| As the concept of a global economy continues to | | | | report usually requires language translation of the |
| develop, the demand for international market | | | | responses into a single reporting language, such as |
| research will also increase. This means that the | | | | English. Sufficient time needs to be budgeted for |
| services provided by U.S. market research firms | | | | this process, particularly if verbatim coding is |
| will need to include international marketing | | | | desired. |
| research as an option for both its domestic clients | | | | For example, if a U.S. company were evaluating a |
| selling products or services into foreign markets | | | | possible product offering into France, Germany, |
| as well as non-U.S. clients selling into their own or | | | | and Spain, the marketing research firm would field |
| other markets. In many cases, the marketing | | | | three different versions of the questionnaire. Each |
| research firm will be asked to deploy a survey | | | | version would have its own welcome and exit |
| instrument in multiple languages with sub-quotas | | | | messages, respondent instructions, email language, |
| for each country. | | | | and survey validations. Typically, for reporting |
| Effective international marketing research requires | | | | purposes, an English language version of the |
| the use of a software platform that can | | | | survey would also be created. In the case of |
| accommodate foreign language characters for the | | | | closed-ended questions, no extra translations |
| survey itself as well as the email invitations, | | | | would be needed - - the results would line-up with |
| survey instructions, and respondent validations. | | | | the English version. For open-ended questions, the |
| There must also be a reliable method for directing | | | | responses would be translated into English and |
| respondents to the correct language version of | | | | included with the report "as is" or coded. |
| the survey instrument if not known in advance. | | | | Effective international marketing research also |
| Vendors can accomplish this using keyboard | | | | requires knowledge and experience regarding |
| recognition and/or language selection by the | | | | country-specific response rates - - and there can |
| individual respondent. | | | | be wide variations between different countries. |
| It is important to recognize the need for fielding | | | | The same survey might produce a 20% response |
| international market research surveys in the | | | | rate in one country and a 5% response rate in a |
| appropriate language for a given country. UK and | | | | different country. Market research firms should be |
| even Canadian versions of a survey instrument | | | | able to offer advice on this subject. |
| may require translation and separate fielding from | | | | In summary, when considering the use of |
| a U.S. version. Certain countries might also have | | | | international market research, it is important to |
| more than one dialect, and the survey should be | | | | select a marketing research firm that can offer |
| translated as needed to reach the desired | | | | experienced advice on response rates and |
| segments. In most cases, the language(s) used by | | | | language requirements, as well as offer a robust |
| the survey panelists will govern this decision. | | | | survey platform. Ask questions about the |
| Delivery of survey results where multiple language | | | | software used by the market research firm to |
| survey instruments are used need not be a | | | | determine which solution best meet your needs. A |
| complicated undertaking if all of the questions are | | | | properly administered multi-language survey can |
| closed-ended (scales or other non-comment | | | | be a time-consuming process and is often best |
| question types). However, where open-ended | | | | managed by a skilled supplier. |
| comment questions are used, the final survey | | | | |