Matakuliah : J0474 International Marketing
Tahun
: 2009
Developing a Global Vision
through Marketing Research
Chapter 9
Learning Outcome
Breadth and Scope of International Marketing Research.
• The Research Process
• Defining the Problem and Establishing Research
Objectives
• Problems of Availability and Use of Secondary data
• Gathering Primary Data
• Problems of Gathering Primary data
• Multicultural Research
• Research on the Internet
• Estimating Market Demand
•
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Breadth and Scope of International Marketing Research.
Research can be divided into three types based on information needs :
1. General information about the country, area, and/or market.
2. Information necessary to forecast future marketing requirements
by anticipating social, economic, consumer and industry trends
within specific markets or countries.
3. Specific market information used to make product, promotion, distribution
and price decisions and to develop marketing plans.
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Breadth and Scope of International Marketing Research.
The broader scope if international marketing research
is reflected in Unisys Corporation’s planning steps:
• Economic
• Cultural, sociological and political climate.
• Overview of market conditions.
• Summary of the technological environment.
• Competitive situation.
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The Research Process
1. Define the research problem and establish
research objectives.
2. Determine the sources of information to fulfill
the research objectives.
3. Consider the costs and benefits of the research effort.
4. Gather the relevant data from secondary or primary sources,
or both.
5. Analyze, interpret, and summarize the results.
6. Effectively communicate the results to decision makers.
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Defining the Problem and
Establishing Research Objectives
In assessing some foreign business failures it
is apparent that research was conducted, but
the questions asked were more appropriate
for the local market than for the foreign
one.
Other difficulties in
foreign research stem
from failures to establish
problem limits broad
enough to include all
relevant variables.
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Problems of Availability
and Use of Secondary data
1. Availability of Data,
Detailed data on the numbers of wholesalers, retailers, manufacturers,
and facilitating services, for example are unavailable for many parts
of the world, as are data on population and income.
Another problem relating to the availability of data
is researchers’ language skills.
2. Reliability of Data,
Available data may not have the level of reliability necessary
for confident decision making .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
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Problems of Availability
and Use of Secondary data
3. Comparability of Data,
The rapid change in socioeconomic features being experienced
in many of these countries makes the problem of currency a vital one.
Further, even though many countries are now gathering reliable data,
there are generally no historical series with
Which to compare the current information.
4.Validating secondary Data :
a. Who collected the data? Would there be any reason for purposely
misrepresenting the facts?
b. For what purposes were the data collected?
c. How (by what methodology) were the data collected?
d. Are the data internally consistent and logical
if light of known data sources or market factors?
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Gathering Primary Data
Primary data, that is data collected specifically for
the particular research project at hand,
The researcher may question the firm’s sales representatives,
distributors, middlemen, and customers to get
appropriate market information.
Quantitative
research
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Qualitative
research
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Problems of Gathering Primary Data
Ability to
Communicate
Opinions
Sampling in
Field
Surveys
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Willingness
to Respond
Language
and
Comprehension
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Multicultural Research
Multicultural research involves dealing with countries,
that have different language ,economic, social structures,
behavior, and attitude pattern.
An important point to keep in
mind when designing research
to be applied across cultures
is
To ensure comparability and
equivalency of results.
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Japanese, compared
with American
businesspeople, tend
not to respond to mail
surveys.
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Research on the Internet
There are eight different uses for the
Internet in international research:
1.
2.
3.
4.
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Online surveys and buyer panels.
Online focus groups.
Web visitor tracking.
Advertising measurement.
5.
6.
7.
8.
Customer identification systems.
E-mail marketing lists.
Embedded research.
Observational research.
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Estimating Market Demand
Expert Opinion
Analogy
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Summary
• The basic objective of the market research function is providing
management with information for more accurate decision making.
this objective is the same for domestic and international
marketing.
• Customer attitudes about providing information to a researcher
are culturally conditioned. Foreign market information surveys
must be carefully designed to elicit the desired data and at the
same time not offend the respondent’s sense of privacy.
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