Transcript GLOBAL MARKETING RESEARCH Chapter Six

Global Marketing Management, 5e
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Chapter 6
Global Marketing
Research
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Chapter Overview
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1. Research Problem Formulation
2. Secondary Global Marketing Research
3. Primary Global Marketing Research
4. Leveraging the Internet for Global
Market Research
5. Market Size Assessment
6. New Market Information Technologies
7. Managing Global Marketing Research
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Introduction
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Given the complexity of the global marketplace, solid
marketing research is critical for a host of global
marketing decisions.
Most of the cultural blunders in global marketing stem
from inadequate marketing research.
Six steps in conducting global market research:
1. Define the research problem(s)
2. Develop a research design
3. Determine information needs
4. Collect the Data (secondary and primary)
5. Analyze the data and interpret the results
6. Report and present the findings of the study
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Introduction
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Major challenges faced by global marketing
researchers:
1. Complexity of research design due to environmental
differences
2. Lack and inaccuracy of secondary data
3. Time and cost requirements to collect primary data
4. Coordination of multicountry research efforts
5. Difficulty in establishing comparability across multicountry studies
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
1. Research Problem Formulation
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Any research starts off with a precise definition of the
research problem(s).
In an international context, the marketing research
problem formulation is hindered by the self-reference
criterion (SRC).
A major difficulty in formulating the research problem is
unfamiliarity with the foreign environment.
Omnibus surveys are regularly conducted by research
agencies.
Once the research issues have been stated, management
needs to determine the information needs.
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Exhibit 6-2: A Multicountry Marketing
Research Project at Eli Lilly
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Exhibit 6-3: AC Nielsen China Omnibus
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2. Secondary Global Marketing Research
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Secondary Data: Data/information which is already
available.
Primary Data: When the secondary data are not
useful, or simply does not exist.
Selected Secondary Data Sources: See Exhibit 6-4.
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Exhibit 6-4: Resources for Secondary Data
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Chapter 6
2. Secondary Global Marketing
Research
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Problems with Secondary Data Research:
 Accuracy
of Data
 Age of data
 Reliability over Time
 Comparability of Data
 Triangulate
 Functional
 Lumping
or Conceptual Equivalence
of Data
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
3. Primary Global Marketing Research
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Focus Groups
Survey Methods for Cross-Cultural Marketing
Research:
 Questionnaire
Design
 Conceptual
and Functional Equivalence
 Translation and Scalar Equivalence
 Back Translation and Parallel Translation
 Scalar Equivalence
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Exhibit 6-5: The Funny Faces Scale
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Chapter 6
3. Primary Global Marketing Research
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 Sampling:
A sampling plan consists of:
 Sampling unit
 Sample size
 Sampling procedure
 Contact Method
 Mail
 Telephone
 Person-to-person interviews
 Online Survey Methods (Exhibit 6-7):
 E-mail surveys
 Random Web site surveys
 Panel Web site surveys
Copyright (c) 2009 John Wiley & Sons, Inc.
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Exhibit 6-6: ESOMAR 2007 Market
Research Price Study
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Copyright (c) John Wiley & Sons, Inc.
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Exhibit 6-7: Pros and Cons of the Internet as a
Tool for Global Marketing Research
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3. Primary Global Marketing Research
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 Collecting
the Information
 Issues
of nonresponse
 Courtesy bias
 Social desirability bias
 Redundancy (asking the same question in
different ways)
 Issues of ethnographic research
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
4. Leveraging the Internet for Global
Market Research
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Online surveys
Bulletin boards and chat groups
Web visitor tracking
Virtual panels
Focus groups
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
Exhibit 6-8: Research Methodology behind
the Durex “Sexual Wellbeing” Survey
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Copyright (c) John Wiley & Sons, Inc.
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4. Leveraging the Internet for Global
Market Research
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Advantages
 Large
samples quickly assembled
 Global access
 Lower costs
 Anonymity for sensitive topics
 Direct data load for swift analysis
 Short response times
Copyright (c) 2009 John Wiley & Sons, Inc.
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4. Leveraging the Internet for Global
Market Research
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Disadvantages
 Limited
Internet access in many countries
 Samples are not representative
 Download times hinder access
 Incorrect addresses or poor connections
 Low response rates
 Multiple responses from the same person
Copyright (c) 2009 John Wiley & Sons, Inc.
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5. Market Size Assessment
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Method of Analogy
 Longitudinal
method of analogy
(See Exhibit 6-9.)
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Trade Audit
Chain Ratio Method
Cross-Sectional Regression Analysis
Copyright (c) 2009 John Wiley & Sons, Inc.
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Exhibit 6-9: Market Potential Estimates for
McDonald’s
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Copyright (c) 2009 John Wiley & Sons, Inc.
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5. Market Size Assessment
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When using market size estimates, keep the following
rules in mind:
 Use
several different methods.
 Don’t be misled by numbers.
 Don’t be misled by fancy methods.
 Do a sensitivity analysis by asking what-if questions.
 Look for interval estimates with a lower and upper limit
rather than for point estimates.
Copyright (c) 2009 John Wiley & Sons, Inc.
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6. New Market Information Technologies
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Major developments/innovations:
 Point
of sale (POS) store scanner data
 Consumer panel data
 Single source data
 Shift from mass to micro marketing
 Continuous monitoring of brand sales/market share
movements
 Scanning data are used by manufacturers to support
marketing decisions.
Copyright (c) 2009 John Wiley & Sons, Inc.
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6. New Market Information Technologies
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 Scanning
data provide merchandising support to retailers.
 Market research tools to track the effectiveness of newer
marketing mix vehicles such as the Internet with the goal
of establishing a “Nielsen rating” for websites similar to
those for TV programming.
 CATI (Computer-Assisted Telephone Interviewing)
 CAPI (Computer-Assisted Personal Interviewing)
- CATI/CAPI benefits include speed, accuracy, and the
ability to steer data collection based on the response.
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6
7. Management of Global Marketing
Research
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Selecting a Research Agency: The following
considerations should be taken into account while
choosing agency:
 Level
of expertise
 Qualifications
 Track record
 Credibility and experience
 Client record
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Coordination of Multi-Country Research:
 Emic
versus Etic dilemma
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7. Management of Global Marketing
Research
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 The
emic school focuses on the peculiarities of each
country.
 The etic approach emphasizes universal behavioral and
attitudinal traits.
 Cross-cultural market research favors the etic paradigm,
emphasizing cross-border similarities and parallels.
 Several approaches may be used to balance these
conflicting demands.
Copyright (c) 2009 John Wiley & Sons, Inc.
Chapter 6