Chapter 8
Developing a Global Vision through Marketing Research
McGraw-Hill/Irwin
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Where we are…
 Part
I:
– Overview and the External Environment
 The
Economic Environment
 Social / Cultural Environment
 Political, Legal and Regulatory Environment
 Part
2:
– Assessing Opportunities
 Marketing
Research
 Segmentation, Targeting and Positioning
Overview
 Intro
and Scope of Global Marketing
Research
 Sources of Market Information
 Marketing Research Process
 Current Issues
 Summary
 In Class Exercise
Illustration of the importance of
Marketing Research

“Selling Apples in Japan”
– Washington State Apples

Why did the sales of apples decline?
– Seasonality
– Nationalism
– Competition
– Apple Computer

Issues
– Businesses slow to use PC’s as a means of increasing
productivity
– Philosophical differences
Marketing Research
8-2
1. Defined as the systematic gathering, recording, and
analyzing of data to provide information useful in
marketing decision making.
International Marketing Research Complications
2. Information must be communicated across cultural
boundaries.
3. The environments within which the research tools
are applied are often different in foreign markets.
Irwin/McGraw-Hill
The Scope of Global Research
 How
is international marketing research
different?
– Added complexity / diversity
– Need to consider priorities and allocation of
resources between countries
– 3 types of different information needs:
 Assessment
of foreign markets (general
information relating to countries)
 Industry information (relates to product category)
 Specific Market Information (used to develop
marketing plan)
International Marketing Research Occurs at
Different Levels…
Assessment of a
foreign market
(general
information
about a country)
• Economic
• Social / Cultural
• Political / Legal
• Technological
Industry
Information
(relates to
product
category)
• Market size
• Segmentation
• Competition
• Consumer
Specific market
information (used
to develop
marketing plans)
• Product
• Pricing
• Distribution
• Promotion
Steps in the Research Process
●
8-3
●
●
●
●
Step I: Define the research problem
Step 2: Developing a research plan
Step 3: Collecting data
Step 4: Analysing research data
Step 5: Presenting the findings
Irwin/McGraw-Hill
Research Process in Detail
 1.
Define the problem and establish
objectives
– Critical step because of unfamiliarity with
international markets
– Problems can arise when researchers:
 Fail
to recognize or anticipate the influence of
the local culture or fail to identify the SRC effect
– Treats the problem as if it exists in the home country
 Fail
to establish problem limits broad enough to
include all relevant data
Collecting Data
Primary Data
– When data is not
available, and
must be obtained
through some
form of data
collection.
Secondary Data
– When data exists
and is available
through a variety of
sources (i.e.
internet,
publications,
government
records, etc.)
Problems with obtaining relevant data
 Secondary
Data defined
– Data collected by another agency or
researcher
 Problems with obtaining relevant and
accurate Secondary data
– 1. Availability of Data
– 2. Reliability of Data
– 3. Comparability of Data
– 4. Validating Secondary Data
Validating Secondary Data
8-5
• Who collected the data ? Would there be any
reason for purposely misrepresenting the
facts ?
• For what purpose were the data collected ?
• How were the data collected ? (Methodology)
• Are the data internally consistent and logical in
light of known data sources or market factors ?
Irwin/McGraw-Hill
Primary & Secondary Data
Secondary
Primary
Readily available, used
for other purposes
Availability
Relevancy
Reliability
Comparability
Generated first-hand,
tailor made research
Issues
Ability to communicate
Willingness
Sampling Plan
Language/Comprehension
Gathering Primary Data
8-6
Quantitative Research
Qualitative Research
Irwin/McGraw-Hill
Methods for Developing Primary Data
Focus Groups
Panels
Experiments
Data
Qualitative?
Quantitative?
Observation
Surveys
Interviews
Focus Group Research
Problems of Gathering Primary Data
8-7

Ability to Communicate Opinions

Willingness to Respond

Sampling in Field Surveys

Language and Comprehension

Back Translation

Parallel Translation

Decentering
Irwin/McGraw-Hill
Uses of Internet in International
Research
o On-Line Surveys and Buyer Panels
8-8
o On-Line Focus Groups
o Web Visitor Tracking
o Advertising Measurement
o Customer Identification Systems
o E-Mail Marketing Lists
o Embedded Research
Irwin/McGraw-Hill
Copyright©2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Talents Required to Analyze and Interpret
Research Information
• Cultural Understanding
8-9
• Creative Talent for Adapting Research Findings
• Skeptical Attitudes when Handling Both
Primary and Secondary Research
Irwin/McGraw-Hill
Estimating Market Demand
Historical Data
8-10
Local Production Plus Imports
Expert Opinion
Analogy
Irwin/McGraw-Hill
Five Rules of International Research
1. Apply the WHAT, WHY, WHERE and
WHEN of information.
2. Use locally available information first.
3. Identify information sources abroad.
4. Know where to look.
5. Do not assume the information you get is
comparable or accurate.
Problems with Multicultural
Research
 Multicultural
research defined:
– Conducting research where countries have
difference languages, social structures,
behavior and attitudes.
– Differences need to be considered and
used when conducting research
– Comparability is difficult
Other important Points
– A. Research on the Internet
 Fastest growing method of conducting research
 Although U.S. hosts 2/3 of the internet usage,
international usage is growing at twice the rate over
the U.S (examples)
– www.stat-usa.gov, (data published by U.S.
government)
– www.exporthotline.com (private website that
provides market research for 80 countries)
– B. Estimating market demand where secondary data
is inadequate or not available
 1. Expert opinion
 2. Analogy (demand in one country is similar to
demand in another country)
– Can be inaccurate and mistakes are likely to occur
Other important Points
– C. Communicating with Decision Makers
 Needs
to be timely and top managers should be
knowledgeable about all their markets and customers
– D. Problems in Analyzing and
Interpreting Research Information
 Researcher
must have the following to avoid
incorrect interpretations of the research data
–Be culturally adept and sensitive to
differences
–Be able to adapt research results
appropriately
–Be skeptical in handling both primary and
secondary data
Other Important Points
– D. Who is responsible for
conducting Marketing Research
 Assigned
by company (department or
division or agent)
 Local analysts (decentralized)
 Best approach is to have local
researchers with close coordination
between local research company and
headquarters.
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Ch 8 Steps in the Research Process