Alexander Consulting Enterprise 9/7/2015 Marketing Research in Global Markets Why Bother?

Alexander Consulting Enterprise 9/7/2015 "You don't create an American park in a foreign country. You use your know-how to build an American-style park in the heart of a European culture. There is a difference.“ Tim O'Brien of Nashville-based Amusement Business magazine.

Alexander Consulting Enterprise 9/7/2015 The Customer is always Right The Customer Does not Know what he/she Does not Know Traditional Methods of Marketing Research do not reveal new potential benefits for consumers.

Alexander Consulting Enterprise 9/7/ Define the research problem and establish research objectives. 2. Determine the sources of information to fulfill the research objectives. 3. Consider the costs and benefits of the research effort. 4. Gather the relevant data from secondary and/or primary sources. 5. Analyze, interpret, and summarize the results. 6. Effectively communicate the results to decision makers. International Marketing Research

Alexander Consulting Enterprise 9/7/2015 Availability of Data Reliability of Data Comparability of Data Validating Secondary Data Collection of Secondary Data

Alexander Consulting Enterprise 9/7/2015 -Who collected the data ? Would there be any reason for purposely misrepresenting the facts ? -For what purpose were the data collected ? -How were the data collected ? (Methodology) - Are the data internally consistent and logical in light of known data sources or market factors ? Validating Secondary Data:

Alexander Consulting Enterprise 9/7/2015 Collection of Primary Data: Criteria for Good Research: - Objectivity - Validity - Reliability - Cost

Alexander Consulting Enterprise 9/7/ Quantitative Research - Questionnaire - Survey 2. Qualitative Research - Focus Group - Ethnographic Studies - Free Interview - Observation

Alexander Consulting Enterprise 9/7/2015 Problems of Gathering Primary Data - Ability to Communicate Opinions - Willingness to Respond - Sampling in Field Surveys - Language and Comprehension

Alexander Consulting Enterprise 9/7/2015 Use of New Media in International Research - marketing lists -On-Line Surveys -On-Line Focus Groups -Chat Groups -Social Media (Facebook etc. -Online Behavioral Targeting

Alexander Consulting Enterprise 9/7/2015 Online Behavioral Targeting Online behavioral targeting is a technique to deliver relevant messages to consumers by basing those messages on an analysis of consumers’ online behavior. That is, information is collected about the individual consumer’s internet activities in order to get a broad picture of consumers. The collected data includes: which websites the consumers visited, which search terms they used, and what things or services they purchased. This information is at times combined with demographic and geographic data that can also be retrieved from the web.

Alexander Consulting Enterprise 9/7/2015 Online Behavioral Targeting -Contextual Advertisements -No legal privacy concerns. Ex: Expedia, Google, GMail -Browser Based Tracking -No legal privacy concerns. Ex: Bloomberg.com

Alexander Consulting Enterprise 9/7/2015 -Stealth Browser Based Tracking -Tracking system is being installed hidden (not being detected by antispyware etc.) in the software code. -Practice is challenged in court. -Ex: Sears and K-Mart had tracking system installed in the software code of Local Shared Objects such as Adobe’s Flash multimedia software in customers’ machines. Settlement out of court. Online Behavioral Targeting

Alexander Consulting Enterprise 9/7/2015 -Internet Service Provider Based Tracking - Every computer connected to the Internet has an Internet Protocol (IP) address, which is provided by the consumer’s Internet Service Provider (DSL, Cox etc.) These log data provide information about who – the unique IP address, which is usually connected to a physical address - visited which pages at what time. -Practice is outright illegal in Europe and had been challenged in U.S. courts. The case Valentine vs. Embarq and NebuAd has been dismissed on procedural grounds. -Ex: Embarq Management (Internet Service Provider) allowed NebuAd (an advertising network company ) to access log data. NebuAd analyzed the data in order to create a profile of each individual consumer based on the consumer’s past online behavior, interests, purchases, address, and possibly income. Online Behavioral Targeting

Alexander Consulting Enterprise 9/7/2015 Expert Opinion Analogy Demand Forecast Build Up Method Income Elasticity Trend Extrapolation