Part02International Marketing Research(当代国际营销,澳大利亚

International Marketing Research

More complex than domestic Greater:

time to complete projects cost to collect primary & secondary data coordination required difficulty in predicting competitor reaction costly mistakes e.g.,KFC in Brazil

Tendency to use self reference criterion

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Marketing research in international marketing

The are six steps in conducting international marketing research:1.

2.3. 4.

5.6.

Define the research problem(s). Develop a research design. Determine information needs. Collect the data (secondary and primary). Analyse the data and interpret the results. Report and present the findings of the study.

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Marketing research in international marketing

Major challenges faced by international marketing researchers are:Lack and accuracy of secondary data. Time and cost requirements to collect primary data. Coordination of multicountry research efforts. Difficulty in establishing comparability across multicountry studies. Different practical considerations (such as the legal aspects of conducting research, and the culture’s norms about sharing opinions with strangers).

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Research problem formulation

Any research starts by defining the research problem. A well-defined problem is a half-solved problem. Once the nature of the problem is clear, it needs to be translated into specific questions. For example, BMW in a European positioning strategy study posed the following questions:

What do motorists in the different countries demand from their cars? What do motorists believe they are getting from various brands? What does that imply with regard to positioning the BMW brand across borders?Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Data Sources and Collection Secondary data

Unit of analysis

tendency to use macro variables

e.g. country level data

greater specificity is more expensive government and private agencies, internet country surveys: low cost

Secondary data - advantages

restricted to OECD countries

provides general picture good first step, may lead to other sources

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Data Sources and Collection Secondary data

Secondary data - disadvantages

developing countries not easily available “pre-digested” data

level of aggregation - prevent segmentation analysis

definitions not consistent: GDP/PPP inconsistent timing:

differences in census age of data

political motives for not providing real data availability of data: paper, magnetic, none

Kotabe, M. & Helsen, K. (2004) Global M

arketing Management 3Ed. Brisbane: Wiley

Secondary marketing research

To assess the quality of the data the researcher should obtain answers to the following:1.

2. 3.

4. 5.

When were the data collected? Over what timeframe? How were the data collected? Have the variables been redefined over time? Who collected the data? Why were the data gathered?Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Market Potential - Use of Secondary dataMethods Trade audit Analogy Basis: similarities between countries in economy culture and development use of proxy variables

E.g. estimate potential sales of VCRs in Poland Proxy known: sales of colour TV’s in Hungary Use Hungary data - estimate Poland market potentialKotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Secondary data for Market Potential Estimation - AnalogyD VCR (Pol.) = D TV (Pol.)** known data

D VCR (Hung.)* D TV (Hung.)*Many different methods available for Market potential estimatesUse: Multiple methods Sensitivity analysis what if? Range of estimates

Solve for unknown = D VCR (Poland) Problems: finding comparable country and good surrogate measures

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Analogy – variation using Starbuck’s case for SingaporePotential market penetration of Starbucks =Population of Country X No. of people per Starbucks in US

x

Per capita Income of Country X

Per capita income of US

Substituting for above for Singapore:4,000,0000 population 266,000,000/1,000 outlets per pop’n in US

x

15,308 GDP/Cap Singapore25,850 Per cap. Income in US

= 15.03 x 0.5921 = 8.8 = 9 outlets in SingaporeKotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Chain Ratio Method

Start with rough base

eg. Country populationapply string of ratios (%) meaningful estimate of market total potentialTotal country population

Systematic refinement

%

Urbanisation level and rate% Potential users based on indicator eg. Birth rate per 000s pop’n

Mkt. Potential

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Data Sources and Collection-Primarydata

Consumers

willingness to cooperate: cultural influences ability to cooperate: language, dialects and literacy instruments: translation and back translation cultural dynamics in interviews and focus groupsinfrastructure

Differences in data collection methods

Telephones Access Cost

Kotabe, M. & Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley

Consumer Research Qualitative

Focus groups

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