Research

1
Research

• IA

2
Housekeeping

• To do
• W Executional styles (Peer evaluation forms,
  Read De Mooij Ch 10)
• F Adv in Latin America (evaluation and situation
  analyses)

3
Research in the InternationalEnvironment - The
Challenges

• Role of research is critical whether its in the
  home or foreign market.
• Purpose is the same
• to make strategic decisions about how to manage
• Every aspect of the 4 Ps must be validated.
• International research is more of a challenge.

4
Cross-cultural International Research

• Cross-cultural advertising research singles out a
  number of elements of advertisements in one
  culture and compares them with similar elements
  of ads in another culture, such as
• Appeal
• Basic form
• Execution
• Creative strategy
• Communication style
• Execution style/details

5
Refresher on Research

• 1) Define the research problem
• 2) Identify information sources
• 3) Design the research
• 4) Collect the data
• 5) Analyze and report the data
• Make strategic decision based upon it.

6
Research Design

• Design a framework or plan how to study a
  problem.
• Determine techniques and instruments.
• Decide how the sample is going to be drawn.

7
Choices of Techniques

• Observation
• Focus Groups
• In-depth interviews
• Experiments
• Surveys
• Telephone
• Door-to-Door

8
Secondary Data Challenges

• Data Availability
• Information is scarce in developing countries.
• Much demographic and economic info may be found,
  but consumer information may be scarce.

9
Secondary Data Challenges

• Data Accuracy
• Data in developing nations tends to be less
  accurate than in developed nations.
• Data collection is not as sophisticated.
• Experienced researchers are not as abundant.

10
Secondary Data Challenges (continued)

• Data Comparability
• Data may not be comparable between countries,
  because
• it was collected under different conditions.
• some figures may be based on different ages, or
  geographic size comparisons.
• Data Timeliness
• Some countries collect data annually, others
  quarterly, etc.
• Good data can be very expensive to collect, thus
  it is not collected often.

11
Questions to Ask of Foreign Secondary Data

• Who collected the data?
• Would there be any reason for misrepresenting the
  results?
• What purpose was the data collected for?
• What was the methodology used?
• Are the data internally consistent and logical in
  light of known data sources about the area?

12
Sources of Secondary Data

• U.S. Government
• Foreign Embassies and Consulates
• Foreign Trade Offices
• Industry and Trade Associations
• Bank and Other Service Institutions
• Universities
• Research Firms
• Consulting Firms, Ad Agencies
• http//lanic.utexas.edu/lance/courses/villegas/las
  322/

13
Primary Data

• If you engage in
• Consumer buying behavior
• Attitudes about products
• Copytesting of message concepts/executions
• Relevance of product attributes
• Product positioning
• You must usually use PRIMARY DATA

14
Primary Data Collection Choices

• Strongly influenced by culture.
• Remember the U.S. marketing environment is heavy
  on number crunching .but,
• Focus groups and in-depth interviews are commonly
  used in advertising research.

15
Observation

• Used by anthropologists to study culture for
  generations.
• Technique is a good way to sense the purchasing
  behaviors of consumers in a real-world setting.
• Particularly valuable when marketer is completely
  unfamiliar with market.

16
Focus Groups/In-Depth Interview

• Valuable tool to receive feedback for the
  aforementioned elements of advertisements.
• There are significant cultural differences in
  willingness of respondents to discuss their
  feelings openly.

17
Experiments

• Often difficult to design so that is comparable
  or equivalent across countries.
• Each cultural setting has a different context.

18
Surveys

• SPECIAL CHALLENGES
• Data comparability
• Instrument design challenges
• Sampling challenges
• Data collection
• Mail
• Telephone
• In-person
• Infrastructure limitations

19
Three Models to Conduct International Research

• Centralized Control
• Headquarters solely responsible.
• Decentralized Control
• Headquarters establishes objectives but assigns
  supervision to local personnel.
• Coordinated Control
• Headquarters defines objectives but entirely
  turns over coordination in different countries.