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1、 I n t e r n a t i o n a l M a r k e t i n gDeveloping a Global Vision Through Marketing ResearchChapter 81 4 t h E d i t i o n P h i l i p R. C a t e o r a M a r y C. G i l l y J o h n L . G r a h a mMcGraw-Hill/Irwin International Marketing 14/eCopyright 2009 by The McGraw-Hill Companies, Inc. All
2、 rights reserved.What Should You Learn? 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 Ho
3、w to analyze and use research information2Global Perspective Japan Test Market for the World 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
4、 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 markets3Breadth and Scope of International Marketing Resea
5、rch Types of information needed by research General information about the country, area, and/or market Information to forecast future marketing requirements By anticipating social, economic, consumer, and industry trends within specific markets or countries Specific market information used to make a
6、nd develop marketing plansProductPromotionDistributionPrice decisions4Breadth and Scope of International Marketing Research Unisys Corporations planning steps for collecting and assessing the following types of information- Economic - Cultural, sociological; and political climate - Overview of marke
7、t conditions - Summary of the technological environment - Competitive situation5Top 20 Countries for Marketing Research Expenditures (millions of dollars)Exhibit 8.16The Research Process Research process steps- Define the research problem and establish research objectives - Determine the sources of
8、information to fulfill the research objectives - Consider the costs and benefits of the research effort - Gather relevant data from secondary or primary sources, or both - Analyze, interpret, and summarize the results - Effectively communicate the results to decision makers Research steps are simila
9、r for all countries Variations and problems can occur in implementationDifferences in cultural and economic development7Defining the Problem and Establishing Research Objectives The major difficulty is converting a series of often ambiguous business problems into tightly drawn and achievable researc
10、h objectives The first, most crucial step in research is more critical in foreign markets because an unfamiliar environment tends to could problems definition Other difficulties in foreign research stem from failures to establish problem limits broad enough to include all relevant variables8Problems
11、 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 Continuing efforts to improve data collection United Nations Organization
12、for Economic Cooperation and Development (OECD)9Availability and Reliability of Data Most countries simply do not have governmental agencies that collect on a regular basis the kinds of secondary data readily available in the U.S. Researchers language skills impede access to information Requires nat
13、ive speaker of language 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 Less-developed countries prone to optimism Willful errors “Adjusted reporting”10Comparabil
14、ity 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 Too frequently, data are reported in different categories or in categories much too broad to be of specific value11Validating Secondary
15、 Data Questions to judge the reliability of secondary data sources Who collected the data? Would there be any reason for purposely misrepresenting the facts? For what purposes was the data collected? How was the data collected? Are the data internally consistent and logical in light of known data so
16、urces or market factors? 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 12Gathering Primary Data Quantitative and Qualitative Research Primary data Data collecte
