Corporate level the central purpose is planning for growth.

. At this level, selected growth options are informed by the tools of customer value analysis. Business Unit or Division level purpose of planning is to identify strategic opportunities for future investment. This works with the management team to develop a Product/Market Matrix in order to achieve strategic focus. Product/Market level works with a crossfunctional team to identify value-based, marketdriven strategies for a sustainable competitive advantage.

Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions.

Most of the cultural blunders in global marketing stem from inadequate marketing research.

Global marketing researchers major challenges: 1. Complexity of research design due to environmental differences 2. Lack and inaccuracy of secondary data 3. Time and cost requirements to collect primary data 4. Coordination of multi-country research efforts 5. Difficulty in establishing comparability across multi-country studies

Problem Formulation

Research Design Development

Define the research problem/s.

Data Collection Plan

The problem must be shaped into a researchable question: Is it feasible to conduct the research?

Data Collection

Data Analysis

Public Dissemination of Results

Problem Formulation

Research Design Development

Develop a research design:

Data Collection Plan

Who will be studied?

How will they be selected? Data Collection

Data Analysis

Public Dissemination of Results

Problem Formulation

Research Design Development

Determine information needs What information will be gathered? Determine information priorities

Data Collection Plan

Data Collection

Data Analysis

Public Dissemination of Results

Problem Formulation

Research Design Development

Collect the data (primary and secondary)

Data Collection Plan

Pretest: a preliminary application of the data-gathering technique for the purpose of determining adequacy.
Pilot study: a small-scale trial run of all of the procedures planned for the main study

Data Collection

Data Analysis

Public Dissemination of Results

Problem Formulation

Research Design Development

Analyze the data and interpret the results

Data Collection Plan

Unlocking the information hidden in the raw data

Data Collection Confirm or refute ideas with empirical reality

Use of statistical tools

Data Analysis

Public Dissemination of Results

Problem Formulation

Research Design Development

Report and present the findings of the study

Data Collection Plan

Publication or presentation to other professionals

Data Collection

Data Analysis

Public Dissemination of Results

Selecting a Research Agency: The following considerations should be taken into account while choosing agency: 1. 2. 3. 4. 5. Level of expertise Qualifications Track record Credibility and experience Client record

Coordination of Multi-Country Research:

Emic versus Etic dilemma

Global Market Research (www.agmr.com) - has the industry expertise and local resource to help clients understand and develop their market, providing added-value market research and consultancy services throughout the world.

Synovate (www.synovate.com) - generates insights to help clients drive competitive brand, product and customer experience strategies.

Taylor Nelson Sofres Global (www.tnsglobal.com) - provides quality marketing information delivered by Global Industry Sector expert consultants, innovative Market Research Expertise across the product life-cycle, in eighty countries.

1. Global Market Research

2. Synovate

3. Taylor Nelson Socres