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Flashcards in Marketing Research and Insights Deck (7)
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1
Q

Douglas and Craig (2011) Contextual factors within a market

A

Macro: GNI per capita, role of women
Meso: Within-country differences - topography, climate, affluence
Micro: Economic, demographic, social factors, market infrastructure
Situational

2
Q

Construct equivalence

A

Whether marketing constructs have the same meaning/significant across cultures
e.g. functional equivalence - does product serve same function? Bike has recreational activity vs means of transport

3
Q

Measurement equivalence

A

Whether each scale item measures underlying construct equivalently

e. g. calibration - accurate conversion of units like kg to lbs
e. g. translational - verbal stimuli should be translated and have equivalent meaning

4
Q

Advantages of primary data

A

Can collect exactly the data necessary, up-to-date,

5
Q

Disadvantages of primary data

A

Costly to collect
Multi-cultural data - challenging to coordinate, equivalence
Multi-linguistic - establishing comparability challenging

6
Q

Advantages of secondary data

A

not time consuming or expensive to collect

7
Q

Disadvantages of secondary data

A

difficult to compare, can become quickly outdated, may not be readily available/exactly as required