Roll no – 6

MBA(IB) 2017-20
 Introduction
 China has been an emerging market for multinational firms

 One-fifth of the world’s population

 International marketers are eager to learn more about the characteristics of

this market and of the people there

 Foreign firms were forced to rely on secondary data released by the Chinese
Government

 A good source of socio-political and economic aspects of the country comes

from the State Statistics Bureau (SSB)

 Another source of secondary data comes from the State Council

1. Based on what you have read in the case, would you feel
comfortable using secondary data from the Chinese
government? Why or why not?

One must be cautious when using the data from the SSB, as the current
situation with statistics in China is not satisfactory.

There are three major causes for which are as follows :

• Technical issues like unscientific statistical methods

• Improper accounting systems, and
• Issues other than statistics, usually intervention from local authorities.
2. What can be done to solve the problem of manipulating
statistical data due to the intervention from local
authorities?

 Performance evaluation should be made independent of the data

collected

 Private firms instead of government organizations should be

employed to collect the statistical data

 Unbiased system should be built to accurately evaluate the

government officials
3. How do you believe foreign businesses currently
conducting marketing research in China will affect the
quality of information coming out of China?
 Conducting business in China can be difficult due to the many uncertainties
and differences in the economic, political, and cultural environment


4. Why it is important to examine secondary data before
primary data collection is undertaken?

Readily available

 Low cost

 Aids in the timely completion of marketing research

 Serves as a guiding path for primary data collection