國際市場營銷學(xué) （原書第18版）課件 第8章　通過營銷調(diào)研建立全球視野全球視角　日本-世界的試銷市場

Chapter8DevelopingaGlobalVisionThroughMarketingResearch?McGraw-HillEducation.Allrightsreserved.Authorizedonlyforinstructoruseintheclassroom.

NoreproductionorfurtherdistributionpermittedwithoutthepriorwrittenconsentofMcGraw-HillEducation.LearningObjectives8-1 Theimportanceofproblemdefinitionininternationalresearch8-2 Theproblemsofavailabilityanduseofsecondarydata8-3 Sourcesofsecondarydata8-4 Quantitativeandqualitativeresearchmethods8-5 Multiculturalsamplinganditsproblemsinless-developedcountries8-6 UsinginternationalmarketingresearchIntroduction1of2MarketingResearchSystematicgathering,recording,andanalyzingofdataProvidesusefulinformationfordecisionmakingMarketermustfindmostaccurateandreliabledatawithinlimitsoftime,cost,andtechnologyIntroduction2of2InternationalMarketingResearchNecessaryasfirmsexpandabroad,butchallengingInfomustbecommunicatedacrossculturalboundariesApplicationofresearchtoolsdifferentinenvironmentofforeignmarketBreadthandScopeofInternationalMarketing1of2ThreebasicmarketresearchneedsGeneralinfoaboutthecountry,area,andmarketInfotoforecastfuturemarketingrequirements(social,economic,consumer,industrytrends)Specificinfotodevelopmarketingplan(product,promotion,distribution,price)ThirdtypemostemphasizedindomesticoperationsBroaderscopenecessarytoanalyzeforeignmarketsBreadthandScopeofInternationalMarketing2of2BroaderscopeofresearchnecessaryinforeignmarketsUnisysCorporation'ssuggestionsEconomicanddemographicinfoCultural,sociological,andpoliticalclimateOverviewofmarketconditionsSummaryofthetechnologicalenvironmentCompetitivesituationCost,time,andhumanelementscriticalvariablesofresearchTheResearchProcessDefinetheresearchproblemandestablishresearchobjectives.Determinethesourcesofinformationtofulfilltheresearchobjectives.Considerthecostsandbenefitsoftheresearcheffort.Gathertherelevantdatafromsecondaryorprimarysources,orboth.Analyze,interpret,andsummarizetheresults.Effectivelycommunicatetheresultstodecisionmakers.DefiningtheProblemandEstablishing

ResearchObjectivesCriticalinForeignMarketsUnfamiliarenvironmenttendstocloudproblemdefinitionFailuretoanticipateinfluenceoflocalcultureonproblemFailuretobeawareofself-referencecriterion(SRC)FailuretoestablishproblemlimitsbroadenoughtoincludeallrelevantvariablesMustseekinfoongreaterrangeoffactorsWillhelptooffsetunfamiliarityofenvironmentProblemsofAvailabilityandUse

ofSecondaryData1of3MyriadInfointheU.S.ThegovernmentprovidescomprehensivestatisticsCensusesonpopulation,housing,business,agricultureAdditionalmarketinfoprovidedbyothergroupsCommercialandtradeassociations,managementgroups,stateandlocalgovernmentsU.S.dataunmatchedintermsofqualityandquantityAlthoughmanycountriesstrivingtoimproveProblemsofAvailabilityandUse

ofSecondaryData2of3ShortcomingsFacedbyForeignMarketersAvailabilityofdataLanguageandprivacyconcernslimitaccessReliabilityofdataWillfulerrorscommontoimproveimageofcountryorcompanyComparabilityofdataDatacollectedatrandomtimesandthroughrandommethodsSomedatareportedintoobroadofcategoriesProblemsofAvailabilityandUse

ofSecondaryData3of3ValidatingSecondaryDataWhocollectedthedata?Wouldtherebeanyreasonforpurposelymisrepresentingthefacts?Forwhatpurposeswerethedatacollected?How(bywhatmethodology)werethedatacollected?Arethedatainternallyconsistentandlogicalinlightofknowndatasourcesormarketfactors?GatheringPrimaryData:

QuantitativeandQualitativeResearch1of3PrimaryDataCollectedspecificallyfortheprojectathandPursuedifsecondarydataleavesunansweredquestionsGatheredbyfirm’sresearcherQuestionssalesrepresentatives,distributors,middlemen,andcustomersforaccuratemarketinfoUsesqualitativeandquantitativemethodsGatheringPrimaryData:

QuantitativeandQualitativeResearch2of3QuantitativeResearchUsuallylargenumberofrespondentsanswerquestionsVerballyorinwritingQuestionsarestructuredwithspecificresponseformatQuestionsdesignedtoobtaininfoaboutbehavior,intentions,attitudes,motives,anddemographicsDatapresentedaspreciseestimationsCanbesummarizedwithpercentages,averages,orotherstatisticsLego’sTargetMarketOvertheyears,Legohasfivetimesaimeditsstrategicinitiativesatgirls,withlittlesuccess.Onitssixthtry,thecompanyhasspent$40millionglobally.Thenewcampaignandassociatedproductsweredesignedbasedprimarilyonqualitativeresearchmethods.Thistimethenewproductlinehasbeenahugesuccess,boostingLego’sprofitsbymorethan$1billioninthemostrecentyear.?Studio101/AlamyGatheringPrimaryData:

