Question

4. What are the similarities and differences when conducting research in another country versus the domestic market? What research strategies might a company use to address the differences in various markets?

Answer 1

Similarities can be in terms of Product’s/ Service’s understanding in terms of Features/ Advantages/ Utility, let’s say Washing Machine. Everyone in any country understands the difference between a fully automated / semi automatic washing machine or Top load or Front load benefits and usage. So market research based on such product attributes will have same survey questions for any country consumers.

While understanding of service such as Higher Education like Master’s in Science or MBA will be Different in different countries. African/ Latin have comparatively less educated to understand higher education’s benefits, while USA/ Europe have much more, compared to Gulf or Asia Pacific. So research population differs, so will the survey questions about the Type of Institute, location of study, fees, facilities, field of study etc. will also differ.

Research Strategies can be:

• See and check about the sample population to be surveyed, on the basis of what product/ service your market research is based on.
• If it’s closely related to Nature/ customs/ life style of people, engage researchers from that country (local people), who understand their own people better than anyone. Hence can prepare and conduct survey much better.
• Learn about various consuming and buying habits of customers via Offline/ Digital modes or Retail mode etc.
• Try to collect sample from various states/cities, where there is more diversity in population, religion, language etc. like India, so you can get more collective and comprehensive population to do your market study and research well enough.