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1. Developing a Global VisionDeveloping a Global Vision
through Marketing Researchthrough Marketing Research

2. International Marketing ResearchInternational Marketing Research
• What is marketing research?What is marketing research?
• Why is it important?Why is it important?
• International elementInternational element

3. Marketing Research OverviewMarketing Research Overview
• Three kinds of informationThree kinds of information
– General infoGeneral info
– Environmental information to forecast futureEnvironmental information to forecast future
buyingbuying
– Marketing mix in specific marketMarketing mix in specific market

4. Breadth and scope ofBreadth and scope of
International MarketingInternational Marketing
• General Information about country/market.General Information about country/market.
• Information to forecast future marketingInformation to forecast future marketing
requirements.requirements.
• Specific market information to makeSpecific market information to make
product, promotion, distribution decisionsproduct, promotion, distribution decisions
& develop marketing plans.& develop marketing plans.

5. Information required inInformation required in
International MarketingInternational Marketing
DecisionsDecisions
• Economic & DemographicEconomic & Demographic
• Cultural , sociological & politicalCultural , sociological & political
• Overview of market conditionsOverview of market conditions
• Summary of technological environmentSummary of technological environment
• Competitive situationCompetitive situation

6. International ProductInternational Product
ResearchResearch
• Concept developmentConcept development
and testing studiesand testing studies
• Brand name generationBrand name generation
and testingand testing
• Product testingProduct testing
• Competitive productCompetitive product
studiesstudies
• Packaging design studiesPackaging design studies
• Test marketingTest marketing
#1

7. International Pricing ResearchInternational Pricing Research
• Studies projecting demandStudies projecting demand
• Studies of inflation rates and pricingStudies of inflation rates and pricing
• Studies of negotiation tacticsStudies of negotiation tactics

8. Marketing Research ProcessMarketing Research Process
• Define the Problem/Opportunities & EstablishDefine the Problem/Opportunities & Establish
Research ObjectivesResearch Objectives
• Determine the Sources of Information to FulfillDetermine the Sources of Information to Fulfill
ObjectivesObjectives
• Consider the Costs & Benefits of ResearchConsider the Costs & Benefits of Research
EffortEffort
• Gather Relevant Primary or Secondary DataGather Relevant Primary or Secondary Data
• Analyze, Interpret, and Summarize the ResultsAnalyze, Interpret, and Summarize the Results
• Effectively Communicate the Results toEffectively Communicate the Results to
Decision-MakersDecision-Makers

10. Define Problem & ObjectivesDefine Problem & Objectives
• Unfamiliarity with environmentUnfamiliarity with environment
• Need more informationNeed more information

11. Define Problem & ObjectivesDefine Problem & Objectives

12. Sources of InformationSources of Information
• 1. Secondary sources1. Secondary sources
– AvailabilityAvailability
– ReliabilityReliability
– ComparabilityComparability
– Validating the InformationValidating the Information

13. • Conceptual EquivalenceConceptual Equivalence
– Concepts have different meanings in differentConcepts have different meanings in different
cultural environmentscultural environments
• Functional EquivalenceFunctional Equivalence
– Products themselves may be used forProducts themselves may be used for
different purposes in different countrydifferent purposes in different country
environmentsenvironments

14. Sources of InformationSources of Information
• 2. Primary sources2. Primary sources
– i. Quantitative Researchi. Quantitative Research

15. • 2. Primary Research2. Primary Research
– ii. Qualitative Researchii. Qualitative Research

17. • Primary Research Approaches:Primary Research Approaches:
– In-person surveys and interviewsIn-person surveys and interviews
– Phone surveys and interviewsPhone surveys and interviews
– Online surveysOnline surveys
– Focus groupsFocus groups

18. • ProblemsProblems
– Ability to communicateAbility to communicate
– Willingness to respondWillingness to respond
– Sampling in field surveysSampling in field surveys
– Language and comprehensionLanguage and comprehension
• Back translationBack translation
• Parallel translationParallel translation

19. Sources of DataSources of Data

20. Other ResearchOther Research
• Multicultural ResearchMulticultural Research
• Internet ResearchInternet Research
– Online surveys & buying panelsOnline surveys & buying panels
– Online focus groupsOnline focus groups
– Web site trackingWeb site tracking
– Advertising measurementAdvertising measurement
– Customer ID systemsCustomer ID systems
– Email marketing listsEmail marketing lists

21. Estimating Market DemandEstimating Market Demand
• Two ApproachesTwo Approaches
– Expert opinion:Expert opinion:
– Analogy:Analogy: Assumes that demand for a product develops in theAssumes that demand for a product develops in the
same way in all countries, as comparable economicsame way in all countries, as comparable economic
development occurs in each countrydevelopment occurs in each country..

22. Interpreting the DataInterpreting the Data
• Recognize LimitationsRecognize Limitations
• Multicultural Marketing Researchers mustMulticultural Marketing Researchers must
exhibit:exhibit:
– Cultural understandingCultural understanding
– Adaptation abilityAdaptation ability
– Skepticism of dataSkepticism of data