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Mistake 1 - using only quantatative or qualitative data not both together

With the emphasis of the entrepreneur being mainly on what makes my subects tick i.e. how can I sell this then there is a focus first and foremost on qualitative data there will be an increase in the meanings attached to the findings however this will be some form of subjectivism.

A contrast must be drawn between the THIN abstraction or deception that results from quantitative data collection and the THICK or THOROUGH abstraction or description associated with qualitative data. It is my opinion although limited to a certain extent this approach is still the better option if you do not have the time or finances to carry out both types of research.

Here’s the types of research sumarised - Quantitative Data

1. Based on meanings derived from numbers.
2. Collection of results in numerical and standardised data.
3. Analysis conducted through the use of diagrams and statistics.

And now Qualitative Data

1. Based on meanings expressed through words.
2. Collection of results in non-standardised data requiring classification into categories.
3. Analysis conducted through the use of conceptualisation.

Mistake 2 - Assuming your findings will be culturally bulletproof

If I was to suggest any defects with most research then it would be here as the information is generaly gathered regionally. Although Hofstede’s work which is somewhat skewed in itself being based internally only on IBM employee’s. So bearing in mind that things might be culturally sensitive one should look at Hofstede’s Value dimensions as a starting foundation of one’s cultural research.

Cultural research can be analysed on four dimensions

1. Power Distance – HIGH power distance means that people are more likely to accept inequality across institutions, organizations, and people. The opposite will hold true as well a LOW power distance score would suggest an increasing belief that there should be equality.
2. Uncertainty Avoidance – A value characterised by people’s intolerance for uncertainty and ambiguity and resulting support for beliefs that promise certainty and conformity.
3. Individuation – A preference for a loosely knit social framework in which individuals are expected to take care of themselves. The higher the score the greater the tolerance of uncertainty.
4. Masculinity/Femininity – Masculinity can be understood in acts of heroism and achievement and high scores will indicate an achievement culture and will be similar to the individuation scores. Femininity – will relate to greater emphasis being placed on relationships, group decision making. Note both men and women will follow the dominant trend of their culture.

Australia Ranked 7 PD, 7 UA, IND 2 and MASC 5. Compare this to Mexico 1 PD, 4 UA, 8 IND and MASC 2. These two countries are very unlikely to feel the same about a similar topic. When you start to bear this in mind your research will help you design products that suit the needs of a wide variety of customers not just a tiny niche.

Some further articles on this topic

By myself What makes an article exciting and entertaining
six age related mistakes by markerets online and off
World Notes - Compare your culture with the Hofstede dimensions has some other great links to further your cultural education.
On qualitative research - Tom Anderson and Holly Morel discuss psychology in marketing addressing some of the issues above and suggesting some real high use value methods for qualitative research.

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Tags: culture, entrepreneurship, hofstede, research

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