GMMCH06

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Business-Finance

Published on January 13, 2009

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GLOBAL MARKETING RESEARCH : John Wiley &Sons, Inc c 1998 1 GLOBAL MARKETING RESEARCH Chapter Six OverviewChapter Six : John Wiley &Sons, Inc c 1998 2 OverviewChapter 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 Overview (cont’d) : John Wiley &Sons, Inc c 1998 3 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 Overview (cont) : John Wiley &Sons, Inc c 1998 4 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 1. Research Problem Formulation : John Wiley &Sons, Inc c 1998 5 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 2. Secondary Global Marketing Research : John Wiley &Sons, Inc c 1998 6 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 3. Primary Global Marketing Research : John Wiley &Sons, Inc c 1998 7 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 3. Primary Global Marketing Research (cont) : John Wiley &Sons, Inc c 1998 8 3. Primary Global Marketing Research (cont) Contact Method Exhibit 6-5 Comparison of European Collection Methods Collecting the Information 4. Market Size Assessment : John Wiley &Sons, Inc c 1998 9 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 5. New Market Information Technologies : John Wiley &Sons, Inc c 1998 10 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 5. New Market Information Technologies (cont) : John Wiley &Sons, Inc c 1998 11 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 6. Managing Global Market Research : John Wiley &Sons, Inc c 1998 12 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

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