1. Developing a Global Vision through Marketing Research
Chapter 8

2. International Marketing Research
What is marketing research?
Why is it important?
International element

3. Marketing Research Overview
Three kinds of information
General info
Environmental information to forecast future buying
Marketing mix in specific market

4. Marketing Research Process
Define the Problem & Establish Research Objectives
Determine the Sources of Information to Fulfill Objectives
Consider the Costs & Benefits of Research Effort
Gather Relevant Primary or Secondary Data
Analyze, Interpret, and Summarize the Results
Effectively Communicate the Results to Decision-Makers

5. Define Problem & Objectives
Unfamiliarity with environment
Need more information

6. Secondary Data Availability Reliability Comparability
Validating the Information

7. Primary Data Quantitative v. Qualitative Problems
Hard to explain usefulness
Willingness to respond
Sampling in field surveys
Language and comprehension
Back translation
Parallel translation
Decentering

8. Other Research Multicultural Research Internet Research
Online surveys & buying panels
Online focus groups
Web site tracking
Advertising measurement
Customer ID systems
marketing lists
Embedded research

9. Estimating Market Demand
Two Approaches
Expert opinion
Analogy

10. Interpreting the Data Recognize Limitations
Multicultural Marketing Researchers must exhibit:
Cultural understanding
Adaptation ability
Skepticism of data

11. Responsibility for Conducting Research
Decentralization
Communication channels within company