Global Market Research Flashcards
What is global marketing research used for?
To make both strategic and tactical decisions:
- Market studies(market size, customer needs)
- Competitive studies (Insights, domestic and foreign)
- Environmental studies (Economic, political, legal, and culture)
What are some of the challenges in global marketing research?
Many differences amongst countries
companies frequently lack familiarity with foreign markets
Comparing studies across countries can be difficult
International research is relatively costly
What are the four steps in the research process?
- Problem definition and development of research
objectives - Determination of the sources of information
- Collection and analysis of the data from primary and
secondary sources - Analysis of the data and presentation of results
In a marketing mix decision like “Product Policy decisions” what types of research could be useful?
Focus groups and qualitative research to generate ideas for new products
Survey research to evaluate new product ideas
Concept testing, test marketing
Product benefit and attitude research
Product formulation and feature testing
In a marketing mix decision like “Pricing decisions” what types of research could be useful?
Price sensitivity studies
In a marketing mix decision like “Distribution decisions” what types of research could be useful?
Survey of shopping patterns and behavior
Consumer attitudes toward different store types
Survey of distributor attitudes and policies
In a marketing mix decision like “Advertising decisions” what types of research could be useful?
Advertising pretesting
Advertising post-testing/recall scores
Surveys of media habits
In a marketing mix decision like “Sales promotion decisions” what types of research could be useful?
Surveys of response to alternative types of promotion
In a marketing mix decision like “Salesforce decisions” what types of research could be useful?
Tests of alternative sales presentations
What is the difference between an Etic and Emic approach?
• Etic approach –Assumes that a research question in one
culture can be used in another culture. This approach
allows for comparison across countries but could miss
cultural differences.
• Emic approach –Assumes cultures are so different that
each requires a separate research study to capture the
local context relative to each country’s frame of reference.
What is secondary data? What are some examples and problems?
Refers to previously collected and available data, it’s cheaper and should be done before obtaining primary data. (Ex. Businesses, public libraries, web search engines, national statistics)
Problems: data not available, not accurate, different sources report differently, may not be comparable across countries, timeliness.
What is primary data? What are some examples and problems?
Data collected specifically for a research assignment, needed when secondary data is not available or suspect. Can be tailored to the needs of a specific marketing decision.
Challenges: finding participants (incentives)
What is primary data? What are some examples and problems?
Data collected specifically for a research assignment, needed when secondary data is not available or suspect. Can be tailored to the needs of a specific marketing decision.
Challenges: finding participants (incentives)
(Ex. Surveys (probability samples), focus groups, observation)
What is one way to develop a research instrument?
Focus groups help capture appropriate variables to investigate
Creating a cross-cultural questionnaire requires
• Back translation: the questionnaire is translated from
one language into a second language, translated back
from the second language into the first language, and
then compared with the original text.
• Parallel translation: two or more translators translate
the questionnaire. The results are compared, and any
differences are discussed and resolved.
How should/should not focus groups be used?
Selection and “Sample Size”
• How focus groups SHOULD be used:
Learning how your product is used, Understanding customers’ experience with the product, Acquiring descriptive consumer brand perceptions, Exploratory testing of new product, positioning, and promotion strategies
promotion strategies
How focus groups SHOULD NOT be used:
Estimate the size or dollar value of the market, Definitively identify segments, Make go/no-go decisions on new products, brand positioning, or promotion strategies
What are some cross cultural challenges of focus groups?
• Courtesy bias precludes Japanese from criticizing
products
• Respondents in polychronic cultures tend to show up late
(or not at all)
• Young participants hesitant to criticize or disagree with
older participants in collectivist cultures
• Focus group length should be longer than two hours in
high context societies to allow enough get-to-know-each-
other time
