1. Global Marketing Research
Lecture 13

2. Recap Home Country Actions and Global Competitiveness
Competitors from Emerging Markets
The Country-of-Origin Advantage

3. Learning Objectives
List and describe the four steps involved in the research process.
Differentiate between the challenges posed by secondary data collection and those posed by primary data collection. Note cultural differences in marketing research, and explain ways in which market researchers can adjust to them. Describe problems related to comparability of studies undertaken in different national markets.
Explain the value of analysis by inference to global marketers.
Note ways to monitor global competitors.
Explain the requirements for a global marketing information system. 3

4. Chapter Overview Scope of global marketing research
Challenges in planning international research
Utilizing secondary data
Collecting primary data
Analysis by inference
Outsourcing research
Studying the competition
Environmental review
Developing a global information system 4

5. The Scope
Global marketing research is used to make both strategic and tactical decisions
Market studies
Market size, customer needs
Competitive studies
Insights, domestic and foreign
Environmental studies
Economic, political, legal, physical, cultural 5

6. The Challenges The global marketplace is complex
Differences from country to countries exist at many levels
Companies frequently lack familiarity with foreign markets
Comparing studies across countries can be difficult
International research is a relatively costly endeavor 6

7. Research Techniques The research process
Problem definition and development of research objectives
Determination of the sources of information
Collection and analysis of the data from primary and secondary sources
Analysis of the data and presentation of results 7

8. Properly Developing Research Questions
Etic approach –Assumes that a research question in one culture can be used in another culture. This approach allows for comparison across countries, but could miss culture differences.
Emic approach –Assumes cultures are so different that each requires a separate research study to capture the local context relative to each countries frame of reference. 8

9. Sources of Information
Primary Data
Data collected specifically for a research assignment
Secondary data
Refers to previously collected and available data
Both present challenges to global marketing research 9

10. Secondary Data
Collection and analysis of secondary data should be done before primary data collection
Secondary data is usually available at a fraction of the cost of obtaining primary data 10

11. Summary Scope of global marketing research
Challenges in planning international research
Utilizing secondary data

12. References
Gillespie, K., Jeannet, J.P. and Hennessey, H.D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.