John Wiley &Sons, Inc c 1998 1
GLOBAL MARKETING
RESEARCH
John Wiley &Sons, In c c 1998
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Overview
Chapter Six
• 1. Research Problem Formulation
• 2. Secondary Global Marketing Research
• 3. Primary Global Marketing Research
• 4. Market Size Assessment
John Wiley &Sons, In c c 1998
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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
John Wiley &Sons, In c c 1998
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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
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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?
John Wiley &Sons, In c c 1998
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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
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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
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3. Primary Global Marketing Research
(cont)
• Contact Method
– Exhibit 6-5 Comparison of European Collection Methods
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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
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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
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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
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6. Managing Global Market Research
• Selecting a Research Agency
– Exhibit 6-9 Cross-Country Cost Comparisons for Market Research Studies
