Global Marketing Management
Masaaki Kotabe & Kristiaan Helsen
Third Edition
John Wiley & Sons, Inc., 2004
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
1
Chapter 6
Global Marketing Research
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
2
Chapter Overview
1. Research Problem Formulation
2. Secondary Global Marketing Research
3. Primary Global Marketing Research
4. Market Size Assessment
5. New Market Information Technologies
6. Managing Global Marketing Research
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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Introduction
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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:
research:
1. Define the research problem(s)
2. Develop a research design
3. Determine information needs
4. Collect the Data (secondary and primary)
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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Introduction (contd.)
„
5. Analyze the data and interpret the results
6. Report and present the findings of the study
Major challenges faced by global marketing
researchers:
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
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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Introduction (contd.)
5. Difficulty in establishing comparability across
multicountry studies
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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1. Research Problem Formulation
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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 selfselfreference criterion (SRC).
A major difficulty in formulating the research
problem is unfamiliarity with the foreign
environment.
Omnibus surveys are regularly conducted by
research agencies.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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1. Research Problem Formulation
(contd.)
„
Once the research issues have been stated,
management needs to determine the information
needs.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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2. Secondary Global Marketing Research
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„
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Secondary Data: Data/information which is
already available.
Primary Data: When the information is not useful,
or simply does not exist.
Selected Secondary Data Sources: Lexis/Nexis,
FINDEX, National Trade Data Bank, U.S.
Department of Commerce, Japan External Trade
Organization (JETRO), OECD, IMF, The
Economist Intelligence Unit (E.I.U.), ACNielsen
Co, Taylor Nelsen Sofres, etc.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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2. Secondary Global Marketing
Research (contd.)
„
Problems with Secondary Data Research:
Research:
– Accuracy of Data
– Age of data
– Reliability over Time
– Comparability of Data
» Triangulate
» Functional or Conceptual Equivalence
– Lumping of Data
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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3. Primary Global Marketing Research
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„
Focus Groups
Survey Methods for CrossCross-Cultural Marketing
Research:
– Questionnaire Design
» Conceptual and Functional Equivalence
» Translation and Scalar Equivalence
» Back Translation and Parallel Translation
» Scalar Equivalence
– Sampling: A sampling plan consists of:
» Sampling unit
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Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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3. Primary Global Marketing Research
(contd.)
» Sample size
» Sampling procedure
– Contact Method (see Exhibit 66-5)
» Mail
» Telephone
» PersonPerson-toto-person interviews
» Online Survey Methods (see Exhibit 66-6):
„ E-mail surveys
„ Random Web site surveys
„ Panel Web site surveys
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
13
3. Primary Global Marketing Research
(contd.)
– Collecting the Information
» Issues of nonresponse
» Courtesy bias
» Social desirability bias
» Redundancy (asking the same question in
different ways)
» Issues of ethnographic research
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Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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4. Market Size Assessment
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Method of Analogy
– Longitudinal method of analogy
Trade Audit
Chain Ratio Method
CrossCross-Sectional Regression Analysis
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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4. Market Size Assessment (contd.)
„
When using market size estimates, keep the
following rules in mind:
– Use several different methods.
– Don’
Don’t be misled by numbers.
– Don’
Don’t be misled by fancy methods.
– Do a sensitivity analysis by asking whatwhat-if
questions.
– Look for interval estimates with a lower and
upper limit rather than for point estimates.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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5. New Market Information
Technologies
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Major developments/innovations:
– Point of sale (POS) store scanner data
– Consumer panel data
– Single source data
– Shift from mass to micro marketing
– Continuous monitoring of brand sales/market
share movements
– Scanning data are used by manufacturers to
support marketing decisions.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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5. New Market Information
Technologies (contd.)
– Scanning data are used to provide
merchandising support to retailers.
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Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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6. Managing Global Marketing Research
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Selecting a Research Agency:
Agency: The following
considerations should be taken into account while
choosing agency:
– Level of expertise
– Qualifications
– Track record
– Credibility and experience
– Client record
Coordination of MultiMulti-Country Research:
Research:
– Emic versus Etic dilemma
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
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6. Managing Global Marketing Research
(contd.)
– The emic school focuses on the peculiarities of
each country.
– The etic approach emphasizes universal
behavioral and attitudinal traits.
– In crosscross-cultural market research, the need for
comparability favors the etic paradigm with an
emphasis on the crosscross-border similarities and
parallels.
– Several approaches may be used to balance
these conflicting demands.
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
20
Copyright © John Wiley & Sons, Inc. 2004
Chapter 6
Kotabe & Helsen's Global Marketing
Management, Third Edition, 2004
21