QuantitativeandQualitativeResearch3of3QualitativeResearchSeekstointerpretwhatpeopleinsamplearelikeIfquestionsareasked,theyareusuallyopen-endedUnstructuredresponsesreflectperson’sthoughtsandfeelingsDirectobservationofconsumersoftenamethodFormulatesanddefinesproblemmoreclearlyRevealsimpactofsocioculturalfactorsonbehaviorpatternsHelpsdevelopresearchhypothesestobetestedinfurtherstudiesProblemsofGatheringPrimaryData1of2

AbilitytoCommunicateOpinionsProduct’svalueorusemaynotbeunderstoodRespondentunabletoprovideaccuratesurveyresponsesWillingnesstoRespondCultureimpactsdesireandabilitytorespondLeadersmightpreventmarketresearchaltogetherOutsourcingofResearchMidnightinNewDelhi—bothcustomerserviceandtelephonesurveyresearcharebeingoutsourcedtolower-wageEnglish-speakingcountries.Costsavingsofsuchoutsourcingmustbebalancedwithconsumerreluctanceincross-culturalcommunicationsettings,particularlythoseinvolvingvoluntaryresponsestomarketingresearch.?BojanMilinkov/ShutterstockProblemsofGatheringPrimaryData2of2

SamplinginFieldSurveysSomecountrieslackadequatedemographicdataDifficulttodrawreliable,accuratesamplegroupsLanguageandComprehensionLanguagebarrierbetweenmarketerandrespondentsBacktranslation,paralleltranslation,decenteringLiteracyimpactssuccessofwrittensurveyJapaneseversusEnglishThecomplexitiesoftheJapaneselanguageconfrontsecondgradersinKyoto,wherestudentswritesomeofthe200-pluscharactersforthesoundshou.Thelanguagecommonlyuses15,000kanjicharacters,whichareborrowedfromChinese.ThedifferencesinthestructureofthelanguagefromEnglishmaketranslationofquestionnairesamostdauntingtask.?JedShare/KaoruShare/GettyImagesMulticulturalResearch:ASpecialProblemCompaniesbecomingmoreglobalSeektostandardizemarketingmixacrossculturesImportanttodomulticulturalresearchCompareandcontrastlanguage,economy,socialstructure,behavior,andattitudepatternsofculturesHelpsdeterminehowmuchmarketingmixshouldbeadaptedMayneedtousedifferentresearchmethodsindifferentculturesEnsurecomparabilityandequivalencyofresultsResearchontheInternet:AGrowingOpportunityUsesofInternetinInternationalResearchOnlinesurveysandbuyerpanelsOnlinefocusgroupsWebvisitortrackingAdvertisingmeasurementCustomeridentificationsystemsE-mailmarketinglistsEmbeddedresearchObservationalresearch(netography)EstimatingMarketDemandExpertOpinionExpertsaskedaboutmarketsizeandgrowthratesTriangulation

iskey;comparemultipleresponsesAnalogyAssumesdemanddevelopssimilarlyinallcountriesAsGDPgrowsinCountryX,sodoesitsdemandforproductSo,asGDPgrowsinCountryY,soshoulditsdemandforproductCareful:correlationdoesnotalwaysequalcausationPredictingtheFutureEverybodywantstoseethefuture—eventheancientGreeksconsultedtheOracleofDelphi,whoresidedinthetemplepictured.Modernforecastersmayhavebettertools,butthehazardsofthejobarestillgreat.Or,asYogiBerraeloquentlyputit,“Thefutureain’twhatitusedtobe.”?JohnGrahamProblemsinAnalyzingandInterpretingResearchInformation1of2LimitationsofForeignDataInformationgiveninsurveysisinfluencedWordmeaning,consumer’sattitude,interviewer’sattitude,interviewsituation,cultureandtraditionImpactsbothprimaryandsecondarydataAcceptinginfoatfacevalueisimprudentProblemsinAnalyzingandInterpretingResearchInformation2of2CopingwithDisparitiesinForeignDataNeedahighdegreeofculturalunderstandinginmarketbeingresearchedSocialcustoms,semantics,currentattitudes,businesscustomsCreativelyadaptresearchmethodswhennecessaryApproachanalysisofdatawithskepticalattitudeBothprimaryandsecondarydatashouldbeevaluatedcriticallyResponsibilityforConductingMarketingResearchDecentralizationForeign-basedentitydoesresearchforcompanyBecomingmorewidelyusedLocalanalystshavemoreintimateknowledgeofcultureResultsarequickandmoreaccurateDisadvantagesPossibleineffectivecommunicationswithhome-officeexecutivesPotentialdominanceoflarge-marketstudiesindecisionsaboutglobalstandardizationDecentralizationofResearchBothFordandPhilipskeeptrackofEuropeantechnologyandconsumersanddevelopproductsforglobalmarketsattheirresearchcentersinAachen,Germany.SomeofthebesttechnicaluniversitiesinEuropeareclosebyinBelgium,theNetherlands,andGermany.?JohnGraham?JohnGrahamCommunicatingwithDecisionMakersObtainingandanalyzingdataishalfthejobImportanttoprovideexecutiveswithanalysesandinterpretationintimelymannerDecisionmakersshouldbeinvolvedinprocessProblemdefinitionandquestionformulationDirectfieldworktogeta“feel”fortheirmarketMarketi