Describe guidelines that are recommended by David Arnold for data gathering and explain their importance in marketing research

What will be an ideal response?

The guidelines for data gathering can be explained by the following steps: 1. Use multiple indicators rather than a single measure. This approach will decrease the level of uncertainty for decision makers. This technique, known as triangulation, is equally useful in global market research. 2. Individual companies should develop customized indicators specific to the industry, product market, or business model. Such indicators should leverage a company's previous experience in global markets. 3 . Always conduct comparative assessments in multiple markets. Do not assess a particular market in isolation. Comparative assessment enables management to develop a "portfolio" approach in which alternative priorities and scenarios can be developed. 4. Observations of purchasing patterns and other behavior should be weighted more heavily than reports or opinions regarding purchase intention or price sensitivity. Particularly in developing markets, it is difficult to accurately survey consumer perceptions.