1. Dr.Wegdan Hagag Ch:8 Developing a global vision through marketing research

2. Breadth and scope of international marketing Foreign market research is broader and is based more information than domestic marketing Foreign market research is based on three types of information 1. General information about the country, area and market 2. Information necessary to forecast marketing requirement 3. Breadth and scope of international marketing 3. specific market information used to make product, promotion distribution and price decision and to develop marketing plan Domestic market research is based on one type of information which is: specific market information used to make product, promotion distribution and price decision and to develop marketing plan 4. The research process Marketing research is always limited by time and cost Effective research process follows six steps: 1. Define the research problem and establish research objectives 2.Determine the sources of information to fulfil the research objectives 3.Consider the costs and benefits of the research effort 4.Gather the relevant data from secondary or primary sources, or both 5. The research process 5. Analyze, interpret and summarize the result 6. Effectively communicate the results to decision makers Research program are similar for all countries but implementation may differ due to difference in cultural and economic environment 6. Defining the problem and establishing research objectives The main difficulty of this step is converting a series of often ambiguous business problems into tightly drawn and achievable research objectives. This step is more critical in foreign markets: 1. Unfamiliar environment tends to cloud the problem definition. Researchers fail to anticipate the influence of local culture on the problem and treat the problem definition as if it were in the researcher's home environment. Ex: Diseny land 7. Defining the problem and establishing research objectives 2. Failure to establish problem limits board enough to include all the relevant variables. Information should consider cultural factors Ex: hot drinks 8. Determining the source of information Secondary data: Data generally available by local government and external official sources Problems of secondary data: 1. Availability of data: The quality and quantity of a marketing related data are not accurate in underdeveloped countries. Data in each country is available with the countrys native language (hire native speaker to help the researcher) 9. Problems of secondary data 2. Reliability of data Some questions should be asked to effectively judge the reliability of secondary data Who collected the data? For what purpose were the data collected? How were the data collected? 3. Validity of data Validity of data can be measured by checking the consistency of one set of data with other related data. Ex: forecasting demand of baby products by checking birth rates. 10. Determining the source of information Primary data: data that is collected specifically for the particular research in hand This can be through two basic types (quantitative and qualitative research) Quantitative research method: quantitative research provides the marketers with responses that can be presented with precise estimations such as percentage, average or other statistics. Ex: 76% of the respondents prefer product A. 11. Determining the source of information Qualitative research: questions in qualitative research are almost open-ended or in depth, and or unstructured responses that reflect the persons thoughts, feelings and impressions. Ex: Tesco sent team to live with American families to observe their shopping behaviour. Qualitative research is used to formulate, define problem more clearly and to stimulate ideas rather than quantifying relevant aspects 12. Problems of primary data 1. Ability to communicate opinions: The ability to express attitudes and opinion about a product depend on the respondent's ability to recognize the usefulness and value of the product. It is difficult for a person to formulate needs, attitudes and opinion about a specific product whose use may not be common or understood in a specific community 13. Problems of primary data 2. Willingness to response: Respondents may be unwilling to response due to cultural differences Ex: Women in some countries may be unwilling to be interviewed by a stranger man. 3. Sampling in field survey: The lack of adequate demographic data and available lists from which to draw a meaningful sample 14. Problems of primary data Sampling become more complex and unreliable because details about population characteristics being studied are not available, therefore sample can not be drawn effectively. Ex: poor postal service can be a problem for a researchers who use mail to conduct their research 15. Problems of primary data 4. Language: Language barrier is the main problem of research is foreign countries, where it is difficult to interpret, translate desired inform to respondents. Translation does not always mean an adequate interpretation of the information 16. Problems of primary data Problems of translation can be solved using different techniques such as: Back translation: Questions is translated from one language to another, and then a second party translates it back into the original language and two version are compared to avoid any misinterpretation before it reach respondents Ex: soft drink ad. themes baby, its cold inside- small mosquito, on the inside it is very cold 17. Problems of primary data Parallel translation: to ensure an accurate translation more than one translators are used for back translation and the appropriate translation is selected 18. Problems of primary data Decentering: a group of back translation a process of translation and retranslation until achieving adequate version Ex: An English version is translated into French and then translated back into English by different translators and then different versions are compared and if there is any differences, the original English version is modified and then process is repeated