International marketing research

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International marketing research

  1. 1. International Marketing Research:Practices and Challenges
  2. 2. International Marketing Research • International marketing managers need to constantly monitor the different forces affecting their international operations • International marketing research is especially complex
  3. 3. International Marketing ResearchInternational marketing research is the systematicdesign, collection, recording, analysis, interpretation,and reporting of information pertinent to a particularmarketing decision facing a company operatinginternationally.
  4. 4. Research of Industry, MarketCharacteristics, and Trends• Acquisition analyses• Diversification analyses• Market-share analyses• Export research
  5. 5. International Buyer BehaviorResearch • Brand preferences • Brand attitudes • Brands awareness studies • Purchase behavior studies • Consumer segmentation studies
  6. 6. International Product Research• Concept development and testing studies• Brand name generation and testing• Product testing #1• Competitive product studies• Packaging design studies• Test marketing
  7. 7. International Distribution Research• Import/export analyses• Channel performance and coverage• Plant/warehouse location studies
  8. 8. International Promotion Research• Studies of premiums, coupons, and deals• Advertising effectiveness research• Local media research• Studies pertaining to personal selling activities  Sales Force Compensation  Quota  Territory
  9. 9. International Pricing Research• Studies projecting demand• Currency and counter trade studies• Studies of inflation rates and pricing• Studies of negotiation tactics
  10. 10. The International Marketing ResearchProcess• STEP 1 Define the international research problem and agree on the research objectives  Exploratory Research  Descriptive Research  Causal Research• STEP 2 Set specific objectives
  11. 11. The International Marketing ResearchProcess, continued• STEP 3 Develop the International Research Plan• STEP 4 Define Information Sources  Secondary Data - Researchers must determine if the information is available, and, if so, how reliable it is - Internal data is useful only if company has collected similar info from relevant respondents in a country with similar environment
  12. 12. Secondary Data Constraints• Conceptual Equivalence  Concepts have different meanings in different cultural environments• Functional Equivalence  Products themselves may be used for different purposes in different country environments
  13. 13. Secondary Data Constraints,continued• Availability, Reliability, and Validity  Accuracy of secondary data can be questionable: Published statistics may be unreliable  Sources of reliable data: - World Bank - United Nations Development Program - Organization of Economic Cooperation and Development (OECD) - Euromonitor
  14. 14. Primary Data• Information collected for a specific purpose, to address the problem at hand.  The costs of collecting primary data in foreign markets are likely to be much higher given the lack of an appropriate marketing research infrastructure
  15. 15. Primary Data Research Approaches• Qualitative research has been particularly useful as a first step in studying international marketing phenomena.  Focus Groups  Observation• Constraints: Responses can be affected by culture, individuals may act differently if they know they are being observed.
  16. 16. Primary Data ResearchApproaches, continued• Quantitative research are more structured, involving either descriptive research approaches, such as survey research, or causal research approaches, such as experiments.  Content Analysis  Survey Research  Experimental Research• Constraints: Respondent factors, infrastructure factors
  17. 17. Data Collection• STEP 5 Design Data Collection Instrument  Emic instruments measure phenomena specific to each culture.  Etic instruments measure the same phenomenon in different cultures.• Constraints: Translation; Instrument Reliability; Reluctance to answer certain questions
  18. 18. Data Collection, continued• STEP 6 Decide on the Sampling Plan  Sample Unit  Sample Size  Sampling Procedure• STEP 7 Collect, Analyze, and Interpret Data
  19. 19. Decision Support Systemsfor Global Marketing• A coordinated collection of data, systems, tools, and techniques, complemented by supporting software and hardware designed for the gathering and interpretation of business and environmental data

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