ESOMAR is the World Association of Opinion and Marketing Research Professionals.
European by origin, global by nature, ESOMAR, founded in 1948 as the European
Society for Opinion and Marketing Research, unites over 4000 members in
100 countries, both users and providers of research. This organization
sponsors research and conferences in pharmaceutical marketing research,
detailed at the end of this message.
http://www.esomar.nl/codes_and_guidelines.html
Article 1: Marketing Metrics, consumer satisfaction surveys in
China
" . . . the questionnaire or interview must be printed (or) spoken
in
the customer's native tongue. This is just a plain, simple courtesy.
While
some customers not residing in the United States enjoy demonstrating
their
worldliness by conversing (and) answering in English, it's basically
an
affront to expect every customer to understand English or to be
so involved
(that) he or she will seek out an English-speaking colleague to
translate
an English document."
Article 2: European Marketing Research
". . . Experts say following a few basic guidelines can go a long
way toward
helping researchers who are going it alone conduct successful European
studies: Build extra time (and expense) into the study, research
the
country or countries in which the research will be done and tailor
the
program for each country or region. And don't skimp on using the
proper
language--invest in proper translations and native speakers."
Let’s Look at Coca Cola’s Strategy in Asian Markets
How did they gather critical information to make strategic changes
in response to the Asian financial crisis?
How did they learn to maximize affordability
Find what the consumer needs - cash
Tell about benefits that are valued
Reduce costs - eg returnable packaging
Rioting in Jakarta, Indonesia - consumer shift from supermarkets back
to mom-and-pops
Leading brand of soft drink in Japan - Georgia
What Happened in the Nestle Case?
Was Nestle powdered formula a good product?
What was good consumer behavior in the Third World Countries?
What were environmental conditions?
Messages? Literal translation? Credulous person?
What kind of marketing research would you have recommended?
Secondary Data: Statistics on mothers, food, malnutrition:
Go to UN web site, INFONATION
Primary Data: Actual food preparation habits
Steps
1. Define the research problem(s) - did Nestle?
2. Develop a research design - you may not be able to replicate a study
done in a market like the U.S. - methods, customs may not be acceptable
3. Determine information needs - you may not know what you need! Pre-Research
- e.g. South Africa study group
4. Collect the Data (secondary and primary)
5. Analyze the data and interpret the results
6. Report and present the findings of the study
Research Problem Formulation
Issues for a BMW positioning study
What does the motorist in the country demand for his/her car?
What does s/he believe s/he is getting from the various brands?
What does that imply with regard to positioning the BMW brand across
borders?
Food Industry in South Africa
Link with Apartheid
What are all the ethnic subgroups? Food customs?
Secondary Global Marketing Research
Secondary Data Sources
Trustworthiness of sources
Inherent bias - what is the agenda, philosophy?
Triangulation :
country-specific
home country
third-party sources
Problems with Secondary Data Research
Accuracy of Data
Age of data
Reliability over Time
Comparability of Data
Lumping of Data
e.g. What is a household?
Primary Global Marketing Research
Focus Groups - saving face?
Survey Method for Cross-Cultural Marketing Research
questionnaire design
conceptual and functional equivalence
back translation and parallel translation
translation and scalar equivalence
multi-language survey option
The Funny Face Scale
Sampling - frame, universe, multiple groups
Primary Global Marketing Research
Contact Method
Exhibit: Comparison of European Collection Methods
Do the methods of contact exist? Are they reliable?
Appropriate use of a communication media: telephones reserved
for close family, friends, and emergencies in Hispanic cultures
Bias
gender roles: roles of women, servants
politeness - agree, ambiguous “yes”
Collecting the Information
Personal interview?
Language skills? What language
do consumers use to think about certain topics?
Acceptability of strangers
Focus group - any cultural behaviors?
Survey in mail
Survey at shopping area
Pictorial research
Market Size Assessment
Method of Analogy
longitudinal method of analogy
Exhibit: Market Potential estimates for McDonalds’
Trade Audit
Chain Ratio Method
Cross-Sectional Regression Analysis
Exhibit Model For Analgesics
New Market Information Technologies
Exhibit 1993 World Wide Scanning Penetration (Percent ACV Scanner)
Point of Sale (POS) Store Scanner Data
Consumer Panel Data
Single Source Data
New Market Information Technologies (cont)
Major developments/innovations
shift from mass to micro marketing
continuous monitoring of brand sales/market share movements
scanning data are used by manufacturers to support market decisions
scanning data are used to provide merchandising support to retailers
Managing Global Market Research
Selecting a Research Agency
Exhibit Cross-Country Cost Comparisons for Market Research Studies
Coordination of Multi-Country Research
emic versus etic dilemma
coordination measures
Web site Research
Many governmental web sites provide useful and accurate information
The following URL provides a detailed overview of global secondary
marketing research
http://www.tradeport.org/ts/planning/index.html
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