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Lecture International marketing (16th edition) - Chapter 8: Developing a global vision through marketing research

The main goals of this chapter are to: After studying this chapter you will be able to understand: The importance of problem defi nition in international research, the problems of availability and use of secondary data, sources of secondary data, quantitative and qualitative research methods, multicultural sampling and its problems in less-developed countries, using international marketing research. | Developing a Global Vision through Marketing Research Chapter 8 Learning Objectives LO1 The importance of problem definition in international research LO2 The problems of availability and use of secondary data LO3 Sources of secondary data LO4 Quantitative and qualitative research methods LO5 Multicultural sampling and its problems in less-developed countries LO6 Using international marketing research International Marketing Research Cross-cultural communications are difficult Environments are different Important to recognize cross-country similarities and differences Important to recognize and overcome SRC Research processes and methods are same whether applied in Columbus, Ohio, or Colombo, Sri Lanka. Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. International marketing research involves two additional complications: Information must be communicated across cultural boundaries. The environments in which research tools are applied are often different in foreign markets. 3 Breadth & Scope of International Marketing Research Foreign market research is broader in scope than domestic research Research can be divided into three types based on information needs: general information about the country, area, and/or market; information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within specific markets or countries; and specific market information used to make product, promotion, distribution, and price decisions and to develop marketing plans 4 The Research Process for All Countries Defining the Problem and Establishing Research Objectives Begin with a definition of the research problem and the establishment of specific research objectives. The market researcher must be certain the problem definition is sufficiently broad to cover the whole range of response possibilities and not be . | Developing a Global Vision through Marketing Research Chapter 8 Learning Objectives LO1 The importance of problem definition in international research LO2 The problems of availability and use of secondary data LO3 Sources of secondary data LO4 Quantitative and qualitative research methods LO5 Multicultural sampling and its problems in less-developed countries LO6 Using international marketing research International Marketing Research Cross-cultural communications are difficult Environments are different Important to recognize cross-country similarities and differences Important to recognize and overcome SRC Research processes and methods are same whether applied in Columbus, Ohio, or Colombo, Sri Lanka. Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making. International marketing research involves two additional complications: Information must be communicated across cultural