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International Marketing15thedition
Philip R. Cateora, Mary C. Gilly, and John L. GrahamMcGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc !ll rights reser"e#
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Introduction
Enterprises with international sope o! operations "eed !or #rrent, a#rate in!ormation magni!ied
Marketing researh
$he systemati gathering, reording, and analy%ing o! data
to pro&ide in!ormation #se!#l in marketing deisionmaking
International marketing researh in&ol&es twoompliations
In!ormation m#st 'e omm#niated aross #lt#ral'o#ndaries
$he en&ironments within whih the researh tools areapplied are o!ten di!!erent in !oreign markets
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Overview
$he importane o! pro'lem de!inition ininternational researh
$he pro'lems o! a&aila'ility and #se o!
seondary data (#antitati&e and )#alitati&e researh methods
M#lti#lt#ral sampling and its pro'lems in lessde&eloped o#ntries
*o#res o! seondary data
+ow to analy%e and #se researh in!ormation
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Global PerspectiveJapan Test Market for the World
Japan has 'eome a &ast la' !or Google as it triesto re!ine mo'ile searh tehnology
Japans 1-- million ell phone #sers representthe most di&erseand disriminatingpool o!mo'ile s#'sri'ers on the planet
Many !oreign ompanies are 'eginning to #seJapan as a testing gro#nd, o!!ering prod#ts in
Japan 'e!ore rolling them o#t glo'ally More /estern retailers are opening new o#tlets
in $okyo to keep an eye on trends
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d h d
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Breadth and Scopeof International Marketin !esearch
"$ of $%
3nisys Corporations planning steps !orolleting and assessing the !ollowing typeso! in!ormation
1. Eonomi4. C#lt#ral, soiologial and politial limate
6. 7&er&iew o! market onditions
8. *#mmary o! the tehnologial en&ironment
5. Competiti&e sit#ation
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' i f k i
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Top $& 'ountries for Marketin!esearch ()penditures
"*illions of dollars%
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The !esearch Process Researh proess steps
1. 2e!ine the researh pro'lem and esta'lish researh o'9eti&es
4. 2etermine the so#res o! in!ormation to !#l!ill the researho'9eti&es
6. Consider the osts and 'ene!its o! the researh e!!ort
8. Gather rele&ant data !rom seondary or primary so#res, or'oth
5. :naly%e, interpret, and s#mmari%e the res#lts
;. E!!eti&ely omm#niate the res#lts to deision makers
Researh steps are similar !or all o#ntries
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+efinin the Proble*and (stablishin !esearch Ob,ectives
$he ma9or di!!i#lty is on&erting a series o!o!ten am'ig#o#s '#siness pro'lems into tightlydrawn and ahie&a'le researh o'9eti&es
$he !irst, most r#ial step in researh is moreritial in !oreign markets 'ea#se an #n!amiliaren&ironment tends to lo#d pro'lems de!inition
7ther di!!i#lties in !oreign researh stem !rom
!ail#res to esta'lish pro'lem limits 'road eno#ghto inl#de all rele&ant &aria'les
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Proble*s of -vailabilit.and /se of Secondar. +ata
3.*. go&ernment pro&ides omprehensi&estatistis !or 3nited *tates
Marketing data not mathed in other o#ntries (#ality
(#antity
E=eptions are Japan and se&eral E#ropeano#ntries
Contin#ing e!!orts to impro&e data olletion 3nited "ations
7rgani%ation !or Eonomi Cooperation and2e&elopment >7EC2?
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-vailabilit.and !eliabilit. of +ata
Most o#ntries simply do not ha&e go&ernmental ageniesthat ollet on a reg#lar 'asis the kinds o! seondary datareadily a&aila'le in the 3.*.
Researhers lang#age skills impede aess to in!ormation
Re)#ires nati&e speaker o! lang#age
7!!iial statistis are sometimes too optimisti, re!letingnational pride rather than pratial reality, while ta=str#t#res and !ear o! the ta= olletor o!ten ad&erselya!!et data
Lessde&eloped o#ntries prone to optimism /ill!#l errors
@:d9#sted reportingA
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'o*parabilit. of +ata
Iss#es with data >espeially in less de&eloped,o#ntries?
