Chp 6 From Global Marketing Management

Front 1

Six Steps in conductings global market research

Back 1

1. Define the research problem
2. Develope 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.

Front 2

What are the major challenges faced by global marketing researchers?

Back 2

1. Complexity of research desing due to environment differences.
2. Lack and inaccuracy of secondary data.
3. Time and cost requirements to collect primary data.
4. Coordination of multicounty research efforts.
5. Difficuly in establishing comparability across multicountry studies.

Front 3

Research Problem Formulation

Back 3

*Start off with a precise definition of the research problems.
*these problems need to be translated into specific research questions.
*This is hindered by the self-reference criterion(SRC)-people's habit of falling back on their own cultural norms and values
*A major difficulty is unfamiliarity witht he foreign environment.

Front 4

Omnibus Surveys

Back 4

Exploritory research at the early stage of the research process. Regularly scheduled surveys that are conducted by research agencies (ACNielsen) with questions from different clients.
*The most economical way to gather preliminary information on target markets.

Front 5

Secondary Marketing Research

Back 5

Information that is already available (Lexis/Nexis).

Front 6

Problems with Secondary Data Research

Back 6

1.Accuracy of Data-how good is the quality. In emerging markets it is somethings inconsistant and unreliable.
2.Age of data-is it outdated
3.Reliability over Time-consistency
4.Comparability of Data-cross country research demands a comparison of indicators across countries and sometimes different sources produce condradictory information. Either triangulate or use functional or conceptual equivalence process.

Front 7

Triangulate

Back 7

Use to compare data in secondary research. Use at least 3 sources to verify your information.

Front 8

Functional or conceptual equivalence

Back 8

Use to compare data in secondary research. Comparability might be hindered by the lack of these things.
*Refers to the degree to which similar activities or products in different countries fulfill similar functions.

Front 9

Primary Global Marketing Research

Back 9

Data collected specifically for the purpose of that research study.

Front 10

Types of Primary Global Marketing Research

Back 10

1. Focus Groups
2. Survey Methosds for Cross-Cultural Marketing Research.
3. Questionnaire Design

Front 11

Focus Group

Back 11

Used for primary market research.
*Used before going on to large-scale quantitative research projects they will use exploratory research.

Front 12

Survey Methods for Cross-Cultural Marketing Research

Back 12

1. Design a questionnaire
2. Develope a sampling plan
3. Physical collection of information to the questionnaires.

Front 13

Questionnaire Design

Back 13

*The most popular instrument to gather primary data.
*Needs to fill 2 criteria: translation and scalar equivalence.
*To avoid sloppy translations use back translation or parallel translation

Front 14

Translation

Back 14

used in questionnaire design to avoid cultural biases.
*to translate the questionnaire into the language you want to research.

Front 15

Scalar Equivalence

Back 15

used in questionnaire design to avoid cultural biases.
*scores from subjects from different countries should have the same meaning

Front 16

Back translation

Back 16

used in questionnaires.
*a 2-phase processs.
*questionnaire is translated into the language by the native speaker and then retranslated back into original language by a person's whose native language is that.

Front 17

Sampling

Back 17

*to collect data, the researcher has to draw a sample from the target population.
1.Sample unit-who should be surveyed.
2.Sample size-how many
3.Sampling prcedure-How should the respondents be chosen

Front 18

Contact Method

Back 18

HOw are you going to contact prospective subjects for the survey?
1. Mail-most common
2. Telephone
3. Person-to-person interviews
4. Online survey:
*email surveys
*random website surveys
*panel web site surveys

Front 19

Problems with Primary Global Marketing Research

Back 19

-Collecting the Information
*issues of nonresponse-most problematic
*courtesy bias-the desire to be polite with the other person
*Social desirability bias-the desire the say the correct answer and not the true one

Front 20

To Solve problems of primary global marketing research

Back 20

*Redundancy: ask the same question multiple times in different ways
*Ehtnographic research: not used as much today. Have someone go out into the culture and gather information by participation.

Front 21

Market Size Assesment

Back 21

To find out the size of the market for any given product.
1. Method of Analogy
2. Trade Audit
3. Chain Ration Method
4. Cross-Sectional Regression Analysis

Front 22

Method of Analogy

Back 22

Used for market size assesment
*pick a country of the same stage of economic development as the country of interest and for which the market size is known.
*Longitudinal method of analogy

Front 23

Trade Audit

Back 23

Used for market size assesment
*take the local production figures, add imports, and subtract exports.
Market size=Local Production+Imports-Exports

Front 24

Chain Ratio Method

Back 24

Used for market size assesment.
*Start with a rough base-number and fine-tune by applying a string (chain) of percentages to come up with the most meaningful estimate for total market potential.

Front 25

Cross-Sectional Regression Analysis

Back 25

the variable of interest is related to a set of predictor variables.

Front 26

Rules of Market Size Assessment

Back 26

1. Use several different methods
2. Dont be misled by numbers
3. Dont be misled by fancy methods
4. Do a sensitivity analysis by asking what-if questions
5. Look for interval estimates with a lower and upper limit rather than for point estimates.

Front 27

New market information technologies

Back 27

1. Point of sale (POS) store scanner data.
2. Consumer panel data (ACNielsen)
3. Single Source data
4. Continuous monitoring of brand sales/market share movements

Front 28

Single source data

Back 28

A new market information technology.
*coninuous data that combine for any given household member.

Front 29

Continuous monitoring of brand sales/market share movements

Back 29

A new market information technology.
*scanning data are used y manufacturers to support marketing decisions
*scanning data are used to provide merchangdising support to retailers.

Front 30

Managing Global Marketing Research

Back 30

*Selecting a research agency
*coordination of multi-country research.

Front 31

Selecting Research Agency

Back 31

Used to manage global marketing research.
The following considerations should be taken into account while choosing an agency
*Level of expertise
*Qualifications
*Track record
*credibility and experience
*client record

Front 32

Coordination of Multi-Country Research

Back 32

Used to manage global marketing research
Emic v. Etic dilemma
*The emic school focuses on the peculiarities of each country
*the etic approach emphasizes universal behavior and attiduinal traits.
*in cross cultural market research, the need for comparability favors the etic paradigm with an emphasis on the cross-border similarities and parallels
*Several approaches may be used to balance these conflicting demands.