International Marketing Chapter 8.pptx

Developing a Global Visionthrough Marketing ResearchChapter 8Learning ObjectivesLO1 What is Marketing Research?LO2 The problems of availability and use of secondary dataLO3 Sources of secondary dataLO4 Quantitative and qualitative research methodsLO5 Problems of quantitative and qualitative research methodsLO6 Using international marketing researchInternational Marketing ResearchMarketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making.Although the research processes and methods are same whether applied in domestic or foreign countries, international marketing research involves additional complications.The Research Process for All CountriesInternational Marketing ResearchInternational marketing research involves two additional complications:Information must be communicated across cultural boundaries. (e.g. when you do marketing research in America, you have to translate the questions into English by using appropriate local expressions, which means you have to translate the culture instead of just language)The environments in which research tools are applied are often different in foreign markets. (e.g. Email research was quite popular in the developed countries 10 years ago, but it was not applicable in China because of the technology development)Defining the Problem and Establishing Research Objectives P175Begin with a definition of the research problem and the establishment of specific 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 his or her SRC. (e.g. Disney; Green hat; Bubble Tea-hot/iced; hot/iced/warm)Once the problem is adequately defined and research objectives established, the researcher must determine the availability of the information needed.International Marketing ResearchCross-cultural communications are difficu