GLOBAL MARKETING RESEARCH
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Pre-researching a Market
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Secondary data you can trust
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Adaptation of Field Methods
What are the Unmet Needs?
Failures result from neglecting to recognize that a specific product
can be viewed differently in different cultures
How much packaged spaghetti do you eat? (Suppose you buy it unpacked,
as the Italians do??)
Let’s Look at Marketing Research
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It is the systematic gathering, recording, and analyzing of data to provide
information useful in market decisions
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Gathering: how obtain it?
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Recording: what are definitions?
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Analyzing: how to get meaning from the data?
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Secondary, Primary, and Pre-research
Pre-Researching
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Do I know enough to select my secondary data?
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Do I know enough to develop a survey?
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Is what I am seeing, what is really taking place?
Steps
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1. Define the research problem(s)
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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
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3. Determine information needs - you may not know what you need! Pre-Research
is looking at the market FIRST to determine what info is available and
how to research
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4. Collect the Data (secondary and primary)
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5. Analyze the data and interpret the results
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6. Report and present the findings of the study
Secondary Global Marketing Research
Secondary Data Sources
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Trustworthiness of sources
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Inherent bias - what is the agenda, philosophy?
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Triangulation :
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country-specific
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home country
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third-party sources
Problems with Secondary Data Research
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Accuracy of Data
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Age of data
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Reliability over Time
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Comparability of Data
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Lumping of Data
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e.g. What is a household?
Getting the most from your secondary information
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A triangulation approach
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Check out secondary data (e.g. on the Internet) - use multiple points of
view, check reliability and biases of the sources
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Try to “decenter” - interpret without the bias
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Info from your country, from the destination country, and from objective
sources
Useful and Useless Secondary Data
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Info gathered in one market may be inadequate when applied to another market
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Definitions may not match
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Data may be obsolete
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Data may be unreliable
Here are some examples...
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Units of measurement may differ, or be incomplete:
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How many cars do you have, vs. how many cars that work?
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Total televisions, televisions per home, or per capita?
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Total telephones, phones per home, phones per person, plus how reliable
is the service?
On the good side
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Secondary data is inexpensive
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It gives you a starting place
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It is gathered by someone who may know the market better than you do
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It may identify issues you have not considered
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It may present problems you can correct
Primary Global Marketing Research
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Focus Groups - saving face?
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Survey Method for Cross-Cultural Marketing Research
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questionnaire design
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conceptual and functional equivalence
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back translation and parallel translation
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translation and scalar equivalence
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multi-language survey option
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The Funny Face Scale
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Sampling - frame, universe, multiple groups
Primary Global Marketing Research
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Contact Method
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Comparison of European Collection Methods
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Do the methods of contact exist? Are they reliable?
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Appropriate use of a communication media: telephones reserved for
close family, friends, and emergencies in Hispanic cultures
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Bias
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gender roles: roles of women, servants
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politeness - agree, ambiguous “yes”
Primary Data
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Expensive
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Time-consuming
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But ... Tailored to your topic
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Advisable to work with someone who is local - they can advise you on adjustments
to your methods
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Methods, Problems, and Interpretations May Differ
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Focus groups start slowly
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People may not want to voice an individual opinion
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Unwillingness to respond
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Fear of intrusions - e.g. surveys in home
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Telephones only for specific uses - e.g. family and friends
Sampling in field surveys
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Sampling frame: telephone directory, mail delivery
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Suppose only the rich have phones? only those who live in cities?
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Suppose mail is delivered once a week? Suppose only to the rich?
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What does a nonresponse mean?
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Acceptability of interview process
Adaptations - Surveys
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Selection of respondent (maid?)
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Conceptual equivalence
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Back translation, parallel translation
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What language or languages should be used?
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Range of opinion? Ipsatization
Language and Comprehension
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Presenting language alternatives to the respondent
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Can the respondent really understand what you are asking?
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The use of visual aids
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Coupons vs. Discount coupons???
The Famous Rice Cooker Case
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Betty Crocker in Japan, mature cake mix market in U.S.
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Japanese bought cakes in bakeries; seemed like market potential existed
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Ovens were not a standard item; rice cookers were
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Rice main part of diet; purity of rice important
Let’s Listen In ...
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“But doesn’t it have vanilla in it?
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“Yes, chocolate, too.”
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“Do you think it will remain?
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“I suppose you can wash it off, but ....”
And then more . . .
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“Well, those things have a scent.”
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“Wouldn’t it come on to the rice?”
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“If you really scrubbed the cooker, it would be okay.”
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“Well, I don’t know about you, but I cook more than I need for dinner,
and leave some rice for breakfast, and perhaps my lunch. Then I have
to go out for the shopping in the afternoon. Then it’s time to cook the
rice.”
What Happened in the Nestle Case?
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Was Nestle powdered formula a good product?
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What was good consumer behavior in the Third World Countries?
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What were environmental conditions?
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Messages? Literal translation? Credulous person?
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What kind of marketing research would you have recommended?
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Secondary Data: Stats on mothers, food, malnutrition
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Primary Data: Actual food preparation habits
Collecting the Information
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Personal interview?
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Language skills?
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Acceptability of strangers
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Focus group
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Survey in mail
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Survey at shopping area
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Pictorial research
Market Size Assessment
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Method of Analogy
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Longitudinal method of analogy
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Market Potential estimates for McDonalds’
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Trade Audit
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Chain Ratio Method
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Cross-Sectional Regression Analysis
New Market Information Technologies
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Point of Sale (POS) Store Scanner Data
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Consumer Panel Data
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Single Source Data
New Market Information Technologies (cont)
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Major developments/innovations
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shift from mass to micro marketing
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continuous monitoring of brand sales/market share movements
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scanning data are used by manufacturers to support market decisions
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scanning data are used to provide merchandising support to retailers
Managing Global Market Research
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Selecting a Research Agency
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Cross-Country Cost Comparisons for Market Research Studies
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Coordination of Multi-Country Research
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emic versus etic dilemma
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coordination measures
