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Developing A Global Vision Through Marketing Research
Developing A Global Vision Through Marketing Research
Developing a Global
Vision through
Marketing Research
Availability Reliability
Authenticity Comparability
Qualitative research
Questions are askedthey are almost always open-ended
or in-depthand unstructured responses, including
storytelling, that reflect the persons thoughts and feelings
on the subject are sought.
Copyright 2016 McGraw-Hill Education. All rights reserved. No reproduction
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or distribution without the prior written consent of McGraw-Hill Education.
Legos Olivia
Studio 101/Alamy
This Olivia figure attempts to reflect the girls reported preferences for thinner
shapes and pastel colors, rather than the boxy, primary-colored toys for boys.
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or distribution without the prior written consent of McGraw-Hill Education.
Qualitative Research: Uses
Used in international marketing research to formulate and
define a problem more clearly and to determine relevant
questions to be examined in subsequent research
Used to stimulate ad message ideas and where interest
centers on gaining an understanding of a market rather than
quantifying relevant aspects
Helpful in revealing the impact of socio-cultural factors on
behavior patterns
Helpful in developing research hypotheses that can be tested
in subsequent studies designed to quantify the concepts and
relevant relationships uncovered in qualitative data collection
Willingness to respond
Brian Lee/Corbis
Both customer service and telephone survey research are being outsourced to lower-wage
English-speaking countries.
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or distribution without the prior written consent of McGraw-Hill Education.
13 Primary languages listed on a 20-rupee Indian note
John Graham
John Graham
Marketing researchers in India have to consider the problems of language diversity.
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or distribution without the prior written consent of McGraw-Hill Education.
Translation Techniques
A researcher cannot assume that a translation into
one language will suffice in all areas where that
language is spoken.
John Graham
Everybody wants to see the futureeven the ancient Greeks consulted the
Oracle of Delphi. Modern forecasters may have better tools, but the hazards
of the job are still great. Or, as Yogi Berra eloquently put it, The future aint
what it used to be.
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or distribution without the prior written consent of McGraw-Hill Education.
Exhibit 8.1
Mobile Phone Diffusion Rate (per 100 people)
Disadvantage
Possible ineffective communications with home-office
executives
Potential unwarranted dominance of large-market studies
in decisions about global standardization
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or distribution without the prior written consent of McGraw-Hill Education.
Ford and Philips research centers
John Graham
John Graham
Both Ford and Philips keep track of European technology and consumers and
develop products for global markets at their research centers in Aachen,
Germany. Some of the best technical universities in Europe are close by in
Belgium, the Netherlands, and Germany.
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or distribution without the prior written consent of McGraw-Hill Education.
Communicating with Decision Makers
Decision makers must be provided with analyses and
interpretation of information gathered in a timely
manner.
Decision makers must be involved in the fieldwork of
seeing the market and hearing the voice of the
customers in the most direct ways when the occasion
warrants.
Marketing decision makers have questions about how best
to serve customers, and those questions are posed and
answered often through the media of questionnaires and
research agencies.
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or distribution without the prior written consent of McGraw-Hill Education.
Exhibit 8.2
Managing the Cultural Barrier in International Marketing Research