Discussion:
1. Qualitative approaches and techniques are critical for exploratory and discoveryapproaches in international marketing research studies. They are used anytime a client needsto understand a particular situation or if they need to gather more indepth information abouta particular market or situation. From your class PowerPoint decks and readings, address theadvantages and disadvantages of the various global qualitative research methods. Addresstraditional qualitative methods (focus groups, IDIs [in-depth interviews], case studies, etc.),digital approaches, both synchronous and asynchronous, as well as ethnographies andobservational approaches. Which methods or approaches do you find most conducive forinternational marketing research studies? Why? Which methods would you recommend forglobal studies? Why? Finally, based on what you have read and know about qualitativeresearch methods, what are some of the limitations of these approaches for internationalmarketing research? How would you overcome these limitations for the future?
2. Quantitative methods and approaches are used extensively in international marketingresearch studies to gauge and capture information that is focused more on breath rather thandepth. Similar to domestic US studies, quantitative methods in global marketing researchmake extensive use of surveys and interviews. What are the main differences betweendomestic and international marketing research approaches? Focus onlanguage, culture,fieldwork methods, survey scales, analysis, and comparison of results, as well as thedevelopment of insights. How are global approaches both more complex and satisfying forthe clients and the research study? How do you think global quantitative marketing researchwill change within the next 3-5 years?