THE RESEARCH PROCESS INTERNATIONALLY

By Elisante Ole Gabriel (Tanzania) Chartered Marketer egabriel@edenconsult.net, www.olegabriel.com +255-784-455-499

INTERNATIONAL MARKETING RESEARCH

a study conducted to assist decision-making in more

than one country

research that crosses national borders and involves

respondents and researchers from different countries

and cultures

Challenges
overlooking cross-cultural market behaviour employing standardized research methodologies across the international markets using English as a standard language for market

communication
inappropriate sample selection misinterpretation of cross-country data failure to use locals to conduct field surveys

Cross-cultural marketing behaviour and research

The collective programming of the mind which distinguishes the members of one group or category from the other

Comparison of cross-cultural behaviour

Power distance the degree of inequality among the people that are viewed equitably Individualism vs. collectivism the tendency of people to look after themselves and their immediate familys interests alone Masculinity vs. femininity masculine societies, the dominant values emphasize work goals such as earnings, advancement, and success feminine society are achievement of personal goals such as quality of life, care for others, and friendly atmosphere Uncertainty avoidance lack of tolerance of ambiguity and the need for formal rules
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Comparison of cross-cultural behaviour

Cultural context The context of a culture has crucial implications in communicating and interpreting verbal and non-verbal messages Cultural homogeneity homophilous culture: countries where people share the same beliefs, language, and religion heterophilous culture: countries that have a fair amount of differentiation in language, beliefs, and religion
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Process
Problem dentification Decide Research Methodology Workout Information Requirement Identify Sources of Information (Both Primary and Secondary) Prepare Research Design Collect Primary Information Analyse Information Evaluation and Interpretation
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International marketing research and marketing decisions

Marketing mix decision
product policy

Type of research
focus groups and qualitative research to generate ideas for new product survey research to evaluate new product ideas concept tasting, test marketing product benefit and attitude research product formulation and feature testing

International marketing research (contd)

Marketing mix decision
Pricing distribution

Type of research
pricing sensitivity studies

Marketing mix decision

Distribution

Type of research
survey of shopping patterns and behaviour consumer attitudes toward different store types

survey of distributor attitudes and policies

International marketing research

Marketing mix decision
Advertising

(contd)

Type of research
advertising pre-testing

Marketing mix decision

Advertising post-testing, recall scores

Type of research
surveys of media habits

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International marketing research

Marketing mix decision
Sales Promotion

(contd)

Type of research
surveys of response to alternative types of promotion

Marketing mix decision

Sales force

Type of research
tests of alternative sales presentations

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Emic vs. Etic dilemma

EMIC Holds that attitudes, interests, and behaviour are unique to a culture and best understood in their own terms, and emphasizes studying the research problem in each countrys specific context ETIC Emphasizes identifying and assessing universal attitudinal and behavioural concepts and developing pan-cultural measures

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Researching Global Markets

Marketing Research: Building The Knowledge Base Breadth and scope of international marketing research. Greater uncertainties in global markets. Marketing research defined : Marketing Research is the function which links the consumers and customers to the organization through information; information used to identify and define marketing problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve our understanding of marketing as a process

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Role of Marketing Research Reduction of uncertainty and facilities management decision making

Information for :
Planning (Market entry strategies) Problem Solving Control Nature of Marketing Research Applied research

Cost-benefits assessment Dynamic environment and need for frequent updates

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Stages in the Research Process Formulate Problem Determine Research Design Determine Data Collective Method

Design Data Collection Forms

Design Sample and Collect Data Analyze and Interpret the Data Prepare the Research Report
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Type of Data Needed for International Marketing Research Secondary data Internal External

Published Commercial
Advantages and Disadvantages of Secondary Data

Availability Reliability Compatibility of data Validation of secondary data Outdated

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Gathering Primary Data Types of primary data Socioeconomic / demographic data Attitudes / Options Awareness / knowledge Intentions Motivations Behaviors Qualitative (V.S) Quantitative Surveys (V.S) Observations

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Survey Research Personal interviews Mail Surveys Telephone interviews Mall intercept interviews Internet : new opportunity for data collection

Observation Human Mechanical Devices

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Development of Survey Instrument Structured (V.S) Unstructured Disguised (V.S) Undisguised

Qualitative Research
Disguised and Unstructured Word Association Sentence Completion Story Telling Focus Groups

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Sample Design and Issues Non probability samples (Finding not generalizable) Probability samples

Types of probability samples Issues related to probability samples

Lack of sampling frame Outdated sampling frame (Street and Telephone directories) Validation of random samples

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Data analysis and inferences Univariate Data Analysis Bivariate Data Analysis

Multivariate Data Analysis

Choice of Data Analysis Techniques Non-parametric (V.S) Parametric methods

Statistical Software Packages for Data Analysis Geographic Information Systems (GIS)

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Estimating Market Demand Expert opinion Delphi method

Analogy
Use of quantitative techniques Income elasticity Assessment of Country Attractiveness Market potential / size Business climate Political stability / risk

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The Research Report

Written Report Communication with the reader Accuracy and completeness Form of Report Title page Table of contents Executive summary Introduction / problem statement Methodology Findings Conclusions and recommendations Appendix Oral Report Use of powerpoint and graphics

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Conclusion
Doing research internationally is more challenging than Local IM research is extremely important, hence the lifeblood of the International Business Not all problems are solved using the same solution hence a need of various research approaches. AND.. International Companies ought to invest and value of research Internationally.
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