1. Chapter 7 : Researching Global Markets
Marketing Research Building The Knowledge Base
Breadth and scope of international marketing research.
Greater uncertainties in global markets.
Marketing research defined :
“Marketing Research is the function which links the consumers and customers to the organization through information; information used to identify and define marketing problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process”
AMA
1987

2. Role of Marketing Research
Reduction of uncertainty and facilities management decision making
Information for :
Planning (Market entry strategies)
Problem Solving
Control
Nature of Marketing Research
Applied research
Cost-benefits assessment
Dynamic environment and need for frequent updates

3. Stages in the Research Process
Formulate Problem
Determine Research Design
Determine Data Collective Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report

4. Type of Data Needed for International Marketing Research
Secondary data
Internal
External
Published
Commercial
Advantages and Disadvantages of Secondary Data
Availability
Reliability
Compatibility of data
Validation of secondary data
Outdated

5. Gathering Primary Data
Types of primary data
Socioeconomic / demographic data
Attitudes / Options
Awareness / knowledge
Intentions
Motivations
Behaviors
Qualitative (V.S) Quantitative
Surveys (V.S) Observations

6. Survey Research
Personal interviews
Mail Surveys
Telephone interviews
Mall intercept interviews
Internet : new opportunity for data collection
Observation
Human
Mechanical Devices

7. Development of Survey Instrument
Structured (V.S) Unstructured
Disguised (V.S) Undisguised
Qualitative Research
Disguised and Unstructured
Word Association
Sentence Completion
Story Telling
Focus Groups

8. Sample Design and Issues
Non probability samples (Finding not generalizable)
Probability samples
Types of probability samples
Issues related to probability samples
Lack of sampling frame
Outdated sampling frame (Street and Telephone directories)
Validation of random samples

9. Data analysis and inferences
Univariate Data Analysis
Bivariate Data Analysis
Multivariate Data Analysis
Choice of Data Analysis Techniques
Non-parametric (V.S) Parametric methods
Statistical Software Packages for Data Analysis
Geographic Information Systems (GIS)

10. Estimating Market Demand
Expert opinion
Delphi method
Analogy
Use of quantitative techniques
Income elasticity
Assessment of Country Attractiveness
Market potential / size
Business climate
Political stability / risk

11. The Research Report
Written Report
Communication with the reader
Accuracy and completeness
Form of Report
Title page
Table of contents
Executive summary
Introduction / problem statement
Methodology
Findings
Conclusions and recommendations
Appendix
Oral Report
Use of powerpoint and graphics

12. Useful References
Susan P. Douglas and C. Samuel Craig (1983) : International
Marketing Research , Prentice Hall
Gilbert A. Churchill Jr. (1999) : Marketing research :
Methodological foundations , seventh edition, Dryden Press
Select International Marketing Research Websites
World Opinion :
European Society for Opinion and :
Marketers
Market Research Society (U.K) :
Mexican Association of Investigation :
agencies
Market Research Society of Australia :
Professional Marketing Research Society :

13. Select Websites for Secondary Data
U.S Department of Commerce :
American Demographics :
American Marketing Association :
U.S Bureau of Census :
Bureau of Economic Analysis :
BLS Consumer Expenditure Surveys :
International Trade Administration :
World Trade Analyzer :
The European Union :
Organization for Economic Cooperation and :
Development
Wisconsin Department of Commerce :
Company Information:
Michigan State U. ciber :

14. Select On-Line Marketing Research Vendors
www. focusgroups.com
www. yankelovich.com
See the appendix on secondary data (Appendix A-C; PP )
Good Search Engines
Infoseek
Excite
Yahoo
Altavista