Chapter 6Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 1 Masaaki Kotabe &...
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Chapter 6 Kotabe & Helsen's Global Marketing Management, Thi rd Edition, 2004 1 Masaaki Kotabe & Masaaki Kotabe & Kristiaan Helsen Kristiaan Helsen Third Edition Third Edition John Wiley & Sons, Inc., 2004 John Wiley & Sons, Inc., 2004 Global Marketing Global Marketing Management Management
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Transcript of Chapter 6Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 1 Masaaki Kotabe &...
Chapter 6 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
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Masaaki Kotabe & Kristiaan HelsenMasaaki Kotabe & Kristiaan Helsen Third EditionThird Edition
John Wiley & Sons, Inc., 2004John Wiley & Sons, Inc., 2004
Global Marketing ManagementGlobal Marketing Management
Chapter 6 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
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Chapter 6Chapter 6
Global Marketing ResearchGlobal Marketing Research
Chapter 6 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
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Chapter OverviewChapter Overview
1. Research Problem Formulation1. Research Problem Formulation
2. Secondary Global Marketing Research2. Secondary Global Marketing Research
3. Primary Global Marketing Research3. Primary Global Marketing Research
4. Market Size Assessment4. Market Size Assessment
5. New Market Information Technologies5. New Market Information Technologies
6. Managing Global Marketing Research6. Managing Global Marketing Research
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IntroductionIntroduction
Given the complexity of the global marketplace, Given the complexity of the global marketplace, solid marketing research is critical for a host of solid marketing research is critical for a host of global marketing decisions.global marketing decisions.
Most of the cultural blunders in global marketing Most of the cultural blunders in global marketing stem from inadequate marketing research.stem from inadequate marketing research.
Six steps in conducting global market researchSix steps in conducting global market research::1. Define the research problem(s)1. Define the research problem(s)2. Develop a research design2. Develop a research design3. Determine information needs3. Determine information needs4. Collect the Data (secondary and primary)4. Collect the Data (secondary and primary)
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Introduction (contd.)Introduction (contd.)
5. Analyze the data and interpret the results5. Analyze the data and interpret the results6. Report and present the findings of the study6. Report and present the findings of the study
Major challenges faced by global marketing Major challenges faced by global marketing researchersresearchers::1. Complexity of research design due to 1. Complexity of research design due to
environmental differencesenvironmental differences2. Lack and inaccuracy of secondary data2. Lack and inaccuracy of secondary data3. Time and cost requirements to collect primary 3. Time and cost requirements to collect primary
datadata4. Coordination of multicountry research efforts4. Coordination of multicountry research efforts
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Introduction (contd.)Introduction (contd.)
5. Difficulty in establishing comparability across 5. Difficulty in establishing comparability across multicountry studiesmulticountry studies
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1. Research Problem Formulation1. Research Problem Formulation
Any research starts off with a precise definition of Any research starts off with a precise definition of the research problem(s).the research problem(s).
In an international context, the marketing research In an international context, the marketing research problem formulation is hindered by the self-problem formulation is hindered by the self-reference criterion (SRC).reference criterion (SRC).
A major difficulty in formulating the research A major difficulty in formulating the research problem is unfamiliarity with the foreign problem is unfamiliarity with the foreign environment.environment.
Omnibus surveys are regularly conducted by Omnibus surveys are regularly conducted by research agencies.research agencies.
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1. Research Problem Formulation 1. Research Problem Formulation (contd.)(contd.)
Once the research issues have been stated, Once the research issues have been stated, management needs to determine the information management needs to determine the information needs.needs.
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2. Secondary Global Marketing Research2. Secondary Global Marketing Research
Secondary Data:Secondary Data: Data/information which is Data/information which is already available.already available.
Primary Data:Primary Data: When the information is not useful, When the information is not useful, or simply does not exist.or simply does not exist.
Selected Secondary Data Sources:Selected Secondary Data Sources: Lexis/Nexis, Lexis/Nexis, FINDEX, National Trade Data Bank, U.S. FINDEX, National Trade Data Bank, U.S. Department of Commerce, Japan External Trade Department of Commerce, Japan External Trade Organization (JETRO), OECD, IMF, The Organization (JETRO), OECD, IMF, The Economist Intelligence Unit (E.I.U.), ACNielsen Economist Intelligence Unit (E.I.U.), ACNielsen Co, Taylor Nelsen Sofres, etc.Co, Taylor Nelsen Sofres, etc.
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2. Secondary Global Marketing 2. Secondary Global Marketing Research (contd.) Research (contd.)
