The current assessment there will be discussion over the subjected question on whether the three elements of market research that are language, culture and techniques are important and significant in carrying out a marketing research for a company. The assessment will discuss over Asia Insight Pte Limited that is a Southeast Asia based Market Research Company. The firm is headquartered in Singapore and operates in the market research segment. The study will analyze on whether the company uses the above-mentioned elements in their marketing research or not. The study will also look at the viability of the above-mentioned marketing research elements. The research objectives of the current study are as follows:
The major issues which are indemnified in the current marketing situations are as follows:
1. Cultural issues faced by the companies in South East Asia which
2. Language barriers in this are for the purpose of marketing research
3. Technical barriers in line of conducting he research
In order to conduct the research it is important to design the research process select properly methodologies which will support and extract knowledge in relation to the stated research study. It can be said that the researcher will follow exploratory design that will enable the researcher in gathering accurate information in relation to the above stated study. The researcher will follow a deductive approach and positivism philosophy in order to conduct the research in accurate and scientific manner. The research will tend to follow both qualitative and quantitative research method to collect and analyze data for the give research subject. The data collection will done using primary and secondary sources in which primary sources will have information from books, journals and articles. The secondary sources of information will be derived from interviews and surveys. The sampling will be done under the process of random sampling which will in accordance to the researcher procedure.
Secondary data will be collected from books, journal and articles which are relevant to the subjected research and will are accurate as well as authentic in nature. It can be said that the the research will ensure that the data from secondary sources are authentic and have accurate knowledge in relevance to the subjects research. Data from secondary section will provide authenticity to the primary collected data and will act as a supporting material. Information from this sources will demonstrate the accuracy and authenticity of the conclusion chalked up by the researcher after collecting data from secondary sources.
The researcher will use effective database in order to store and select information relating to the subjected topic. The data base management of international marketing research will be analyzed to check on what are the extent to which international market researching firm store and analyze data to proper state the position of the firm in the market. The research will analysis the techniques and will use of database system to ensure pore collection and storage of research data.
As it can be said that in Exploratory design that it will help the research in choosing the accurate procedures from which the researcher can conduct their research study. In the current research study the primary source of data collected will be form interviews and surveys. Under the qualitative research interviews will be taken from the managers of the Asia Insights Pte Limited where under the quantitative measure surveys of people operating in marketing researcher will also question through questionnaire which will be determined to generate accurate results. The research has used his process to gather accurate and descriptive information over the subject topic to draw a conclusive result. Interview of 3 managers will be taken where as the 87 employees of the company will asked questions in the surveys.
The experimental and questionnaire design of the research is very important in order to gather substantive and effective information in accordance to the research subject. The questionnaire design will be on the liket scale to define limits which extract evident knowledge in relation to the subject topic and will enable the research to gain knowledge over the subjected topic. It can be said that the questionnaire design to is suitable to extract knowledge overcurrent subjected topic of whether the 3 elements of marketing research are need in order to conduct market research in Southeast Asia.
The measurement of responds will done in percentage hence the scale of survey question will be the percentage of responds which will be received by the researcher at the end of the project. The percentage of responds will determine the scale of agree and disagreement to the asked question of the research which will further provide knowledge on the subjected topic to draw a effective conclusion.
The questionnaire will be administered by the researcher as the questionnaire will be developed in such a manner that the survey will derive the accurate knowledge which will be needed by the researcher through the researcher manner. This will help the researcher to draw an accurate conclusion through the information which will be derived from he surveys and interviews in the research process.
The researcher will use random sampling method as it is the most accurate sampling method in which the researcher will randomly select a set of data which will be analyzed to chalk out relevant data and to check the reliability of the data sources which has been collected through the research process. The sampling process will determine that the research process is accurate and effective to derive an effective conclusion at the end of the research.
In this section there will be analysis of the data will collected from interview and survey process.
