国际营销chapter8

1、McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.Developing a Global Visionthrough Marketing ResearchChapter 88-2Learning ObjectivesLO1 The importance of problem definition in international researchLO2 The problems of availability and use of secondary dataLO3 S

2、ources of secondary dataLO4 Quantitative and qualitative research methodsLO5 Multicultural sampling and its problems inless-developed countriesLO6 Using international marketing research8-31.Marketing research definition The systematic gathering, recording, and analyzing of data to provide informatio

3、n useful in marketing decision making International marketing research involves two complications Information must be communicated across cultural boundaries The environments within which the research tools are applied are often different in foreign markets8-4. Breadth and Scope of International Mar

4、keting ResearchTypes of information needed by research 1.General information about the country, area, and/or market2.Information to forecast future marketing requirements, By anticipating social, economic, consumer, and industry trends within specific markets or countries3.Specific market informatio

5、n used to make and develop marketing plans on Product; Promotion; Distribution; Price decisions8-5Unisys Corporations planning steps for collecting and assessing the following types of informationEconomicCultural, sociological; and political climateOverview of market conditionsSummary of the technol

6、ogical environmentCompetitive situation8-6. The Research Process for All Countries8-7. Defining the Problem and Establishing Research Objectives The market researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be clouded by

7、 his or her SRC. Once the problem is adequately defined and research objectives established, the researcher must determine the availability of the information needed.8-8 Whats secondary data? Secondary data is any information collected by someone else other than its user. It is data that has already

8、 been collected and is readily available for use. Secondary data is often used in social and economic analysis, especially when access to primary data is unavailable. 8-9. Problems with Secondary Data8-10Checking the Accuracy of Secondary Data The following questions should be asked to effectively j

9、udge the reliability of secondary data sources: Who collected the data? Would there be any reason for purposely misrepresenting the facts? For what purposes were the data collected? How (by what methodology) were the data collected? Are the data internally consistent and logical in light of known da

10、ta sources or market factors?8-11Validating Secondary Data Checking the consistency of one set of secondary data with other data of known validity An effective and often-used way of judging validity The availability and accuracy of recorded secondary data increase with level of economic development

11、8-12. Gathering Primary Data Quantitative and Qualitative Research Primary data Data collected specifically for the particular research project. It is a type of information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. Marketing research can b

12、e grouped into two basic types: Quantitative research and Qualitative Research8-13Quantitative Research 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

13、 set of choices Responses can be summarized in percentages, averages, or other statistics8-14 If questions are asked, they are almost always open-ended or in-depth Seeks unstructured responses that reflect the persons thoughts and feelings on the subject The most often used form of qualitative quest

14、ioning is the focus group interview. However, oftentimes in-depth interviewing of individuals can be just as effective while consuming far fewer resources.Qualitative research8-15 A focus group interview is a method of research involving a small group of people who are interviewed on a subject of in

15、terest to the researcher. An in-depth interview is a conversation with an individual conducted by trained staff that usually collects specific information about one person.8-16Whats the aim of Qualitative research ? Qualitative research seeks to interpret what the people in the sample are like their

16、 outlooks, their feelings, the dynamic interplay of their feelings and ideas, their attitudes and opinions, and their resulting actions. 8-17Under what conditions qualitative research is often used? 1. to formulate and define a problem more clearly and to determine relevant questions to be examined

17、in subsequent research. 2. revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses 3. Oftentimes the combination of Quantitative and Qualitative research proves useful in consumer markets and businessto-business marketing settings as well .8-18. Probl

18、ems of Gathering Primary Data 1. Ability to communicate opinions: 2. Willingness to respond 3. sampling in field surveys 4. language and comprehension8-19Marketers use three different techniques to help ferret out translation errors ahead of time. Back translation: in Back translation the questionna

19、ire is translated from one language to another and then a second party translates it back into the original and the two original languages are compared. Parallel translation: more than two translators are used for the back translation ;the results are compared , differences discussed and the most ap

20、propriate translation selected.8-20 Decentering : (逐渐接近) it is a successive process of translation and retranslation of a questionnaire, each time by a different translator.8-21Group works 1. What are some of the problems created by language and the ability to comprehend in collecting primary data?

21、How can a foreign market researcher overcome these difficulties? 2. sampling offers some major problems in market research. Discuss. Discuss the stages of the research process in relation to the problems encountered. Give examples.8-22. Multicultural Research a Special Problem Multicultural research

22、 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.8-23. Research on the Internet a Growing Oppo

23、rtunity One billion users in more than 200 countries One-sixth in U.S. International Internet use is growing almost twice as fast as American use Uses for Internet in international research Online surveys and buyer panels Online focus groups Web visitor tracking Advertising measurement Customer iden

24、tification systems E-mail marketing lists Embedded research Observational research8-24. Estimating Market Demand Expert opinion experts are polled for their opinions about market size and growth rates. the key in using expert opinion to help forecast demand is triangulation , that is, comparing esti

25、mates produced by different sources. Analogy(类推法) assumes that demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country. 8-25How to use analogy to estimate the total sales volume in city B? If the total sales volume in country A i

26、s $80000 , and country A has 100 million people. country B has 260 million people, then what the total sales volume in country B possibly be ?8-26. Problems in Analyzing and Interpreting Research InformationThe foreign market researcher must posses three talents to generate meaningful marketing info

27、rmationThe researcher must posses a high degree of cultural understanding of the market in which research is being conductedA creative talent for adapting research methods is necessaryA skeptical attitude in handling both primary and secondary data is helpful8-27Communicating with Decision Makers Ga

28、thered 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 b