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Svend Hollensen GLOBAL MARKETING 4th Edition Lecture by Ewa Baranowska-Prokop, Ph.D. Global marketing research What is this? What term refers to a firm that from its ‘birth’ globalizes rapidly without any preceding long term internationalization period? Born global Hollensen, Global Marketing 4e, © Pearson Education 2008 3-2 Characteristics of born globals SMEs with less than 500 employees Annual sales under $100million Reliance on cutting-edge technology Managed by entrepreneurial visionaries Hollensen, Global Marketing 4e, © Pearson Education 2008 3-3 Figure 3.7 ‘Organic’ versus ‘born global’ External environment Managers’ mindset Internal environment Decision to internationalize Organic pathway Home market Born global pathway Home market Export market A Export market A Export market N Export market N Source: Adapted from Âijö et al. (2005), p. 6. Hollensen, Global Marketing 4e, © Pearson Education 2008 3-4 Factors supporting born globals Role of niche markets Advances in process/technology production Flexibility of SMEs/born globals Global networks Advances and speed in information technology Hollensen, Global Marketing 4e, © Pearson Education 2008 3-5 Figure 3.8 Models of economic efficiency Hollensen, Global Marketing 4e, © Pearson Education 2008 3-6 Case study – Vermont Teddy Bear Should Vermont Teddy Bear go abroad? What kind of difficulties would VTB meet if it were to internationalize its business? In what part of the world should the company start its internationalization? How should the company penetrate the foreign markets? How would the communication mix in the chosen countries differ from the US market? Hollensen, Global Marketing 4e, © Pearson Education 2008 3-7 Learning objectives Explain the importance of having a carefully designed international information system Link global marketing research to the decision-making process Discuss the key problems in gathering and using international market data Hollensen, Global Marketing 4e, © Pearson Education 2008 5-8 Learning objectives (2) Distinguish between different research approaches, data sources and data types Discuss opportunities and problems with qualitative market research methods Understand how online surveys are carried out Understand the relevance of the Web as an important data source in global marketing research Hollensen, Global Marketing 4e, © Pearson Education 2008 5-9 What is this? Information that is collected first-hand, generated by original research tailormade to answer specific research questions is known as ______. Primary data Hollensen, Global Marketing 4e, © Pearson Education 2008 5-10 What is this? Information that has already been collected for other purposes and thus is readily available is known as ______. Secondary data Hollensen, Global Marketing 4e, © Pearson Education 2008 5-11 Figure 5.1 Categorization of data for assessment of market potential Hollensen, Global Marketing 4e, © Pearson Education 2008 5-12 Secondary research Advantages Less expensive Less time consuming Low level of commitment No constraints by overseas customs Speed Disadvantages Non-availability of data Reliability of data Data classification Comparability of data Data privacy concerns Hollensen, Global Marketing 4e, © Pearson Education 2008 5-13 Questions to ask when judging the reliability of data sources Who collected the data? Would there be any reason to purposely misrepresent the facts? For what purpose was the data collected? How was the data collected? Are the data internally consistent and logical in the light of known data sources or market factors? Hollensen, Global Marketing 4e, © Pearson Education 2008 5-14 What is this? What term is used to refer to the technique which uses time-series data from one country to project sales in other countries? Lead-lag analysis Hollensen, Global Marketing 4e, © Pearson Education 2008 5-15 What is this? What term is used to refer to the technique for estimating demand in another country market based on a single-factor index with a correlation value between a factor and demand for a product that is obtained in one country and applied to a target international market? Estimation by analogy Hollensen, Global Marketing 4e, © Pearson Education 2008 5-16 Figure 5.2 Lead-lag analysis of penetration of DVDs Hollensen, Global Marketing 4e, © Pearson Education 2008 5-17 Forms of Primary Research Quantitative research is data analysis based on questionnaires from a large group of respondents Qualitative research provides a holistic view of a research problem by integrating a larger number of variables, but asking only a few respondents Hollensen, Global Marketing 4e, © Pearson Education 2008 5-18 Figure 5.3 The ‘trade-off’ between quantitative and qualitative research Hollensen, Global Marketing 4e, © Pearson Education 2008 5-19 Research approaches Observation Surveys Experiments Hollensen, Global Marketing 4e, © Pearson