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Corporate level the central purpose is planningfor growth. At this level, selected growth optionsare informed by the tools of customer valueanalysis.

Product/Market level works with a cross-functional team to identify value-based, market-driven strategies for a sustainable competitiveadvantage.

Business Unit or Division level purpose ofplanning is to identify strategic opportunities forfuture investment. This works with themanagement team to develop a Product/MarketMatrix in order to achieve strategic focus.
http://marketvaluesolutions.com/product-market-planning.htmhttp://marketvaluesolutions.com/business-unit-planning.htmhttp://marketvaluesolutions.com/corporate-planning.htm


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Given the complexity of the global marketplace,

solid marketing research is critical for a host ofglobal marketing decisions.

Most of the cultural blunders in global marketingstem from inadequate marketing research.

Global marketing researchers major challenges:

1. Complexity of research design due to

environmental differences2. Lack and inaccuracy of secondary data3. Time and cost requirements to collect primary

data4. Coordination of multi-country research efforts5. Difficulty in establishing comparability across

multi-country studies


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Problem Formulation

Research Design Development

Data Collection Plan

Data Collection

Data Analysis

Public Dissemination of Results

Define the research problem/s.

The problem must be shaped into aresearchable question: Is it feasible toconduct the research?


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Develop a research design:

Who will be studied?

How will they be selected?

Problem Formulation



Data Collection

Data Analysis



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Determine information needs

What information will be gathered?

Determine information priorities

Problem Formulation



Data Collection

Data Analysis



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Collect the data (primary and secondary)

Pretest: a preliminary application of thedata-gathering technique for the purpose ofdetermining adequacy.

Pilot study: a small-scale trial run of all ofthe procedures planned for the main study

Problem Formulation



Data Collection

Data Analysis



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Analyze the data and interpret the results

Unlocking the information hidden in the rawdata

Confirm or refute ideas with empirical reality

Use of statistical tools

Problem Formulation



Data Collection

Data Analysis



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Report and present the findings of the study

Publication or presentation to otherprofessionals

Problem Formulation



Data Collection

Data Analysis



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Selecting a Research Agency:

The following considerations should be taken into accountwhile choosing agency:

1. Level of expertise2. Qualifications3. Track record

4. Credibility and experience5. Client record

Coordination of Multi-Country Research:

Emic versus Etic dilemma


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Global Market Research (www.agmr.com) - has the industry expertiseand local resource to help clients understand and develop their market,

providing added-value market research and consultancy servicesthroughout the world.

Synovate (www.synovate.com) - generates insights to help clientsdrive competitive brand, product and customer experience strategies.

Taylor Nelson Sofres Global (www.tnsglobal.com) - provides qualitymarketing information delivered by Global Industry Sector expertconsultants, innovative Market Research Expertise across the productlife-cycle, in eighty countries.


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1. Global Market Research


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2. Synovate


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3. Taylor Nelson Socres

global marketing research 1

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