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15th edition
McGraw-Hill/Irwin
Introduction
Enterprises with international scope of operations
Need for current, accurate information magnified
Marketing research
The systematic gathering, recording, and analyzing of data
to provide information useful in marketing decision
making
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Overview
The importance of problem definition in
international research
The problems of availability and use of
secondary data
Quantitative and qualitative research methods
Multicultural sampling and its problems in less
developed countries
Sources of secondary data
How to analyze and use research information
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Global Perspective
Japan Test Market for the World
Japan has become a vast lab for Google as it tries
to refine mobile search technology
Japans 100 million cell phone users represent
the most diverse-and discriminating-pool of
mobile subscribers on the planet
Many foreign companies are beginning to use
Japan as a testing ground, offering products in
Japan before rolling them out globally
More Western retailers are opening new outlets
in Tokyo to keep an eye on trends
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Economic
Cultural, sociological; and political climate
Overview of market conditions
Summary of the technological environment
Competitive situation
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Problems of Availability
and Use of Secondary Data
U.S. government provides comprehensive
statistics for United States
Marketing data not matched in other countries
Quality
Quantity
Exceptions are Japan and several European
countries
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Availability
and Reliability of Data
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Comparability of Data
Issues with data (especially in less developed,
countries)
Data can be many years out of date
Data collected on an infrequent and
unpredictable schedule
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Quantitative research
Usually a large number of respondents
Respondents answer structured oral or written questions
using a specific response format (such as yes/no) or to
select a response from a set of choices
Responses can be summarized in percentages, averages, or
other statistics
Toto a Japanese firm with the premiers quantitative
research on bathroom and toilet technology
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Problems
of Gathering Primary Data
Hinges on the ability of the researcher to get
correct and truthful information that addresses
research objectives
Problems in international marketing research
Stem from differences among countries
Range from inability or unwillingness of
respondents to communicate their opinions
Inadequacies in questionnaire translation
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Ability to
Communicate Opinions
Formulating opinions about a product or concept
Depends on the respondents ability to recognize the
usefulness of such a product of concept
Product or concept must be understood and used in
community
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Willingness to Respond
Cultural differences provide best explanation for
unwillingness or inability of many to respond to
research surveys
The role of the male, the suitability of personal
gender-based inquiries, and other gender-related
issues can affect willingness to respond
Less direct measurement techniques and
nontraditional data analysis methods may also
be more appropriate
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Language and
Comprehension
The most universal survey research problem in
foreign countries is the language barrier
Literacy poses yet another problem
Marketers use three different techniques to help
ferret out translation errors ahead of time
Back translation
Parallel translation
Decentering
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Multicultural Research
a Special Problem
As companies become global marketers and seek
to standardize various parts of the marketing mix
across several countries, multicultural studies
become more important
Multicultural research involves dealing with
countries that have different languages,
economies, social structures, behavior, and
attitude patterns
In some cases the entire research design may have
to be different between countries to maximize the
comparability of the results
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Mobil Phone
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Communicating
with Decision Makers
Gathered information must be given to decision
makers in a timely manner
Decision makers should be directly involved not
only in problem definition and questions
formulation, but also in the fieldwork
Even when both managers and customers speak
the same language and are from the same
culture, communication can become garbled in
either direction
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Summary (1 of 2)
The basis objective of the market research
function is providing management with
information for more accurate decision making
Customer attitudes about providing information
to a researcher are culturally conditioned
Foreign market information surveys must be
carefully designed to elicit the desired data and
at the same time not offend the respondents
sense of privacy
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Summary (2 of 2)
Many foreign markets have inadequate or
unreliable bases of secondary information
Three keys to successful international marketing
research
The inclusion of natives of the foreign culture on
research teams
The use of multiple methods and triangulation
The inclusion of decision makers, even top
executives, who must on occasion talk directly to
or directly observe customers in foreign markets
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