International marketing 2 Tutorial week 3 International marketing research
Agenda Revision and discussion Case study analysis on ‘ research helps Whirlpool act local in the global market’ Assignment Case study reading on ‘Ford motor company Latin America’
Task of global marketing research
The Marketing Research Process and the International Dimension Problem definition and objectives Development of research plan Data collection Data interpretation Summary of findings and report
Self reference criterion Unconscious tendency ‘to fall back on one’s own cultural norms and values to interpret a given business situation’
5-6 Categorization of data for assessment of market potential
Secondary data used for estimation of foreign market potential Proxy indicators For e.g. refrigerators a good proxy for washing machines Chain ratio method Reducing the base population Lead-lag analysis use of time-series data from one country to project sales in other countries. Estimation by analogy Correlation obtained in one country applied to a target international market
Forms of primary research
5-9 Research approaches ObservationSurveysExperiments
5-10 Contact methods Mail/Internet Telephone Personal
5-11 Sampling procedures Probability sampling Non-probability sampling
Sampling procedures Probability sampling simple random sampling, systematic sampling, stratified sampling and cluster sampling Non probability sampling convenience sampling, quota sampling and snowball sampling
5-13 Methods for determining sample size Traditional statistical techniques Budget available Rules of thumb Number of sub-groups
5-14 Possible reliability and validity situations
5-15 International MIS An international marketing information system is an interacting organization of people, systems, and processes devised to create a regular, continuous and orderly flow of information essential to the marketer’s problem- solving and decision-making activities.
5-16 International MIS
Case study analysis Research helps Whirlpool act local in global market