1. Chapter 5
Global Marketing Research and Information Systems

2. Global Marketing Information System and Research
objective :
Present an information acquisition model for global marketing
Present an outline of the global marketing research process

3. Overview of Global Market Information Systems
One purpose of a marketing information system (MIS) is to provide managers and other decision makers with a continuous flow of information about company operation

4. Marketing Research
Research is the only tool an organization has to keep in contact with its external operating environment. In order to be proactive and change with the environment simple questions need to be asked:
How are customer needs changing? Can you meet these changing needs? What do your customers think about existing products or services?
How are competitors operating within the environment? Are their strategies exceeding or influencing yours? What should you do?
How are macro and micro environmental factors influencing your organization? Again how will you react?

5. Market Research and Marketing Research a difference.
A common mistake by many students, lecturers and textbooks is that there is no understanding of the clear distinction between market research and marketing research.

6. Definition of Marketing Research
1.Marketing research is a form of marketing intelligence that involves specific enquiries into problems to guide marketer’s decision making.
2. Marketing Research: In essence marketing research aims to discover the root cause for a specific problem within an organization ( e.g. declining sales) and put forward solutions to that problem.

7. The Goal of Marketing Research
To implement the marketing concept and marketing strategy, managers must make decisions.
Many decisions require additional information and marketing research is needed to supply that information.

8. Six Subject Agenda Categories For a Global Marketing Information System
Category
Market Potential
Competitor Information
Foreign Exchange
Prescriptive Information
Resource Information
General Conditions
Coverage
Demand estimates, consumer behavior, review of products, channels, communication media
Corporate, business, functional strategies
Balance of payments, interest rates, attractiveness of country, expectations of analysis
Laws, regulations, rulings concerning taxes, earnings, dividends in both host and home countries
Availability of human, financial, information, physical resources
Overall review of socio cultural, political, technological environments

9. The Importance of Information
Companies need information about their:
Marketing environment
Competition
Customer needs
Managers don’t need more information, they need better information.

10. What is a Marketing Information System (MIS)?
A MIS consists of people, equipment, and procedures to gather, sort, analyze, evaluate and distribute needed, timely, and accurate information to marketing decision makers.
The MIS helps managers to:
Assess Information Needs,
Develop Needed Information,
Distribute Information.

11. Sources of Market Information
Human Sources
Secondhand information from personal sources
Executives abroad in company subsidiaries, affiliates, and branches.
Friends, acquaintances, professional colleagues, consultants, and prospective new employees.( face-to-face communication)
Direct Perception
Firsthand information from sensory experience
Get the lay of the land
Documentary source
Internet source

12. II. Formal market research
Global Marketing Research is the project-specific, systematic gathering of data in the search scanning mode on a global basis

13. II. Formal market research Environmental Factors Affecting Global Marketing Research
1.The international marketing research differs from the domestic research in four specific environmental aspects p158
Researchers must be prepared for new parameters限定条件 of doing business
“Cultural mega shock” 文化大冲击may occur
With many markets comes many interacting factors. Research may help prevent psychological overload.
Research may have to broaden view of competitors

14. Primary Data Collection
Advantages
Specificity - yours, for your purpose
Confidentiality
Flexibility
Both quantitative and qualitative data possible
Can be self-administered
Disadvantages
Time
Money

15. Secondary Data Collection
Advantages
Cheaper
May not need primary work
Avoid re-inventing the wheel
Starting point for generating hypothesis/defining objectives
Disadvantages
Specificity - not yours for your purpose
Timeliness
Subjects may respond with social desirability
Translation may be difficult
Use back and parallel translations to ensure accuracy and validity

16. The Marketing Research Process (Fig. 4.2)
1.Identifying the problem and research objectives
2.Developing the research plan for collecting information
3.Implementing the research plan – collecting and analyzing the data
4.Presenting the findings

17. Implementing the Research Plan Sampling
A sample is a selected subset of a population that is representative of the entire population. p164
Probability samples
Non-probability samples

18. Implementing the Research Plan Analyzing Data
Demand Pattern Analysis需求模式分析
Income Elasticity Measurements收入弹性测量
Market Estimation by Analogy市场类推估计
Time-series displacement时间序列位移
Comparative Analysis比较分析
Cluster Analysis聚群分析

19. Marketing Research Process
Step 1. Interpret the Findings
Step 2. Draw Conclusions
Step 3. Report to management

20. Global Issues in Marketing Research p168-169
Many country markets must be included
Markets with low profit potential justifies limited research expenditures
Data in developing countries may be inflated or deflated
Comparability of international statistics varies greatly
Limits created by cultural differences

21. Enhancing Comparability of Data
Economic analysis
Ethnographic in nature
Studies culture from within
Uses cultures’ own meanings and values
Ethic analysis
From the outside
Detached perspective that is used in multi-country studies
Enhances comparability but minimizes precision

22. THE END. Thank you!