Developing a Global Vision through Marketing Research

1
Developing a Global Vision through Marketing
Research

• Chapter 8

2
International Marketing Research

• What is marketing research?
• Why is it important?
• International element

3
Marketing Research Overview

• Three kinds of information
• General info
• Environmental information to forecast future
  buying
• Marketing mix in specific market

4
Marketing Research Process

• Define the Problem Establish Research
  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
  Decision-Makers

5
Define Problem Objectives

• Unfamiliarity with environment
• Need more information

6
Secondary Data

• Availability
• Reliability
• Comparability
• Validating the Information

7
Primary Data

• Quantitative v. Qualitative
• Problems
• Hard to explain usefulness
• Willingness to respond
• Sampling in field surveys
• Language and comprehension
• Back translation
• Parallel translation
• Decentering

8
Other Research

• Multicultural Research
• Internet Research
• Online surveys buying panels
• Online focus groups
• Web site tracking
• Advertising measurement
• Customer ID systems
• Email marketing lists
• Embedded research

9
Estimating Market Demand

• Two Approaches
• Expert opinion
• Analogy

10
Interpreting the Data

• Recognize Limitations
• Multicultural Marketing Researchers must exhibit
• Cultural understanding
• Adaptation ability
• Skepticism of data

11
Responsibility for Conducting Research

• Decentralization
• Communication channels within company