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CH 06

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113 views29 pages

CH 06

Uploaded by

Prasad Kaps
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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GLOBAL

MARKETING
MANAGEMENT Chapter 6 PowerPoint
Sixth Edition Global Marketing Research
MASAAKI KOTABKE | KRISTIAAN HELSEN
Chapter Overview

1. Research Problem Formulation


2. Secondary Global Marketing Research
3. Primary Global Marketing Research
4. Leveraging the Internet for Global
5. Market Research
6. Market Size Assessment
7. New Market Information Technologies
8. Managing Global Marketing Research

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 2


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 design
– 3. Determine information needs
– 4. Collect the Data (secondary and primary)
– 5. Analyze the data and interpret the results
– 6. Report and present the findings of the study

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 3


Introduction

• Major challenges faced by global marketing researchers:


1. Complexity of research design due to environmental
differences
2. Lack and inaccuracy of secondary data
3. Time and cost requirements to collect primary data
4. Coordination of multicountry research efforts
5. Difficulty in establishing comparability across multi-
country studies

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 4


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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 5


Exhibit 6-2: Scope of International
Marketing Research

<Insert new exhibit 6-2>

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 6


Exhibit 6-3: A Multicountry Marketing
Research Project at Eli Lilly

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 7


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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 8


Exhibit 6-4: Nielsen Global Omnibus Survey (2011)

<Insert new Exhibit 6-4>

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 9


2. Secondary Global Marketing
Research
• Problems with Secondary Data Research:
– Accuracy of Data
– Age of data
– Reliability over Time
– Comparability of Data
• Triangulate
• Functional or Conceptual Equivalence
– Lumping of Data

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 10


3. Primary Global Marketing Research

• Focus Groups
• Survey Methods for Cross-Cultural Marketing Research:
– Questionnaire Design
• Conceptual and Functional Equivalence
• Translation and Scalar Equivalence
• Back Translation and Parallel Translation
• Scalar Equivalence

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 11


Exhibit 6-5: Resources for Secondary Data

<Insert new exhibit 6-5>

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 12


3. Primary Global Marketing Research

– Sampling: A sampling plan consists of:


• Sampling unit
• Sample size
• Sampling procedure
– Contact Method
• Mail
• Telephone
• Person-to-person interviews
• Online Survey Methods (Exhibit 6-7):
– E-mail surveys
– Random Web site surveys
– Panel Web site surveys

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 13


Exhibit 6-6: Funny Faces Scale

Chapter 6 14
Exhibit 6-7: ESOMAR 2007 Market Research Price
Study

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 15


3. Primary Global Marketing Research

– Collecting the Information


• Issues of nonresponse
• Courtesy bias
• Social desirability bias
• Redundancy (asking the same question in different ways)
• Issues of ethnographic research

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 16


Exhibit 6-8: Cross-Country Comparisons
of Survey Response Bias

<insert new exhibit 6-8>

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 17


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

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 18


4. Leveraging the Internet
for Global Market Research
• Online surveys
• Bulletin boards and chat groups
• Web visitor tracking
• Virtual panels
• Focus groups

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 19


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

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 20


Exhibit 6-11: Research Methodology behind the
Durex “Sexual Wellbeing” Survey

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 21


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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 22


Exhibit 6-9: Individualism
and Extreme Response Style

<insert new exhibit 6-9>

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 23


5. Market Size Assessment

• Method of Analogy
– Longitudinal method of analogy
(See Exhibit 6-12.)
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 24


Exhibit 6-12: Market Potential Estimates
for McDonald’s

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 25


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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 26


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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 27


7. Managing 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

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 28


7. Managing 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.

Chapter 6 Copyright © 2013 John Wiley & Sons, Inc. 29

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