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Chapter 6INTERNATIONAL
MARKETING RESEARCH
Prepared by Robin Roberts
Griffith University
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L earning objectives
After studying this chapter you should beable to:
Understand how to formulate a high-quality research problem definitionWork with secondary international
marketing research
Identify the need for primary internationalmarketing research
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L earning objectives
Perform a market size assessmentUse new market information technologies
Understand the issues involved inmanaging international marketingresearch
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O verview
There is a six step approach tointernational marketingFollows a similar pattern to domesticmarket research but the international context gives rise to six
problems specific to international marketing
research
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International marketing researchprocess
1. D efine the research problem(s)2 . D evelop a research design
3 . D etermine information needs4 . Collect the data - secondary and primary5 . Analyse the data and interpret results
6 . Report and present the findings of the study
How different a process is this to domestic
market research?
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M ajor challenges
1. Complexity of research design
2 . Lack and inaccuracy of secondary data
3 . Time and cost requirements to collect
primary data
I nternational marketing researchprocess
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Coordination of multi-country researchefforts and data collection efforts
D ifficulty in establishing comparabilityacross multi-country studies
D ifferent practical considerations
International marketing researchprocess
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T he international marketingresearch process
F igure 6.1
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R esearchproblem formulation
Start with a precise definition of theresearch problem
The foundation of a good market researchstudy
D ifficulties arise due to lack of familiarity
of the foreign environment
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S econdarymarketing research
D efinitionD ata that have already been collected forsome other purposeA range of sources includes: the internet government sources
e . g. Austrade www . austrade . gov. au
corporatedirectories both online and offline
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N ielsen s Chinaomnibus survey
F igure 6.2
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Problems with secondary data sources
accuracy of data
age of data reliability of data over time
comparability of data
lumping data
S econdarymarketing research
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P rimarymarketing research
Q uantitative data data that represents an attitude or opinion
by assigning a number that can bestatistically analysed
Q ualitative data
data that describes attitudes, opinions andmotivations in the words of each respondent
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Collecting primary data
Can be collected in 3 ways:Focus groupsSurvey methods
marketing research
questionnaire design
construct equivalence measure equivalence
sampling 14/31
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P rimarymarketing research
Focus Groups exploratory loosely structured free flowing discussion
among a group of target customers facilitatedby a moderator
helps with new product developmenttesting new product concepts
precursor to quantitative research
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I nternational issuesfor focus groups
Cultural sensitivityNature of group dynamics individual versus collective
Japanese and Chinese more collective while NZand Australia more individualistic
How would this affect the outcome of a focusgroup?
Non-verbal cues even more importantthan in domestic market research
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P rimary market research
Survey methods for cross-culturalmarketing research questionnaire design
most popular form of gathering data inquantitative market researchcross cultural research does present problemscomparability of survey results across borderscould be an issue
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P rimary market research
Survey methods for cross-culturalmarketing research construct equivalence
the degree to which marketing constructs havethe same meaning and significance acrossculturese . g. bicycles mean different things in different
countries and this needs to be reflected in theconstruction of the research device
recreation in Australia transportation in China
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P rimary market research
Survey methods for cross-culturalmarketing research measure equivalence
calibration equivalence US is imperial (pounds, inches) Thailand is metric (metres, litres)
translation equivalence translation from one language to another
embarrassing mistakes can occur
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P rimary market research
Survey methods for cross-culturalmarketing research measure Equivalence (cont d)
parallel Translation a process in which a document is translated
independently by a number of translators and thetranslations compared to reconcile differences
scalar (metric) equivalence the degree to which scores from subjects of differentcountries have the same meaning and interpretation
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P rimary market research
Survey methods for cross-culturalmarketing research sampling
who should be surveyed?how many people should be surveyed?how should prospective respondents be chosen?not all countries are homogenous
What is Chinese ? China has more than a dozen ethnic minorities
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P rimary market research
Survey methods for cross-cultural marketingresearch contact method
Table 6.1 Comparison of collection methods in five European countries
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P rimary market research
Survey methods for cross-culturalmarketing research collecting the information
there are a number of biases courtesy bias
desire to be overly polite social desirability bias
Subjects attempt to reflect a certain social statusin their response
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P rimary market research
Survey Methods for cross-culturalmarketing research collecting the information (cont d)
redundancy repetition of survey questions in
different ways to allow for robustnessand cross-checking
ethnographic research researchers embed themselves in the community they
are studying
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M arket size assessment
D etermining the potential of a market is one of the key drivers of international market researchThere are several methods: analogy method the trade audit the chain ratio method cross-sectional regression analysis
All are useful when there is very little dataavailable or the quality of data is questionable
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Analogy method comparison of a similar product in a similar
environment/country
The trade audit estimate based on local production and
imports/exports
M arket size assessment
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The chain ratio method estimating market size based on fine-tuning broad
estimates
Cross-sectional regression analysis relating the issue you are interested in to a set of
predictor variables
M arket size assessment
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N ew marketinformation technologies
Point-of-sale store scanner data the Swiss supermarket chain Metro can
monitor shopper trends in their Hanoi store
Consumer panel data collecting data from a range of consumers
on a continuous basiswhat to do when Japanese supermarket chainsare not very cooperative?
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M anaging internationalmarketing research
There are a number of issues theinternational marketer needs to consider: selecting a research agency
global or home grown?
coordination of multi-country researchwho is responsible?
head office or each of the regional offices ethical research considerations
accidentally misrepresenting the nature of the study
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S ummary
You should now have an understanding of:How to formulate a high-quality researchproblem definitionWorking with secondary internationalmarketing researchIdentifying the need for primaryinternational marketing research
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S ummary
How to perform a market size assessment
New market information technologies
The issues involved in managinginternational marketing research
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