Get documents about "Breadth and Scope of International Marketing Research
Document Sample
7/4/2009
Information Technology for Global
Marketing
Global Marketing • Information technology refers to an
Business Administration 339 organization’s processes for
creating, storing, exchanging, using,
and managing information.
Chapter 6 • Management information systems
Global Information Systems and provide managers and other
Market Research decision-makers with a continuous
flow of information about company
operations.
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Information Technology for Global
Role of MIS in
Global
Marketing
Marketing
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Breadth and Scope Challenges in Planning Global
of International Marketing Research Research
• Types of information needed by • Five principal challenges
research – Complexity of research design
– General information (country, area, – Lack of secondary data
market, etc.) – Costs of collecting primary data
– Information to forecast future marketing – Coordination of research and data
requirements collection across countries
– Specific market information used to – Establishing comparability and
make and develop marketing plans equivalence
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Step 1: Identifying the Information
Requirement
• What information do I need?
– Existing markets—customer needs already
Steps in the being served by one or more companies;
Research information may be readily available
– Potential markets
Process • Latent market—an undiscovered market; demand
would be there if product was there
• Incipient market—market will emerge as macro
environmental trends continue
• Why do I need this information?
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Step 2: Problem Definition & Overcoming
the SRC
• Self-reference criterion occurs when a
person’s values and beliefs intrude on the
Steps in the assessment of a foreign culture
Research • Must be aware of SRCs
Process – Enhances management’s willingness to
conduct market research
– Ensures that research design has minimal
home-country bias
– Increases management’s receptiveness to
findings
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Step 3: Choose a Unit of Analysis Step 4: Examine Data Availability
• Will the market be
– Global
– A region
– A country
– A province
– A state
– A city
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Step 5: Assess Value of Research Willingness to Respond
• What is the information worth versus • Cultural differences provide best
what it will cost to collect? explanation for unwillingness or inability
to respond due to
• What will it cost if the data are not – The role of the male,
collected? – The suitability of personal gender-based
• What will the company gain with this inquiries,
information? – Other gender-related issues can
• Consider less direct measurement
techniques and nontraditional data
analysis methods
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Step 6: Research Design—Data Step 6: Research Design—Research
Collection Methodologies
• Use multiple indicators
• Develop customized indicators
specific to the industry, product
market, or business model
• Do not assess a market in isolation
• Observation of purchasing patterns/
behavior is more important than
reports of purchase intention or price
sensitivity
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Sampling
Steps in the
Research
Process
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Step 7: Analyzing Data Presenting the Findings
• Clean the data • Report must clearly address problem
• Tabulate the data identified in Step 1
using statistical
• Include a memo or executive
techniques—
ANOVA, summary of the key findings along
regression, factor with main report
analysis, cluster
analysis
• Perceptual
mapping, conjoint
analysis
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Essential International Guidelines General Guidelines
• Step 1: Gather basic background • Local in-market research firm
information on the market capability
• Step 2: Identify your target group • Auxiliary items properly translated
• Step 3: Determine the ideal • Equipment compatible with local
methodology technology
• Step 4: Compare the ideal • Proper measurement units (metric,
methodology to local conditions and celsius, etc.)
tailor it as needed • Impact of weather-related events
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Qualitative Guidelines Questionnaire Guidelines
• Moderator language and cultural fit • Scale development
• Translation requirements (parallel • Sensitive questions
translations) • Life-style issues
• Recording devices (including audio • Translations
and video taping) • Field work issues
• Facilities appropriate and available
in different countries
Managing the Cultural Barrier
in International Marketing Research
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