Look for similarities across segments to identify characteristics of demand for each segment. They can then be rated in terms of potential response
Use Cluster Analysis to identify meaningful cross-national segments which would evoke a similar response to any marketing mix strategy.
BUILDING MARKETING INFORMATION SYSTEMS - THE 12C FRAMEWORK ch4/ Country Culture/consumer Behaviour Concentration Channels Commitment Choices Caveats Consumption Communication Currency Contractual Obligations Capacity to Pay 12c
CARRYING OUT PRIMARY MARKETING RESEARCH INTERNATIONAL MARKETING RESEARCH PROCESS ch4/ Source: Adapted from Malhotra et al (2006) Problem Definition & Research Objectives - Comparability of the phenomenon/behaviour - Isolating the self-reference criterion (SRC) Developing an Innovative Approach - Networking - Multi-country studies - Consortium Organising the Research Study - Centralised versus de-centralised - In-house versus agency Research Design - Redefine research problem - Reliability and validity of research data - Appropriate use of qualitative research - Questionnaire design - Sampling design Fieldwork - Interviewee bias - Interviewer bias Analysis & Evaluation - Data preparation - Cross-country comparability Report Preparation & Presentation - Interpretation and presentation
ORGANISING THE RESEARCH STUDY Questions for the International Manager
Should the research be carried out by foreign local subsidiaries or should all marketing research be centralised at headquarters?
Should the fieldwork be carried out in house or by an agency?