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An International Marketing Research Checklist
Terms in this set (9)
Has the questionnaire/discussion guide been translated to the local language
By personnel who currently speak the local language day-to-day, and who are therefore up-to-date on current meanings, usages and slang etc.?
Has the local language questionnaire/discussion guide version been back-translated
To English, again by personnel who are current speakers of the local language and English?
Have you checked for major weather or other events?
These events could have a major impact on planned research, especially research that depends on sensory perceptions of taste and smell.
Have you checked for possible political issues
With respect for conducting research in each country?
An example of possible political issues with respect to conducting research
Indonesia places a moratorium on conducting polling or marketing research three months prior to a national election. Such local regulations may affect your ability to deliver research results on time.
Have you allowed for possible lengthy
Delays in customs for certain types of product in certain countries?
Are editing, coding, data entry, and data tabulation functions
Centralized with consistent decision-making and oversight?
Have you considered the need to create more than one questionnaire per country
Depending on the number of regional dialects or even indigenous languages that may exist?
Have you arranged for transcripts of the interviewing to be created and translated to English?
And, have you arranged for these English transcripts to be sent to you electronically?
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