Global FAQs
How do I know what the best methodology is for my study in the target country?
As global internet penetration increases and the proliferation of wired and wireless technologies further enables communication in emerging economies, the answer to this question is dynamic. Through our local partners, we stay up to date on what’s possible and practical and then combine that with our own experience and knowledge to make the best recommendation to our clients.
How representative of the target population is my study?
In many countries, the major urban and business centers are vastly different from the more rural agricultural-based communities. Further, most of the purchasing power is based in the urban areas. Depending on your target market, it usually makes sense to research only the areas of a country where consumers have the means to purchase the item being researched. However, in some cases, it is necessary to sample in both urban and rural areas to achieve the study objectives. A national sample is usually attainable, though it can limit the data collection modes available and increase costs. RTi’s field and project professionals work with our local partners who are well versed with sampling in their markets to assure our clients’ research objectives are met in the most efficient way possible.
What are some things to keep in mind when designing a questionnaire for a global study?
Be sensitive to areas of questioning that may be offensive in the target culture. For example, in some cultures, it is offensive to ask about the consumption of alcoholic beverages. Another example is income: in some countries, it is extremely offensive to ask about household income, while in others, income itself is simply not the way “social class” is measured.
Care must also be given when designing sample definitions. For example, a heavy user in one country may actually be a light user in another. Age requirements should be carefully considered as well (i.e., cutoff may be younger in developing markets). We work closely with our local partners to ensure language is culturally appropriate and will communicate the intended meaning.
Ask clear questions using the simplest language possible. Avoid jargon and slang, which may not translate well. Working with our local partners, we make sure your questions are framed in the best way for global research, while obtaining the information you need to make your marketing decisions.
How can I be sure the questionnaire translations are accurate?
Questionnaires are translated into the local language by native speakers employed by our local research partners. We have found that translations completed by market researchers are much more accurate and require fewer client revisions than those translated by non-researchers. Experienced market researchers are better able to translate the meaning of the question, rather than simply translating word by word.
All translations are back-translated to English by a third party and checked for accuracy.
How can I compare data from different countries if respondents don’t use the scales in the same way?
The single best way to interpret results from country to country is including a control cell in each country that can act as a measuring stick against which test scores can be compared. Because of the multitude of variable factors involved, attempting to mathematically factor scores from other countries back to a “US score” is of questionable accuracy, at best.
Beyond using an absolute control (which is not always possible), our own experience and that of our local partners has taught us how various cultures respond to scales and how best to interpret the results for a country and category. We will work with you to address your particular research needs and provide you with accurate and actionable results.
Should I be concerned about any regulations affecting research in other countries?
In short, yes. Fortunately, RTi remains closely tuned in to data and privacy regulations that could affect research and the transport of data across international borders.
How can I be sure that local research suppliers provide quality data?
In an effort to find the best research companies around the world, we spend a considerable amount of time and energy researching, speaking to and meeting local research companies prior to partnering with them. Further, our global partners are all members of ESOMAR and/or other research organizations that require adherence to strict research standards for membership. Of course, during a study, our field and project professionals remain in constant contact with our partners.
How can I be sure that my data are being processed correctly?
In addition to using only companies that have the strictest standards, we are aware that different countries have different means of entering data, use different software and have different compression methods. Our data professionals work closely with our partners to test all data, avoiding delays and inaccuracies. The tabulations are completed by RTi.