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Aurhor: Jeffrin Kaith

This article is meant to be a brief review and reminder of some valuable yet often bypassed techniques to collect data on international markets and consumers.

When thinking of market research, surveys are most likely the first technique that comes to ones mind. However, surveys are a quantitative research and, in order to understand customer behavior and the social and cultural context in which our business will operate, we will need to perform some qualitative research as well.

Qualitative methods are most certainly a more appropriate option when in need of researching patterns and attitudes in customer behavior, understand the depth of the environment around the customer, and understand the cultural characteristics then influence a customer – especially when the marketer is not familiar with the country of culture.

There are certain situations where qualitative research alone can provide the marketer with all insights needed to make decisions and take actions; while in some other cases quantitative research might be needed as well.

We will stop by the main qualitative techniques and see how and where they can be employed in international marketing.
Craig and Douglas (2000), mention three major types of qualitative data collection techniques:

- observational and quasi-observational techniques;

- projective techniques and depth interviews;

- creative group sessions (synectics).

1. Observational and quasi-observational techniques

Observational techniques involve direct observation of phenomena (in our case, consumers' behavior) in their natural settings. Observational research might be somehow less reliable than quantitative research yet it is more valid and flexible since the marketer is able to change his approach whenever needed.

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Government, manufacturing industries, advertising firms, non-governmental organizations (medical, doctors, real estate agents, social worker, school, college, banking, paper) accomplish data collection just to collect information regarding views, opinions and reactions form the public or the intention consumer and use it for various decisions and actions.

Data collection just does not assist the companies to introduce new products or be familiar with about the public reaction to a specific issue, it is a very helpful tool for statistical inferences, once the collected data is compiled. The procedure of data collection is the third step of the six step market research processes. Data collection can be done in two ways involving various technicalities.

Data collection can be done in two ways. First data collection involves is the information available in books, previous researches, journals or studies and the Internet. It principally involves making utilize of the data previously present to build or substantiate a concept.

On the other hand, second data collection is the process of data collection through survey by directly asking respondents of their opinions. Forming the right questionnaire is the most significant aspect of data collection. The researcher conducting the data collection just has to be aware of the process. He should have a clear idea about the information sought by the concerned party.

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A very important stage of the research design is collecting information. There are countless decisions which the researcher must make in terms of how information can be collected for a survey. The choice greatly depends on the question being asked by the researcher and the object which is being researched. The choice of a type of approach often depends on the chosen type of information to collect: qualitative or quantitative. There are a number of distinctions between these approaches. Quantitative data is concentrated on quantity, while qualitative data is focused on the quality of a logical structure. Other researchers suggest the research to be directly connected with the hypotheses we have about ontology, human nature and epistemology. However, data collection can be of two kinds.

The first kind of data collection is Primary Data. It is the original information gathered by a researcher himself. This information is direct, authoritative and not exerted by the influence of anyone’s point of view. The second kind is called Secondary Data. Despite that a research will probably be grounded on the original information collected by the researcher (primary data), the researcher must become acquainted with secondary sources. Information which is secondary for some research may turn out to be primary for the others. Such sources as books, newspapers, magazines and reports would be secondary for the majority of researches. For example, in English periodicals some law articles are based on secondary data.

So in data collecting the researcher is the main instrument. The process of analyzing data for the research project includes the consideration of two types of research – qualitative and quantitative. Methods belonging to qualitative research differ considerably from methods of the quantitative research. Quantitative research has a great effectiveness in data collecting. Qualitative explores an area, gathers information observing and interviewing people and frames hypothesis.

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Data collection is essential for any organization. Data collections are process of preparing and collecting data for an improvement in organization process or to collect data to create new process. Data collection has been done in proper way while creating a process or redefining any process. There are several data collection techniques are using available information, Observing, Interviewing, written questionnaires and participative and projective methods.

Data collection company will always do brief research to select techniques. Data collection company will also tries various data collection tools to do research data collection and do automated data collection or online data collection, but data collection company do this after data collection analysis. Data collection company do international market research data collection and gather information which are fundamental for many organizations.

We will go through benefits and possible limitation of each data collection techniques

• Using available information is an inexpensive technique and it allows doing analysis of past trends data. But in this data is not accurate and not easily accessible.
• By observing organization will get detailed information and this describes also facts which are not mentioned in any other methods. But major drawback for this is observer bias may affect in this kind of technique.
• Interviewing is a one of the important technique for research data collection. This technique is useful for all level of people either literate or illiterate. But in this interviewer is present because of that influence of interviewer affect a bit.
• Written questionnaires are less expensive compare to other techniques. It also collected data is more trustable because it’s not affected by influence and easily accessible but this technique is not useful for illiterate people.

This all techniques help in international market research data collection. Automated data collection or online data collection done by some outsourcing companies may help in this to analyze gathered information. This offshore data collection companies understands the importance of these all techniques and they combine all the methods for collecting data. They also do data collection analysis which is also very handy for all kind of organizations. Offshore data collection companies are using both quantitative and qualitative techniques to gather and analyze vital information for us.

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