GMMCH06.ppt 46KB Jun 05 2011 09:30:25 PM
GLOBAL MARKETING
RESEARCH
Chapter Six
John Wiley &Sons, Inc c 1998
1
Overview
Chapter Six
•
•
•
•
•
•
1. Research Problem Formulation
2. Secondary Global Marketing Research
3. Primary Global Marketing Research
4. Market Size Assessment
5. New Market Information Technologies
6. Managing Global Marketing Research
John Wiley &Sons, In
2
Overview (cont’d)
• Steps
–
–
–
–
–
–
1. Define the research problem(s)
2. Develop a research design
3. Determine information needs
4. Collect the Data (secondary and primary)
5. Analyze the data and interpret the results
6. Report and present the findings of the study
John Wiley &Sons, In
3
Overview (cont)
• Exhibit 6-1 Multi Country Marketing
Research Project
• Challenges
–
–
–
–
–
Complexity of research design due to environmental differences
Lack and inaccuracy of data
Time and cost requirements to collect primary data
Coordination of multicountry research efforts
Difficulty in establishing comparability across multicountry
studies
John Wiley &Sons, In
4
1. Research Problem Formulation
• Issues for a BMW positioning study
– What does the motorist in the country demand for
his/her car?
– What does s/he believe s/he is getting from the various
brands?
– What does that imply with regard to positioning the
BMW brand across borders?
• Exhibit 6-2 ACNielsen SRG’s China
Omnibus
John Wiley &Sons, In
5
2. Secondary Global Marketing Research
• Secondary Data Sources
– Exhibit 6-3 Resources for Secondary Data
• Problems with Secondary Data Research
–
–
–
–
–
Accuracy of Data
Age of data
Reliability over Time
Comparability of Data
Lumping of Data
John Wiley &Sons, In
6
3. Primary Global Marketing Research
• Focus Groups
• Survey Method for Cross-Cultural
Marketing Research
– questionnaire design
• conceptual and functional equivalence
– back translation and parallel translation
• translation and scalar equivalence
– Exhibit 6-4 The Funny Face Scale
– Sampling
John Wiley &Sons, In
7
3. Primary Global Marketing Research
(cont)
• Contact Method
– Exhibit 6-5 Comparison of European Collection
Methods
• Collecting the Information
John Wiley &Sons, In
8
4. Market Size Assessment
• Method of Analogy
– longitudinal method of analogy
– Exhibit 6-6 Market Potential estimates for
McDonalds’
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis
– Exhibit 6-7 Model For Analgesics
John Wiley &Sons, In
9
5. New Market Information Technologies
• Exhibit 6-8 1993 World Wide Scanning
Penetration (Percent ACV Scanner)
• Point of Sale (POS) Store Scanner Data
• Consumer Panel Data
• Single Source Data
John Wiley &Sons, In
10
5. New Market Information Technologies
(cont)
• Major developments/innovations
– shift from mass to micro marketing
– continuous monitoring of brand sales/market
share movements
– scanning data are used by manufacturers to
support market decisions
– scanning data are used to provide
merchandising support to retailers
John Wiley &Sons, In
11
6. Managing Global Market Research
• Selecting a Research Agency
– Exhibit 6-9 Cross-Country Cost Comparisons
for Market Research Studies
• Coordination of Multi-Country Research
– emic versus etic dilemma
– coordination measures
John Wiley &Sons, In
12
RESEARCH
Chapter Six
John Wiley &Sons, Inc c 1998
1
Overview
Chapter Six
•
•
•
•
•
•
1. Research Problem Formulation
2. Secondary Global Marketing Research
3. Primary Global Marketing Research
4. Market Size Assessment
5. New Market Information Technologies
6. Managing Global Marketing Research
John Wiley &Sons, In
2
Overview (cont’d)
• Steps
–
–
–
–
–
–
1. Define the research problem(s)
2. Develop a research design
3. Determine information needs
4. Collect the Data (secondary and primary)
5. Analyze the data and interpret the results
6. Report and present the findings of the study
John Wiley &Sons, In
3
Overview (cont)
• Exhibit 6-1 Multi Country Marketing
Research Project
• Challenges
–
–
–
–
–
Complexity of research design due to environmental differences
Lack and inaccuracy of data
Time and cost requirements to collect primary data
Coordination of multicountry research efforts
Difficulty in establishing comparability across multicountry
studies
John Wiley &Sons, In
4
1. Research Problem Formulation
• Issues for a BMW positioning study
– What does the motorist in the country demand for
his/her car?
– What does s/he believe s/he is getting from the various
brands?
– What does that imply with regard to positioning the
BMW brand across borders?
• Exhibit 6-2 ACNielsen SRG’s China
Omnibus
John Wiley &Sons, In
5
2. Secondary Global Marketing Research
• Secondary Data Sources
– Exhibit 6-3 Resources for Secondary Data
• Problems with Secondary Data Research
–
–
–
–
–
Accuracy of Data
Age of data
Reliability over Time
Comparability of Data
Lumping of Data
John Wiley &Sons, In
6
3. Primary Global Marketing Research
• Focus Groups
• Survey Method for Cross-Cultural
Marketing Research
– questionnaire design
• conceptual and functional equivalence
– back translation and parallel translation
• translation and scalar equivalence
– Exhibit 6-4 The Funny Face Scale
– Sampling
John Wiley &Sons, In
7
3. Primary Global Marketing Research
(cont)
• Contact Method
– Exhibit 6-5 Comparison of European Collection
Methods
• Collecting the Information
John Wiley &Sons, In
8
4. Market Size Assessment
• Method of Analogy
– longitudinal method of analogy
– Exhibit 6-6 Market Potential estimates for
McDonalds’
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis
– Exhibit 6-7 Model For Analgesics
John Wiley &Sons, In
9
5. New Market Information Technologies
• Exhibit 6-8 1993 World Wide Scanning
Penetration (Percent ACV Scanner)
• Point of Sale (POS) Store Scanner Data
• Consumer Panel Data
• Single Source Data
John Wiley &Sons, In
10
5. New Market Information Technologies
(cont)
• Major developments/innovations
– shift from mass to micro marketing
– continuous monitoring of brand sales/market
share movements
– scanning data are used by manufacturers to
support market decisions
– scanning data are used to provide
merchandising support to retailers
John Wiley &Sons, In
11
6. Managing Global Market Research
• Selecting a Research Agency
– Exhibit 6-9 Cross-Country Cost Comparisons
for Market Research Studies
• Coordination of Multi-Country Research
– emic versus etic dilemma
– coordination measures
John Wiley &Sons, In
12