developing a global vision through marketing research chapter 9 matakuliah: j0474 international...
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Developing a Global Vision through Marketing Research
Chapter 9
Matakuliah : J0474 International MarketingTahun : 2009
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Learning Outcome
• Breadth and Scope of International Marketing Research.• The Research Process• Defining the Problem and Establishing Research Objectives• Problems of Availability and Use of Secondary data• Gathering Primary Data• Problems of Gathering Primary data• Multicultural Research• Research on the Internet• Estimating Market Demand
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Breadth and Scope of International Marketing Research.
Research can be divided into three types based on information needs :
1. General information about the country, area, and/or market.2. Information necessary to forecast future marketing requirements by anticipating social, economic, consumer and industry trends within specific markets or countries.3. Specific market information used to make product, promotion, distribution and price decisions and to develop marketing plans.
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Breadth and Scope of International Marketing Research.
The broader scope if international marketing research is reflected in Unisys Corporation’s planning steps:
• Economic• Cultural, sociological and political climate.• Overview of market conditions.• Summary of the technological environment.• Competitive situation.
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The Research Process
1. Define the research problem and establish research objectives.2. Determine the sources of information to fulfill the research objectives.3. Consider the costs and benefits of the research effort.4. Gather the relevant data from secondary or primary sources, or both.5. Analyze, interpret, and summarize the results.6. Effectively communicate the results to decision makers.
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Defining the Problem and Establishing Research Objectives
In assessing some foreign business failures it is apparent that research was
conducted, but the questions asked were more appropriate for the local market
than for the foreign one.
Other difficulties in foreign research stem
from failures to establish problem limits broad enough to include all relevant variables.
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Problems of Availability and Use of Secondary data
1. Availability of Data,Detailed data on the numbers of wholesalers, retailers, manufacturers, and facilitating services, for example are unavailable for many parts of the world, as are data on population and income.Another problem relating to the availability of data is researchers’ language skills.
2. Reliability of Data,Available data may not have the level of reliability necessary for confident decision making .Official statistics are sometimestoo optimistic, reflecting national pride rather than practical reality,While tax structures and fear of the tax collector often adversely affect data
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Problems of Availability and Use of Secondary data
3. Comparability of Data,The rapid change in socioeconomic features being experienced
in many of these countries makes the problem of currency a vital one.Further, even though many countries are now gathering reliable data,
there are generally no historical series with Which to compare the current information.
4.Validating secondary Data :a. Who collected the data? Would there be any reason for purposely misrepresenting the facts?b. For what purposes were the data collected?c. How (by what methodology) were the data collected?d. Are the data internally consistent and logical if light of known data sources or market factors?
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Gathering Primary Data
Primary data, that is data collected specifically for the particular research project at hand,The researcher may question the firm’s sales representatives, distributors, middlemen, and customers to get appropriate market information.
Quantitativeresearch
Qualitative research
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Problems of Gathering Primary Data
Ability to Communicate
Opinions
Sampling inField
Surveys
Willingness to Respond
Language and
Comprehension
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Multicultural Research
Multicultural research involves dealing with countries, that have different language ,economic, social structures, behavior, and attitude pattern.
An important point to keep in mind when designing research to be applied
across cultures isTo ensure comparability
and equivalency of results.
Japanese, compared with American
businesspeople, tend not to respond
to mail surveys.
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Research on the Internet
There are eight different uses for theInternet in international research:
1. Online surveys and buyer panels.2. Online focus groups.3. Web visitor tracking.4. Advertising measurement.
5. Customer identification systems.6. E-mail marketing lists.7. Embedded research.8. Observational research.
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Estimating Market Demand
Expert Opinion
Analogy
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Summary
• The basic objective of the market research function is providing management with information for more accurate decision making. this objective is the same for domestic and international marketing.
• Customer attitudes about providing information to a researcher are culturally conditioned. Foreign market information surveys must be carefully designed to elicit the desired data and at the same time not offend the respondent’s sense of privacy.