Slide 1 : Presented by:
Ashutosh Mishra
MBA-Marketing International Marketing Research
Slide 2 : What is International Marketing? International Marketing is the performance of business activities that direct the flow of a company's goods and services to consumers or users in more than one nation for a profit. -Cateora and Ghauri (1999)
International Marketing, McGrawHill Publc. International marketing is the application of marketing orientation and marketing capabilities to international business. -Muhlbacher, Helmuth, and Dahringer (2006)
International Marketing-A Global perspective,3rd. edition
Slide 3 : According to American Marketing Association, “marketing research involves the systematic gathering, recording, and analyzing of data about problems related to the marketing of goods and services.”
When done at international level is termed as “International Marketing Research.”
-Onkvisit & Shaw
Slide 4 : Influential aspect of International Marketing Research
Slide 5 : You need.. Now the questions arising in your mind would be and should be as an upcoming marketer,
Slide 6 : What Influences Market Selection? Market Potential
The Degree of Adaptation Required
Accessibility of Markets
Dangers of Fragmentation of Effects Making the Selection Decision: Collecting Information & Seeking Advice
Visiting Markets
A Strategy for International Marketing Why is Market Research Needed? Market & Investment Planning
Development of Products to Fit different Markets
Choosing the Appropriate Marketing Mix
Forecasting Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK
Slide 7 : Sources of Information:
Internal Records
External Desk Research
Field research
Methods of Collecting Information:
Desk Research
Interviews
Observations
Test Marketing
Questions & Questionnaires
Sampling Techniques Numerical & Statistical Analysis:
Presentation of Data by Graph, Chart & Diagram
Analysis of National World Markets
Calculating Market Share
Comparative Performance
Budgets:
Sales Budgets
Market Research Budget Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK
Slide 8 : Marketing Research Terms Meta-analysis: It is also called the Schmidt-Hunter technique refers to a statistical method of combining data from multiple studies or from several types of studies. Conceptualization means the process of converting vague mental images into definable concepts. Operationalization is the process of converting concepts into specific observable behaviours that a researcher can measure. Precision refers to the exactness of any given measure. Reliability refers to the likelihood that a given operationalized construct will yield the same results if re-measured. Validity refers to the extent to which a measure provides data that captures the meaning of the operationalized construct as defined in the study.
Slide 9 : IMRI Ltd. IMRI aims to provide an inventory of all International Market Research Information sources worldwide. IMRI comprises:
An On-Line Database
IDMRO (International Directory of Market Research Organizations)
IMRI Yearbook
IMRI Websites
IMRI Enquiry-Relay Service
Slide 10 : Real Time Illustrations
Slide 11 : Tailored Research Programme The research specialisation includes:
Customer Satisfaction / Customer Loyalty
Employee Satisfaction
Market Segmentation
Corporate Brand Positioning
Market Assessment
New Product Development
Advertising Testing / Tracking
Image & Awareness Studies
Pricing Research
Market Monitoring / Tracking The regional distribution:-
North America
Caribbean
Central America
Latin America
Europe
North Europe & The Baltics
Former Soviet Republics
Africa
North Africa
East Africa
Middle East
Asia
Asia Pacific Source: IMRI eYearbook, 2008
Slide 12 : Measurement: The best research design and the best sample are useless without proper measurements.
A measuring method or instrument that works well in one culture may fail in other country. Conceptual
&
Linguistic
Equivalencies During cross national surveys, these play a crucial role on reliability and validity measurement, thereby influencing the whole research process.
Slide 13 :
Slide 14 : Conceptual Equivalence It is concerned with whether a particular concept of interest is interpreted and understood in the same manner by people in various cultures. Eg.
Hunger and family welfare are universally understood so it poses little problem.
Demographic variable such as gender is universal but age isn’t.
Educational level has different meaning for different countries.
Slide 15 : Functional Equivalence A particular object may perform varying functions or may satisfy different needs in different countries.
Eg. Antifreeze is used to prevent freezing of engine coolant in cold countries but prevents overheating in warm countries. Definitional Equivalence The way in which an object is defined or categorized either by consumers or officially by law or government agencies.
Eg. Age groupings can’t be a criteria for comparison in two or more countries.
Slide 16 : Instrument Equivalence International Marketing Research involving the use of two instruments: Emic & Etic.
Emic instruments are tests conducted to study a phenomenon within one culture only.
Etic instruments are “culture universal” or culture independent.
Eg. CETSCALE instrument is used to measure consumer ethnocentrism.
Other scales are Likert scale and semantic differential scale.
Slide 17 : Linguistic Equivalence It must be ensured when cross-cultural studies are conducted in different languages.
The potential translation problems should be taken care of.
According to Sekaran, translators should pay attention to idiomatic vocabulary, grammatical and syntactical differences in languages.
Slide 18 : Dr. Atul Parvatiyar, CEO iCRM, USA
Slide 19 : The Nut-shell..
Slide 20 : Thank You !