chapter 6copyright (c) 2009 john wiley & sons, inc. 1 global marketing management, 5e chapter 6...
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Chapter 6Copyright (c) 2009 John Wiley & Sons, Inc.
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Global Marketing Management, 5e
Chapter 6
Global Marketing Research
Chapter Overview
1. Research Problem Formulation2. Secondary Global Marketing Research3. Primary Global Marketing Research4. Leveraging the Internet for Global Market Research5. Market Size Assessment6. New Market Information Technologies7. Managing Global Marketing Research
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Introduction
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 design3. Determine information needs4. Collect the Data (secondary and primary)5. Analyze the data and interpret the results6. Report and present the findings of the study
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Introduction
Major challenges faced by global marketing researchers:1. Complexity of research design due to
environmental differences2. Lack and inaccuracy of secondary data3. Time and cost requirements to collect
primary data4. Coordination of multicountry research efforts5. Difficulty in establishing comparability across
multi-country studies
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1. Research Problem Formulation
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.
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Exhibit 6-2: A Multicountry Marketing Research Project at Eli Lilly
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Exhibit 6-3: AC Nielsen China Omnibus
2. Secondary Global Marketing Research
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.
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Exhibit 6-4: Resources for Secondary Data
2. Secondary Global Marketing Research
Problems with Secondary Data Research: Accuracy of Data Age of data Reliability over Time Comparability of Data
TriangulateFunctional or Conceptual Equivalence
Lumping of Data
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3. Primary Global Marketing Research Focus Groups Survey Methods for Cross-Cultural
Marketing Research: Questionnaire Design
Conceptual and Functional Equivalence
Translation and Scalar EquivalenceBack Translation and Parallel
TranslationScalar Equivalence
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Exhibit 6-5: The Funny Faces Scale
3. Primary Global Marketing Research
Sampling: A sampling plan consists of:Sampling unitSample sizeSampling procedure
Contact MethodMailTelephonePerson-to-person interviewsOnline Survey Methods (Exhibit 6-7):
E-mail surveysRandom Web site surveysPanel Web site surveys
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Exhibit 6-6: ESOMAR 2007 Market Research Price Study
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Exhibit 6-7: Pros and Cons of the Internet as a Tool for Global Marketing Research
3. Primary Global Marketing Research
Collecting the InformationIssues of nonresponseCourtesy biasSocial desirability biasRedundancy (asking the same question
in different ways)Issues of ethnographic research
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4. Leveraging the Internet for Global Market Research Online surveys Bulletin boards and chat groups Web visitor tracking Virtual panels Focus groups
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Exhibit 6-8: Research Methodology behind the Durex “Sexual Wellbeing” Survey
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4. Leveraging the Internet for Global Market Research
Advantages Large samples quickly assembled Global access Lower costs Anonymity for sensitive topics Direct data load for swift analysis Short response times
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4. Leveraging the Internet for Global Market Research 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
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5. Market Size Assessment
Method of Analogy Longitudinal method of analogy (See Exhibit 6-9.)
Trade Audit Chain Ratio Method Cross-Sectional Regression Analysis
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Exhibit 6-9: Market Potential Estimates for McDonald’s
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5. Market Size Assessment
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.
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6. New Market Information Technologies
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.
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6. New Market Information Technologies 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.
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7. Management of Global Marketing Research
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
Coordination of Multi-Country Research: Emic versus Etic dilemma
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7. Management of Global Marketing Research
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.
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