effective in developing countries where technology may preclude other types of sampling techniques, such as telephone surveys, due to a lack of technology. When face-to-face questioning takes place, a predefined script is used and closed questions (Yes/No) are asked in order to maintain the quantitative nature of the study (Birn 2004).
Qualitative techniques often make use of face-to-face interaction, but are likely to depend on open-ended questions and on discussions among several members of a group rather than one-on-one interviews. These techniques may use a script detailing discussion points that the company wants researched, but are unlikely to delineate the exact questions. Instead, interviewers are trained to guide the discussions so that attitudes and preferences can be identified. Qualitative techniques must be used carefully in emerging economies with an understanding of the role that the group discussion technique has in these environments. Qualitative techniques may be dependent on cultural factors such as whether women are included·typically they are not included in studies done in Saudi Arabia, for example·and on the comfort level that respondents have with the discussion environment (Bhuian 1997).
THE ROLE OF PRIMARY AND SECONDARY DATA
Primary data is either new data that the researcher generates through field study, or through field studies that have been conducted by other researchers and published in journals. Secondary data is one step removed from primary data, and may consist of sources that reference other studies, or consist of reports on other studies. Census data is primary data; reports and analysis of census data is secondary data (Perner n.d.).
Traditionally, researchers have favored using secondary data when conducting international market research because of the limitations associated with obtaining primary data. Primary data can be expensive to obtain due to the costs of relocating r...