Slide 0Slide 1Slide 2Steps in the Research ProcessAvailability and Use of Secondary DataValidating Secondary DataGathering Primary DataProblems of Gathering Primary DataSlide 8Slide 9Slide 10Developing a Global Marketing Vision Through Marketing ResearchChapter84Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Irwin/McGraw-HillMarketing Research1. Defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making.International Marketing Research Complications2. Information must be communicated across cultural boundaries.3. The environments within which the research tools are applied are often different in foreign markets. 8-24Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Steps in the Research Process Define the research problem and establish research objectives. Determine the sources of information to fulfill the research objectives. Consider the costs and benefits of the research effort. Gather the relevant data from secondary and/or primary sources. Analyze, interpret, and summarize the results. Effectively communicate the results to decision makers.Irwin/McGraw-Hill8-34Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Availability and Use of Secondary Data Availability of DataAvailability of DataReliability of DataReliability of DataComparability of DataComparability of DataValidating Secondary DataValidating Secondary DataIrwin/McGraw-Hill8-44Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Validating Secondary Data• Who collected the data ? Would there be any reason for purposely misrepresenting the facts ?• For what purpose were the data collected ?• How were the data collected ? (Methodology)• Are the data internally consistent and logical in light of known data sources or market factors ?Irwin/McGraw-Hill8-54Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Gathering Primary DataQuantitative ResearchQuantitative ResearchQualitative ResearchQualitative ResearchIrwin/McGraw-Hill8-64Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Problems of Gathering Primary Data Ability to Communicate Opinions Willingness to Respond Sampling in Field Surveys Language and Comprehension Back Translation  Parallel Translation  DecenteringIrwin/McGraw-Hill8-7Uses of Internet in International Research oOn-Line Surveys and Buyer PanelsoOn-Line Focus GroupsoWeb Visitor TrackingoAdvertising MeasurementoCustomer Identification SystemsoE-Mail Marketing ListsoEmbedded ResearchCopyright©2002 by The McGraw-Hill Companies, Inc. All rights reserved.Irwin/McGraw-Hill8-84Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Talents Required to Analyze and Interpret Research Information • Cultural Understanding• Creative Talent for Adapting Research Findings• Skeptical Attitudes when Handling Both Primary and Secondary ResearchIrwin/McGraw-Hill8-94Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved. Estimating Market Demand Historical DataHistorical DataLocal Production Plus ImportsLocal Production Plus ImportsExpert OpinionExpert