Key aspects of a global marketing research design

 

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?

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