国际营销管理ch06

GlobalMarketingManagement,5eChapter6GlobalMarketingResearchChapterOverview1.ResearchProblemFormulation2.SecondaryGlobalMarketingResearch3.PrimaryGlobalMarketingResearch4.LeveragingtheInternetforGlobalMarketResearch5.MarketSizeAssessment6.NewMarketInformationTechnologies7.ManagingGlobalMarketingResearchIntroductionGiventhecomplexityoftheglobalmarketplace,solidmarketingresearchiscriticalforahostofglobalmarketingdecisions.Mostoftheculturalblundersinglobalmarketingstemfrominadequatemarketingresearch.Sixstepsinconductingglobalmarketresearch:1.Definetheresearchproblem(s)2.Developaresearchdesign3.Determineinformationneeds4.CollecttheData(secondaryandprimary)5.Analyzethedataandinterprettheresults6.ReportandpresentthefindingsofthestudyExhibit6-1:AMulticountryMarketingResearchProjectatEliLillyIntroductionMajorchallengesfacedbyglobalmarketingresearchers:1.Complexityofresearchdesignduetoenvironmentaldifferences2.Lackandinaccuracyofsecondarydata3.Timeandcostrequirementstocollectprimarydata4.Coordinationofmulticountryresearchefforts5.Difficultyinestablishingcomparabilityacrossmulti-countrystudies1.ResearchProblemFormulationAnyresearchstartsoffwithaprecisedefinitionoftheresearchproblem(s).Awell-definedproblemisahalf-solvedproblem.Inaninternationalcontext,themarketingresearchproblemformulationishinderedbytheself-referencecriterion(SRC).Amajordifficultyinformulatingtheresearchproblemisunfamiliaritywiththeforeignenvironment.Omnibus(总括的)surveysareregularlyconductedbyresearchagencies.Oncetheresearchissueshavebeenstated,managementneedstodeterminetheinformationneeds.Exhibit6-2:ACNielsenChinaOmnibus2.SecondaryGlobalMarketingResearchSecondaryData:

Data/informationwhichisalreadyavailable.PrimaryData:

datacollectedspecificallyforthepurposeoftheresearchstudywhenthesecondarydataarenotuseful,orsimplydoesnotexist.SelectedSecondaryDataSources:

SeeExhibit6-3.Exhibit6-3:ResourcesforSecondaryData2.SecondaryGlobalMarketingResearchProblemswithSecondaryDataResearch:1)

AccuracyofData(thedefinitionforindicators;datacollectingmechanism;thepurpose)2)

Ageofdata(outdated)3)

ReliabilityoverTime(politicalramification后果)4)

LumpingofData(groupingstatisticsoncertainvariablesinverybroadcategories)2.SecondaryGlobalMarketingResearch5)

ComparabilityofData(contradictoryinformation)Triangulate—toobtaininformationonthesameitemfromatleastthreedifferentsourcesandspeculateonpossiblereasonsbehindthesedifferencesFunctionalorConceptualEquivalenceFunctionalEquivalence—thedegreetowhichsimilaractivitiesorproductsindifferentcountriesfulfillsimilarfunctions.(bicyclesintheUSAandChina)ConceptualEquivalence—thedegreetowhichagivenconcepthasthesamemeaningindifferentenvironments.(二人转；政治学习)113.PrimaryGlobalMarketingResearchPrimarydatacanbecollectedinseveralways:FocusgroupsSurveyresearchTestmarkets(Chapter11)3.PrimaryGlobalMarketingResearchFocusGroupsalooselystructuredfree-flowingdiscussionamongasmallgroupoftargetcustomersfacilitatedbyaprofessionalmoderatortherulesfordesigningandrunningfocusgroupsHiringwell-trainedmoderatorsCulturalsensitivityConcentratingalsoonthenonverbalcues3.PrimaryGlobalMarketingResearchSurveyMethodsforCross-CulturalMarketingResearch:QuestionnaireDesignConceptualandFunctionalEquivalenceTranslationEquivalence

