TAILIEUCHUNG - Lecture Global marketing management (7th edition): Chapter 6 - Masaaki Kotabe, Kristiaan Helsen

Chapter "global marketing research". Chapter 6 provides knowledge of culture, management style, and business systems. What you should learn from chapter 5: The necessity for adapting to cultural differences, how and why management styles vary around the world, the extent and implications of gender bias in other countries, the importance of cultural differences in business ethics, the differences between relationship-oriented and information-oriented cultures. | Chapter 6 PowerPoint Global Marketing Research Chapter Overview Research Problem Formulation Secondary Global Marketing Research Primary Global Marketing Research Leveraging the Internet for Global Market Research Studies Market Size Assessment New Market Information Technologies Managing Global Marketing Research Chapter 6 Copyright © 2017 John Wiley & Sons, Inc. Introduction Given the complexity of the global marketplace, solid marketing research is critical for a host of global marketing decisions and to avoid costly mistakes. Seven steps in conducting global market research: 1. Define the decision problem(s) 2. Develop a research design 3. Determine information needs 4. Determine the sources of information 5. Collect the relevant data from secondary and primary sources 6. Analyze the data, interpret and summarize the results 7. Communicate the findings to the key decision-makers Chapter 6 Copyright © 2017 John Wiley & Sons, Inc. Introduction Major challenges faced by global marketing researchers: Complexity of research design due to environmental differences Lack and inaccuracy of secondary data Time and cost requirements to collect primary data Coordination of multicountry research efforts Difficulty in establishing comparability across multicountry studies Chapter 6 Copyright © 2017 John Wiley & Sons, Inc. 1. Research Problem Formulation Any market research study starts off with a precise definition of the research problem(s) to be addressed. In an international context, the marketing research problem formulation is hindered by the self-reference criterion (SRC). A major difficulty in defining the problem is unfamiliarity with the foreign environment. Omnibus surveys are regularly conducted by research agencies. Once the research issues have been stated, management needs to determine the information needs. Chapter 6 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 6-2: Scope of International Marketing Research Chapter 6 .

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