international marketing research - full
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THE RESEARCH PROCESSINTERNATIONALLY
ByElisante Ole Gabriel (Tanzania)
Chartered [email protected] , www.olegabriel.com
+255-784-455-499
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INTERNATIONAL MARKETINGRESEARCH
a study conducted to assist decision-making in more
than one country
research that crosses national borders and involvesrespondents and researchers from different countries
and cultures
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Challenges
overlooking cross-cultural market behaviour employing standardized research methodologies
across the international markets using English as a standard language for market
communication inappropriate sample selection misinterpretation of cross-country data failure to use locals to conduct field surveys
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Cross-cultural marketing behaviour and
research
The collective programming of the mind whichdistinguishes the members of one group or category
from the other
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Comparison of cross-cultural behaviourPower d is tance
the degree of inequality among the people that are viewedequitably
Ind iv idual i sm vs . co l lec t iv ism the tendency of people to look after themselves and their
immediate familys interests alone
Mascu l in i ty vs . fem in in i ty masculine societies, the dominant values emphasize work
goals such as earnings, advancement, and success
feminine society are achievement of personal goals such asquality of life, care for others, and friendly atmosphere
Uncertainty avo idance lack of tolerance of ambiguity and the need for formal rules
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Cultural contextThe context of a culture has crucial implications incommunicating and interpreting verbal and non-verbalmessages
Cultural homogeneity
homophilous culture: countries where people share the
same beliefs, language, and religion
heterophilous culture: countries that have a fair amount
of differentiation in language, beliefs, and religion
Comparison of cross-cultural behaviour
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Process
Problem dentification
Decide ResearchMethodology
Workout InformationRequirement
Identify Sources of Information(Both Primary and Secondary)
Prepare ResearchDesign
Collect Primary Information
Analyse Information
Evaluation and Interpretation
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International marketing research andmarketing decisions
Marketing mix decision product policy
Type of research focus groups and qualitative research to generate ideas
for new product
survey research to evaluate new product ideas
concept tasting, test marketing
product benefit and attitude research
product formulation and feature testing
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Marketing mix decisionPricing distribution
Type of research pricing sensitivity studies
Marketing mix decisionDistribution
Type of research survey of shopping patterns and behaviour consumer attitudes toward different store types survey of distributor attitudes and policies
International marketing research (contd)
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Marketing mix decision Advertising
Type of research
advertising pre-testingMarketing mix decision
Advertising post-testing, recall scores
Type of research surveys of media habits
International marketing research (contd)
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Marketing mix decision Sales Promotion
Type of research surveys of response to alternative types of promotion
Marketing mix decision
Sales force
Type of research tests of alternative sales presentations
International marketing research (contd)
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Emic vs. Etic dilemma
EMIC
Holds that attitudes, interests, and behaviour areunique to a culture and best understood in their ownterms, and emphasizes studying the research problemin each countrys specific context
ETIC
Emphasizes identifying and assessing universalattitudinal and behavioural concepts and developingpan -cultural measures
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Researching Global MarketsMarketing Research: Building The Knowledge Base
Breadth and scope of international marketing research.Greater uncertainties in global markets. Marketing research defined :
Marketing Research is the function which links theconsumers and customers to the organization throughinformation; information used to identify and define marketing
problems; generate, refine and evaluate marketing actions;
monitor marketing performance; and improve ourunderstanding of marketing as a process
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Role of Marketing Research
Reduction of uncertainty and facilities managementdecision making
Information for :
Planning (Market entry strategies) Problem Solving Control
Nature of Marketing Research
Applied research
Cost-benefits assessment Dynamic environment and need for frequent updates
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Stages in the Research Process
Formulate Problem
Determine Research Design
Determine Data Collective Method
Design Data Collection Forms
Design Sample and Collect Data
Analyze and Interpret the Data
Prepare the Research Report
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Type of Data Needed for International Marketing Research
Secondary data
Internal External
Published Commercial
Availability Reliability Compatibility of data
Validation of secondary data
Advantages and Disadvantages of Secondary Data
Outdated
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Gathering Primary Data
Types of primary data
Socioeconomic / demographic data Attitudes / Options Awareness / knowledge Intentions Motivations Behaviors
Qualitative (V.S) Quantitative
Surveys (V.S) Observations
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Survey Research
Personal interviews
Mail Surveys Telephone interviews
Mall intercept interviews Internet : new opportunity for data collection
Observation
Human Mechanical Devices
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Development of Survey Instrument
Structured (V.S) Unstructured
Disguised (V.S) Undisguised
Qualitative Research
Disguised and Unstructured
Word Association Sentence Completion
Story Telling
Focus Groups
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Sample Design and Issues
Non probability samples (Finding not generalizable)
Probability samples
Types of probability samples
Issues related to probability samples
Lack of sampling frame
Outdated sampling frame (Street and Telephone directories)
Validation of random samples
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Data analysis and inferences
Univariate Data Analysis
Bivariate Data Analysis
Multivariate Data Analysis
Choice of Data Analysis Techniques
Non-parametric (V.S) Parametric methods Statistical Software Packages for Data Analysis
Geographic Information Systems (GIS)
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Estimating Market Demand
Expert opinion
Delphi method
Analogy
Use of quantitative techniques
Income elasticity
Assessment of Country Attractiveness
Market potential / size
Business climate Political stability / risk
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The Research Report
Written Report
Communication with the reader
Accuracy and completeness
Form of Report
Title page
Table of contents Executive summary
Introduction / problem statement
Methodology
Findings Conclusions and recommendations
Oral Report
Use of powerpoint and graphics
Appendix
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Conclusion Doing research internationally is more
challenging than Local IM research is extremely important, hence
the lifeblood of the International Business Not all problems are solved using the
same solution hence a need of various
research approaches. AND.. International Companies ought to invest
and value of research Internationally.