TAILIEUCHUNG - Lecture International marketing (15/e): Chapter 8 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 8 - Developing a global vision through marketing research. After studying this chapter you will be able to understand: The importance of problem defi nition in international research, the problems of availability and use of secondary data, sources of secondary data, quantitative and qualitative research methods, multicultural sampling and its problems in less-developed countries, using international marketing research. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham The Research Process Research process steps 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 relevant data from secondary or primary sources, or both Analyze, interpret, and summarize the results Effectively communicate the results to decision makers Research steps are similar for all countries Variations and problems can occur in implementation Differences in cultural and economic development Roy Philip Defining the Problem and Establishing Research Objectives The major difficulty is converting a series of often ambiguous business problems into tightly drawn and achievable research objectives The first, most crucial step in research is more critical in foreign markets because an unfamiliar environment tends to could problems definition Other difficulties in foreign research stem from failures to establish problem limits broad enough to include all relevant variables Roy Philip Problems of Availability and Use of Secondary Data . government provides comprehensive statistics for United States Marketing data not matched in other countries Quality Quantity Exceptions are Japan and several European countries Continuing efforts to improve data collection United Nations Organization for Economic Cooperation and Development (OECD) Roy Philip Availability and Reliability of Data Most countries simply do not have governmental agencies that collect on a regular basis the kinds of secondary data readily available in the . Researchers’ language skills impede access to information Requires native speaker of language Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, while tax structures and fear of the tax collector often adversely affect data .

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