—methodstominimizetranslationerrors:BackTranslationParallelTranslation—multipleinterpreterstranslatethesamequestionnaireindependentlyScalar(标量)EquivalenceScoresfromsubjectsofdifferentcountriesshouldhavethesamemeaningandinterpretation.14Exhibit6-4:TheFunnyFacesScale3.PrimaryGlobalMarketingResearchSamplingPlan:Asamplingplanconsistsof:Samplingunit(Whoshouldbesurveyed?)Samplesize(Howmanypeopleshouldbesurveyed?)Samplingprocedure(Howshouldprospectiverespondentsbechosenfromthetargetpopulation?)3.PrimaryGlobalMarketingResearchContactMethodMailTelephonePerson-to-personinterviewsOnlineSurveyMethods(Exhibit6-5):E-mailsurveysRandomWebsitesurveysPanelWebsitesurveysExhibit6-5:ProsandConsoftheInternetasaToolforGlobalMarketingResearch3.PrimaryGlobalMarketingResearchCollectingtheInformationIssuesofnonresponseCourtesybias(feelingobligedtogiveresponses)Socialdesirabilitybias(attempttoreflectacertainsocialstatusinresponses)Interviewer-relatedbiases(Someinterviewersmayfilloutsurveysthemselvesorignorethesamplingprocedure.)Redundancy(askingthesamequestionindifferentways)mayhelp.194.LeveragingtheInternetforGlobal

MarketResearchOnlinesurveysBulletinboardsandchatgroupsWebvisitortrackingVirtualpanelsFocusgroups4.LeveragingtheInternetforGlobalMarketResearchAdvantagesLargesamplesquicklyassembledGlobalaccessLowercostsAnonymityforsensitivetopicsDirectdataloadforswiftanalysisShortresponsetimes4.LeveragingtheInternetforGlobal

MarketResearchDisadvantagesLimitedInternetaccessinmanycountriesSamplesarenotrepresentativeDownloadtimeshinderaccessIncorrectaddressesorpoorconnectionsLowresponseratesMultipleresponsesfromthesameperson5.MarketSizeAssessment1)MethodofAnalogy(类比法)

(pickingacountrythatisatthesamestageofeconomicdevelopmentasthecountryofinterestandforwhichthemarketsizeisknown)Longitudinal(纵向)methodofanalogy(Theanalogyexistsbetweendifferenttimeperiods.)

(SeeExhibit6-6.)Exhibit6-6:MarketPotentialEstimatesforMcDonald’s5.MarketSizeAssessment2)TradeAudit(商业稽核法)MarketSizeinCountryA=LocalProduction+Imports-Exports3)ChainRatioMethod(连锁比率法)

(Example:213)4)Cross-SectionalRegressionAnalysis(横截面回归分析)a)chooseasetofindicatorsthatarecloselyrelatedtodemandfortheproductofinterestb)collectdataonthesesvariablesandmarketsizefiguresforasetofcountrieswheretheproducthasalreadybeenintroducedc)fitaregressionthatwillallowyoutopredictthemarketsize(Example:Page213)5.MarketSizeAssessmentWhenusingmarketsizeestimates,keepthefollowingrulesinmind:Useseveraldifferentmethods.Don’tbemisledbynumbers.Don’tbemisledbyfancymethods.Doasensitivityanalysisbyaskingwhat-ifquestions.Lookforintervalestimateswithalowerandupperlimitratherthanforpointestimates.6.NewMarketInformationTechnologiesScanningtechnologyhasspurredseveralsortsofdatabases.Pointofsale(POS)storescannerdataConsumerpaneldataSinglesourcedataShiftfrommasstomicromarketingContinuousmonitoringofbrandsales/marketsharemovementsScanningdataareusedbymanufacturerstosupportmarketingdecisions.6.NewMarketInformationTechnologiesScanningdataprovidemerchandisingsupporttoretailers.CATI(Computer-Assisted