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Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />1<br />Global Marketing Management, 5e<br />Chapter 6<br />...
Chapter Overview<br />1. Research Problem Formulation<br />2. Secondary Global Marketing Research<br />3. Primary Global M...
Introduction<br />Given the complexity of the global marketplace, solid marketing research is critical for a host of globa...
Introduction<br />Major challenges faced by global marketing researchers:<br />1. Complexity of research design due to env...
1. Research Problem Formulation<br />Any research starts off with a precise definition of the research problem(s).<br />In...
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />6<br />Exhibit 6-2: A Multicountry Marketing Research Project at...
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />7<br />Exhibit 6-3: AC Nielsen China Omnibus<br />
2. Secondary Global Marketing Research<br />Secondary Data:Data/information which is already available.<br />Primary Data:...
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />9<br />Exhibit 6-4: Resources for Secondary Data<br />
2. Secondary Global Marketing Research<br />Problems with Secondary Data Research:<br />Accuracy of Data<br />Age of data<...
3. Primary Global Marketing Research<br />Focus Groups<br />Survey Methods for Cross-Cultural Marketing Research:<br />Que...
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />12<br />Exhibit 6-5: The Funny Faces Scale<br />
3. Primary Global Marketing Research<br />Sampling: A sampling plan consists of:<br />Sampling unit<br />Sample size<br />...
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />14<br />Exhibit 6-6: ESOMAR 2007 Market Research Price Study<br />
Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />15<br />Exhibit 6-7: Pros and Cons of the Internet as a Tool for...
3. Primary Global Marketing Research<br />Collecting the Information<br />Issues of nonresponse<br />Courtesy bias<br />So...
4. Leveraging the Internet for Global    Market Research<br />Online surveys<br />Bulletin boards and chat groups<br />Web...
Exhibit 6-8: Research Methodology behind the Durex “Sexual Wellbeing” Survey<br />Chapter 6<br />Copyright (c) John Wiley ...
4. Leveraging the Internet for Global Market Research<br />Advantages<br />Large samples quickly assembled<br />Global acc...
4. Leveraging the Internet for Global    Market Research<br />Disadvantages<br />Limited Internet access in many countries...
5. Market Size Assessment<br />Method of Analogy<br />Longitudinal method of analogy<br />(See Exhibit 6-9.)<br />Trade Au...
Exhibit 6-9: Market Potential Estimates for McDonald’s<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br /...
5. Market Size Assessment<br />When using market size estimates, keep the following rules in mind:<br />Use several differ...
6. New Market Information Technologies<br />Major developments/innovations:<br />Point of sale (POS) store scanner data<br...
6. New Market Information Technologies<br />Scanning data provide merchandising support to retailers.<br />Market research...
7. Management of Global Marketing Research<br />Selecting a Research Agency:The following considerations should be taken i...
7. Management of Global Marketing Research<br />The emic schoolfocuses on the peculiarities of each country.<br />The etic...
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Ch06 Kotabe

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  1. 1. Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />1<br />Global Marketing Management, 5e<br />Chapter 6<br />Global Marketing Research<br />
  2. 2. Chapter Overview<br />1. Research Problem Formulation<br />2. Secondary Global Marketing Research<br />3. Primary Global Marketing Research<br />4. Leveraging the Internet for Global<br /> Market Research<br />5. Market Size Assessment<br />6. New Market Information Technologies<br />7. Managing Global Marketing Research<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />2<br />
  3. 3. Introduction<br />Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.<br />Most of the cultural blunders in global marketing stem from inadequate marketing research.<br />Six steps in conducting global market research:<br />1. Define the research problem(s)<br />2. Develop a research design<br />3. Determine information needs<br />4. Collect the Data (secondary and primary)<br />5. Analyze the data and interpret the results<br />6. Report and present the findings of the study<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />3<br />
  4. 4. Introduction<br />Major challenges faced by global marketing researchers:<br />1. Complexity of research design due to environmental differences<br />2. Lack and inaccuracy of secondary data<br />3. Time and cost requirements to collect primary data<br />4. Coordination of multicountry research efforts<br />5. Difficulty in establishing comparability across multi-country studies<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />4<br />
  5. 5. 1. Research Problem Formulation<br />Any research starts off with a precise definition of the research problem(s).<br />In an international context, the marketing research problem formulation is hindered by the self-reference criterion (SRC).<br />A major difficulty in formulating the research problem is unfamiliarity with the foreign environment.<br />Omnibus surveys are regularly conducted by research agencies.<br />Once the research issues have been stated, management needs to determine the information needs.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />5<br />
  6. 6. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />6<br />Exhibit 6-2: A Multicountry Marketing Research Project at Eli Lilly<br />
  7. 7. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />7<br />Exhibit 6-3: AC Nielsen China Omnibus<br />
