Key Concept Exercise: The impact of culture

One of the key factors to consider in a market research project is the extent to which a researcher needs to have an understanding of, and sensitivity to, cultural matters and issues when conducting his/her research, especially with international initiatives.

Over the past few weeks, you have assumed the role of a junior marketing executive overseeing the research on your organisation's new smartphone initiative in Sub-Saharan Africa. In this week's Key Concept Exercise, you will consider the cultural dynamics that can impact marketing research efforts, as well as the most appropriate data collection methods and tools to use in the research process, given those dynamics.

To prepare for this Key Concept Exercise:

• Read the Required Learning Resources for Week 7.
• Think about the impact culture can have on marketing research projects.
• Research reliable sources of information on the smartphone target market.
• Consider the role of technology and social media in the marketing research process.

To complete this Key Concept Exercise:

By Day 3 (Friday)

In an approximately 500-word response, address the following issues/questions:

• What types of cultural issues could you as the junior marketing executive encounter?
• What could be the potential impact of these issues on your ability to carry out effective marketing research?
• Discuss whether or not culture could influence the extent to which quantitative and qualitative data are collected by the researcher.

By Day 3 (Friday), submit your Key Concept Exercise.

Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.

To submit your Key Concept Exercise to Turnitin, click the "View/Complete" link for Week 07 Key Concept Exercise -- Turnitin.

Wilson, A.M. (2011)Marketing research: an integrated approach. 3rded. [Electronic Book]. Harlow: Financial Times/Prentice Hall.

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https://econsultancy.com/blog/63428-how-o2-uses-advanced-analytics-for-customer-retention