1. Global Marketing Research7
Global Marketing Research

2. 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. 2

3. Chapter Overview Scope of global marketing research
Challenges in planning international research
Utilizing secondary data
Analysis by inference
Collecting primary data
Outsourcing research
Studying the competition
Environmental review
Developing a global information system 3

4. 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 4

5. 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 5

6. 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 6

7. 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. 7

8. 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 8

9. 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 9

10. Analytic Techniques Demand analysis Relative market size
Analysis of demand patterns
Analysis by inference
Proxy variables 10

11. Primary Data
Necessary when secondary data is not available or is suspect
When marketers need data tailored to meet the needs of a specific marketing decision 11

12. Developing a Research Instrument
Focus groups help capture appropriate variables to investigate
Creating a cross-cultural questionnaire requires
Back translation…or
Parallel translation
Take care with idiomatic expressions
“Computers” in Taiwanese may become “calculators” to Singaporeans 12

13. Focus Groups Selection and “Sample Size”
How focus groups SHOULD be used:
Learning how your product is used
Understanding customers’ experience with product
Acquiring descriptive consumer brand perceptions
Exploratory testing of new product, positioning, and promotion strategies
How focus groups SHOULD NOT be used:
Estimate size or dollar value of market
Definitively identify segments
Make go/no-go decisions on new products, brand positioning, or promotion strategies 13

14. Observation Consumer ethnography Trained anthropologists
Visual cues (photo, video) supported by field notes
Capture elements of décor, design, aesthetics, color, fashion, icons 14

15. Privacy Concerns
Personal finances can be a touchy subject in many countries
The Dutch are more willing to discuss sex than money
The EU Privacy Directive limits the use of telephone/Internet interviews
In particular, questions related to subjects such as health, political beliefs, and sex habits
The U.S Safe Harbor Framework provides a streamlined way for U.S. firms to comply with the European standards 15

16. Studying the Competition
Identify core competencies to predict future direction of competitors
Company statistics
Marketing operations
Future intentions
Competitive behavior 16