Problems with Secondary Data ResearchProblems with Secondary Data Research::– Accuracy of DataAccuracy of Data– Age of dataAge of data– Reliability over TimeReliability over Time– Comparability of DataComparability of Data
» TriangulateTriangulate» Functional or Conceptual EquivalenceFunctional or Conceptual Equivalence
– Lumping of DataLumping of Data
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3. Primary Global Marketing Research3. Primary Global Marketing Research Focus GroupsFocus Groups Survey Methods for Cross-Cultural Marketing Survey Methods for Cross-Cultural Marketing
Research:Research:– Questionnaire DesignQuestionnaire Design
» Conceptual and Functional EquivalenceConceptual and Functional Equivalence» Translation and Scalar EquivalenceTranslation and Scalar Equivalence» Back Translation and Parallel TranslationBack Translation and Parallel Translation» Scalar EquivalenceScalar Equivalence
– Sampling: A sampling plan consists of:Sampling: A sampling plan consists of:» Sampling unitSampling unit
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3. Primary Global Marketing Research 3. Primary Global Marketing Research (contd.)(contd.)
» Sample sizeSample size» Sampling procedureSampling procedure
– Contact Method (see Exhibit 6-5)Contact Method (see Exhibit 6-5)» MailMail» TelephoneTelephone» Person-to-person interviewsPerson-to-person interviews» Online Survey Methods (see Exhibit 6-6):Online Survey Methods (see Exhibit 6-6):
E-mail surveysE-mail surveysRandom Web site surveysRandom Web site surveysPanel Web site surveysPanel Web site surveys
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3. Primary Global Marketing Research 3. Primary Global Marketing Research (contd.)(contd.)
– Collecting the InformationCollecting the Information» Issues of nonresponseIssues of nonresponse» Courtesy biasCourtesy bias» Social desirability biasSocial desirability bias» Redundancy (asking the same question in Redundancy (asking the same question in
different ways)different ways)» Issues of ethnographic researchIssues of ethnographic research
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4. Market Size Assessment4. Market Size Assessment
Method of AnalogyMethod of Analogy– Longitudinal method of analogyLongitudinal method of analogy
Trade AuditTrade Audit Chain Ratio MethodChain Ratio Method Cross-Sectional Regression AnalysisCross-Sectional Regression Analysis
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4. Market Size Assessment (contd.)4. Market Size Assessment (contd.)
When using market size estimates, keep the When using market size estimates, keep the following rules in mind:following rules in mind:– Use several different methods.Use several different methods.– Don’t be misled by numbers.Don’t be misled by numbers.– Don’t be misled by fancy methods.Don’t be misled by fancy methods.– Do a sensitivity analysis by asking what-if Do a sensitivity analysis by asking what-if
questions.questions.– Look for interval estimates with a lower and Look for interval estimates with a lower and
upper limit rather than for point estimates.upper limit rather than for point estimates.
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5. New Market Information 5. New Market Information TechnologiesTechnologies
Major developments/innovations:Major developments/innovations:– Point of sale (POS) store scanner dataPoint of sale (POS) store scanner data– Consumer panel dataConsumer panel data– Single source dataSingle source data– Shift from mass to micro marketingShift from mass to micro marketing– Continuous monitoring of brand sales/market Continuous monitoring of brand sales/market
share movementsshare movements– Scanning data are used by manufacturers to Scanning data are used by manufacturers to
support marketing decisions.support marketing decisions.
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5. New Market Information 5. New Market Information Technologies (contd.)Technologies (contd.)
– Scanning data are used to provide Scanning data are used to provide merchandising support to retailers.merchandising support to retailers.
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6. Managing Global Marketing Research6. Managing Global Marketing Research
Selecting a Research AgencySelecting a Research Agency: The following : The following considerations should be taken into account while considerations should be taken into account while choosing agency:choosing agency:– Level of expertiseLevel of expertise– QualificationsQualifications– Track recordTrack record– Credibility and experienceCredibility and experience– Client recordClient record
Coordination of Multi-Country ResearchCoordination of Multi-Country Research::– Emic versus Etic dilemmaEmic versus Etic dilemma
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6. Managing Global Marketing Research 6. Managing Global Marketing Research (contd.)(contd.)
– The emic schoolThe emic school focuses on the peculiarities of focuses on the peculiarities of each country.each country.
– The etic approachThe etic approach emphasizes universal emphasizes universal behavioral and attitudinal traits.behavioral and attitudinal traits.
– In cross-cultural market research, the need for In cross-cultural market research, the need for comparability favors the etic paradigm with an comparability favors the etic paradigm with an emphasis on the cross-border similarities and emphasis on the cross-border similarities and parallels.parallels.
– Several approaches may be used to balance Several approaches may be used to balance these conflicting demands.these conflicting demands.
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Copyright © John Wiley & Sons, Inc. 2004Copyright © John Wiley & Sons, Inc. 2004
