1 THE RESEARCH PROCESS INTERNATIONALLY By Elisante Ole Gabriel (Tanzania) Chartered Marketer...
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Transcript of 1 THE RESEARCH PROCESS INTERNATIONALLY By Elisante Ole Gabriel (Tanzania) Chartered Marketer...
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THE RESEARCH PROCESS THE RESEARCH PROCESS INTERNATIONALLYINTERNATIONALLY
By By Elisante Ole Gabriel (Tanzania)Elisante Ole Gabriel (Tanzania)
Chartered MarketerChartered [email protected], [email protected], www.olegabriel.com
+255-784-455-499+255-784-455-499
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INTERNATIONAL MARKETING RESEARCH
• a study conducted to assist decision-making in more
than one country
• research that crosses national borders and involves
respondents and researchers from different countries
and cultures
33
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
44
Cross-cultural marketing behaviour and research
The collective programming of the mind which distinguishes the members of one group or category from the other
55
Comparison of cross-cultural behaviourPower distance
• the degree of inequality among the people that are viewed
equitably
Individualism vs. collectivism
• the tendency of people to look after themselves and their
immediate family’s interests alone
Masculinity vs. femininity
• masculine societies, the dominant values emphasize work
goals such as earnings, advancement, and success
• feminine society are achievement of personal goals such as
quality of life, care for others, and friendly atmosphere
Uncertainty avoidance • lack of tolerance of ambiguity and the need for formal rules
66
Cultural context
The context of a culture has crucial implications in communicating and interpreting verbal and non-verbal messages
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
77
Process
Problem dentification
Decide Research Methodology
Workout Information Requirement
Identify Sources of Information (Both Primary and Secondary)
Prepare Research Design
Collect Primary Information
Analyse Information
Evaluation and Interpretation
88
International marketing research and marketing 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
99
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)
1010
Marketing mix decision
Advertising
Type of research
• advertising pre-testing
Marketing mix decision
Advertising post-testing, recall scores
Type of research
• surveys of media habits
International marketing research (contd)
1111
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)
1212
Emic vs. Etic dilemma
EMIC
Holds that attitudes, interests, and behaviour are unique to a culture and best understood in their own terms, and emphasizes studying the research problem in each country’s specific context
ETIC
Emphasizes identifying and assessing universal attitudinal and behavioural concepts and developing ‘pan-cultural’ measures
1313
Researching Global Markets
Marketing 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 the consumers and customers to the organization through information; information used to identify and define marketing problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process”
1414
Role of Marketing Research
• Reduction of uncertainty and facilities management decision 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
1515
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
1616
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
1717
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
1818
Survey Research
• Personal interviews
• Mail Surveys
• Telephone interviews
• Mall intercept interviews• Internet : new opportunity for data collection
Observation
• Human• Mechanical Devices
1919
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
2020
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
2121
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)
2222
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
2323
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
2424
Conclusion 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.