国际营销管理ch06

Chapter6Copyright(c)2009JohnWiley&Sons,Inc.1GlobalMarketingManagement,5eChapter6GlobalMarketingResearchChapterOverview1.ResearchProblemFormulation2.SecondaryGlobalMarketingResearch3.PrimaryGlobalMarketingResearch4.LeveragingtheInternetforGlobalMarketResearch5.MarketSizeAssessment6.NewMarketInformationTechnologies7.ManagingGlobalMarketingResearchChapter6Copyright(c)2009JohnWiley&Sons,Inc.2IntroductionGiventhecomplexityoftheglobalmarketplace,solidmarketingresearchiscriticalforahostofglobalmarketingdecisions.Mostoftheculturalblundersinglobalmarketingstemfrominadequatemarketingresearch.Sixstepsinconductingglobalmarketresearch:1.Definetheresearchproblem(s)2.Developaresearchdesign3.Determineinformationneeds4.CollecttheData(secondaryandprimary)5.Analyzethedataandinterprettheresults6.ReportandpresentthefindingsofthestudyChapter6Copyright(c)2009JohnWiley&Sons,Inc.3Chapter6Copyright(c)JohnWiley&Sons,Inc.4Exhibit6-1:AMulticountryMarketingResearchProjectatEliLillyIntroductionMajorchallengesfacedbyglobalmarketingresearchers:1.Complexityofresearchdesignduetoenvironmentaldifferences2.Lackandinaccuracyofsecondarydata3.Timeandcostrequirementstocollectprimarydata4.Coordinationofmulticountryresearchefforts5.Difficultyinestablishingcomparabilityacrossmulti-countrystudiesChapter6Copyright(c)2009JohnWiley&Sons,Inc.51.ResearchProblemFormulationAnyresearchstartsoffwithaprecisedefinitionoftheresearchproblem(s).Awell-definedproblemisahalf-solvedproblem.Inaninternationalcontext,themarketingresearchproblemformulationishinderedbytheself-referencecriterion(SRC).Amajordifficultyinformulatingtheresearchproblemisunfamiliaritywiththeforeignenvironment.Omnibus(总括的)surveysareregularlyconductedbyresearchagencies.Oncetheresearchissueshavebeenstated,managementneedstodeterminetheinformationneeds.Chapter6Copyright(c)2009JohnWiley&Sons,Inc.6Chapter6Copyright(c)JohnWiley&Sons,Inc.7Exhibit6-2:ACNielsenChinaOmnibus2.SecondaryGlobalMarketingResearchSecondaryData:Data/informationwhichisalreadyavailable.PrimaryData:datacollectedspecificallyforthepurposeoftheresearchstudywhenthesecondarydataarenotuseful,orsimplydoesnotexist.SelectedSecondaryDataSources:SeeExhibit6-3.Chapter6Copyright(c)2009JohnWiley&Sons,Inc.8Chapter6Copyright(c)JohnWiley&Sons,Inc.9Exhibit6-3:ResourcesforSecondaryData2.SecondaryGlobalMarketingResearchProblemswithSecondaryDataResearch:1)AccuracyofData(thedefinitionforindicators;datacollectingmechanism;thepurpose)2)Ageofdata(outdated)3)ReliabilityoverTime(politicalramification后果)4)LumpingofData(groupingstatisticsoncertainvariablesinverybroadcategories)Chapter6Copyright(c)2009JohnWiley&Sons,Inc.102.SecondaryGlobalMarketingResearch5)ComparabilityofData(contradictoryinformation)Triangulate—toobtaininformationonthesameitemfromatleastthreedifferentsourcesandspeculateonpossiblereasonsbehindthesedifferencesFunctionalorConceptualEquivalenceFunctionalEquivalence—thedegreetowhichsimilaractivitiesorproductsindifferentcountriesfulfillsimilarfunctions.(bicyclesintheUSAandChina)ConceptualEquivalence—thedegreetowhichagivenconcepthasthesamemeaningindifferentenvironments.(二人转；政治学习)113.PrimaryGlobalMarketingResearchPrimarydatacanbecollectedinseveralways:1)Focusgroups2)Surveyresearch3)Testmarkets(Chapter11)Chapter6Copyright(c)JohnWiley&Sons,Inc.123.PrimaryGlobalMarketingResearchFocusGroupsalooselystructuredfree-flowingdiscussionamongasmallgroupoftargetcustomersfacilitatedbyaprofessionalmoderatortherulesfordesigningandrunningfocusgroupsHiringwell-trainedmoderatorsCulturalsensitivityConcentratingalsoonthenonverbalcuesChapter6Copyright(c)JohnWiley&Sons,Inc.133.PrimaryGlobalMarketingResearchSurveyMethodsforCross-CulturalMarketingResearch:QuestionnaireDesignConceptualandFunctionalEquivalenceTranslationEquivalence—methodstominimizetranslationerrors:BackTranslationParallelTranslation—multipleinterpreterstranslatethesamequestionnaireindependentlyScalar(标量)EquivalenceScoresfromsubjectsofdifferentcountriesshouldhavethesamemeaningandinterpretation.14Chapter6Copyright(c)JohnWiley&Sons,Inc.15Exhibit6-4:TheFunnyFacesScale3.PrimaryGlobalMarketingResearchSamplingPlan:Asamplingplanconsistsof:Samplingunit(Whoshouldbesurveyed?)Samplesize(Howmanypeopleshouldbesurveyed?)Samplingprocedure(Howshouldprospectiverespondentsbechosenfromthetargetpopulation?)Chapter6Copyright(c)2009JohnWiley&Sons,Inc.163.PrimaryGlobalMarketingResearchContactMethodMailTelephonePerson-to-personinterviewsOnlineSurveyMethods(Exhibit6-5):E-mailsurveysRandomWebsitesurveysPanelWebsitesurveysChapter6Copyright(c)JohnWiley&Sons,Inc.17Chapter6Copyright(c)JohnWiley&Sons,Inc.18Exhibit6-5:ProsandConsoftheInternetasaToolforGlobalMarketingResearch3.PrimaryGlobalMarketingResearchCollectingtheInformationIssuesofnonresponseCourtesybias(feelingobligedtogiveresponses)Socialdesirabilitybias(attempttoreflectacertainsocialstatusinresponses)Interviewer-relatedbiases(Someinterviewersmayfilloutsurveysthemselvesorignorethesamplingprocedure.)Redundancy(askingthesamequestionindiffer