  8. 8. 2. Secondary Global Marketing Research<br />Secondary Data:Data/information which is already available.<br />Primary Data:When the secondary data are not useful, or simply does not exist.<br />Selected Secondary Data Sources:See Exhibit 6-4.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />8<br />
  9. 9. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />9<br />Exhibit 6-4: Resources for Secondary Data<br />
  10. 10. 2. Secondary Global Marketing Research<br />Problems with Secondary Data Research:<br />Accuracy of Data<br />Age of data<br />Reliability over Time<br />Comparability of Data<br />Triangulate<br />Functional or Conceptual Equivalence<br />Lumping of Data<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />10<br />
  11. 11. 3. Primary Global Marketing Research<br />Focus Groups<br />Survey Methods for Cross-Cultural Marketing Research:<br />Questionnaire Design<br />Conceptual and Functional Equivalence<br />Translation and Scalar Equivalence<br />Back Translation and Parallel Translation<br />Scalar Equivalence<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />11<br />
  12. 12. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />12<br />Exhibit 6-5: The Funny Faces Scale<br />
  13. 13. 3. Primary Global Marketing Research<br />Sampling: A sampling plan consists of:<br />Sampling unit<br />Sample size<br />Sampling procedure<br />Contact Method<br />Mail<br />Telephone<br />Person-to-person interviews<br />Online Survey Methods (Exhibit 6-7):<br />E-mail surveys<br />Random Web site surveys<br />Panel Web site surveys<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />13<br />
  14. 14. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />14<br />Exhibit 6-6: ESOMAR 2007 Market Research Price Study<br />
  15. 15. Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />15<br />Exhibit 6-7: Pros and Cons of the Internet as a Tool for Global Marketing Research<br />
  16. 16. 3. Primary Global Marketing Research<br />Collecting the Information<br />Issues of nonresponse<br />Courtesy bias<br />Social desirability bias<br />Redundancy (asking the same question in different ways)<br />Issues of ethnographic research<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />16<br />
  17. 17. 4. Leveraging the Internet for Global Market Research<br />Online surveys<br />Bulletin boards and chat groups<br />Web visitor tracking<br />Virtual panels<br />Focus groups<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />17<br />
  18. 18. Exhibit 6-8: Research Methodology behind the Durex “Sexual Wellbeing” Survey<br />Chapter 6<br />Copyright (c) John Wiley & Sons, Inc.<br />18<br />
  19. 19. 4. Leveraging the Internet for Global Market Research<br />Advantages<br />Large samples quickly assembled<br />Global access<br />Lower costs<br />Anonymity for sensitive topics<br />Direct data load for swift analysis<br />Short response times<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />19<br />
  20. 20. 4. Leveraging the Internet for Global Market Research<br />Disadvantages<br />Limited Internet access in many countries<br />Samples are not representative<br />Download times hinder access<br />Incorrect addresses or poor connections<br />Low response rates<br />Multiple responses from the same person<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />20<br />
  21. 21. 5. Market Size Assessment<br />Method of Analogy<br />Longitudinal method of analogy<br />(See Exhibit 6-9.)<br />Trade Audit<br />Chain Ratio Method<br />Cross-Sectional Regression Analysis<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />21<br />
  22. 22. Exhibit 6-9: Market Potential Estimates for McDonald’s<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />22<br />
  23. 23. 5. Market Size Assessment<br />When using market size estimates, keep the following rules in mind:<br />Use several different methods.<br />Don’t be misled by numbers.<br />Don’t be misled by fancy methods.<br />Do a sensitivity analysis by asking what-if questions.<br />Look for interval estimates with a lower and upper limit rather than for point estimates.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />23<br />
  24. 24. 6. New Market Information Technologies<br />Major developments/innovations:<br />Point of sale (POS) store scanner data<br />Consumer panel data<br />Single source data<br />Shift from mass to micro marketing<br />Continuous monitoring of brand sales/market share movements<br />Scanning data are used by manufacturers to support marketing decisions.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />24<br />
  25. 25. 6. New Market Information Technologies<br />Scanning data provide merchandising support to retailers.<br />Market research tools to track the effectiveness of newer marketing mix vehicles such as the Internet with the goal of establishing a “Nielsen rating” for websites similar to those for TV programming.<br />CATI (Computer-Assisted Telephone Interviewing)<br />CAPI (Computer-Assisted Personal Interviewing)<br /> - CATI/CAPI benefits include speed, accuracy, and the ability to steer data collection based on the response.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />25<br />
  26. 26. 7. Management of Global Marketing Research<br />Selecting a Research Agency:The following considerations should be taken into account while choosing agency:<br />Level of expertise<br />Qualifications<br />Track record<br />Credibility and experience<br />Client record<br />Coordination of Multi-Country Research:<br />Emic versus Etic dilemma<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />26<br />
  27. 27. 7. Management of Global Marketing Research<br />The emic schoolfocuses on the peculiarities of each country.<br />The etic approachemphasizes universal behavioral and attitudinal traits.<br />Cross-cultural market research favors the etic paradigm, emphasizing cross-border similarities and parallels.<br />Several approaches may be used to balance these conflicting demands.<br />Chapter 6<br />Copyright (c) 2009 John Wiley & Sons, Inc.<br />27<br />
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