2ata an 'e many years o#t o! date
2ata olleted on an in!re)#ent and#npredita'le shed#le
$oo !re)#ently, data are reported in di!!erentategories or in ategories m#h too 'road to 'e
o! spei!i &al#e
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0alidatin Secondar. +ata
(#estions to 9#dge the relia'ility o! seondary data so#res /ho olleted the dataB
/o#ld there 'e any reason !or p#rposely misrepresenting the!atsB
or what p#rposes was the data olletedB
+ow was the data olletedB
:re the data internally onsistent and logial in light o! knowndata so#res or market !atorsB
Cheking the onsisteny o! one set o! seondary data with
other data o! known &alidity :n e!!eti&e and o!ten#sed way o! 9#dging &alidity
$he a&aila'ility and a#ray o! reorded seondary datainrease with le&el o! eonomi de&elopment
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G h i P i +
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Gatherin Pri*ar. +ata 1uantitative and 1ualitative !esearch
"# of $%
Primary data 2ata olleted spei!ially !or the parti#lar researh
pro9et
(#antitati&e researh
3s#ally a large n#m'er o! respondents Respondents answer str#t#red oral or written )#estions
#sing a spei!i response !ormat >s#h as yes0no? or toselet a response !rom a set o! hoies
Responses an 'e s#mmari%ed in perentages, a&erages, orother statistis
$oto D a Japanese !irm with the premiers )#antitati&eresearh on 'athroom and toilet tehnology
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G th i P i + t
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(#alitati&e researh I! )#estions are asked, they are almost always
openended or indepth
*eeks #nstr#t#red responses that re!let thepersons tho#ghts and !eelings on the s#'9et
(#alitati&e researh interprets people in thesample
(#alitati&e researh is help!#l in re&ealing theimpat o! soio#lt#ral !ators on 'eha&iorpatterns and in de&eloping researh hypotheses
Gatherin Pri*ar. +ata 1uantitative and 1ualitative !esearch
"$ of $%
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P bl
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Proble*sof Gatherin Pri*ar. +ata +inges on the a'ility o! the researher to get
orret and tr#th!#l in!ormation that addressesresearh o'9eti&es
Pro'lems in international marketing researh
*tem !rom di!!erenes among o#ntries
Range !rom ina'ility or #nwillingness o!respondents to omm#niate their opinions
Inade)#aies in )#estionnaire translation
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bili
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-bilit. to'o**unicate Opinions
orm#lating opinions a'o#t a prod#t or onept 2epends on the respondents a'ility to reogni%e the
#se!#lness o! s#h a prod#t o! onept
Prod#t or onept m#st 'e #nderstood and #sed in
omm#nity $he more omple= the onept, the more di!!i#lt it
is to design researh that will help the respondentomm#niate meaning!#l opinions and reations
Ger'er has more e=periene in trying to #nderstandons#mers with limitations
a'ies an neither answer )#estions or !ill o#t)#estionnaires
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Willinness to !espond
C#lt#ral di!!erenes pro&ide 'est e=planation !or#nwillingness or ina'ility o! many to respond toresearh s#r&eys
$he role o! the male, the s#ita'ility o! personalgender'ased in)#iries, and other genderrelatediss#es an a!!et willingness to respond
Less diret meas#rement tehni)#es and
nontraditional data analysis methods may also'e more appropriate
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Sa*plin in 2ield surve.s
Pro'lems in sampling stem !rom the lak o!ade)#ate demographi data and a&aila'le lists!rom whih to draw meaning!#l samples
:!!eted 'y a lak o! detailed soial and
eonomi in!ormation "o o!!iially reogni%ed ens#s in!ormation
"o other listings that an ser&e as sampling!rames
Inomplete and o#to!date telephone diretories
"o a#rate maps o! pop#lation enters
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3 d
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3anuae and'o*prehension
$he most #ni&ersal s#r&ey researh pro'lem in!oreign o#ntries is the lang#age 'arrier
Literay poses yet another pro'lem
Marketers #se three di!!erent tehni)#es to help!erret o#t translation errors ahead o! time
ak translation
Parallel translation
2eentering
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M l i l l ! h
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Multicultural !esearch a Special Proble*
:s ompanies 'eome glo'al marketers and seekto standardi%e &ario#s parts o! the marketing mi=aross se&eral o#ntries, m#lti#lt#ral st#dies'eome more important
M#lti#lt#ral researh in&ol&es dealing witho#ntries that ha&e di!!erent lang#ages,eonomies, soial str#t#res, 'eha&ior, andattit#de patterns
In some ases the entire researh design may ha&eto 'e di!!erent 'etween o#ntries to ma=imi%e theompara'ility o! the res#lts
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! h h I
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!esearch on the Internet a Growin Opportunit.
