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Chapter global marketing research. Chapter 6 provides knowledge of culture, management style, and business systems. What you should learn from chapter 5: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures.
GLOBAL MARKETING MANAGEMENT Seventh Edition MASAAKI KOTABKE | KRISTIAAN HELSEN Chapter PowerPoint Global Marketing Research Chapter Overview Research Problem Formulation Secondary Global Marketing Research Primary Global Marketing Research Leveraging the Internet for Global Market Research Studies Market Size Assessment New Market Information Technologies Managing Global Marketing Research Chapter Copyright © 2017 John Wiley & Sons, Inc Introduction • Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions and to avoid costly mistakes • Seven steps in conducting global market research: Define the decision problem(s) Develop a research design Determine information needs Determine the sources of information Collect the relevant data from secondary and primary sources Analyze the data, interpret and summarize the results Communicate the findings to the key decision-makers Chapter Copyright © 2017 John Wiley & Sons, Inc Introduction • Major challenges faced by global marketing researchers: Complexity of research design due to environmental differences Lack and inaccuracy of secondary data Time and cost requirements to collect primary data Coordination of multicountry research efforts Difficulty in establishing comparability across multicountry studies Chapter Copyright © 2017 John Wiley & Sons, Inc Research Problem Formulation • Any market research study starts off with a precise definition of the research problem(s) to be addressed • In an international context, the marketing research problem formulation is hindered by the selfreference criterion (SRC) • A major difficulty in defining the problem is unfamiliarity with the foreign environment • Omnibus surveys are regularly conducted by research agencies • Once the research issues have been stated, Copyright © 2017 John Wiley & Sons, Chapter management needs to determine the information Inc Exhibit 6-2: Scope of International Marketing Research Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 6-3: A Multicountry Marketing Research Project at Eli Lilly Chapter Copyright © 2017 John Wiley & Sons, Inc Secondary Global Marketing Research • Secondary Data: Data/information which is already available • Primary Data: When the secondary data are not useful, or simply does not exist • Selected Secondary Data Sources: See Exhibit 65 Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 6-4: Nielsen Global Omnibus Survey (2011) Chapter Copyright © 2017 John Wiley & Sons, Inc Secondary Global Marketing Research • Problems with Secondary Data Research – – – – Accuracy of Data Age of Data Reliability over Time Comparability of Data • Triangulate • Functional or Conceptual Equivalence – Lumping of Data Chapter Copyright © 2017 John Wiley & Sons, Inc 10 Exhibit 6-6: The Funny Faces Scale Chapter Copyright © 2017 John Wiley & Sons, Inc 14 Primary Global Marketing Research – Collect the Information • • • • • • Courtesy Bias Yea-saying and Nay-saying Social Desirability Bias Extreme Response Style (ERS) Anchor Contraction Effect (ACE) Redundancy (asking the same question in different ways) – Observational Research • Ethnographic Research Approach Chapter Copyright © 2017 John Wiley & Sons, Inc 15 Exhibit 6-7: Cross-Country Comparisons of Survey Response Biases Chapter Copyright © 2017 John Wiley & Sons, Inc 16 Exhibit 6-8: Individualism and Extreme Response Style Chapter Copyright © 2017 John Wiley & Sons, Inc 17 Leveraging the Internet for Global Market Research Studies • Advantages – – – – – – Large samples quickly assembled Global access Lower costs Anonymity for sensitive topics Direct data load for swift analysis Short response times Chapter Copyright © 2017 John Wiley & Sons, Inc 18 Leveraging the Internet for Global Market Research Studies • Disadvantages – – – – – – Chapter Limited Internet access in many countries Samples are not representative of target population Download times hinder access Incorrect e-mail addresses or poor connections Low, dishonest, or redundant responses Identity validation Copyright © 2017 John Wiley & Sons, Inc 19 Leveraging the Internet for Global Market Research Studies • Tools – – – – – – Chapter Online surveys Bulletin boards and chat groups Web visitor tracking Online (virtual) panels Focus groups Social media Copyright © 2017 John Wiley & Sons, Inc 20 Exhibit 6-10: Research Methodology behind the Durex “Sexual Wellbeing” Survey Chapter Copyright © 2017 John Wiley & Sons, Inc 21 Market Size Assessment • Method of Analogy – Longitudinal method of analogy (See Exhibit 6-11.) • Trade Audit • Chain Ratio Method • Cross-Sectional Regression Analysis Chapter Copyright © 2017 John Wiley & Sons, Inc 22 Market Size Assessment • When using market size estimates, keep the following rules in mind: – – – – – Chapter Use several different methods Don’t be misled by numbers Don’t be misled by fancy methods Do a sensitivity analysis by asking what-if questions Look for interval estimates with a lower and upper limit rather than for point estimates Copyright © 2017 John Wiley & Sons, Inc 23 Exhibit 611: Market Potential Estimates for McDonald’s Chapter Copyright © 2017 John Wiley & Sons, Inc 24 New Market Information Technologies • Innovations in scanning technology: – – – – – Point of sale (POS) store scanner data Consumer panel data Single source data Shift from mass to micro marketing Continuous monitoring of brand sales/market share movements • Scanning data are used by manufacturers to support marketing decisions • Scanning data are used to provide merchandising support to retailers Chapter Copyright © 2017 John Wiley & Sons, Inc 25 New Market Information Technologies – The full potential of scanner databases has not yet been exploited in many countries – Advances in computer technology have also spurred new data collection techniques: • CATI (Computer-Assisted Telephone Interviewing) • CAPI (Computer-Assisted Personal Interviewing) – CATI/CAPI benefits include speed, accuracy, and the ability to steer data collection based on the response Chapter Copyright © 2017 John Wiley & Sons, Inc 26 Managing Global Marketing Research • Selecting a Research Agency: The following considerations should be taken into account while choosing agency: – – – – – – – Chapter Level of expertise Qualifications Track record Clients and client references Willingness to be flexible and good team player Communication skills Costs for services Copyright © 2017 John Wiley & Sons, Inc 27 Managing Global Marketing Research • Coordination of Multicountry Research: – “Emic versus Etic dilemma” – The emic school focuses on the peculiarities of each country – The etic approach emphasizes universal behavioral and attitudinal traits – Cross-cultural market research favors the etic paradigm, emphasizing cross-border similarities and parallels – Several approaches may be used to balance these conflicting demands Chapter Copyright © 2017 John Wiley & Sons, Inc 28 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Sons, Chapter management needs to determine the information Inc Exhibit 6- 2: Scope of International Marketing Research Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 6- 3: A Multicountry Marketing. .. See Exhibit 65 Chapter Copyright © 2017 John Wiley & Sons, Inc Exhibit 6- 4: Nielsen Global Omnibus Survey (2011) Chapter Copyright © 2017 John Wiley & Sons, Inc Secondary Global Marketing Research... Exhibit 6- 6: The Funny Faces Scale Chapter Copyright © 2017 John Wiley & Sons, Inc 14 Primary Global Marketing Research – Collect the Information • • • • • • Courtesy Bias Yea-saying and Nay-saying