Muhammad Waqas Global Marketing Research Lecture 14

Muhammad Waqas Recap Scope of global marketing research Challenges in planning international research Utilizing secondary data

Muhammad Waqas 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

Muhammad Waqas 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

Muhammad Waqas 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

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

Muhammad Waqas Analytic Techniques Demand analysis Relative market size Analysis of demand patterns Analysis by inference – Proxy variables

Muhammad Waqas 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

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

Muhammad Waqas Summary Collecting primary data Analysis by inference Outsourcing research Studying the competition Environmental review Developing a global information system

Muhammad Waqas References Gillespie, K., Jeannet, J.P. and Hennessey, H.D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.