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International Marketing Research, 3Rd Edition International Marketing Research Third edition C. SAMUEL CRAIG and SUSAN P. DOUGLAS Leonard N. Stern School of Business, New York University Allie International Marketing Research Third edition Allie International Marketing Research Third edition C. SAMUEL CRAIG and SUSAN P. DOUGLAS Leonard N. Stern School of Business, New York University Copyright © 2005 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England Telephone: (+44) 1243 779777 Email (for orders and customer service enquiries): [email protected] Visit our Home Page on www.wileyeurope.com or www.wiley.com All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to [email protected], or faxed to (+44) 1243 770620. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the Publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Other Wiley Editorial Offices John Wiley & Sons Inc., 111 River Street, Hoboken, NJ 07030, USA Jossey-Bass, 989 Market Street, San Francisco, CA 94103-1741, USA Wiley-VCH Verlag GmbH, Boschstr. 12, D-69469 Weinheim, Germany John Wiley & Sons Australia Ltd, 33 Park Road, Milton, Queensland 4064, Australia John Wiley & Sons (Asia) Pte Ltd, 2 Clementi Loop #02-01, Jin Xing Distripark, Singapore 129809 John Wiley & Sons Canada Ltd, 22 Worcester Road, Etobicoke, Ontario, Canada M9W 1L1 Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Library of Congress Cataloging-in-Publication Data Craig, C. Samuel. International marketing research / C. Samuel Craig and Susan P. Douglas.— 3rd ed. p. cm. Includes index. ISBN 0-470-01095-9 1. Export marketing—Research. I. Douglas, Susan P. II. Title. HF1416.C73 2005 658.8′4—dc21 2005001265 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-470-01095-9 (PB) Typeset in 10/15pt Sabon by Graphicraft Ltd, Quarry Bay, Hong Kong. Printed and bound in Great Britain by Biddles, Kings Lynn. This book is printed on acid-free paper responsibly manufactured from sustainable forestry in which at least two trees are planted for each one used for paper production. To Liz, Mary Catherine, and Caroline (C.S.C.) To Nicholas and Stephanie (S.P.D.) Allie CONTENTS About the Authors xi Preface xiii 1 Marketing Research in a Global Environment 1 Introduction 1 Complexity of International Marketing 4 Importance of Research for International Marketing Decisions 10 Issues in International Marketing Research 14 Scope of the Book 19 2 Designing International Marketing Research 23 Introduction 23 The International Marketing Research Plan 25 The International Marketing Research Process 29 Structuring the Unit of Analysis 36 Selecting Information Sources 37 Research Plan 40 Issues in Administering International Marketing Research 44 Summary 59 3 Secondary Data Sources 63 Introduction 63 Locating the Appropriate Information 64 Information Sources 71 Information Requirements 87 Summary 103 4 Uses of Secondary Data 109 Introduction 109 Market Entry 110 Demand Estimation 123 viii Contents Assessing Market Interconnectedness 141 Summary 148 5 Structuring Primary Data Collection 153 Introduction 153 Defining the Unit of Analysis 154 Selecting Units of Analysis 161 Structuring the Research Design 163 Cultural Bias in Research Design, Communication and Interpretation 170 Summary 174 6 Establishing the Comparability of Multicountry Data 179 Introduction 179 Establishing Comparability: The Emic/Etic Dilemma 180 Establishing Data Equivalence 188 Determining Construct Validity 194 Establishing Construct Reliability 195 Summary 200 7 Nonsurvey Data Collection Techniques 205 Introduction 205 Different Qualitative Techniques 206 Observational and Quasi-observational Data 210 Projective Techniques 217 In-depth Interviews 224 Summary 233 8 Survey Instrument Design 239 Introduction 239 Questionnaire Design and Question Formulation 240 Type of Question 248 Use of Nonverbal Stimuli 250 Instrument Translation 254 Contents ix Potential Sources of Bias Associated with the Research Instrument 259 Summary 271 9 Sampling and Data Collection 277 Introduction 277 Sampling 279 Achieving Comparability in Sampling 291 Data Collection Procedures 295 Field Staff Organization and Training 303 Summary 306 10 Multicountry Scales 311 Introduction 311 General Issues in Scale Development 312 Using