Developing a Global Vision through Marketing Research

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Developing a Global Vision through Marketing Research

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Presentation transcript:

Developing a Global Vision through Marketing Research Chapter 8

International Marketing Research What is marketing research? Why is it important? International element

Marketing Research Overview Three kinds of information General info Environmental information to forecast future buying Marketing mix in specific market

Marketing Research Process Define the Problem & Establish Research Objectives Determine the Sources of Information to Fulfill Objectives Consider the Costs & Benefits of Research Effort Gather Relevant Primary or Secondary Data Analyze, Interpret, and Summarize the Results Effectively Communicate the Results to Decision-Makers

Define Problem & Objectives Unfamiliarity with environment Need more information

Secondary Data Availability Reliability Comparability Validating the Information

Primary Data Quantitative v. Qualitative Problems Hard to explain usefulness Willingness to respond Sampling in field surveys Language and comprehension Back translation Parallel translation Decentering

Other Research Multicultural Research Internet Research Online surveys & buying panels Online focus groups Web site tracking Advertising measurement Customer ID systems Email marketing lists Embedded research

Estimating Market Demand Two Approaches Expert opinion Analogy

Interpreting the Data Recognize Limitations Multicultural Marketing Researchers must exhibit: Cultural understanding Adaptation ability Skepticism of data

Responsibility for Conducting Research Decentralization Communication channels within company