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INTERNATIONAL MARKETING RESEARCH
Prepared by Robin Roberts Griffith University
After studying this chapter you should be able to: Understand how to formulate a highquality research problem definition Work with secondary international marketing research Identify the need for primary international marketing research
Perform a market size assessment Use new market information technologies Understand the issues involved in managing international marketing research
Overview There is a six step approach to international marketing Follows a similar pattern to domestic market research ± but the international context gives rise to six problems specific to international marketing research 4/31 .
5. 2. Define the research problem(s) Develop a research design Determine information needs Collect the data .secondary and primary Analyse the data and interpret results Report and present the findings of the study How different a process is this to domestic market research? . 3.International marketing research process 1. 4. 6.
International marketing research process Major challenges 1. Complexity of research design 2. Time and cost requirements to collect primary data 6/31 . Lack and inaccuracy of secondary data 3.
International marketing research process Coordination of multi-country research efforts and data collection efforts Difficulty in establishing comparability across multi-country studies Different practical considerations .
1 8/31 .The international marketing research process Figure 6.
Research problem formulation Start with a precise definition of the research problem The foundation of a good market research study Difficulties arise due to lack of familiarity of the foreign environment .
au ± corporate directories both online and offline 10/31 .Secondary marketing research Definition Data that have already been collected for some other purpose A range of sources includes: ± the internet ± government sources e.gov.g.austrade. Austrade www.
Nielsen s China omnibus survey Figure 6.2 .
Secondary marketing research Problems with secondary data sources ± accuracy of data ± age of data ± reliability of data over time ± comparability of data ± lumping data 22/31 .
opinions and motivations in the words of each respondent .Primary marketing research Quantitative data ± data that represents an attitude or opinion by assigning a number that can be statistically analysed Qualitative data ± data that describes attitudes.
Collecting primary data Can be collected in 3 ways: Focus groups Survey methods ± marketing research ± questionnaire design ± construct equivalence ± measure equivalence ± sampling 14/31 .
Primary marketing research Focus Groups ± exploratory ± loosely structured free flowing discussion among a group of target customers facilitated by a moderator helps with new product development testing new product concepts precursor to quantitative research .
International issues for focus groups Cultural sensitivity Nature of group dynamics ± individual versus collective Japanese and Chinese more collective while NZ and Australia more individualistic How would this affect the outcome of a focus group? Non-verbal cues even more important than in domestic market research .
Primary market research Survey methods for cross-cultural marketing research ± questionnaire design most popular form of gathering data in quantitative market research cross cultural research does present problems comparability of survey results across borders could be an issue .
g. bicycles mean different things in different countries and this needs to be reflected in the construction of the research device » recreation in Australia » transportation in China 18/31 .Primary market research Survey methods for cross-cultural marketing research ± construct equivalence the degree to which marketing constructs have the same meaning and significance across cultures e.
litres) translation equivalence ± translation from one language to another ± embarrassing mistakes can occur . inches) ± Thailand is metric (metres.Primary market research Survey methods for cross-cultural marketing research ± measure equivalence calibration equivalence ± US is imperial (pounds.
Primary market research Survey methods for cross-cultural marketing research ± measure Equivalence (cont d) parallel Translation ± a process in which a document is translated independently by a number of translators and the translations compared to reconcile differences scalar (metric) equivalence ± the degree to which scores from subjects of different countries have the same meaning and interpretation 20/31 .
Primary market research Survey methods for cross-cultural marketing research ± sampling who should be surveyed? how many people should be surveyed? how should prospective respondents be chosen? not all countries are homogenous ± What is Chinese ? ± China has more than a dozen ethnic minorities .
1 Comparison of collection methods in five European countries .Primary market research Survey methods for cross-cultural marketing research ± contact method 22/31 Table 6.
Primary market research Survey methods for cross-cultural marketing research ± collecting the information there are a number of biases ± courtesy bias » desire to be overly polite ± social desirability bias » Subjects attempt to reflect a certain social status in their response .
Primary market research Survey Methods for cross-cultural marketing research ± collecting the information (cont d) redundancy ± repetition of survey questions in different ways to allow for robustness and cross-checking ethnographic research ± researchers embed themselves in the community they are studying 24/31 .
Market size assessment Determining the potential of a market is one of the key drivers of international market research There are several methods: ± analogy method ± the trade audit ± the chain ratio method ± cross-sectional regression analysis All are useful when there is very little data available or the quality of data is questionable .
Market size assessment Analogy method ± comparison of a similar product in a similar environment/country The trade audit ± estimate based on local production and imports/exports 26/31 .
Market size assessment The chain ratio method ± estimating market size based on fine-tuning broad estimates Cross-sectional regression analysis ± relating the issue you are interested in to a set of predictor variables .
New market information technologies Point-of-sale store scanner data ± the Swiss supermarket chain Metro can monitor shopper trends in their Hanoi store Consumer panel data ± collecting data from a range of consumers on a continuous basis what to do when Japanese supermarket chains are not very cooperative? ± ask consumers to collect it in their homes 28/31 .
Managing international marketing research There are a number of issues the international marketer needs to consider: ± selecting a research agency global or home grown? ± coordination of multi-country research who is responsible? head office or each of the regional offices ± ethical research considerations accidentally misrepresenting the nature of the study 29/31 .
Summary You should now have an understanding of: How to formulate a high-quality research problem definition Working with secondary international marketing research Identifying the need for primary international marketing research 30/31 .
Summary How to perform a market size assessment New market information technologies The issues involved in managing international marketing research 31/31 .
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