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Chapter 3

Chapter 3. International Marketing Research Process. Questions in IMR Why should research be done? What research should be done? What are the firm’s long term goals on globalization? Is it worth doing the research?. Questions in IMR (contd) What information is needed?

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Chapter 3

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  1. Chapter 3 International Marketing Research Process

  2. Questions in IMR • Why should research be done? • What research should be done? • What are the firm’s long term goals on • globalization? • Is it worth doing the research?

  3. Questions in IMR (contd) • What information is needed? • How to obtain the necessary information? • How should the research study be • designed? • How can the data be analyzed and • interpreted?

  4. Research Purpose • The first step in the research process is to decide why • the research should be done - The Research Purpose. • Problems or objectives to be studied • - Which problems or opportunities are anticipated? • - What is the scope of the problems and the possible • reasons?

  5. Research Purpose (Contd.) • Decision alternatives to be evaluated • What are the alternatives being studied? • What are the criteria for choosing among alternatives? • What is the timing or importance of the decision? • Users of research results • Who are the decision-makers? • Are there any covert purposes?

  6. Problem or Opportunity Analysis • Entry into a new market. Eg: McDonald’s setting up • franchise in China • Drop in sales in foreign territory • Competition weaning away market share • Decision Alternatives • What are the alternatives being considered? • What are the possible actions that can be taken? • Research Users • Who are the decision makers and what do they • expect of the research project?

  7. Information Requirement • Research objective: • A research objective is a statement, in as precise a terminology as possible, of what information is needed. • Research question • - A research question asks what specific information is needed to achieve the purpose of the research. Eg: P&G determining diaper demand in India • - Answers to specific product pricing and positioning questions

  8. Information Requirement (contd) Research question • Researchers face the problem of Self Reference Criterion- A tendency to allow one’s own values and beliefs to bias one’s opinion of situations in foreign markets. Example: Apple Computers in Japan

  9. Unit of Analysis • Basic unit considered in Statistical Analysis • Clear idea of the unit of analysis, both at macro and micro • levels. • Micro-level - firms • - customers • - specific segments • Macro-level - cities • - countries

  10. Definitions of Urban, by Country Country Argentina Bermuda Canada Congo Denmark Germany India Kenya Kuwait Nigeria Norway Singapore USA Definition of Urban Localities of 400 or more inhabitants Entire Country Areas with 1,000 or more inhabitants Localities of 5,000 or more inhabitants Localities of 200 or more inhabitants Localities of 2,000 or more inhabitants Localities of 7,000 or more inhabitants Agglomerations of at leas 2,000 inhabitants Localities of 10,000 or more inhabitants Localities of 20,000 or more inhabitants Localities of 200 or more inhabitants Entire Country Urbanized areas or places of 2,500 or more inhabitants

  11. Data Availability • Secondary data- Some of the sources include banks, trade • journals,consultants, chambers of commerce, etc. • Used for initial investigation or initial estimation • of potential demand • May be outdated or inaccurate

  12. Primary Data • Primary data are data originated by the researcher for the specific purpose of addressing the research problem • Primary data has to be collected in order to proceed with the research process

  13. Types of Equivalences EQUIVALENCE CONSTRUCT SAMPLING MEASUREMENT Are we studying the same phenomena in countries X, Y, and Z? Are the phenomena in countries X, Y, and Z measure in the same way? Are the samples used in countries X, Y, and Z equivalent?

  14. Issues in Primary Data Collection One of the issues that need to be dealt with in IMR is the equivalence of data. The three types of equivalence are: Construct equivalence: Are we studying the same phenomenon in countries x, y, and z? Measurement equivalence: Are the phenomenon in countries x, y, and z measured the same way? Sampling equivalence: Are the samples used in countries x, y, and z equivalent?

  15. Research Design • The choice of research approach depends on the nature of the research. They can be classified into: • Exploratory research: Is used when one is seeking insights into the general nature of the problem, the possible decision alternatives and relevant variables that need to be considered. • Descriptive research: The purpose of descriptive research is to provide an accurate snapshot of some aspect of the market environment. • Causal research: When it is necessary to go beyond inferring that two or more variables are related and the researcher has to show that one variable causes or determines the values of other variables this approach is used.

  16. Qualitative Methods • Observational Methods: Based on watching how respondents behave. • Projective Techniques: Require respondents to perform a specific task like word association, sentence completion etc. • Surveys • Mail interviews • Telephone interviews • Personal interviews

  17. Scales Used in Questionnaire Design • Scaling is the process of creating a continuum on which the objects are located according to the amount of the measured characteristic they posses. • Nominal scale: The only property is identity and any comparisons of numbers is meaningless. Eg: Marital status of respondents • Ordinal scale: Categories are ranked and arranged in order with regard to some common variable. Eg: Finishing order of a horse race • .

  18. Scales Used in Questionnaire Design (contd) • Interval scale: the numbers used to rank the objects also represent equal increments of the attribute being measured. Eg: Willingness to buy scale with 10 categories labeled from 1 to 10. • Ratio scale: It is an interval scale with a meaningful zero point. It is the only scale that permits comparisons of absolute magnitude. Eg: Weight, market share and dollars in saving account

  19. Sampling Steps in sampling: • Determine the level at which the sampling is to be conducted. • Decide sampling frame Types of sampling: • Probability sampling • Non-probability sampling Will be discussed in detail in Chapter 12

  20. Data Analysis • Steps in Data Analysis: • Preparing the data- Data needs to be coded and edited and the researcher should ensure the quality and reliability of the data. • Analyzing the data:Can be done using two techniques: • - Univariate techniques: Eg: Cross tabulation, T-tests and analysis of variance • - Multivariate techniques:Eg: Covariance, regression analysis, discriminant analysis, conjoint analysis, cluster analysis, factor analysis and multidimensional scaling.

  21. Presenting the Results • It is a very important step because researchers convey the results of the survey to the decisions-makers of the firm commissioning the survey. • Presentation can be written or oral depending on client preferences.

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