Education 2008 5-20 Contact methods Mail/Internet Telephone Personal Hollensen, Global Marketing 4e, © Pearson Education 2008 5-21 Table 5.3 Comparison of contact methods Hollensen, Global Marketing 4e, © Pearson Education 2008 5-22 What is this? What term refers to a scheme which outlines the group to be surveyed in a marketing research study, including how many individuals will be chosen, and on what basis this choice is made? Sampling plan Hollensen, Global Marketing 4e, © Pearson Education 2008 5-23 Sampling procedures Probability sampling Non-probability sampling Hollensen, Global Marketing 4e, © Pearson Education 2008 5-24 Why use non-probability samples in marketing research? Less expensive than probability samples Appropriate when accuracy is not critical Faster to collect data Can be reasonably representative Hollensen, Global Marketing 4e, © Pearson Education 2008 5-25 Methods for determining sample size Traditional statistical techniques Budget available Rules of thumb Number of sub-groups Hollensen, Global Marketing 4e, © Pearson Education 2008 5-26 Guidelines for formulating questions The wording must be clear Select words so as to avoid biasing the respondent Consider the ability of the respondent to answer the questions Consider the willingness of the respondent to answer the question Hollensen, Global Marketing 4e, © Pearson Education 2008 5-27 Problems with using primary research Limited ability to draw probability samples Non-response (and the potential for nonresponse bias) Language barriers Hollensen, Global Marketing 4e, © Pearson Education 2008 5-28 What is this? What term is used to refer to the consistency of results over several measurements? Reliability Hollensen, Global Marketing 4e, © Pearson Education 2008 5-29 What is this? If a measurement method measures what it is supposed to measure, it is said to possess high _____. Validity Hollensen, Global Marketing 4e, © Pearson Education 2008 5-30 Figure 5.5 Possible reliability and validity situations Hollensen, Global Marketing 4e, © Pearson Education 2008 5-31 Online surveys Advantages Low financial resource implications Short response time Saving time with data collection and analysis Visual stimuli can be evaluated Disadvantages Respondents have no physical address Difficult to guard respondent anonymity Technical issues like speed of download may arise Hollensen, Global Marketing 4e, © Pearson Education 2008 5-32 Figure 5.6 An example of trend forecasting Hollensen, Global Marketing 4e, © Pearson Education 2008 5-33 What is this? Stories about plausible alternative futures are called _____. Scenarios Hollensen, Global Marketing 4e, © Pearson Education 2008 5-34 Figure 5.7 Development of scenarios A and B over time Hollensen, Global Marketing 4e, © Pearson Education 2008 5-35 What is this? Factors that drive developments in the same direction are called ____, while factors which drive developments apart from each other are called _____. Convergent forces; Divergent forces Hollensen, Global Marketing 4e, © Pearson Education 2008 5-36 International MIS An international marketing information system is an interacting organization of people, systems, and processes devised to create a regular, continuous and orderly flow of information essential to the marketer’s problem- solving and decision-making activities. Hollensen, Global Marketing 4e, © Pearson Education 2008 5-37 Figure 5.8 International MIS Hollensen, Global Marketing 4e, © Pearson Education 2008 5-38 For discussion What are the dangers of translating questionnaires which have been designed for one country for use in a multicountry study? How would you avoid these dangers? Hollensen, Global Marketing 4e, © Pearson Education 2008 5-39 For discussion A US manufacturer of shoes is interested in estimating the potential attractiveness of China for its products. Identify and discuss the sources and the types of data that the company will need in order to obtain a preliminary estimate. Hollensen, Global Marketing 4e, © Pearson Education 2008 5-40 For discussion Would Tokyo be a good test market for a new brand planned to be marketed worldwide? Why or why not? If you had a contract to conduct market research in Saudi Arabia, what problems would you expect in obtaining primary data? Hollensen, Global Marketing 4e, © Pearson Education 2008 5-41 For discussion Do demographic variables have universal meanings? Is there a chance that they may be interpreted differently in different cultures? In forecasting sales in international markets, to what extent can the past be used to predict the future? Hollensen, Global Marketing 4e, © Pearson Education 2008 5-42 Tchibo: A case study Which market analysis should be made in the United Kingdom in order to target the right promotion campaign to the right customer group? How would you estimate the potential market for coffee shops in Europe? Requires web access Hollensen, Global Marketing 4e, © Pearson Education 2008 5-43