Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

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 Borcherding
J. B. International Market Research Consultant
35 West Orchard, Ft. Mitchell, Kentucky 41011
(606) 341-2959 FAX (606) 341-9206


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.


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