1. Welcome to class of International Marketing Opportunities by Dr. Satyendra Singh University of Winnipeg Canada

2. Issues with international research –Communication across cultural barriers –Adaptation of research tool –Secondary data –Primary data –Estimating foreign demand/opportunities –Analyzing/Interpreting research information –Communicating with decision makers Discovering Opportunities through Marketing Research

3. Top 20 Marketing Research Firms ($)

4. Top 25 Marketing Research Firms (%)

5. Secondary Data Problem definition Availability of data –No government agency, proxy, language barrier Reliability of data –Too optimistic government, false data reporting— transfer of goods between countries, tax policies— match production with sales Comparability of data –Old data (not up-to-date), not frequently collected, data are reported in different categories—definition of superstore, manager Validating secondary data –Judgment validity—check for correlations e.g. diapers and babies

6. Primary Data Ability to communicate opinions –Must have the product, understand usefulness Willingness to respond –Males, maids, prestige, socially desirable answers, suspicious character—researcher, in-store cooperation, political interference Sampling in field surveys –Sampling problems, no street names, no house nos., no accurate maps, outdated tel. Directory, limited use of questionnaire/tel. method, lack of demographic details Language and comprehension –Language barrier, equivalent concept e.g. def of family, literacy, back translation and parallel translation, conservative responses (Japan vs. USA)

7. Estimating Market Demand Historical data, if available Production + Import Expert opinion –Poll experts—own sales managers, distributors, consultants, government officials—for size and growth –Triangulation—compare estimates produced by different sources Analogy (chain-ratio method) –Establish correlation between product and GDP/sales/…

8. Analyzing and Interpreting Research Information Cultural understanding –Local interpreter Adaptive research methodology –More pictures, focus group Skeptical about primary or secondary data –Correlate with other sources—governments…

9. Vals—The Values and Lifestyle (USA) Thinkers Reflective Informed Content Believers Literal Loyal Moralistic Innovators Take-charge Sophisticated Curious Survivors Nostalgic Constrained Cautious Achievers Goal oriented Brand conscious Conventional Strivers Contemporary Imitative Style conscious Experiencers Trend setting Impulsive Variety seeking Makers Responsible Practical Self-sufficient

10. Vals—Values and Lifestyle (JAPAN) Innovator segments show a distinct and individualistic self-concept, high Levels of involvement and activity in areas of personal interest, and enthusiasm for innovations. Adapter segments tend to follow the trends started by the Innovators in their interest areas, but at moderate levels of involvement and activity. Pragmatic segments show slightly below average involvement and activity; flexible behavior, few distinct interests, and avoidance of risk. Sustainers show low levels of activity, a focus on the past, and resistance to social change and innovations

11. Communicating with Decision Makers