GLOBAL MARKET RESEARCH by cesaraugustodiazmoya

VIEWS: 10 PAGES: 16

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

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


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

          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!

Difficulties:
 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)
   CENSUS
   CIA WorldFact Book
   CBI
       «Assuming the research problem and
           objectives are well defined»

   Ability to Communicate Opinions
    ◦ Usage Knowledge (Benefits of a computer or
      software)
    ◦ 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
      changes
    ◦ 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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