Professional Documents
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MARKETING
RESEARCH
Dr. MEENAKSHI SHARMA
What is International
Marketing Research
The American Marketing Association defines
marketing research as the activity that links
the consumer, customer, and public to the
marketer through information.
In international market research, this
activity is carried out on a global scale .
International Marketing Research can also be
defined as the systematic gathering, recording,
analysis and interpretation of data to aid the
reduction of uncertainty in marketing
decision making.
The Objective in
International Market
Research
Method of Conducting
Research
Step 1: Information
Requirement
Formal research often is undertaken after a
problem or opportunity has been identified.
e.g. Thomas Bata of Bata Shoe Organization
now in Switzerland.
Formal research often is undertaken after a
problem or opportunity has been identified and
a problem well defined is a problem half
solved.
The first two questions a marketer should ask
are What information do I need? and
Why do I need this information?
Step 2: Problem
Definition
Self-reference
criterion
(SRC)
should be avoided as it underscores
the importance of understanding the
cultural
environments
of
global
markets.
It was assumed that Barbie dolls will
be welcomed in Japan as in America or
Walt Disney will be as successful in
France as in HongKong.
When approaching global markets, it
is best to have eyes wide open.
it
can
enhance
managements
willingness
to
conduct
market
research
Design research with minimal homecountry or second-country bias.
enhance
managements
receptiveness to accepting research
findingseven if they contradict
tried
and
true
marketing
experience in other markets.
MarketResearch.com(www.marketresearch.com)
sells reports on a wide range of global business
sectors e.g. Chinese Market for Cosmetics,
Automotive industry
Statistical Abstract of the United States, Census
Bureau, Department of Commerce,
Web sites to help small firms find opportunities in
world Markets, e.g Canadas Department of
Foreign Affairs and International Trade (DFAIT),
the World Bank, the International Monetary Fund,
and
Japans Ministry of International Trade and Industry
(MITI).
The Economist and the Financial Times
Research
SurveyMethodologies
research, interviews, consumer panels,
observation, and focus groups are some of the tools
used to collect primary market data which are the
same tools used by marketers whose activities are not
global.
Survey
research
utilizes
questionnaires
designed to elicit quantitative data (How much
would you buy?), qualitative responses (Why would
you buy?), or both. Survey research is often
conducted by means of a questionnaire distributed
through the mail, by telephone, or in person.
There are many challenges to data collection. Some
adaptations and special considerations for global
marketing may be required.