International Marketing Research (3 of 5) • Access to the Web or email is limited in many countries, particularly developing countries. Hence, the use of electronic surveys is not feasible, especially for interviewing households in rural areas. • Different incentives are more or less effective in improving response rates in different countries. In Japan, it is more appropriate to use gifts with business surveys rather than cash as incentives. The same is true for household surveys in Mexico. • When collecting data from different countries, it is desirable to use survey methods with equivalent levels of reliability rather than necessarily using the identical method.