Presented by:Ashutosh MishraMBA-Marketing

International Marketing Research

What is International Marketing?

International Marketing is the performance of business activities that direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.

-Cateora and Ghauri (1999)International Marketing, McGrawHill Publc.

International marketing is the application of marketing orientation and marketing capabilities to international business.

-Muhlbacher, Helmuth, and Dahringer (2006)International Marketing-A Global perspective,3rd. edition

According to American Marketing Association, “marketing research involves the systematic gathering, recording, and analyzing of data about problems related to the marketing of goods and services.”

When done at international level is termed as “International Marketing Research.”

-Onkvisit & Shaw

Influential aspect of International Marketing Research

You need..

Now the questions arising in your mind would be and should be as an

upcoming marketer,

What Influences Market Selection?

Market PotentialThe Degree of Adaptation Required Accessibility of Markets Dangers of Fragmentation of Effects

Making the Selection Decision:

Collecting Information & Seeking AdviceVisiting MarketsA Strategy for International Marketing

Why is Market Research Needed?

Market & Investment PlanningDevelopment of Products to Fit different MarketsChoosing the Appropriate Marketing MixForecasting

Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK

Sources of Information:

Internal RecordsExternal Desk ResearchField research

Methods of Collecting Information:

Desk ResearchInterviewsObservationsTest MarketingQuestions & QuestionnairesSampling Techniques

Numerical & Statistical Analysis:

Presentation of Data by Graph, Chart & DiagramAnalysis of National World MarketsCalculating Market ShareComparative Performance

Budgets:

Sales BudgetsMarket Research Budget

Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK

Marketing Research Terms

Meta-analysis: It is also called the Schmidt-Hunter technique refers to a statistical method of combining data from multiple studies or from several types of studies.

Conceptualization means the process of converting vague mental images into definable concepts.

Operationalization is the process of converting concepts into specific observable behaviours that a researcher can measure.

Precision refers to the exactness of any given measure.

Reliability refers to the likelihood that a given operationalizedconstruct will yield the same results if re-measured.

Validity refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study.

IMRI Ltd.

IMRI aims to

provide an inventory of all International Market Research Information sources worldwide.IMRI comprises:

•An On-Line Database•IDMRO (International Directory of Market Research Organizations)•IMRI Yearbook•IMRI Websites•IMRI Enquiry-Relay Service

Real Time Illustrations

Tailored Research Programme

The research specialisation includes:

Customer Satisfaction / Customer LoyaltyEmployee SatisfactionMarket SegmentationCorporate Brand PositioningMarket AssessmentNew Product DevelopmentAdvertising Testing / TrackingImage & Awareness StudiesPricing ResearchMarket Monitoring / Tracking

The regional distribution:-

North AmericaCaribbeanCentral AmericaLatin AmericaEuropeNorth Europe & The BalticsFormer Soviet RepublicsAfricaNorth AfricaEast AfricaMiddle EastAsiaAsia Pacific

Source: IMRI eYearbook, 2008

Measurement: The best research design and the best

sample are useless without proper measurements.

A measuring method or instrument that works well in one culture may fail in other country.

Conceptual&

LinguisticEquivalencies

During cross national surveys, these play a crucial role on reliability and

validity measurement, thereby influencing the whole research

process.

Conceptual Equivalence

It is concerned with whether a particular concept of interest is interpreted and understood in the same

manner by people in various cultures.

Eg.

i. Hunger and family welfare are universally understood so it poses little

problem.

ii. Demographic variable such as gender is universal but age isn’t.

iii. Educational level has different meaning for different countries.

Functional Equivalence

A particular object may perform varying functions or may satisfy different needs in different countries.

Eg. Antifreeze is used to prevent freezing of engine coolant in cold countries but prevents overheating in warm countries.

Definitional Equivalence

The way in which an object is defined or categorized either by consumers or officially by law or government agencies.

Eg. Age groupings can’t be a criteria for comparison in two or more countries.

Instrument Equivalence

International Marketing Research involving the use of two instruments: Emic & Etic.

Emic instruments are tests conducted to study a phenomenon within one culture only.

Etic instruments are “culture universal” or culture independent.

Eg. CETSCALE instrument is used to measure consumer ethnocentrism.Other scales are Likert scale and semantic differential scale.

Linguistic Equivalence

It must be ensured when cross-cultural studies are conducted in different languages.

The potential translation problems should be taken care of.

According to Sekaran, translators should pay attention to idiomatic vocabulary, grammatical and syntactical differences in languages.

Dr. Atul Parvatiyar, CEO iCRM, USA

The Nut-shell..