GLOBAL MARKET RESEARCH by cesaraugustodiazmoya


									   NATURE: «systematic gathering, recording and
    analisis of data about problems relating to
    marketing goods and services»

1. Products Create Value in Mind
2. Collect and Analyze Info
3. Work on Attributes of Product
4. Design mix strategies

     Kind of Info Required
     Purpose of That Info!!!!
 Gathering of information is not good
  enough for managerial purposes!!!!!!
 Good Managerial Judgement is the key

          Eg: sholess Islanders!!!!!
Primary Data
Positive: Specific, Relevant, Updated
Negative:Cost, Time

Secondary Data
Positive: Already collected
Negative: Gathered for other purposes
Compare different country info to identify
potential markets!

 Different Collection Methods (Agroindustry)
 Different Units of Measurement (Coffee)
 Definitional Differences
      (Urban in Nigeria-Denmark)
1.   Define Problem and Objectives
2.   Determine Research Design
3.   Determine Sources of Info
4.   Cost/Benefit Relation
5.   Gathering Relevant Data (Forms and Sampling)
6.   Analyze, Summarize, Interpret Results
7.   Communicate Results to Decision Makers
1. Environmental Data Collection

2. Entry Evaluation Procedure
   Identify Potential Countries
   Preliminary Screening (Macro)
   Indepth Screening (Micro)
       (Competitors, Intensity Rivalry, Trade Barriers, Distributors, Substitutes)
   Primary (Make or Buy)
       Own Personnel
       Outside Agencies (Research Firms)

   Secondary (Private or Public)
   Libraries (Specialized Directories-Financial Reference Manuals)
   WTCA (89 Countries)
   Local and Foreign Chambers of Commerce
   Export Advisory Services
   OECD (Foreign Trade) Industrialized-Mk economies
   Diplomatic Agencies
   WB-IMF (Financial and Monetary Studies)
   World Economic Outlook (May State-Oct Forecast)
   USA Trade Division of the Department of
    Commerce (trade reports by country)
   CIA WorldFact Book
   CBI
       «Assuming the research problem and
           objectives are well defined»

   Ability to Communicate Opinions
    ◦ Usage Knowledge (Benefits of a computer or
    ◦ Gerber (Observation) Bottle v/s Breast Feed

    «The more complex the product concept is, the more
    difficult it is to design research that help the
    respondant communicate meaningful opinion»
   Willigness to Respond (culture)
    ◦   Machist and Money Usage (Preferences and Demand)
    ◦   Matter of Dignity (Clothing and Shaving Habits)
    ◦   Tax expenditure questioning
    ◦   In store researches for retailers (shelf inventory and sales)
        Tradition of competitive secrecy

   Sampling in Field Surveys
    ◦   Lack of Geographic Data
    ◦   Not reliable lists = No-meaningful Sample
    ◦   SA, Mex, Asian cities lack of streets maps
    ◦   Asian metropolitan areas houses are not numbered
    ◦   Japan and Taiwan Good Info Accurate and updated
    ◦   Notify of movement or no services
   Language and Comprehension
    ◦ Equivalent concepts are not in all languages
      Family in usa V/S Italy and LA
      Uncle and Aunt in Italy (Mom and Dad relatives)
    ◦ Literacy levels
    ◦ Dialects and different languages (14 india)

                  ◦ Images can be an option
                        ◦ Back Traslation
       ◦ Eg. «Baby, It´s cold inside» results into «Small
             Mosquito, on the inside it is very cold»
                      ◦ Parallel Translation
               To avoid idioms ( two translators)
   Availability of Data
    ◦ (Retalilers, Wolesalers, Income, Population
      Facilitating Services, Competence)
    ◦ No public entities in charge of it
    ◦ Researcher has to rely on private sources

   Reliability of Data
    ◦ Too optimistic data (China)
    ◦ Tax collection and Foreign Trade Statistics
   Comparability of Data
    ◦ No historical series to check socio-economical
    ◦ Reports are made by catheghories which differ
      from country to country
      Supermarket, shopping centers, department stores

   Validating
    ◦ Who?           Purpose?   Methodology?
    ◦ Consistent with known data?
   On-Line Surveys
    ◦ (Asking different questions based on previous answers)
      Less expensive phone or mail
   On-Line Focus Group
   Web-Visitor Tracking
    ◦ (servers track and time)
   Advertisement Measurement
   Customer Identification Systems
    ◦ (installing registrations processes to track purchases)
   E-mail Marketing Lists
    ◦ (cutomers are asked to sign up)

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