More on "Definitely Would Buy" Scores
Following the distribution of my Views last month titled "Our Devotion to 'Definitely Would Buy' Scores," I received the following letter and was given permission to reprint it.
Dear Bob, I always look forward to reading your Views form the Hills of Kentucky with great interest. The articles are always thought provoking and at times controversial. I was particularly interested in your July 17, 1996, article on "Our Devotion to Definitely Would Buy Scores." Your comments on the effects of protocol and the environment on interpreting the results are "dead on." In addition to your comments, I have some input on Global DWB scores. Over the past 25 years, I have had a great deal of experience in analyzing and interpreting DWB on a global basis. The DWB results of thousands of tests involving concepts show great variance among different cultures. For example, if the U.S. results were indexed at 100, Mexico's index would be approximately 225 on average while Japan's index would be approximately 20. Simply stated, the Mexicans (Latins in general) normally claim they will definitely buy just about anything, while the Japanese hardly ever say they will definitely buy anything. Even within cultures, there are important differences to be aware of. For example, in Italy, the southern Italians (Latin influence) will normally have DWB scores considerably higher than the northern Italians (Germanic influence). What all this means is that a DWB score of 30, for example, would be an outstanding score in one culture, an average score in another culture, and a very poor score in yet another culture. You cannot take any DWB score at face value. The score for any culture must be compared to historical experiences and interpreted accordingly. Keep issuing the Views from the Hills of Kentucky.
Jack raises some very good points. We should also consider how the
effects discussed above may be playing an important part in our U.S. research.
Because of these concerns, benchmarks should always be a part of our design.
I have done a little work in this area, but not enough to write about.
If anyone out there has any research they would like to share, I would
be happy to be the communication vehicle.
For anyone looking for help in international consumer or marketing research, I highly recommend Jack as a resource.