scales, and response format are discussed, as well as potential sources of bias arising from the respondent, or the interviewer-respondent interaction. Chapter 8 examines problems in sampling, such as identifying an efficient sampling procedure. The advantage and disadvantages of various data collection procedures, such as mail, telephone, Internet or personal interviewing, in international marketing research are also discussed. The material in Chapters 8 and 9 has been updated to reflect recent changes, as for example the use of the Internet to administer surveys. Chapter 10 discusses the development and use of scales to measure constructs in a multi-cultural or multi-country context. Issues relating to scale reliability and validity are addressed, including procedures for testing scales developed in one country or culture to see whether they are applicable in another country. In addition, approaches to developing hybrid scales with pan-cultural components as well as components to measure constructs unique to a particular country or culture are covered. The chapter has been updated and expanded to reflect recent developments. Chapters 11 and 12 cover analysis of multi-country data. In Chapter 11 analytical techniques that are suited to determining whether there are significant differences in the level of a variable between countries are discussed. In Chapter 12, analytical techniques that are appropriate for examining differences in the structure and relationship of variables between countries are covered. These different techniques are illustrated with recent examples from the literature. One of the clear trends is the increased sophistication in the types of quantitative analysis that are being used to analyze cross-cultural data. Chapter 13 examines the steps involved in the development of a global information system. This covers the design of a global system, and its various components, as well as how information is xvii xviii Preface collected and fed into the system on a regular basis. Issues relating to data access and its use in management decision-making are also examined. This chapter has been updated with more emphasis placed on the role of the Internet in facilitating the dissemination of information. Chapter 14 brings together many of the themes addressed throughout the book. It also tries to provide some insights into the challenges that researchers face as markets become increasingly integrated and diverse at the same time. The impact of technological advances and new analytical techniques is covered. Ethical issues are examined as well as some of the special challenges associated with conducting research in emerging market economies. This chapter is updated, but continues to follow the same structure. Chapter 15 sets the stage for the future of international marketing research. For progress to be made in the international arena, three inter-related issues need to be addressed. First, greater attention needs to be paid to comparability and equivalence of the basic constructs being examined between countries. Second, more thought needs to be given to the research design that guides international marketing research. Finally, better cross-cultural measures and analytical techniques need to be developed and applied to multi-country data. These themes, first articulated in the second edition, are expanded upon. Acknowledgements As in the case of the first and second editions, we would like to thank all those who through their writing and their comments inspired the revision of this book. We are particularly grateful to our many colleagues on different continents from different research traditions and interests who encouraged us to undertake this rather daunting task. We believe that had it not been for their interest, encouragement and prodding, we probably would not have embarked on what has proven for us to be a highly rewarding undertaking. In particular, our discussions with colleagues at EMAC, AIB and other international meetings have been both stimulating and thought provoking – leading us down new paths, inspiring us to investigate new lines of inquiry, and above all to question some of our assumptions about how to conduct cross-national research. We hope they will forgive us if we have not always followed their advice or responded adequately to their concerns. A special note of thanks go to the executives in marketing research firms and consulting firms who generously gave their time and shared their knowledge and experience on the conduct of international marketing research. In particular we would like to thank:
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