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Marketing research
The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making
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Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data
Less-developed countries prone to optimism Willful errors Adjusted reporting
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Comparability of Data
Issues with data (especially in less developed, countries)
Data can be many years out of date Data collected on an infrequent and unpredictable schedule
Too frequently, data are reported in different categories or in categories much too broad to be of specific value
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Checking the consistency of one set of secondary data with other data of known validity
An effective and often-used way of judging validity
The availability and accuracy of recorded secondary data increase with level of economic development
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Quantitative research
Usually a large number of respondents Respondents answer structured oral or written questions using a specific response format (such as yes/no) or to select a response from a set of choices Responses can be summarized in percentages, averages, or other statistics
Toto a Japanese firm with the premiers quantitative research on bathroom and toilet technology
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Qualitative research interprets people in the sample Qualitative research is helpful in revealing the impact of sociocultural factors on behavior patterns and in developing research hypotheses
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The more complex the concept, the more difficult it is to design research that will help the respondent communicate meaningful opinions and reactions
Gerber has more experience in trying to understand consumers with limitations
Babies can neither answer questions or fill out questionnaires
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Willingness to Respond
Cultural differences provide best explanation for unwillingness or inability of many to respond to research surveys The role of the male, the suitability of personal gender-based inquiries, and other genderrelated issues can affect willingness to respond Less direct measurement techniques and nontraditional data analysis methods may also be more appropriate
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International Internet use is growing almost twice as fast as American use Uses for Internet in international research
Online surveys and buyer panels Online focus groups Web visitor tracking Advertising measurement Customer identification systems E-mail marketing lists Embedded research Observational research
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When the desired statistics are not available, a close approximation can be made
Using local production figures plus imports, with adjustments for exports and current inventory levels
Analogy
Assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country
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Personal Computer and Mobile Phone Diffusion Rate (per 1,000 people)
Exhibit 8.2
Personal Computer Mobil Phone
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Summary
The basis objective of the market research function is providing management with information for more accurate decision making Customer attitudes about providing information to a researcher are culturally conditioned Foreign market information surveys must be carefully designed to elicit the desired data and at the same time not offend the respondents sense of privacy
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Summary
Many foreign markets have inadequate or unreliable bases of secondary information Three keys to successful international marketing research
The inclusion of natives of the foreign culture on research teams The use of multiple methods and triangulation The inclusion of decision makers, even top executives, who must on occasion talk directly to or directly observe customers in foreign markets
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