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Thus the purpose of this chapter is to examine the nature and techniques of international marketing research.The chapter investigates such topics as types of data, types of data collection methods, sampling, and measure. The discussion emphasizes the difficulties associated with cross-cultural research and the necessity for adapting marketing research techniques to international markets. | Chapter 8 Marketing Research and Information System Chapter Outline Nature of Marketing Research Marketing Information Sources Secondary Research - Private Sources - Public Sources Primary Research Sampling Chapter Outline Basic Methods of Data Collection - Observation - Questioning Measurement - Conceptual Equivalence - Instrument Equivalence - Linguistic Equivalence - Response Style - Measurement Timing - External Validity Chapter Outline Marketing Information System - System Development - Desirable Characteristics - Subsystems Marketing Research Systematic gathering, recording, and analyzing of data Marketing Information Sources Primary data - information collected firsthand to answer specific, current research questions - advantages: specific, relevant, and up-to-date information - disadvantages: high cost and amount of time Marketing Information Sources Secondary data - information already been collected for other purposes - advantages: lower cost and time - disadvantages: less meaningful data Basic Methods of Data Collection Observation - advantages: more objective data - disadvantages: not as versatile, higher cost, and more time Questioning - advantages: versatility, speed (time), and cost - disadvantages: less objective data Measurement Reliability - instrument yielding consistent results Internal Validity - instrument measuring what it is supposed to measure External Validity - ability to generalize research result to other populations Measurement Issues Conceptual Equivalence - a concept being interpreted in the same manner in various cultures Functional Equivalence - an object performing the same function in various countries Definitional or Classification Equivalence - an object being defined or classified in the same way in various countries Measurement Issues Instrument Equivalence - emic instrument: instrument designed to be used in only one culture - etic instrument: instrument designed to be applied in various cultures Linguistic Equivalence - . | Chapter 8 Marketing Research and Information System Chapter Outline Nature of Marketing Research Marketing Information Sources Secondary Research - Private Sources - Public Sources Primary Research Sampling Chapter Outline Basic Methods of Data Collection - Observation - Questioning Measurement - Conceptual Equivalence - Instrument Equivalence - Linguistic Equivalence - Response Style - Measurement Timing - External Validity Chapter Outline Marketing Information System - System Development - Desirable Characteristics - Subsystems Marketing Research Systematic gathering, recording, and analyzing of data Marketing Information Sources Primary data - information collected firsthand to answer specific, current research questions - advantages: specific, relevant, and up-to-date information - disadvantages: high cost and amount of time Marketing Information Sources Secondary data - information already been collected for other purposes - advantages: lower cost and time - disadvantages: less .
