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MKT390 Marketing Research

tag 0 Download 10 Pages / 2,286 Words tag 29-04-2021

Question

Case Study

Three important factors to consider when doing marketing research in South-East Asia, As more companies are doing business in the growing Asian market, there is a need to conduct market research studies to find out him product and service offerings an be adapted to the differing cultures and subcultures that exist in each country in this dynamic region. Grace Orin, managing director of Asian Perspective, a New York research firm, suggests there are three factors which are critical to the success of conducting market research with Asian respondents. They are: language, cultural matching and techniques of communication.
 
In terms of language, inter/ewers must not just !mow the correct dialect (there are several versions of Mandarin and Cantonese, for trample) but also must use the right phrases and tone of voice to create a proper bond with the respondent It Chin notes that respondents wig tend to refuse when scripts are read to them In a flat and unbiased tone or if they feel information is being conceals from them.
 
For cultural matching, it is important to have 'real Asian' not Western-Man (such as Man-American) researchers That is, researchers must be fluent In the respondent's culture. Asians, she notes, arc reserved about their feelings, and therefore are unlikely to disclose this to interview with whom they have nothing in common culturally, even though they speak the same language.
 
Techniques arc also important Trust Is important in many Asian societies. This means the Asian respondent may actually want to meet the interviewer in their own neighbourhood. Suspicion may be created by a telephone call from a stranger from a market research company, especially since (with the exception of Wog Kong, Singapore and Taiwan) market research, telemarketing and direct marketing are not common practices in Asia.

Case Discussion

1. Do an Internet search on market research companies In South-East Asia. Do they follow arty of these suggestions? Are techniques used which may not be suitable?
 
2 Are the statements made by Grace Chin true for countries, and ethnic and language groups in South-East Asia? Provide evidence to support your opinion.
 
3. A New Zealand company wishes to research the Japanese market for the export of meat. Do the same criteria as suggested by Grace Chin apply? Why? Again, provide some evidence for your answer. 
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My Assignment Help (2021) Marketing Research [Online]. Available from: https://myassignmenthelp.com/free-samples/mkt390-marketing-research/primary-data-collection.html
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My Assignment Help. 'Marketing Research' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mkt390-marketing-research/primary-data-collection.html> accessed 03 December 2022.

My Assignment Help. Marketing Research [Internet]. My Assignment Help. 2021 [cited 03 December 2022]. Available from: https://myassignmenthelp.com/free-samples/mkt390-marketing-research/primary-data-collection.html.


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