Chapter 6
                                               Chapter 6
                     Global Marketing Research
                     Global Marketing Research
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                                      Chapter Overview
                                      Chapter Overview
           1. Research Problem Formulation
           1. Research Problem Formulation
           2. Secondary Global Marketing Research
           2. Secondary Global Marketing Research
           3. Primary Global Marketing Research
           3. Primary Global Marketing Research
           4. Market Size Assessment
           4. Market Size Assessment
           5. New Market Information Technologies
           5. New Market Information Technologies
           6. Managing Global Marketing Research
           6. Managing Global Marketing Research
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                         Introduction
                         Introduction
       Given the complexity of the global marketplace, 
         Given the complexity of the global marketplace, 
         solid marketing research is critical for a host of 
         solid marketing research is critical for a host of 
         global marketing decisions.
         global marketing decisions.
       Most of the cultural blunders in global marketing 
         Most of the cultural blunders in global marketing 
         stem from inadequate marketing research.
         stem from inadequate marketing research.
       Six steps in conducting global market research:
         Six steps in conducting global market research:
         1. Define the research problem(s)
         1. Define the research problem(s)
         2. Develop a research design
         2. Develop a research design
         3. Determine information needs
         3. Determine information needs
         4. Collect the Data (secondary and primary)
         4. Collect the Data (secondary and primary)
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                    Introduction (contd.)
                    Introduction (contd.)
          5. Analyze the data and interpret the results
          5. Analyze the data and interpret the results
          6. Report and present the findings of the study
          6. Report and present the findings of the study
       Major challenges faced by global marketing 
         Major challenges faced by global marketing 
         researchers:
         researchers:
          1. Complexity of research design due to 
          1. Complexity of research design due to 
            environmental differences
            environmental differences
          2. Lack and inaccuracy of secondary data
          2. Lack and inaccuracy of secondary data
          3. Time and cost requirements to collect primary 
          3. Time and cost requirements to collect primary 
            data
            data
          4. Coordination of multicountry research efforts
          4. Coordination of multicountry research efforts
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                    Introduction (contd.)
                    Introduction (contd.)
          5. Difficulty in establishing comparability across  
          5. Difficulty in establishing comparability across  
            multicountry studies
            multicountry studies
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