Question: The work by Gîrboveanu Sorina addresses some key aspects of the global marketing research design that are somewhat different from domestic research designs, and many times, outline the critical scope of the global research objectives. The author identifies some key aspects of a global marketing research design that we must fully understand if the research design is be both valid and reliable.
As we already have ascertained, the issue of multicultural research designs is much different than domestics approaches. Just the idea that culture and cultural influences can affect the scope and outcome of a study is critical. Too often, marketing researchers forget about the impact of culture when they address a global research study. One must always be aware of culture and how it can affect or interact with the basic research design.
The author proceeds to discuss the power of the internet as a methodology, interpretation of results and data, as well as interacting with key decision -makers within the main market of focus , as well as with other global markets. While the author tends to indicate that these are key factors when conducting global research, do you agree that these factors are most critical? For example, I would argue that in today's world, the onset of smartphones and mobile devices have become much more critical than the internet for global marketing research. Do you agree? Why or why not ?Looking into the near future, what aspects of the research design do you think will evolve from what we have now and where/how do you think it will evolve? Why will this happen?
Article: DEVELOPING A GLOBAL VISION THROUGH MARKETING RESEARCH (By Gîrboveanu Sorina)