Editor’s note: Tom Pearson is managing director, MarketResponse International USA, Minneapolis.
Company strategies are adapting to a rapidly evolving world economic order. Instead of relying on domestic markets, managers are developing ideas and products which serve international and global markets. Increasingly, internationally-oriented companies are looking at their international brands with an eye on a single global philosophy. However, although the economic borders between countries are opening up, cultural and linguistic barriers remain intact. Taking those remaining differences into consideration, adjusted marketing strategies are often required.
International research agencies must look at the changes in the economic world order and recognize the far-reaching consequences involved in approaching and conducting marketing research overseas.
Quality control in international research studies
When conducting international research, there must be a strong quality control system in place to ensure superior results. In addition to the general control measures implemented on domestic studies, variables such as distance, timing, language and cultural differences need to be managed in order to maintain control of a project.
When working with data collection agencies in other countries, continuous contact and communication is necessary. It is important not to assume anything, as standards and acceptable levels of service are different and ever-changing worldwide. Field control measures must be implemented for everything from the design of update sheets and receipt of daily reports, to coding, data entry specifications and verification of interviews.
Agency selection
Agency selection is critical to ensuring research quality. It is important to take into consideration the nature and scope of the study when selecting an agency to work with. This begins by developing strong relationships with local suppliers from around the globe who maintain the highest reputations in their area. For each international project the choice of local supplier should be determined by the particular expertise required. And as a database is built of supplier experiences and relationships throughout the world, a more effective match of special requirements of each study to local suppliers is achieved.
Interviewer briefings
A step to further ensure superior data collection is to have the international project director attend the interviewer briefings and take an active role in piloting the questionnaire and monitoring the first few interviews. This is an added expense, but it is worthwhile when conducting international research. Attendance and management of briefings is particularly important when dealing with complex questionnaires; it is critical that the interviewers thoroughly understand the mechanics and intent of the instrument.
Cultural and linguistic hurdles
In comparing measurements from one country to the next, there are cultural differences that must be taken into account. For example, in some countries respondents are more generous with their answers and tend to give higher scores. Interpretation of results across countries becomes more difficult and adjustments sometimes need to be made to overcome the cultural bias.
Linguistic differences can also impact the time it takes to complete a questionnaire. For example, a 20-minute interview in the U.S. may take closer to 30 minutes in Brazil.
Literal translations vs. intended content
The translation of survey instruments is not a straightforward process. Literal word-for-word translations can often lose their intended meaning. For example, "homemaker" might be translated to "a builder of homes."
It is also important to keep in mind that some concepts may be difficult to translate because of cultural differences. In Saudi Arabia, for example, the English word "macho" does not exist, and there is not a similar word or phrase to support this concept.
Translation review
The local field agencies make the first translation of questionnaires from English into their local language. Next, an experienced translation agency or native speaker in the U.S. reviews all translations of important documents. If you do not have your screener or questionnaire properly reviewed, you run the risk of changing the meaning of questions, losing interviewer directions, and maybe even losing a question or two.
Compiling and processing international data
Coding of open-ended questions in multi-language studies is an interactive process between each local agency and the central coordinator of the study. Once again language nuances need to be taken into consideration during this step in order to obtain accurate and useful information. Only in rare cases are all verbatim open-ended questions translated into English, mostly because of the cost of doing so, but also because of the possibility of misinterpretation out of the cultural context.
Once a study is successfully launched in the field, the next challenge comes in "repatriating" the data. In multinational studies it is sometimes necessary to implement different data collection methodologies; for example. in some countries CATI is preferred, but in others paper and pen is the norm. Creating questionnaire formats and a universal map file and ensuring all data is consistently entered and delivered requires experience, flexibility and extra planning.
Where do you begin?
With your international research project at hand, and quality control top of mind, you’re ready to set foot in the global research arena. By carefully selecting your suppliers, monitoring the fieldwork, and understanding the cultural differences and nuances, your study will have some of the elements which can lead to success. The best advice for quality and consistency, however, is not to toss your study out to a variety of different suppliers with the expectation that there can be multiple managers. It’s better to allow the final responsibility for the project to remain with a single, experienced international research agency.