Download Developing a Global Vision through Marketing Research

Developing a Global Vision
through Marketing Research
Chapter 8
International Marketing Research
• What is marketing research?
• Why is it important?
• International element
Marketing Research Overview
• Three kinds of information
– General info
– Environmental information to forecast future
buying
– Marketing mix in specific market
Marketing Research Process
• Define the Problem & Establish Research
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Objectives
Determine the Sources of Information to Fulfill
Objectives
Consider the Costs & Benefits of Research Effort
Gather Relevant Primary or Secondary Data
Analyze, Interpret, and Summarize the Results
Effectively Communicate the Results to DecisionMakers
Define Problem & Objectives
• Unfamiliarity with environment
• Need more information
Secondary Data
• Availability
• Reliability
• Comparability
• Validating the Information
Primary Data
• Quantitative v. Qualitative
• Problems
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Hard to explain usefulness
Willingness to respond
Sampling in field surveys
Language and comprehension
• Back translation
• Parallel translation
• Decentering
Other Research
• Multicultural Research
• Internet Research
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Online surveys & buying panels
Online focus groups
Web site tracking
Advertising measurement
Customer ID systems
Email marketing lists
Embedded research
Estimating Market Demand
• Two Approaches
– Expert opinion
– Analogy
Interpreting the Data
• Recognize Limitations
• Multicultural Marketing Researchers must
exhibit:
– Cultural understanding
– Adaptation ability
– Skepticism of data
Responsibility for Conducting
Research
• Decentralization
• Communication channels within company