international marketing research - full

8/12/2019 International Marketing Research - Full

1/24

1

THE RESEARCH PROCESSINTERNATIONALLY

ByElisante Ole Gabriel (Tanzania)

Chartered [email protected] , www.olegabriel.com

+255-784-455-499
mailto:[email protected]://www.olegabriel.com/http://www.olegabriel.com/mailto:[email protected]


2/24

2

INTERNATIONAL MARKETINGRESEARCH

a study conducted to assist decision-making in more

than one country

research that crosses national borders and involvesrespondents and researchers from different countries

and cultures


3/24

3

Challenges

overlooking cross-cultural market behaviour employing standardized research methodologies

across the international markets using English as a standard language for market

communication inappropriate sample selection misinterpretation of cross-country data failure to use locals to conduct field surveys


4/24

4

Cross-cultural marketing behaviour and

research

The collective programming of the mind whichdistinguishes the members of one group or category

from the other


5/24

5

Comparison of cross-cultural behaviourPower d is tance

the degree of inequality among the people that are viewedequitably

Ind iv idual i sm vs . co l lec t iv ism the tendency of people to look after themselves and their

immediate familys interests alone

Mascu l in i ty vs . fem in in i ty masculine societies, the dominant values emphasize work

goals such as earnings, advancement, and success

feminine society are achievement of personal goals such asquality of life, care for others, and friendly atmosphere

Uncertainty avo idance lack of tolerance of ambiguity and the need for formal rules


6/24

6

Cultural contextThe context of a culture has crucial implications incommunicating and interpreting verbal and non-verbalmessages

Cultural homogeneity

homophilous culture: countries where people share the

same beliefs, language, and religion

heterophilous culture: countries that have a fair amount

of differentiation in language, beliefs, and religion

Comparison of cross-cultural behaviour


7/24

7

Process

Problem dentification

Decide ResearchMethodology

Workout InformationRequirement

Identify Sources of Information(Both Primary and Secondary)

Prepare ResearchDesign

Collect Primary Information

Analyse Information

Evaluation and Interpretation


8/24

8

International marketing research andmarketing decisions

Marketing mix decision product policy

Type of research focus groups and qualitative research to generate ideas

for new product

survey research to evaluate new product ideas

concept tasting, test marketing

product benefit and attitude research

product formulation and feature testing


9/24

9

Marketing mix decisionPricing distribution

Type of research pricing sensitivity studies

Marketing mix decisionDistribution

Type of research survey of shopping patterns and behaviour consumer attitudes toward different store types survey of distributor attitudes and policies

International marketing research (contd)


10/24

10

Marketing mix decision Advertising

Type of research

advertising pre-testingMarketing mix decision

Advertising post-testing, recall scores

Type of research surveys of media habits



11/24

11

Marketing mix decision Sales Promotion

Type of research surveys of response to alternative types of promotion

Marketing mix decision

Sales force

Type of research tests of alternative sales presentations



12/24

12

Emic vs. Etic dilemma

EMIC

Holds that attitudes, interests, and behaviour areunique to a culture and best understood in their ownterms, and emphasizes studying the research problemin each countrys specific context

ETIC

Emphasizes identifying and assessing universalattitudinal and behavioural concepts and developingpan -cultural measures


13/24

13

Researching Global MarketsMarketing Research: Building The Knowledge Base

Breadth and scope of international marketing research.Greater uncertainties in global markets. Marketing research defined :

Marketing Research is the function which links theconsumers and customers to the organization throughinformation; information used to identify and define marketing

problems; generate, refine and evaluate marketing actions;

monitor marketing performance; and improve ourunderstanding of marketing as a process
http://www.uww.edu/http://www.uww.edu/


14/24

14

Role of Marketing Research

Reduction of uncertainty and facilities managementdecision making

Information for :

Planning (Market entry strategies) Problem Solving Control

Nature of Marketing Research

Applied research

Cost-benefits assessment Dynamic environment and need for frequent updates


15/24

15

Stages in the Research Process

Formulate Problem

Determine Research Design

Determine Data Collective Method

Design Data Collection Forms

Design Sample and Collect Data

Analyze and Interpret the Data

Prepare the Research Report


16/24

16

Type of Data Needed for International Marketing Research

Secondary data

Internal External

Published Commercial

Availability Reliability Compatibility of data

Validation of secondary data

Advantages and Disadvantages of Secondary Data

Outdated


17/24

17

Gathering Primary Data

Types of primary data

Socioeconomic / demographic data Attitudes / Options Awareness / knowledge Intentions Motivations Behaviors

Qualitative (V.S) Quantitative

Surveys (V.S) Observations


18/24

18

Survey Research

Personal interviews

Mail Surveys Telephone interviews

Mall intercept interviews Internet : new opportunity for data collection

Observation

Human Mechanical Devices


19/24

19

Development of Survey Instrument

Structured (V.S) Unstructured

Disguised (V.S) Undisguised

Qualitative Research

Disguised and Unstructured

Word Association Sentence Completion

Story Telling

Focus Groups


20/24

20

Sample Design and Issues

Non probability samples (Finding not generalizable)

Probability samples

Types of probability samples

Issues related to probability samples

Lack of sampling frame

Outdated sampling frame (Street and Telephone directories)

Validation of random samples


21/24

21

Data analysis and inferences

Univariate Data Analysis

Bivariate Data Analysis

Multivariate Data Analysis

Choice of Data Analysis Techniques

Non-parametric (V.S) Parametric methods Statistical Software Packages for Data Analysis

Geographic Information Systems (GIS)


22/24

22

Estimating Market Demand

Expert opinion

Delphi method

Analogy

Use of quantitative techniques

Income elasticity

Assessment of Country Attractiveness

Market potential / size

Business climate Political stability / risk


23/24

23

The Research Report

Written Report

Communication with the reader

Accuracy and completeness

Form of Report

Title page

Table of contents Executive summary

Introduction / problem statement

Methodology

Findings Conclusions and recommendations

Oral Report

Use of powerpoint and graphics

Appendix


24/24

24

Conclusion Doing research internationally is more

challenging than Local IM research is extremely important, hence

the lifeblood of the International Business Not all problems are solved using the

same solution hence a need of various

research approaches. AND.. International Companies ought to invest

and value of research Internationally.

international marketing research - full

Documents