global marketing research 1
TRANSCRIPT
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Corporate level the central purpose is planningfor growth. At this level, selected growth optionsare informed by the tools of customer valueanalysis.
Product/Market level works with a cross-functional team to identify value-based, market-driven strategies for a sustainable competitiveadvantage.
Business Unit or Division level purpose ofplanning is to identify strategic opportunities forfuture investment. This works with themanagement team to develop a Product/MarketMatrix in order to achieve strategic focus.
http://marketvaluesolutions.com/product-market-planning.htmhttp://marketvaluesolutions.com/business-unit-planning.htmhttp://marketvaluesolutions.com/corporate-planning.htm -
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Given the complexity of the global marketplace,
solid marketing research is critical for a host ofglobal marketing decisions.
Most of the cultural blunders in global marketingstem from inadequate marketing research.
Global marketing researchers major challenges:
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 multi-country research efforts5. Difficulty in establishing comparability across
multi-country studies
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Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
Define the research problem/s.
The problem must be shaped into aresearchable question: Is it feasible toconduct the research?
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Develop a research design:
Who will be studied?
How will they be selected?
Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
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Determine information needs
What information will be gathered?
Determine information priorities
Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
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Collect the data (primary and secondary)
Pretest: a preliminary application of thedata-gathering technique for the purpose ofdetermining adequacy.
Pilot study: a small-scale trial run of all ofthe procedures planned for the main study
Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
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Analyze the data and interpret the results
Unlocking the information hidden in the rawdata
Confirm or refute ideas with empirical reality
Use of statistical tools
Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
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Report and present the findings of the study
Publication or presentation to otherprofessionals
Problem Formulation
Research Design Development
Data Collection Plan
Data Collection
Data Analysis
Public Dissemination of Results
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Selecting a Research Agency:
The following considerations should be taken into accountwhile choosing agency:
1. Level of expertise2. Qualifications3. Track record
4. Credibility and experience5. Client record
Coordination of Multi-Country Research:
Emic versus Etic dilemma
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Global Market Research (www.agmr.com) - has the industry expertiseand local resource to help clients understand and develop their market,
providing added-value market research and consultancy servicesthroughout the world.
Synovate (www.synovate.com) - generates insights to help clientsdrive competitive brand, product and customer experience strategies.
Taylor Nelson Sofres Global (www.tnsglobal.com) - provides qualitymarketing information delivered by Global Industry Sector expertconsultants, innovative Market Research Expertise across the productlife-cycle, in eighty countries.
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1. Global Market Research
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2. Synovate
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3. Taylor Nelson Socres