1. Marketing Research in Global Markets
Why Bother?

2. Avoid Cultural Blunders
Camellia flower used for
Funerals in Brazil
Launched a perfume with
camellia fragrance
Overlooked customs and
Beliefs
Had to withdraw the perfume

3. Claudia’s Satanic Chanel Dress
Avoid Cultural Blunders
Meaning of Color
Meaning of Numbers
Meaning of Context
Claudia’s Satanic
Chanel Dress

4. International Marketing Research
1. 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.

5. The Scope of International Marketing Research
International Marketing Decisions Requiring Marketing Research

6. 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.

7. Collection of Secondary Data
Availability of Data
Reliability of Data
Comparability of Data
Validating Secondary Data

8. Validating Secondary Data:
- 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 ?

9. Collection of Primary Data:
Criteria for Good Research:
- Objectivity
- Validity
- Reliability
- Cost

10. 1. Quantitative Research
- Questionnaire
- Survey
2. Qualitative Research
- Focus Group
- Ethnographic Studies
- Free Interview
- Observation

11. Problems of Gathering Primary Data
- Ability to Communicate Opinions
- Willingness to Respond
- Sampling in Field Surveys
- Language and Comprehension

12. 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

13. 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.

14. Online Behavioral Targeting
Contextual Advertisements
No legal privacy concerns. Ex: Expedia, Google, GMail
Browser Based Tracking
No legal privacy concerns. Ex: Bloomberg.com

15. Online Behavioral Targeting
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.

16. Online Behavioral Targeting
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.

17. Demand Forecast Trend Extrapolation Expert Opinion Analogy
Build Up Method
Income Elasticity