developing a global vision through marketing research
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Developing a Global Vision through Marketing Research. Chapter 8. International Marketing Research. What is marketing research? Why is it important? International element. Marketing Research Overview. Three kinds of information General info

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Presentation Transcript
international marketing research
International Marketing Research
  • What is marketing research?
  • Why is it important?
  • International element
marketing research overview
Marketing Research Overview
  • Three kinds of information
    • General info
    • Environmental information to forecast future buying
    • Marketing mix in specific market
marketing research process
Marketing Research Process
  • Define the Problem & Establish Research Objectives
  • Determine the Sources of Information to Fulfill Objectives
  • Consider the Costs & Benefits of Research Effort
  • Gather Relevant Primary or Secondary Data
  • Analyze, Interpret, and Summarize the Results
  • Effectively Communicate the Results to Decision-Makers
define problem objectives
Define Problem & Objectives
  • Unfamiliarity with environment
  • Need more information
secondary data
Secondary Data
  • Availability
  • Reliability
  • Comparability
  • Validating the Information
primary data
Primary Data
  • Quantitative v. Qualitative
  • Problems
    • Hard to explain usefulness
    • Willingness to respond
    • Sampling in field surveys
    • Language and comprehension
      • Back translation
      • Parallel translation
      • Decentering
other research
Other Research
  • Multicultural Research
  • Internet Research
    • Online surveys & buying panels
    • Online focus groups
    • Web site tracking
    • Advertising measurement
    • Customer ID systems
    • Email marketing lists
    • Embedded research
estimating market demand
Estimating Market Demand
  • Two Approaches
    • Expert opinion
    • Analogy
interpreting the data
Interpreting the Data
  • Recognize Limitations
  • Multicultural Marketing Researchers must exhibit:
    • Cultural understanding
    • Adaptation ability
    • Skepticism of data
responsibility for conducting research
Responsibility for Conducting Research
  • Decentralization
  • Communication channels within company
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