John Wiley &Sons, Inc c GLOBAL MARKETING RESEARCH Chapter Six

John Wiley &Sons, Inc c Overview Chapter Six 1. Research Problem Formulation 2. Secondary Global Marketing Research 3. Primary Global Marketing Research 4. Market Size Assessment 5. New Market Information Technologies 6. Managing Global Marketing Research

John Wiley &Sons, Inc c Overview (cont’d) Steps –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

John Wiley &Sons, Inc c Overview (cont) Exhibit 6-1 Multi Country Marketing Research Project Challenges –Complexity of research design due to environmental differences –Lack and inaccuracy of data –Time and cost requirements to collect primary data –Coordination of multicountry research efforts –Difficulty in establishing comparability across multicountry studies

John Wiley &Sons, Inc c Research Problem Formulation Issues for a BMW positioning study –What does the motorist in the country demand for his/her car? –What does s/he believe s/he is getting from the various brands? –What does that imply with regard to positioning the BMW brand across borders ? Exhibit 6-2 ACNielsen SRG’s China Omnibus

John Wiley &Sons, Inc c Secondary Global Marketing Research Secondary Data Sources –Exhibit 6-3 Resources for Secondary Data Problems with Secondary Data Research –Accuracy of Data –Age of data –Reliability over Time –Comparability of Data –Lumping of Data

John Wiley &Sons, Inc c Primary Global Marketing Research Focus Groups Survey Method for Cross-Cultural Marketing Research –questionnaire design conceptual and functional equivalence –back translation and parallel translation translation and scalar equivalence –Exhibit 6-4 The Funny Face Scale –Sampling

John Wiley &Sons, Inc c Primary Global Marketing Research (cont) Contact Method –Exhibit 6-5 Comparison of European Collection Methods Collecting the Information

John Wiley &Sons, Inc c Market Size Assessment Method of Analogy –longitudinal method of analogy –Exhibit 6-6 Market Potential estimates for McDonalds’ Trade Audit Chain Ratio Method Cross-Sectional Regression Analysis –Exhibit 6-7 Model For Analgesics

John Wiley &Sons, Inc c New Market Information Technologies Exhibit World Wide Scanning Penetration (Percent ACV Scanner) Point of Sale (POS) Store Scanner Data Consumer Panel Data Single Source Data

John Wiley &Sons, Inc c New Market Information Technologies (cont) Major developments/innovations –shift from mass to micro marketing –continuous monitoring of brand sales/market share movements –scanning data are used by manufacturers to support market decisions –scanning data are used to provide merchandising support to retailers

John Wiley &Sons, Inc c Managing Global Market Research Selecting a Research Agency –Exhibit 6-9 Cross-Country Cost Comparisons for Market Research Studies Coordination of Multi-Country Research –emic versus etic dilemma –coordination measures