Week 5 - 3XPP
Week 5 - 3XPP
Week 5 - 3XPP
29 March 2010
Dr Ravi Pappu Office: Room 416 Colin Clark Building Phone: 3346 8089 Email: [email protected] Consultation: Monday 3-4 PM; Room 416 Colin Clark
Learning Objectives
Understand the changing nature and importance of international marketing research. Discuss various steps in the international marketing research process. Discuss the importance of internet in international marketing research.
29 March 2010
Definition
Traditional definition - The systematic gathering, recording and analysing of data to provide information useful in marketing decision making (Cateora and Graham, 2007). Two additional dimensions (a) Information must be communicated across cultural boundaries. (b) The environments within which the research tools are applied are often different in foreign markets. Marketing research is project specific, differs from MIS.
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Reliability of data
Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data.
Comparability of data
In less developed countries, data can be many years out of date as well as having been collected on an infrequent and unpredictable schedule. Too frequently, data are reported in different categories or in categories much too broad to be of specific value. 13
Checking the consistency of one set of secondary data with other data of known validity is an effective and oftenused way of judging validity. The availability and accuracy of recorded secondary data increase as the level of economic development increases.
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Quantitative Research
Quantitative : A large number of respondents are asked to reply either verbally or in writing to a structured questionnaire. Survey mail, telephone surveys, online Advantages and disadvantages - data with precise estimations structured responses can be summarised in percentages, averages and other statistics.
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Quantitative Research
Problems with mail and field surveys Developed countries - mobility of people Poor response rates Less developed countries Availability of mailing lists, maps and telephone facilities Problem of literacy Language and equivalence issues Lack of familiarity with mail surveys Poor postal service in rural areas
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Qualitative Research
Open-ended or in-depth questions aimed at generating a persons thoughts and feelings on the subject. Used to formulate a problem more clearly and to determine the relevant questions to be included in subsequent research - also to develop research hypotheses for quantitative research Also used to gain an understanding of market, rather than quantifying relevant aspects SRC and context issues Often qualitative and quantitative techniques are jointly used.
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Qualitative Research
In-depth interviews Language issues - number of languages and body language. Telephone interviews Special challenge to international marketing research Availability of phones - long waiting lists - quality of service. Reluctance give information over the phone telephone conversation habits vastly different.
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Qualitative Research
Observation techniques - ideal for situations that involve sensitive, personal or controversial issues. The degree of openness issue e.g. obtaining income and purchase information. Observer selection issues - local vs. marketers observer -familiarity issue.
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Qualitative Research
Focus groups of potential customers - a popular form of exploratory research - a free-ranging discussion around pre-determined topics - Cross-cultural issues: non-verbal communication Consumer panels Often used to track television viewership: e.g. A C Nielsen in USA and Japan.
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Construct Equivalence
The meaning of universally accepted concepts can vary (e.g. beauty, youth, wealth). Problems arise due to social, cultural, economic or political differences Functional equivalence: differing interpretations on function/activity e.g. bicycles Conceptual equivalence: different interpretations on concepts - e.g. Reliability of a car Definitional equivalence: e.g. Occupational categories Temporal equivalence: e.g. Gift giving seasons Market structure equivalence: Differences in the nature of distribution channels, product availability
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Measurement Equivalence
Gradation equivalence: equivalence in the unit of measurement e.g. Colour, money Translation equivalence: Applies to verbal and non-verbal language. High and low context cultures idiomatic and experiential meanings may differ. Techniques used to overcome the problems of translation equivalence (a) back translation (b) parallel blind translation
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Sampling Equivalence
Difficulties in identifying equivalent population samples. A population defined in terms of externally imposed criteria (e.g. Location, income, age or education) comparison and equivalence will be affected by internally generated criteria (e.g. Psychological, life style characteristics).
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