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