International Marketing Research: Practices and Challenges
GROUP MEMBERS
Shilpa Avhad
Harish rRampalli Rachita Vyas
03
44 59
Abhishek Paul
Faisal
97
112
International Marketing Research
International marketing managers need to constantly monitor the different forces affecting their international operations International marketing research is especially complex
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.
Research of Industry, Market Characteristics, and Trends
Acquisition analyses Diversification analyses Market-share analyses Export research
International Buyer Behavior Research
Brand preferences Brand attitudes Brands awareness studies Purchase behavior studies Consumer segmentation studies
International Product Research
Concept development and testing studies Brand name generation and testing Product testing Competitive product studies Packaging design studies Test marketing
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International Distribution Research
Import/export analyses Channel performance and coverage Plant/warehouse location studies
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
International Pricing Research
Studies projecting demand Currency and counter trade studies Studies of inflation rates and pricing Studies of negotiation tactics
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
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
Secondary Data Constraints
Conceptual Equivalence
Concepts have different meanings in different cultural environments
Products themselves may be used for different purposes in different country environments
Functional Equivalence
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
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
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.
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
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
Data Collection, continued
STEP 6 Decide on the Sampling Plan
Sample Unit Sample Size
Sampling Procedure
STEP 7 Collect, Analyze, and Interpret Data
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