Multi-item Scales in Cross-cultural Research 322 Developing Cross-cultural Scales 335 Summary 340 11 Analysis of Multicountry Data 347 Introduction 347 Multicountry Data Analysis 348 Assessing the Differences in the Level of Variables between Countries 352 Summary 374 12 Assessing Differences in the Structure of Variables 381 Introduction 381 Correlation Analysis 382 Means–End Hierarchies 385 Cluster Analysis 389 Multidimensional Scaling 394 Factor Analysis 397 Confirmatory Factor Analysis 400 Covariance Structure Models 406 x Contents Advances in Data Analysis 409 Summary 411 13 The International Marketing Information System 419 Introduction 419 Information Components of the International Marketing System 422 Data Collection and Processing for the International Marketing Information System 429 Applying the Information System 434 Summary 440 14 Challenges Facing International Marketing Research 443 Introduction 443 Coping with Change: Marketing Infrastructure and Technology 445 Contending with Complexity: Conducting Research in Emerging Markets 450 Confronting Competition: Marketing Research Services in a Global Environment 454 Conforming to Conscience: Ethics in International Marketing Research 457 Summary 462 15 Future Directions in International Marketing Research 465 Introduction 465 Comparability and Equivalence Revisited 466 Developing the Research Design 469 Improving Analysis of Cross-cultural Data 473 The Growth of Internet Research 475 Conclusion 476 Subject Index 479 Author Index 495 Acknowledgements 503 ABOUT THE AUTHORS C. SAMUEL CRAIG is the Catherine and Peter Kellner Professor, Professor of Marketing and International Business and Director of the Entertainment, Media and Technology Program at New York University’s Stern School of Business. He received his PhD from the Ohio State University. Prior to joining New York University, Professor Craig taught at Cornell University. He has taught marketing for executive programs in the United States as well as France, the UK, Thailand, Singa- pore, Greece and the former Yugoslavia. Professor Craig has co-authored Consumer Behavior: An Information Processing Perspective (Prentice Hall) and Global Marketing Strategy (McGraw-Hill). His research has appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of International Business Studies, Columbia Journal of World Business, International Journal of Research in Mar- keting, Journal of International Marketing and other publications. Over the past 25 years, he and Professor Douglas have collaborated on a wide variety of international marketing projects including this book, numerous scholarly articles, and contributions to handbooks and encyclopedias. SUSAN P. DOUGLAS is the Paganelli-Bull Professor of Marketing and International Business at New York University’s Stern School of Business. She received her PhD from the University of Pennsylvania. Prior to joining New York University, Professor Douglas taught at Centre-HEC, Jouy-en-Josas, France, and was a faculty member of the European Institute for Advanced Studies in Management in Brussels. She has also taught international marketing in executive programs in France, Belgium, Italy, Greece, Taiwan, Singapore, India, South Africa and the former Yugoslavia. A past president of the European Marketing Academy, and former vice-president of the Academy of International Business, Professor Douglas was elected as a fellow of the Academy of International Business in 1991 and was Dean of the Fellows from 1999–2002. She was made a fellow of the European Marketing Academy in 2002 and chaired the Fellows from 2002–2005. Professor Douglas co-authored Global Marketing Strategy (McGraw-Hill) with Professor Craig. Her research has appeared in the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of International Business Studies, Columbia Journal of World Busi- ness, International Journal of Research in Marketing, Journal of International Marketing and other publications. Allie PREFACE In the relatively short time since the second edition of International Marketing Research appeared, there have been rapid and dramatic changes in the field. As firms increasingly expand operations in countries outside their home market, they require marketing research to guide decision
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