International marketing ch 8

Types of research

1) general information 2) info necessary to forecast future 3) specific market information on pppd to make decisions

International Marketing Includes 2 more complications

1) information must be communicated across cultural boundaries 2)The environments in which research tools are applied are often different in foreign markets

Research process steps

1)Define the research problem 2)determine the sources of information to fulfill the research objectives 3)consider cost and benefits of the research effort 4)Gather the relevant data from secondary or primary sources 5)analyze interpret and summery results 6)effectively communicate the results to decision makers

Analogy

A method of market estimation that assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country

parallel translation

A method of translation in which two translators are used to make a back translation; the results are compared, differences are discussed, and the most appropriate translation is used. The method addresses the use of common idioms in the languages being translated.

Decentering

A method of translation, a variation on back translation, that is a successive process of translation and retranslation of a document, such as a questionnaire, each time by a different translator. The two original-language versions are then compared, and if there are differences, the process is repeated until the second original-language version is the same as the first.

Secondary Data

Data collected by an independent agency or individual other than the firm conducting research; often useful in market research

Primary Data

Data collected, as in market research,specifically for a particular research project.

Multicultural Research

Inquiry, analysis, and study of more than two countries and cultures that takes into account differences in language, economic structure, social structure, behavior, and attitude patterns. Different methods of research may have varying reliability in different countries.

Qualitative Data

Open ended or in-depth and unstructured responses

International Marketing Research

The performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.

Back translation

The process in which a document, such as a questionnaire, or phrase is translated from one language to another and then translated by a second party into the original language. Back translations can be used to verify that the first translation, as of a marketing slogan, has the intended meaning for the targeted audience.

Research Process

The process of obtaining information; it should begin with a definition of the research problem and establishment of objectives, and proceed with an orderly approach to the collection and analysis of data.

Triangulation

Using at least 3 differing measures of the same concept to verify the accuracy of any one method

Expert Opinion

a method of market estimation in which experts are polled for their opinions about market size and growth rates; used particularly in foreign countries that are new to the marketer

Foreign Market research is

broader in scope

Quantitative Data

numerical data that is precise such as yes or no or can be confined to a scale

Marketing Research

the systematic gathering, recording, and analyzing of data to provide information useful to marketing decision making