Chapter global marketing research. Chapter 6 provides knowledge of culture, management style, and business systems. What you should learn from chapter 5: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures.
Trang 2Chapter Overview
1 Research Problem Formulation
2 Secondary Global Marketing Research
3 Primary Global Marketing Research
4 Leveraging the Internet for Global Market
Research Studies
5 Market Size Assessment
6 New Market Information Technologies
Trang 3• Given the complexity of the global marketplace, solid
marketing research is critical for a host of global
marketing decisions and to avoid costly mistakes
• Seven steps in conducting global market research:
1 Define the decision problem(s)
2 Develop a research design
3 Determine information needs
4 Determine the sources of information
5 Collect the relevant data from secondary and primary
sources
6 Analyze the data, interpret and summarize the results
7 Communicate the findings to the key decision-makers
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 42 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
Trang 51 Research Problem Formulation
• Any market research study starts off with a precise definition of the research problem(s) to be
addressed.
• In an international context, the marketing research problem formulation is hindered by the self-
reference criterion (SRC).
• A major difficulty in defining the 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 © 2017 John Wiley & Sons,
Trang 6Exhibit 6-2: Scope of International
Marketing Research
Trang 7Exhibit 6-3: A Multicountry Marketing
Research Project at Eli Lilly
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 82 Secondary Global Marketing Research
available.
useful, or simply does not exist.
6-5.
Trang 102 Secondary Global Marketing Research
• Problems with Secondary Data Research
Trang 113 Primary Global Marketing Research
• Funny Faces Scale
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 133 Primary Global Marketing Research
– Sampling—A sampling plan consists of:
• Online Survey Methods
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 14Exhibit 6-6:
The Funny
Faces Scale
Trang 153 Primary Global Marketing Research
– Collect the Information
• Courtesy Bias
• Yea-saying and Nay-saying
• Social Desirability Bias
• Extreme Response Style (ERS)
• Anchor Contraction Effect (ACE)
• Redundancy (asking the same question in different ways)
– Observational Research
• Ethnographic Research Approach
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 16Exhibit 6-7: Cross-Country Comparisons
of Survey Response Biases
Trang 17Exhibit 6-8: Individualism and Extreme Response Style
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 184 Leveraging the Internet for Global Market Research Studies
• Advantages
– Large samples quickly assembled
– Global access
– Lower costs
– Anonymity for sensitive topics
– Direct data load for swift analysis
– Short response times
Trang 194 Leveraging the Internet for Global Market Research Studies
• Disadvantages
– Limited Internet access in many countries
– Samples are not representative of target population– Download times hinder access
– Incorrect e-mail addresses or poor connections
– Low, dishonest, or redundant responses
– Identity validation
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 204 Leveraging the Internet for Global Market Research Studies
• Tools
– Online surveys
– Bulletin boards and chat groups
– Web visitor tracking
– Online (virtual) panels
– Focus groups
– Social media
Trang 21Exhibit 6-10: Research Methodology behind
the Durex “Sexual Wellbeing” Survey
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 225 Market Size Assessment
• Method of Analogy
– Longitudinal method of analogy
(See Exhibit 6-11.)
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis
Trang 235 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 © 2017 John Wiley & Sons,
Trang 256 New Market Information Technologies
• Innovations in scanning technology:
– 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
• Scanning data are used to provide merchandising support to retailers.
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 266 New Market Information Technologies
– The full potential of scanner databases has not yet been exploited in many countries
– Advances in computer technology have also spurred new data collection techniques:
• 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.
Trang 277 Managing Global Marketing Research
considerations should be taken into account while choosing agency:
– Level of expertise
– Qualifications
– Track record
– Clients and client references
– Willingness to be flexible and good team player
– Communication skills
– Costs for services
Chapter 6 Copyright © 2017 John Wiley & Sons,
Trang 287 Managing Global Marketing Research
• Coordination of Multicountry Research:
– “Emic versus Etic dilemma”
– The emic school focuses on the peculiarities of each
country
– The etic approach emphasizes universal behavioral
and attitudinal traits
– Cross-cultural market research favors the etic
paradigm, emphasizing cross-border similarities and parallels