1.

The Importance of Marketing

Research

2.The Scope of Global Marketing

Conducting
Research Marketing
3.Conducting Global Marketing
Research
Research
• Quantitative vs. qualitative

• Primary vs. secondary

• Online research and web

analytics

4.The Role of Social Media

5.Cultural, Social and Contextual

Factors

6.The Global Marketing Research

Process
The need for information, the
need for sharper, smarter,
timelier, quicker information
is just increasing.
Sangeeta Gupta, Director of Consumer Insights, PepsiCo
India
 1.
The
Importance of
Global Market
Research
 What's the
difference?

Traditional V Global
Marketing S Marketing
Research Research

oa l s #meth
#g od
#scope
 Marketing research

Marketing research is traditionally defined

as the systematic gathering, recording, and
analyzing of data to provide information
useful to marketing decision-making.
 Importance of Global Market Research
(1)
Taking products or services to a new market
requires a number of things to happen...

#Local #Global

To satisfy customers’
need and want.
Customers
1. Consumer and their needs will vary from country
to country across the globe, just because one
country may respond well to your product or
service, don’t assume a neighboring country will
agree.
2. Some adaptions may need to be made in each
new market to make your product or service
attractive to that market’s consumers and so
that it measures up to the legal regulations of
Importance of Global Market Research
(1.1)
Localization For The International Market
1. Data from your international analysis can be the key to unlocking
the issues with local brand management, consumer
demographics, preferences, behaviors, and spending power.
Analysis of market data can define market segmentation and
provide vital information about local culture, traditions, and
beliefs.
2. Basing your decisions on data analysis from international market
research carries more weight. You know that you are providing
the answers that local consumers are looking for, in order for you
to properly communicate with them.
3. International research and localization become partners in
providing vital information and the right course of action to take
to ensure that a brand properly caters to the needs of the target
consumers.
Importance of Global Market Research (2)

In each new market,

there is the potential of
new competitors...

When entering a new market...

A business will be up against already established brands, so
knowing what their next steps are could be very useful when it
comes to launching a new product or service.
 Conducting
Global Marketing
2

1
Research
Quantitative vs Qualitative

2 Primary vs Secondary
1

3 Online research and Web

analytics
Conducting Global Marketing Research

#1.
Global Marketing research is
responsible for gathering,
analyzing, and summarizing the
information needed to make
decisions about potential new
markets and marketing
opportunities

#2.
On a continuous basis, marketing
research is also used to monitor
and evaluate marketing
performance and recommend
changes
Qualitative Quantitativ
Research e
Research
#1. #1.
Subjective, free-form VS Relies on the collection
formats such as focus and analysis of
groups and interviews numerical data gathered
via standardized surveys
or questionnaires

#2. #2.
Provides a better Useful in well-defined
understanding of markets, yet less useful in
customers and customer discovering ways to improve
needs customer satisfaction or
spur innovation
Quantitative Research Qualitative Research
Quantitative research usually has a large
number of respondents, who answer
structured oral or written questions using a
specific response format (such as yes/no).

Qualitative research usually involves

asking open-ended questions and seeking
unstructured responses that reflect the
person’s thoughts and feelings on the
subject
Primary Secondary
research research
Data observed and Collecting and
collected directly analyzing already
from research
participants
VS existing data
Asking questions such as who collected
the data and checking the consistency
of one set of secondary data with other
data of known validity are important
steps in Validating secondary data
Primary data is data collected specifically
for a particular research project.

Expert opinion involves using managers,

outside consultants, or government
officials and the key is triangulation which
involves comparing estimates produced by
different sources to estimate market
demand.
To overcome problems in analyzing and
interpreting research information a
research must have:
• A high degree of cultural understanding of the
market in which research is being conducted.

• Creative talent for adapting research methods is

necessary

• A skeptical attitude in handling both primary and

secondary data
Online Social Media
research in Global Marketing Research

Encompasses • An appealing research

marketing research medium due to volume
conducted over an of free, unfiltered and
internet connection
• lower costs, faster VS authentic consumer
data
project cycles, easy • Researchers using
access social media must test
• Research quality, their search and source
inherent bias and parameters, categorize
privacy issues related and map content,
to web analytics are adjust metrics for trend
in question identification and
summarize findings to
provide actionable
intelligence
Online Research Top 11 market
research trends in
1. Smarter,2021
shorter surveys
2. DIY in-house research
3. Longitudinal tracking
4. Online qualitative
research
5. Quality data collection
6. Instant responses
7. Non-intrusive
transactional studies
8. Emotive surveys
9. Crowdsourced research
10.Social listening
11.AI-assisted data
collection
See more: https://www.questionpro.com/blog/market-research-trends/
The Global Marketing Research Process

1.Defining purpose and

objectives
Developing well-defined research
purpose and objectives creates a
clear target for the research team
and makes subsequent decisions,
from what sources to use for
primary and/or secondary
research to composing survey
questions and choosing sample
sizes.
The Global Marketing Research Process
2.Deciding on the research methodology
How to obtain the information needed.
Primary or secondary research?
What level of data customization is
desired? What level of data
reliability can be expected? What
are the costs associated with the
project? What is the project time
frame?
What is the preferred method of
project administration?
Headquarters or local? In-house or
out–of-house?
The Global Marketing Research Process

3. Designing the research:

• Should qualitative, quantitative, or a
hybrid data collection be made?
• What types of instruments should be
used?
• How do local conditions impact these
decisions?
• How can the self-reference criterion be
avoided?
• How large a sample size is required?
The Global Marketing Research Process

4. Collecting the data

• The researcher must collect data in
diverse environments while
maintaining the integrity of the
research design
• A critical decision for a global
marketing organization is whether to
conduct market research using in-
house or outsourced research staffs
 The Global Marketing Research Process

5. Analyzing the Data:

Interpreting the data collected during the
previous step and molding it into
actionable sets of findings is the main
purpose of the data analysis phase.
• In qualitative data analysis, researchers
usually review recordings of the actual
data collection session
• Analyzing quantitative data is a much
more structured, multi-step process.
 The Global Marketing Research Process

6. Reporting the Data

• The best way to ensure that research
reports are read understood and utilized
is by making them accessible and
relevant to business executives
• Following the order and structure of the
research objectives in the final report is a
reliable strategy to engage executives