7ne 'illion #sers in more than 4-- o#ntries
7nesi=th in 3.*.
International Internet #se is growing almost twie as !ast as:merian #se
3ses !or Internet in international researh
7nline s#r&eys and '#yer panels
7nline !o#s gro#ps
/e' &isitor traking
:d&ertising meas#rement
C#stomer identi!iation systems Email marketing lists
Em'edded researh
7'ser&ational researh
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( ti ti M k t + d
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(sti*atin Market +e*and"# of $%
$o assess #rrent prod#t demand and !oreast!#t#re demand
Re)#ires relia'le historial data
/hen the desired statistis are not a&aila'le, alose appro=imation an 'e made
3sing loal prod#tion !ig#res pl#s imports,with ad9#stments !or e=ports and #rrent
in&entory le&els
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( ti ti M k t + d
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(sti*atin Market +e*and"$ of $%
$wo methods o! !oreasting demand E=pert opinion
$he key in #sing e=pert opinion to help in
!oreasting demand is triang#lation:nalogy
:ss#mes that demand !or a prod#tde&elops in m#h the same way in all
o#ntries as ompara'le eonomide&elopment o#rs in eah o#ntry
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Personal 'o*puter and Mobile Phone+iffusion !ate "per #4&&& people%
Roy Philip
Exhibit 8.1Personal 'o*puter Mobil Phone
8-25
bl i l i d
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Proble*s in -nal.5in andInterpretin !esearch Infor*ation
:epting in!ormation at !ae &al#e in !oreignmarkets is impr#dent
$he !oreign market researher m#st posses threetalents to generate meaning!#l marketing
in!ormation1. $he researher m#st posses a high degree o! #lt#ral
#nderstanding o! the market in whih researh is 'eingond#ted
4. : reati&e talent !or adapting researh methods isneessary
6. : skeptial attit#de in handling 'oth primary andseondary data is help!#l
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!esponsibilit. for 'onductinMarketin !esearch "# of $%
: ompany in need o! !oreign market researh anrely on an o#tside !oreign'ased ageny or domestiompany with a 'ranh in that o#ntry
: trend toward deentrali%ation o! the researh
!#ntion is apparent Loal analysts appear to 'e a'le to pro&ide in!ormation
more rapidly and a#rately
Control rests in hands loser to the market
2isad&antage lies in ine!!eti&e omm#niations withhomeo!!ie e=e#ti&es
3nwarranted dominane o! largemarket st#dies indeisions a'o#t glo'al standardi%ation
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! ibilit f ' d ti
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!esponsibilit. for 'onductinMarketin !esearch "$ of $%
: omprehensi&e re&iew o! the di!!erentapproahes to m#ltio#ntry researh s#ggests
Ideal approah is to ha&e loal researhers ineah o#ntry,
Close oordination 'etween the lient ompanyand the loal researh ompanies
$wo stages o! analysis are neessary
Indi&id#alo#ntry le&el M#ltio#ntry le&el
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'o**unicatin
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'o**unicatinwith +ecision Makers
Gathered in!ormation m#st 'e gi&en to deisionmakers in a timely manner
2eision makers sho#ld 'e diretly in&ol&ed notonly in pro'lem de!inition and )#estions!orm#lation, '#t also in the !ieldwork
E&en when 'oth managers and #stomers speakthe same lang#age and are !rom the same
#lt#re, omm#niation an 'eome gar'led ineither diretion
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i h l l i
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Manain the 'ultural Barrierin International Marketin !esearch
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Exhibit 8.2
8-30
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Su**ar. "# of $%
$he 'asis o'9eti&e o! the market researh!#ntion is pro&iding management within!ormation !or more a#rate deision making
C#stomer attit#des a'o#t pro&iding in!ormationto a researher are #lt#rally onditioned
oreign market in!ormation s#r&eys m#st 'eare!#lly designed to eliit the desired data and
at the same time not o!!end the respondentssense o! pri&ay
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Su**ar. "$ of $%
Many !oreign markets ha&e inade)#ate or#nrelia'le 'ases o! seondary in!ormation
$hree keys to s#ess!#l international marketingresearh
$he inl#sion o! nati&es o! the !oreign #lt#re onresearh teams
$he #se o! m#ltiple methods and triang#lation
$he inl#sion o! deision makers, e&en tope=e#ti&es, who m#st on oasion talk diretly toor diretly o'ser&e #stomers in !oreign markets
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