International Marketing Management IMMCH06.ppt

* * * * * * * * * * * * * * * * Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc. Copyright (c) John Wiley Sons, Inc.  * Global Marketing Management Chapter 6 Global Marketing Research Chia-Wen Hsu 2011/04/01 Chapter Overview 1. Research Problem Formulation 2. Secondary Global Marketing Research 3. Primary Global Marketing Research 4. Leveraging the Internet for Global Market Research 5. Market Size Assessment 6. New Market Information Technologies * Introduction 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. Six steps in conducting global market research: 1. Define the research problem(s) 2. Develop a research design 3. Determine information needs 4. Collect the Data (secondary and primary) 5. Analyze the data and interpret the results 6. Report and present the findings of the study * Introduction Major challenges faced by global marketing researchers: 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 multicountry research efforts 5. Difficulty in establishing comparability across multi-country studies * 1. Research Problem Formulation Any research starts off with a precise definition of the research problem(s). In an international context, the marketing research problem formulation is hindered by the self-reference criterion (SRC). A major difficulty in formulating the research problem is unfamiliarity with the foreign environment. Omnibus surveys are regularly conducted by research agencies. Once the research issues have been stated, management needs to d