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International Marketing Research:

Practices and Challenges

International Marketing Research
International marketing
managers need to
constantly monitor the
different forces affecting
their international
International marketing
research is especially
International Marketing Research
International marketing research is the systematic
design, collection, recording, analysis, interpretation,
and reporting of information pertinent to a particular
marketing decision facing a company operating
Research of Industry, Market
Characteristics, and Trends
Acquisition analyses
Diversification analyses
Market-share analyses
Export research
International Buyer Behavior
Brand preferences
Brand attitudes
Brands awareness
Purchase behavior
Consumer segmentation
International Product Research
Concept development
and testing studies
Brand name generation
and testing
Product testing #1
Competitive product studies
Packaging design studies
Test marketing
International Distribution Research
Import/export analyses
Channel performance and coverage
Plant/warehouse location studies
International Promotion Research
Studies of premiums, coupons, and deals
Advertising effectiveness research
Local media research
Studies pertaining to personal selling activities
Sales Force Compensation
International Pricing Research
Studies projecting demand
Currency and counter trade studies
Studies of inflation rates and pricing
Studies of negotiation tactics
The International Marketing Research
STEP 1 Define the international research problem
and agree on the research objectives
Exploratory Research
Descriptive Research
Causal Research
STEP 2 Set specific objectives
The International Marketing Research
Process, continued
STEP 3 Develop the International Research Plan
STEP 4 Define Information Sources
Secondary Data
- Researchers must determine if the information is available, and,
if so, how reliable it is
- Internal data is useful only if company has collected similar info
from relevant respondents in a country with similar environment
Secondary Data Constraints
Conceptual Equivalence
Concepts have different meanings in different cultural
Functional Equivalence
Products themselves may be used for different purposes in
different country environments
Secondary Data Constraints,
Availability, Reliability, and Validity
Accuracy of secondary data can be questionable: Published
statistics may be unreliable
Sources of reliable data:
- World Bank
- United Nations Development Program
- Organization of Economic Cooperation and Development
- Euromonitor
Primary Data
Information collected for a specific purpose, to
address the problem at hand.
The costs of collecting primary data in foreign markets
are likely to be much higher given the lack of an
appropriate marketing research infrastructure
Primary Data Research Approaches
Qualitative research has been particularly useful
as a first step in studying international marketing
Focus Groups
Constraints: Responses can be affected by culture,
individuals may act differently if they know they are
being observed.
Primary Data Research
Approaches, continued
Quantitative research are more structured, involving
either descriptive research approaches, such as
survey research, or causal research approaches,
such as experiments.
Content Analysis
Survey Research
Experimental Research
Constraints: Respondent factors, infrastructure factors
Data Collection
STEP 5 Design Data Collection Instrument
Emic instruments measure phenomena specific to each
Etic instruments measure the same phenomenon in
different cultures.
Constraints: Translation; Instrument Reliability;
Reluctance to answer certain questions
Data Collection, continued
STEP 6 Decide on the Sampling Plan
Sample Unit
Sample Size
Sampling Procedure
STEP 7 Collect, Analyze, and Interpret Data
Decision Support Systems
for Global Marketing
A coordinated collection of data, systems, tools, and
techniques, complemented by supporting software
and hardware designed for the gathering and
interpretation of business and environmental data