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International Market Research - Essay Example

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Summary
Various means can be employed to conduct research and gather data, by either using ‘soft’ or ‘hard’ research methods. Two core ‘soft’ research methods are that of focus groups and observation. A Focus group is a qualitative form of gathering data, whereby people are asked about their perceptions, beliefs and opinions about the subject at hand…
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International Market Research
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International Market Research

Download file to see previous pages... Along with that, the interactive setting can help the moderator focus on the non verbal aspects of the participants, i.e., the expression, attitude of the individual etc, which can help in giving clearer insight of the participants’ beliefs. Also, the possibility of screening each participant lets the researcher know who is involved in the discussion process, e.g., a competitor maybe. In our case, if the majority of our participants are the buyers, it can help us gain a better understanding as to what their demands and hence, queries entail(Patton, 1990). The observation method of conducting research is developed to observe individuals in their natural setting. There can be participant and non- participant observations. This method helps in overcoming issues of validity. It also helps in covering those areas which are not easily accessible through means of speech communication, for example, when an individual isn’t cooperating in disclosing certain information. Observations can also help researchers in studying trends of a particular market in great detail and how the attitudes of the buyers are affecting those trends. ...Download file to see next pagesRead More
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