Qualitative method in international marketing research

There are two short essays for this assignment; you need to answer only one of the two short

essays. Please make sure that you answer the main question of the essay and address all

subquestions or parts for a complete answer. The essay is worth 20 points in total.

1. Qualitative approaches and techniques are critical for exploratory and discovery

approaches in international marketing research studies. They are used anytime a client needs

to understand a particular situation or if they need to gather more indepth information about

a particular market or situation. From your class PowerPoint decks and readings, address the

advantages and disadvantages of the various global qualitative research methods. Address

traditional qualitative methods (focus groups, IDIs [in-depth interviews], case studies, etc.),

digital approaches, both synchronous and asynchronous, as well as ethnographies and

observational approaches. Which methods or approaches do you find most conducive for

international marketing research studies? Why? Which methods would you recommend for

global studies? Why? Finally, based on what you have read and know about qualitative

research methods, what are some of the limitations of these approaches for international

marketing research? How would you overcome these limitations for the future?

2. Quantitative methods and approaches are used extensively in international marketing

research studies to gauge and capture information that is focused more on breath rather than

depth. Similar to domestic US studies, quantitative methods in global marketing research

make extensive use of surveys and interviews. What are the main differences between

domestic and international marketing research approaches? Focus on language, culture,

fieldwork methods, survey scales, analysis, and comparison of results, as well as the

development of insights. How are global approaches both more complex and satisfying for

the clients and the research study? How do you think global quantitative marketing research

will change within the next 3-5 years?