11-10-2012, 04:07 PM
Global Marketing Research
Global Marketing.ppt (Size: 4.27 MB / Downloads: 163)
Introduction
Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.
Most of the cultural blunders in global marketing stem from inadequate marketing research.
Six steps in conducting global market research:
1. Define the research problem(s)
2. Develop a research design
3. Determine information needs
4. Collect the Data (secondary and primary)
5. Analyze the data and interpret the results
6. Report and present the findings of the study
Research Problem Formulation
Any research starts off with a precise definition of the research problem(s).
In an international context, the marketing research problem formulation is hindered by the self-reference criterion (SRC).
A major difficulty in formulating the research problem is unfamiliarity with the foreign environment.
Omnibus surveys are regularly conducted by research agencies.
Once the research issues have been stated, management needs to determine the information needs.
Secondary Global Marketing Research
Problems with Secondary Data Research:
Accuracy of Data
Age of data
Reliability over Time
Comparability of Data
Triangulate
Functional or Conceptual Equivalence
Lumping of Data
Primary Global Marketing Research
Sampling: A sampling plan consists of:
Sampling unit
Sample size
Sampling procedure
Contact Method
Telephone
Person-to-person interviews
Online Survey Methods (Exhibit 6-7):
E-mail surveys
Random Web site surveys
Panel Web site surveys
Market Size Assessment
When using market size estimates, keep the following rules in mind:
Use several different methods.
Don’t be misled by numbers.
Don’t be misled by fancy methods.
Do a sensitivity analysis by asking what-if questions.
Look for interval estimates with a lower and upper limit rather than for point estimates.
New Market Information Technologies
Scanning data provide merchandising support to retailers.
Market research tools to track the effectiveness of newer marketing mix vehicles such as the Internet with the goal of establishing a “Nielsen rating” for websites similar to those for TV programming.
CATI (Computer-Assisted Telephone Interviewing)
CAPI (Computer-Assisted Personal Interviewing)
- CATI/CAPI benefits include speed, accuracy, and the ability to steer data collection based on the response.