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Developing a Global Vision through Marketing Research

Developing a Global Vision through Marketing Research. Chapter 8. International Marketing Research. What is marketing research? Why is it important? International element. Marketing Research Overview. Three kinds of information General info

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Developing a Global Vision through Marketing Research

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  1. Developing a Global Vision through Marketing Research Chapter 8

  2. International Marketing Research • What is marketing research? • Why is it important? • International element

  3. Marketing Research Overview • Three kinds of information • General info • Environmental information to forecast future buying • Marketing mix in specific market

  4. Marketing Research Process • Define the Problem & Establish Research Objectives • Determine the Sources of Information to Fulfill Objectives • Consider the Costs & Benefits of Research Effort • Gather Relevant Primary or Secondary Data • Analyze, Interpret, and Summarize the Results • Effectively Communicate the Results to Decision-Makers

  5. Define Problem & Objectives • Unfamiliarity with environment • Need more information

  6. Secondary Data • Availability • Reliability • Comparability • Validating the Information

  7. Primary Data • Quantitative v. Qualitative • Problems • Hard to explain usefulness • Willingness to respond • Sampling in field surveys • Language and comprehension • Back translation • Parallel translation • Decentering

  8. Other Research • Multicultural Research • Internet Research • Online surveys & buying panels • Online focus groups • Web site tracking • Advertising measurement • Customer ID systems • Email marketing lists • Embedded research

  9. Estimating Market Demand • Two Approaches • Expert opinion • Analogy

  10. Interpreting the Data • Recognize Limitations • Multicultural Marketing Researchers must exhibit: • Cultural understanding • Adaptation ability • Skepticism of data

  11. Responsibility for Conducting Research • Decentralization • Communication channels within company

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