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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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International Marketing Research
II. Why do International MarketingResearch?
- Reduce Risk of Failure
- Identify opportunities
- Lead to more informed decisions- Reduce mistakes
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International Marketing Research
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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International Marketing Research
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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International Marketing Research
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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International Marketing Research
VII. - Step 3 : Consider Costs and
Benefits of the Research Effort
VIII. - Step 4 : Primary Data Collection
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International Marketing Research
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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International Marketing Research
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