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Developing a Global Vision through Marketing Research - Coggle Diagram
Developing a Global Vision through Marketing Research
Breadth and Scope of International Marketing Research
Economic and demographic
Cultural, sociological, and political climate
Overview of market conditions.
Summary of the technological environment
Competitive situation
The Research Process
successful research is a systematic and orderly approach to the collection and analysis of data.
should follow:
Define the research problem and establish research objectives.
Determine the sources of information to fulfill the research objectives.
Gather the relevant data from secondary or primary sources, or both.
Effectively communicate the results to decision makers.
Analyze, interpret, and summarize the results.
Consider the costs and benefits of the research effort.
Defining the Problem and Establishing Research Objectives
After examining internal sources of data, the research process should begin with a definition of the research problem and the establishment of specific research objectives.
Researchers either fail to anticipate the influence of the local culture on the problem or fail to identify the self-reference criterion (SRC) and therefore treat the problem definition as if it were in the researcher’s home environment.
Once the problem is adequately defined and research objectives established, the researcher must determine the availability of the information needed.
Secondary data sources: already collected data
Problems of Availability and Use of Secondary Data
Availability of data
While the quantity and quality of marketing-related data available in the United States is unmatched in other countries
Commercial sources, trade associations, management groups, and state and local governments provide the researcher with additional sources of detailed U.S. market information.
Reliability of Data
Available data may not have the level of reliability necessary for confident decision making for many reasons.
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data.
Comparability of Data
the third shortcoming faced by foreign marketers.
Comparability of data can even be a problem when the best commercial research firms collect data across countries, and managers are well advised to query their vendors about this problem.
Validating Secondary Data
Who collected the data?
Would there be any reason for purposely misrepresenting the facts?
Gathering Primary Data: Quantitative and Qualitative Research
Primary data: data collected specifically for the particular research project at hand.
In quantitative research
large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format or to select a response from a set of choices.
In qualitative research
if questions are asked, they are almost always open-ended or in-depth, and unstructured responses that reflect the person’s thoughts and feelings on the subject are sought.
Oftentimes the combination of qualitative and quantitative research proves quite useful in consumer markets and business-to-business marketing settings as well.
Problems of Gathering Primary Data
Ability to Communicate Opinions
Difficult to formulate needs, attitudes, and opinions about goods whose use may not be understood, in use, or available.
Willingness to Respond
Cultural differences offer the best explanation for the unwillingness or the inability of many to respond to research surveys.
the success of primary research hinges on the ability of the researcher to get correct and truthful information that addresses the research objectives.
Multicultural Research: A Special Problem
Multicultural research involves countries that have different languages, economies, social
structures, behavior, and attitude patterns.
ensure comparability and equivalency of results.
Estimating Market Demand
expert opinion
experts are polled for their opinions about market size and growth rates.
triangulation: comparing estimates produced by different sources.
analogy
assumes demand for a product develops in much the same way in all countries, as comparable economic development occurs in each country.
Problems in Analyzing and Interpreting Research Information
In any final analysis, the researcher must take into consideration these factors and, despite their
limitations, produce meaningful guides for management decisions.
Accepting information at face value in foreign markets is imprudent.
The meanings of
words, the consumer’s attitude toward a product, the interviewer’s attitude, or the interview situation can distort research findings.
a creative talent for adapting research methods is necessary.