07. global marketing reserch

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka) 1AOT- [email protected]

Scope of global marketing research Challenges in planning international research Utilizing secondary data Analysis by inference Collecting primary data Outsourcing research Studying the competition Environmental review Developing a global information system

2AOT- [email protected]

Global marketing research is used to make both strategic and tactical decisions Market studies

▪ Market size, customer needs Competitive studies

▪ Insights, domestic and foreign Environmental studies

▪ Economic, political, legal, physical, cultural


The global marketplace is complex Differences from country to countries exist at

many levels Companies frequently lack familiarity with

foreign markets Comparing studies across countries can

be difficult International research is a relatively costly

endeavor4AOT- [email protected]

The research process1. Problem definition and development of

research objectives2. Determination of the sources of information3. Collection and analysis of the data from

primary and secondary sources4. Analysis of the data and presentation of

results


Etic approach –Assumes that a research question in

one culture can be used in another culture. This approach allows for comparison across countries, but could miss culture differences.

Emic approach –Assumes cultures are so different

that each requires a separate research study to capture the local context relative to each countries frame of reference.


Primary Data Data collected specifically for a research

assignment Secondary data

Refers to previously collected and available data

Both present challenges to global marketing research


Collection and analysis of secondary data should be done before primary data collection

Secondary data is usually available at a fraction of the cost of obtaining primary data


Demand analysis Relative market size Analysis of demand patterns Analysis by inference

Proxy variables


Necessary when secondary data is not available or is suspect

When marketers need data tailored to meet the needs of a specific marketing decision


Focus groups help capture appropriate variables to investigate

Creating a cross-cultural questionnaire requires Back translation…or Parallel translation

Take care with idiomatic expressions “Computers” in Taiwanese may become “calculators”

to Singaporeans


Selection and “Sample Size” How focus groups SHOULD be used:

▪ Learning how your product is used▪ Understanding customers’ experience with product▪ Acquiring descriptive consumer brand perceptions▪ Exploratory testing of new product, positioning, and promotion strategies

How focus groups SHOULD NOT be used:▪ Estimate size or dollar value of market▪ Definitively identify segments▪ Make go/no-go decisions on new products, brand positioning, or promotion

strategies


Consumer ethnography Trained anthropologists Visual cues (photo, video) supported by field

notes▪ Capture elements of décor, design, aesthetics,

color, fashion, icons


Personal finances can be a touchy subject in many countries The Dutch are more willing to discuss sex than money

The EU Privacy Directive limits the use of telephone/Internet interviews In particular, questions related to subjects such as

health, political beliefs, and sex habits The U.S Safe Harbor Framework

provides a streamlined way for U.S. firms to comply with the European standards


Identify core competencies to predict future direction of competitors Company statistics Marketing operations Future intentions Competitive behavior

