Ch8 - Developing a Global Vision Through Marketing Research...

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Developing a Global Vision Through Marketing Research Chapter 8
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What Should You Learn? The importance of problem definition in international research The problems of availability and use of secondary data Quantitative and qualitative research methods Multicultural sampling and its problems in less developed countries Sources of secondary data How to analyze and use research information
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Global Perspective Japan – Test Market for the World Enterprises with international scope of operations Need for current, accurate information magnified Marketing research The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making International marketing research involves two complications Information must be communicated across cultural boundaries The environments within which the research tools are applied are often different in foreign markets
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Breadth and Scope of International Marketing Research Types of information needed by research General information about the country, area, and/or market Information to forecast future marketing requirements By anticipating social, economic, consumer, and industry trends within specific markets or countries Specific market information used to make and develop marketing plans Product Promotion Distribution Price decisions
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Breadth and Scope of International Marketing Research Unisys Corporation’s planning steps for collecting and assessing the following types of information 1. Economic 2. Cultural, sociological; and political climate 3. Overview of market conditions 4. Summary of the technological environment 5. Competitive situation
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Top 20 Countries for Marketing Research Expenditures (millions of dollars) Exhibit 8.1
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The Research Process Research process steps 1. Define the research problem and establish research objectives 2. Determine the sources of information to fulfill the research objectives 3. Consider the costs and benefits of the research effort 4. Gather relevant data from secondary or primary sources, or both 5. Analyze, interpret, and summarize the results 6. Effectively communicate the results to decision makers Research steps are similar for all countries Variations and problems can occur in implementation Differences in cultural and economic development
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Defining the Problem and Establishing Research Objectives The major difficulty is converting a series of often ambiguous business problems into tightly drawn and achievable research objectives The first, most crucial step in research is more critical in foreign markets because an unfamiliar environment tends to could problems definition Other difficulties in foreign research stem from failures to establish problem limits broad enough to include all relevant variables
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Problems of Availability and Use of Secondary Data U.S. government provides comprehensive statistics for United States
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This note was uploaded on 07/30/2011 for the course ACCT 302 taught by Professor Brown during the Spring '11 term at Maryland.

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Ch8 - Developing a Global Vision Through Marketing Research...

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