Description
it includes research and practices that involved in international marketing
International Marketing Research: Practices and Challenges
International Marketing Research
• International marketing managers need to constantly monitor the different forces affecting their international operations • International marketing research is especially complex
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 internationally.
Research of Industry, Market Characteristics, and Trends
• • • • Acquisition analyses Diversification analyses Market-share analyses Export research
International Buyer Behavior Research
• Brand preferences • Brand attitudes • Brands awareness studies • Purchase behavior studies • Consumer segmentation studies
International Product Research
• Concept development and testing studies • Brand name generation and testing • Product testing • Competitive product studies • Packaging design studies • Test marketing
#1
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 Quota Territory
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 Process
• 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 environments
Products themselves may be used for different purposes in different country environments
• Functional Equivalence
?
Secondary Data Constraints, continued
• 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 (OECD) - 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 phenomena.
? ?
Focus Groups Observation
• 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 culture. 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
doc_196216957.ppt
it includes research and practices that involved in international marketing
International Marketing Research: Practices and Challenges
International Marketing Research
• International marketing managers need to constantly monitor the different forces affecting their international operations • International marketing research is especially complex
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 internationally.
Research of Industry, Market Characteristics, and Trends
• • • • Acquisition analyses Diversification analyses Market-share analyses Export research
International Buyer Behavior Research
• Brand preferences • Brand attitudes • Brands awareness studies • Purchase behavior studies • Consumer segmentation studies
International Product Research
• Concept development and testing studies • Brand name generation and testing • Product testing • Competitive product studies • Packaging design studies • Test marketing
#1
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 Quota Territory
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 Process
• 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 environments
Products themselves may be used for different purposes in different country environments
• Functional Equivalence
?
Secondary Data Constraints, continued
• 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 (OECD) - 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 phenomena.
? ?
Focus Groups Observation
• 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 culture. 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
doc_196216957.ppt