Lecture international marketing (16th edition) chapter 8: developing a global vision through marketing research

Learning Objectives LO3 Sources of secondary data LO4 Quantitative and qualitative research methods LO5 Multicultural sampling and its problems in less-developed countries LO6 Using inte

Developing a Global Vision

through Marketing Research

Chapter 8

Learning Objectives

LO3 Sources of secondary data

LO4 Quantitative and qualitative research methods

LO5 Multicultural sampling and its problems in

less-developed countries

LO6 Using international marketing research

International Marketing Research

 Cross-cultural communications are difficult

 Environments are different

 Important to recognize cross-country similarities and differences

 Important to recognize and overcome SRC

 Research processes and methods are same whether applied in Columbus, Ohio, or

Colombo, Sri Lanka.

analyzing of data to provide information useful to marketing decision making.

 International marketing research involves two additional complications:

Breadth & Scope of International Marketing Research

 Foreign market research is broader in scope than domestic research

 Research can be divided into three types based on information needs:

consumer, and industry trends within specific markets or countries; and

develop marketing plans

•

Defi

ne the res ear

ch p rob lem and est abl ish res ear

ch o bje ctiv es.

2

•

Det erm ine th

e sou rce

s of inf orm atio

n to ful fill the res ear

ch ob jec tive s.

3

•

Con sid

er t

he c osts and be nefi

ts

of t

he r ese arc

h e ffor t.

4

•

Gat her the rel eva

nt d ata fro

m s econ dar

y o

r p rim ary sou rce

s, o

r b oth.

5

•

Ana lyz

e, i nte rpr

et, and sum mar ize the res ults

•

Effe ctiv ely com mun ica

te t

he r esu lts

to d eci sion mak ers

The Research Process for All Countries

Defining the Problem and Establishing Research

Objectives

 Begin with a definition of the research problem and the establishment of specific research

objectives.

• The market researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be clouded by his or her SRC

• Once the problem is adequately defined and research objectives established, the researcher must determine

the availability of the information needed

Reliability

Comparability

Validation

Problems with Secondary Data

Checking the Accuracy of

Secondary Data

 Secondary data from any source, including the United States, must be checked and

interpreted carefully

 The following questions should be asked to effectively judge the reliability of secondary data sources:

1. www.stat-usa.gov (National Trade Data Bank)

2. www.ita.doc.gov

3. www.usatradeonline.gov

4. www.census.gov/foreign-trade/www/

5. https://www.cia.gov/library/publications/the-world-factbook/

6. http://www.cbp.gov/

7. www.opic.gov

8. www.exim.gov

9. www.imf.org

10. www.wto.org

11. www.oecd.org

12. www.jetro.go.jp

13. www.euromonitor.com

14. University-based websites, e.g., www.lib.berkeley.edu/BUSI/bbg18.html

15. www.worldchambers.com

16. www.ipl.org/ref/RR/static/bus4700.html

17. http://iserve.wtca.org

18. www.worldtrademag.com

19. MSU-CIBER- Globaledge

20. World Bank

Sources of Secondary Data:

Websites for International Marketing

Gathering Primary Data:

Quantitative & Qualitative Research

 Begin with a definition of the research problem and the establishment of specific research

objectives.

range of response possibilities and not be clouded by his or her SRC

• qualitative

• quantitative

Problems with Qualitative Research

 Focus group interviews are difficult to conduct in

Confucian societies

 Personal referrals are needed to contact consumers

 People are often hesitant to criticize new product ideas

when companies seek candid opinions.

Problems with Primary

Research

 Ability to communicate opinions:

• context

• meaning

• cultural habits

 Willingness to respond

 Sampling in Field Surveys:

• reliability of lists

• poor postal service

• availability of data

• census and socioeconomic data

• SS# data

• street maps

• telephones

• postal unit

• sample size & sampling procedure

 Language and comprehension

• Back Translation

• Parallel Translation

• Decentering

Problems with Quantitative Research

 Different types of biases:

questions may be taboo

Research on the Internet:

A Growing Opportunity

variety of international marketing research

• Online surveys and buyer panels

• Online focus groups

• Web visitor tracking

• Advertising measurement

• Customer identification systems

• E-mail marketing lists

• Embedded research

Estimating Market Demand

 Expert opinion

produced by different sources

 Analogy

economic development occurs in each country

Problems in Analyzing & Interpreting Research

Information

 Both secondary and primary data collected by the market researcher are subject to many

limitations

 Accepting information at face value in foreign markets is imprudent

 The meanings of words, the consumer’s attitude toward a product, the interviewer’s

attitude, or the interview situation can distort research findings.