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International marketing research
- 1. International Marketing Research: Practices and Challenges
- 2. International Marketing Research • International marketing managers need to constantly monitor the different forces affecting their international operations • International marketing research is especially complex
- 3. 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.
- 4. Research of Industry, Market Characteristics, and Trends • Acquisition analyses • Diversification analyses • Market-share analyses • Export research
- 5. International Buyer Behavior Research • Brand preferences • Brand attitudes • Brands awareness studies • Purchase behavior studies • Consumer segmentation studies
- 6. International Product Research • Concept development and testing studies • Brand name generation and testing • Product testing #1 • Competitive product studies • Packaging design studies • Test marketing
- 7. International Distribution Research • Import/export analyses • Channel performance and coverage • Plant/warehouse location studies
- 8. 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
- 9. International Pricing Research • Studies projecting demand • Currency and counter trade studies • Studies of inflation rates and pricing • Studies of negotiation tactics
- 10. 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
- 11. 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
- 12. Secondary Data Constraints • Conceptual Equivalence Concepts have different meanings in different cultural environments • Functional Equivalence Products themselves may be used for different purposes in different country environments
- 13. 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
- 14. 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
- 15. 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.
- 16. 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
- 17. 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
- 18. Data Collection, continued • STEP 6 Decide on the Sampling Plan Sample Unit Sample Size Sampling Procedure • STEP 7 Collect, Analyze, and Interpret Data
- 19. 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