There were 3 question which were asked by the managers of Asia Insight managers and responds to the interviews as as follows:
Manager 1 responded that the company make sure that while conducting the research the tend to focus on these elements as they play a huge role in determining the results of the market research . On the other hand Manager 2 stated that the Language and techniques are focused as they are the two major two elements which help the organization in conducting research and that culture is minor elements and can be ignored. Manager 3 responded that all of 3 elements are followed within the company in order to ensure that the research is conducted in effective manner. The manager also exclaimed tha culture is major parameter in order conduct such market research.
Manager 2 said that language and technique are mainly required in order to conduct research in Southeast market. Culture is also required but the priority is on language and Technique. This because the manager thinks that without knowing language and technique the researcher will not be able to perform the research work even though the following is familiar to the culture. Manager 1 and 3 think that all of the three elements are major parameter based on which a power research can be conducted and data can be collected from market reach which is done in South East Asia Regions.
Manager 1 think that it will not be possible for a nNew Zealand company to conduct market research in Southeast Asia this because they are not known to the business culture, language and techniques which are needed to in order to conduct the research. Manager two thinks that if a New Zealand based company want to conduct market research in Southeast Asia it is important that the employee researcher belonging from these regions although it will not be possible for them to conduct research in these areas. Manager three agrees to the statement made by the other respondents in the interview.
In this section there will analysis over the data collected from survey. The survey also asked some demographic question to check the reliability of data which is collected from the respondents.
|
What is your educational qualification ? |
|||
|
Options |
Percentage |
Responds |
No of respondents |
|
High School |
6% |
5 |
87 |
|
Graduation |
14% |
12 |
87 |
|
Post Graduation |
61% |
53 |
87 |
|
Above |
20% |
17 |
87 |
|
Do you agree that language is major element while conducting marketing research? |
|||
|
Options |
Percentage |
Responds |
No of respondents |
|
Strongly Agree |
34% |
30 |
87 |
|
Agree |
37% |
32 |
87 |
|
Neutral |
7% |
6 |
87 |
|
Disagree |
14% |
12 |
87 |
|
Strongly Agree |
8% |
7 |
87 |
|
Do you agree that culture is major element while conducting marketing research? |
|||
|
Options |
Percentage |
Responds |
No of respondents |
|
Strongly Agree |
41% |
36 |
87 |
|
Agree |
32% |
28 |
87 |
|
Neutral |
7% |
6 |
87 |
|
Disagree |
11% |
10 |
87 |
|
Strongly Agree |
8% |
7 |
87 |
|
Do you agree that technique is major element while conducting marketing research? |
|||
|
Options |
Percentage |
Responds |
No of respondents |
|
Strongly Agree |
28% |
24 |
87 |
|
Agree |
41% |
36 |
87 |
|
Neutral |
2% |
2 |
87 |
|
Disagree |
17% |
15 |
87 |
|
Strongly Agree |
11% |
10 |
87 |
|
Do you agree that a firm in New Zealand can conduct market research in Southeast Asia? |
|||
|
Options |
Percentage |
Responds |
No of respondents |
|
Strongly Agree |
11% |
10 |
87 |
|
Agree |
18% |
16 |
87 |
|
Neutral |
14% |
12 |
87 |
|
Disagree |
34% |
30 |
87 |
|
Strongly Agree |
22% |
19 |
87 |
From the above survey results it can be said that the employee in a market research company agree to the importance of 3 major elements which are needed in a marketing research process . It also demonstrated the that sources of data are reported has proper educational qualification and the responds given by them are knowledge full through their educational skills and experience. The respondents feel that the language, technique and culture are major parameter based on which a company can conduct market research within Southeast Asia. The respondents also feel that a foreign terrain company without having focus on these parameter will be able to succeed in conducting their research .
Conclusion and recommendations
Concluding in the light of above context it can be said that culture, language and technique are the major parameters of market research within Southeast Asia. The statement made was correct where it will not be promising that a company from New Zealand can operate in market without recruiting researcher belonging from the region having all of the above stated elements. This because people in Southeast Asia are very conservative and believe in language and cultural aspect which is very important to have in order to conduct research. For the purpose of solving the above mentioned issue the possible solutions are as follows:
References
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