Research(当代国际营销,澳大利亚纽卡斯尔大学)

InternationalMarketingResearchMorecomplexthandomesticGreater:•timetocompleteprojects•costtocollectprimary&secondarydata•coordinationrequired•difficultyinpredictingcompetitorreactionTendencytouseselfreferencecriterioncostlymistakese.g.,KFCinBrazilKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyMarketingresearchininternationalmarketingThearesixstepsinconductinginternationalmarketingresearch:1.Definetheresearchproblem(s).2.Developaresearchdesign.3.Determineinformationneeds.4.Collectthedata(secondaryandprimary).5.Analysethedataandinterprettheresults.6.Reportandpresentthefindingsofthestudy.Kotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyMarketingresearchininternationalmarketingMajorchallengesfacedbyinternationalmarketingresearchersare:Lackandaccuracyofsecondarydata.Timeandcostrequirementstocollectprimarydata.Coordinationofmulticountryresearchefforts.Difficultyinestablishingcomparabilityacrossmulticountrystudies.Differentpracticalconsiderations(suchasthelegalaspectsofconductingresearch,andtheculture’snormsaboutsharingopinionswithstrangers).Kotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyResearchproblemformulationAnyresearchstartsbydefiningtheresearchproblem.Awell-definedproblemisahalf-solvedproblem.Oncethenatureoftheproblemisclear,itneedstobetranslatedintospecificquestions.Forexample,BMWinaEuropeanpositioningstrategystudyposedthefollowingquestions:Whatdomotoristsinthedifferentcountriesdemandfromtheircars?Whatdomotoristsbelievetheyaregettingfromvariousbrands?WhatdoesthatimplywithregardtopositioningtheBMWbrandacrossborders?Kotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyDataSourcesandCollection-SecondarydataUnitofanalysis•tendencytousemacrovariables•e.g.countryleveldata•greaterspecificityismoreexpensiveSecondarydata-advantages•governmentandprivateagencies,internet•countrysurveys:lowcost•restrictedtoOECDcountries•providesgeneralpicture•goodfirststep,mayleadtoothersourcesKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyDataSourcesandCollection-SecondarydataSecondarydata-disadvantagesdevelopingcountriesnoteasilyavailable“pre-digested”datalevelofaggregation-preventsegmentationanalysisdefinitionsnotconsistent:GDP/PPPinconsistenttiming:differencesincensusageofdatapoliticalmotivesfornotprovidingrealdataavailabilityofdata:paper,magnetic,noneKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileySecondarymarketingresearchToassessthequalityofthedatatheresearchershouldobtainanswerstothefollowing:1.Whenwerethedatacollected?Overwhattimeframe?2.Howwerethedatacollected?3.Havethevariablesbeenredefinedovertime?4.Whocollectedthedata?5.Whywerethedatagathered?Kotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyMarketPotential-UseofSecondarydataMethods•Tradeaudit•Analogy•Basis:•similaritiesbetweencountriesineconomy•cultureanddevelopment•useofproxyvariablesE.g.estimatepotentialsalesofVCRsinPoland•Proxyknown:salesofcolourTV’sinHungary•UseHungarydata-estimatePolandmarketpotentialKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyDVCR(Pol.)DTV(Pol.)*DVCR(Hung.)*DTV(Hung.)*=SecondarydataforMarketPotentialEstimation-AnalogySolveforunknown=DVCR(Poland)*knowndataProblems:findingcomparablecountryandgoodsurrogatemeasuresManydifferentmethodsavailableforMarketpotentialestimatesUse:•Multiplemethods•Sensitivityanalysis•whatif?•RangeofestimatesKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyAnalogy–variationusingStarbuck’scaseforSingaporePopulationofCountryXNo.ofpeopleperStarbucksinUSPercapitaIncomeofCountryXPercapitaincomeofUSPotentialmarketpenetrationofStarbucks=xSubstitutingforaboveforSingapore:4,000,0000population266,000,000/1,000outletsperpop’ninUS15,308GDP/CapSingapore25,850Percap.IncomeinUSx=15.03x0.5921=8.8=9outletsinSingaporeKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyChainRatioMethodStartwithroughbaseeg.CountrypopulationSystematicrefinementapplystringofratios(%)meaningfulestimateofmarkettotalpotentialTotalcountrypopulationUrbanisationlevelandratePotentialusersbasedonindicatoreg.Birthrateper000spop’n%%Mkt.PotentialKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyDataSourcesandCollection-PrimarydataConsumerswillingnesstocooperate:culturalinfluencesabilitytocooperate:language,dialectsandliteracyinstruments:translationandbacktranslationculturaldynamicsininterviewsandfocusgroupsDifferencesindatacollectionmethodsinfrastructureTelephonesAccessCostKotabe,M.&Helsen,K.(2004)GlobalMarketingManagement3Ed.Brisbane:WileyConsumerResearch-QualitativeFocusgroupsExploratorypriortolargescalequantitativestudiesRoleofmoderator-familiaritywithlocalcultureeg.Japaneseconsumer’sreluctancetocriticisenewproductideascollectivesocieties-exclusionofstrangerstogroupGuidelinesrecruittoensurehomogeneitymoderatorswhocandevelop/controlgroupdynamicsmoderatorswhocanspotandchallenge“consensus”Kotabe,M.&Helsen,K.(2004)Gl