Ch. 8 - Developing Vision (Marketing Research)

7/28/2019 Ch. 8 - Developing Vision (Marketing Research)

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Developing a Global MarketingVision Through Marketing

Research


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Defining the Issue

What is marketing research?

Traditional view

the function that links the consumer, customer, and

public to the marketer through information

Redefined view

systematic and objective identification of

information, collection, analysis and dissemination ofinformation for the purpose of improving decision

making related to the identification and solution of

problems and opportunities in marketing


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International Marketing Research

I. Differences with DomesticResearch

- New parameters

- New environments

- More factors to consider- More competitors


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II. Why do International MarketingResearch?

- Reduce Risk of Failure

- Identify opportunities

- Lead to more informed decisions- Reduce mistakes


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III. The IMR Process

- Step 1 : Problem Definition- Step 2 : Examine Secondary

Data


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Top Twenty Countries for Marketing

Research Expenditure (millions of dollars)


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International Marketing Decisions Requiring Marketing Research

Marketing Mix

Decision Type of Research

Product policy Focus groups and qualitative research togenerate ideas for new products

Survey research to evaluate new productideas

Concept testing, test m arketing

Produc t benefit and attitude research

Product formulation and feature testing

Pricing Price sensitivity studies

Distribution Survey of shopping patterns and behav ior

Consum er attitudes toward different storetypes

Surv ey of distributor attitudes and policies

Advert is ing Advertising pretesting

Adv ertising posttesting, recall scores Surveys of media habits

SalesPromotion

Surveys of responses to alternative typesof promotion

Sales Force Tests of alternative sales presentations

The Scope of International Marketing Research

Source: Susan P. Douglas and C. Samuel Craig,International Marketing Research, Copyright 1983, p.32. Reprinted by permission

of Prentice Hall, Inc., Englewood Cliffs, New Jersey.


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IV. Data Sources - a wide variety are

available.

V. Advantages of Secondary

- Fast- Inexpensive

- Can aid in further research


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Secondary information requirements

What do you really need to know? Was sufficient research conducted to answer

the research question(s)?

Is macro data sufficient or will micro data be

required to complete the market assessment

and selection?

What market restraints are present ?

Is knowledge of international accordsrequired?

Is specific product data necessary for

marketing mix determination?


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VI. Disadvantages of Secondary Data

- May not be accurate

- Difficult to trace methodology

- Data becomes quickly outdated

- Not collected for specific task at hand


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Sources of Data

Governments

Departments of Commerce, Agriculture, State,

Treasury, and U.S. embassies abroad

International organizations

United Nations Yearbook, World Banks

World Atlas, Organization for Economic

Cooperation and Development (OCED) and

World Trade Organization (WTO) publications Service organizations

Banks, accounting firms, freight forwarders,

airlines, and international trade consultants


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Validating Secondary Data

Who collected the data ? Would there be anyreason for purposely misrepresenting the facts?

For what purpose were the data collected?

How were the data collected? (Methodology)

Are the data internally consistent and logical inlight of known data sources or market factors?


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VII. - Step 3 : Consider Costs and

Benefits of the Research Effort

VIII. - Step 4 : Primary Data Collection


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Primary data is collected for the

specific research problem at hand1) Major Types of

Primary Research

i) Exploratoryii) Descriptiveiii) Causal

2) Research Techniques

i) Interviews

ii) Focus Groupsiii) Observation

iv) Surveys


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IX. - Step 5 : Analysis and Interpretation

X. - Step 6 : Communicate Results

Effectively


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The Research Process

France Netherlands Sweden Switzerland U.K.

Mail 4% 33% 23% 8% 9%

Telephone 15 18 44 21 16

Central location/streets 52 37 -- -- --

Home/work -- -- 8 44 54

Groups 13 -- 5 6 11

Depth interviews 12 12 2 8 --

Secondary 4 -- 4 8 --

Table 6.4: Comparison of European Data Collection Methods

Source: Emanuel H. Demby, ESOMAR Urges Changes in Reporting Demographics, Issues

Worldwide Report,Marketing News, January 8, 1990, p. 24. Reprinted by permission of the

American Marketing Association.


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Uses of Internet in

International Research On-Line Surveys

On-Line Focus Groups

Web Visitor Tracking

Advertising Measurement

Customer Identification Systems

E-Mail Marketing Lists

SOURCE: John A. Quelch and Lisa R. Klein,The Internet and International Marketing,

Sloan Management Review: Spring 1996. Pp. 60-75


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Additional Concerns in IMR

Translation

- (need to translate and back-translate)

Sampling Error

Survey Adminstration Issues


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Rules of Better Translations

Use simple sentences and phrases

Avoid pronouns (repeat noun if needed)

No metaphors/colloquialisms

Avoid passive tense

Avoid hypothetical phrases/subjunctive moods


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Basic Translation

Back-Translation Procedure Example

Start with initial instrument (V-E1)

1) Native speaker of English translates

instrument to French (V-F1)

2) Native speaker of French translates

instrument back to English (V-E2)


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3) Compare V-E1 and V-E2 to ensure

equivalence

4) Go through additional iterations as

needed for items that are not equivalent

Basic Translation

Back-Translation Procedure Example


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Advanced Procedures for

Avoiding Equivalence Issues Use professional teams for translation and

back-translation

When data are collected cross-nationally,

conduct post-hoc statistical tests for scale

equivalence

Documents

Ch. 8 - Developing Vision (Marketing Research)