1. Global Information Systems and Market Research
Chapter 6
Global Marketing

2. Information Needs of Global Marketers
Understand the importance of information technology and marketing information systems
Utilize a framework for information scanning and opportunity identification
Understand the formal market research process
Know how to manage the marketing information collection system and market research effort
Keegan and Green, Chapter 6

3. Managing Information for Global Marketing
Management Information System (MIS) – provides a means for
Gathering
Analyzing
Classifying
Storing
Retrieving
Reporting relevant data
Keegan and Green, Chapter 6

4. Keegan and Green, Chapter 6
Tools of MIS
Intranet
Electronic Data Interchange (EDI)
Efficient Consumer Response (ECR)
Electronic Point of Sale (EPOS)
Data Warehouses
Keegan and Green, Chapter 6

5. Table 6-1: Subject Agenda
Market Potential
Demand estimates, consumer behavior, review of marketing mix
Competitor Information
Corporate, business, and functional strategies
Foreign Exchange
Balance of payments, interest rates, attractiveness of country currency
Keegan and Green, Chapter 6

6. Table 6-1: Subject Agenda (cont.)
Prescriptive Information
Laws, regulations, rulings concerning taxes, earnings, dividends in both host and home countries
Resource Information
Availability of human, financial, physical, and information resources
General Conditions
Overall review of sociocultural, political, and technological environments
Keegan and Green, Chapter 6

7. Keegan and Green, Chapter 6
Scanning Modes
Surveillance
Informal information gathering
VIEWING – general exposure to information
MONITORING – paying special attention and tracking a story as it develops
Search
Formal information gathering
INVESTIGATION – seeking out secondary data
RESEARCH – conducting primary research
Keegan and Green, Chapter 6

8. Preventing Information Overload
Global organizations need
Efficient, effective system to scan and digest published sources of information in all countries in which it conducts business
Daily scanning, translating, digesting, abstracting, and electronic input of information into MIS
Keegan and Green, Chapter 6

9. Formal Market Research
Global Marketing Research is the project-specific, systematic gathering of data in the search scanning mode on a global basis
Keegan and Green, Chapter 6

10. Environmental Factors Affecting Global Marketing Research
Researchers must be prepared for new parameters of doing business
“Cultural megashock” may occur
With many markets comes many interacting factors
Research may have to broaden view of competitors
Keegan and Green, Chapter 6

11. Largest Global Research Companies
AC Nielsen Corp
IMS Health
Research International USA
NFO Worldwide
Gartner Group
Video Research
United Information Group
Information Resources
VNU Marketing Information Services
Keegan and Green, Chapter 6

12. Steps in the Research Process
Identifying the research problem
Developing a research plan
Collecting data
Analyzing data
Presenting the research findings
Keegan and Green, Chapter 6

13. Identifying the Research Process
What information do I need?
Existing Markets – customer needs already being served by one or more companies; information may be readily available
Potential Markets
Latent market – an undiscovered market; demand would be there if product was there
Incipient market – market will emerge as macro environmental trends continue
Why do I need this information?
Keegan and Green, Chapter 6

14. Developing A Research Plan
Do we need quantitative or qualitative data?
What is the information worth (versus what will it cost to collect)?
What will it cost if we don’t get the information?
What can be gained from the information?
Keegan and Green, Chapter 6

15. Keegan and Green, Chapter 6
Collecting Data
Secondary Data
Statistical Abstract of the United States
Statistical Yearbook of the United Nations
World Factbook
The Economist
The Financial Times
Syndicated studies
And much more
Keegan and Green, Chapter 6

16. Collecting Data (cont.)
Primary Data Collection Methods
Survey research
Interviews
Consumer panels
Observation
Focus groups
Keegan and Green, Chapter 6

17. Special Considerations for Surveys
Benefits:
Data collection from a large sample
Both quantitative and qualitative data possible
Can be self-administered
Issues
Subjects may respond with social desirability
Translation may be difficult
Use back and parallel translations to ensure accuracy and validity
Keegan and Green, Chapter 6

18. Keegan and Green, Chapter 6
Sampling
A sample is a selected subset of a population that is representative of the entire population.
Probability samples
Non-probability samples
Keegan and Green, Chapter 6

19. Keegan and Green, Chapter 6
Analyzing Data
Demand Pattern Analysis
Income Elasticity Measurements
Market Estimation by Analogy
Time-series displacement
Comparative Analysis
Cluster Analysis
Keegan and Green, Chapter 6

20. Presenting the Findings
Report must clearly address problem identified in Step 1
Include a memo or executive summary of the key findings along with main report
Keegan and Green, Chapter 6

21. Global Issues in Marketing Research
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
Keegan and Green, Chapter 6

22. Enhancing Comparability of Data
Emic analysis
Ethnographic in nature
Studies culture from within
Uses cultures’ own meanings and values
Etic analysis
From the outside
Detached perspective that is used in multi-country studies
Enhances comparability but minimizes precision
Keegan and Green, Chapter 6