copyright atomic dog publishing, 2002 international marketing research: practices and challenges...
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Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Marketing Research:Practices and Challenges
Dana-Nicoleta Lascu
Chapter 6
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Chapter Objectives
• Define international marketing research and provide a description of its immense scope; offer examples of each type of research conducted in international marketing
• Describe the steps involved in the international marketing research process while addressing, for each step, the international constraints involved
• Introduce the concept of decision support systems for international marketing and describe the sales forecasting process
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Marketing Research
• International marketing managers need to constantly monitor the different forces affecting their international operations
• International marketing research is especially complex
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Marketing Research
International marketing research is the systematic design, collection, recording, analysis, interpretation, and reporting of information pertinent to a particular marketing decision facing a company operating internationally.
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Research of Industry, Market Characteristics, and Trends
• Acquisition analyses• Diversification analyses• Market-share analyses• Export research
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Buyer Behavior Research
• Brand preferences• Brand attitudes• Brands awareness
studies• Purchase behavior
studies• Consumer segmentation
studies
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Product Research
• Concept development and testing studies
• Brand name generation and testing
• Product testing • Competitive product studies • Packaging design studies • Test marketing
#1
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Distribution Research
• Import/export analyses• Channel performance and coverage• Plant/warehouse location studies
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Promotion Research
• Studies of premiums, coupons, and deals• Advertising effectiveness research • Local media research • Studies pertaining to personal selling activities
Sales Force Compensation Quota Territory
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
International Pricing Research
• Studies projecting demand• Currency and counter trade studies• Studies of inflation rates and pricing• Studies of negotiation tactics
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
The International Marketing Research Process
• STEP 1 Define the international research problem and agree on the research objectives Exploratory Research Descriptive Research Causal Research
• STEP 2 Set specific objectives
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
The International Marketing Research Process, continued
• STEP 3 Develop the International Research Plan• STEP 4 Define Information Sources
Secondary Data
- Researchers must determine if the information is available, and, if so, how reliable it is
- Internal data is useful only if company has collected similar info from relevant respondents in a country with similar environment
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Secondary Data Constraints
• Conceptual Equivalence Concepts have different meanings in different cultural
environments
• Functional Equivalence Products themselves may be used for different purposes in
different country environments
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Secondary Data Constraints, continued
• Availability, Reliability, and Validity Accuracy of secondary data can be questionable: Published
statistics may be unreliable
Sources of reliable data:- World Bank
- United Nations Development Program
- Organization of Economic Cooperation and Development (OECD)
- Euromonitor
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Primary Data
• Information collected for a specific purpose, to address the problem at hand. The costs of collecting primary data in foreign markets
are likely to be much higher given the lack of an appropriate marketing research infrastructure
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Primary Data Research Approaches
• Qualitative research has been particularly useful as a first step in studying international marketing phenomena. Focus Groups Observation
• Constraints: Responses can be affected by culture, individuals may act differently if they know they are being observed.
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Primary Data Research Approaches, continued
• Quantitative research are more structured, involving either descriptive research approaches, such as survey research, or causal research approaches, such as experiments. Content Analysis Survey Research Experimental Research
• Constraints: Respondent factors, infrastructure factors
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Data Collection
• STEP 5 Design Data Collection Instrument Emic instruments measure phenomena specific to each
culture. Etic instruments measure the same phenomenon in
different cultures.
• Constraints: Translation; Instrument Reliability; Reluctance to answer certain questions
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Data Collection, continued
• STEP 6 Decide on the Sampling Plan Sample Unit Sample Size
Sampling Procedure
• STEP 7 Collect, Analyze, and Interpret Data
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Decision Support Systems for Global Marketing
• A coordinated collection of data, systems, tools, and techniques, complemented by supporting software and hardware designed for the gathering and interpretation of business and environmental data
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Sales Forecasting
• Sales Force Composite Estimates Personal observations and expectations of the local sales
force
• Jury of Expert Opinion Opinions of different experts about future demand
• The Delphi Method Experts to estimate market performance; findings are
aggregated, and experts are queried again, in light of aggregate responses
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Sales Forecasting, continued
• Time Series and Econometric Models Use data of past performance to predict future market
demand • Analogy Methods
Estimation method that relies on developments and findings
in markets - With similar levels of economic development, or
- Where the product is in the same market development stage, or
- In markets which share similar cultural characteristics
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
• Point of Sale Research Made with the help of store scanners, in markets where they
are available
Involve comprehensive store audits
Sales Forecasting, continued
Copyright Atomic Dog Publishing, 2002Copyright Atomic Dog Publishing, 2002
Chapter Summary
• Defined international marketing research• Described steps involved in the international
marketing research process and related international constraints
• Discussed marketing decision support systems and international sales forecasting