Dissertation: Global Market Research- Roles and Challenges

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Global Market Research- Roles and Challenges

Global Market Research:

Roles and Challenges

As service organizations go on with expansion plans internationally, the need to be able to appreciate consumers in distant places is increasing. Marketing research is an important mechanism through which service companies comprehend their current in addition to potential customers. As service organizations mull over the global marketplace, there is rising demand for managers to understand customer behaviour in numerous countries. This dissertation aims to discuss the significance of market research information in emerging a market orientation and its impact on global service companies. Extensive literature is reviewed and talked about pertaining to the interrelationships among market research, market orientation and client relationship management (CRM)-related matters. The dissertation goes on discuss analytical approaches used by the holistic school, presenting qualitative evidence, display of qualitative data, organizing the quantitative data and intuition as an 'organized' process.

Theoretical models are offered to exemplify the interrelationships among these streams of research. We will see how the subject of internationally homogeneous branding has been extensively debated in the marketing literature. Nevertheless, no studies have empirically scrutinized the actual extent of international brand diffusion and consistency. Rooted in a survey of U.S. brand managers of consumer products, a study found that while some 66 per cent of the answering brands are used abroad and most are globally standardized, just about 80 per cent of sales still come from the U.S. market. Abroad, U.S. brands generate most of their sales in ethnically similar markets, especially Canada and the United Kingdom.

Table of Contents:

Abstract

Contents 4

I. Chapter 1 -- Introduction

1.1 Introduction: 6

1.2 'New' Global market research 7

II. Chapter 2 -- Background 9

2.1 Organizing the Qualitative Data: & #8230;. 9

2.2 Analytical Approaches Used By the Holistic School: 11

2.3 Mapping the Big Picture 11

2.4 Analyzing the Detail: 12

2.5 The raw material of qualitative research: 13

2.6 Presenting qualitative evidence: 15

2.7 The display of qualitative data: 15

2.8 Organizing the quantitative data: 18

2.9 Key principles when analyzing quantitative data: 25

III. Chapter 3 -- Literature Review 25

3.1 Introduction 25

3.2 An Overview of Our 'Holistic' Data Analysis Framework: 25

3.3 The Importance Of Understanding How We Know: 27

3.4 Developing A Theory from Our Observations: 28

3.5 Deduction: 29

3.6 Induction: 29

IV. Chapter 4 -- Methodology 31

4.1 Introduction: 31

4.2 Integrating Qualitative And Quantitative Data: 31

4.3 Distinguishing the qualitative 'method' from the qualitative 'mode': 31

4.4 Intuition as an 'organized' process: 33

4.5 Data is dumb but beliefs are blind: 34

4.6 The challenge of developing a 'universal' framework. Internet Surveys:. 36

4.7 An overview of the theory of probability sampling: 37

4.8 Conducting probability sampling in practice: 38

4.9 Making informed judgements: 40

4.10 How we broach decision-making: 41

4.11 Responding To Uncertainty With Superficial Thinking: 45

V. Chapter 5 -- Sampling, Analysis and Findings 48

5.1 Introduction: 49

5.2 The Limitations of the 'Old' Market Research Building Block Approach: 49

5.3 The Power of the Narrative Market Research Presentation: 50

5.4 Criticism, Analysis, Reflections and Scope: & #8230; 52

5.5 Engaging The End Decision-Making Audience: 52

Chapter-1

Introduction

1.1 Introduction:

Global market research is moving away from its roots as a discipline that was detached from the business decision-making process, and is now more actively engaged with decision-facilitation. This shift has required new methodological thinking: a 'holistic' analysis approach that provides clients with a rounded view of what all their (qualitative and quantitative) marketing evidence is saying. The new approach also requires analytical frameworks that combine hard global market research data with prior management knowledge and intuition. In this paper we also explain how the evidence accessible to global market researchers is altering, as a lead up to outlining the critical thinking skills; the understanding power required to master the new world of information.

This thesis paper discusses and explores the roles and challenges of global market research both qualitative and quantitative, and the Internet as a tool in this research task - for developing effective global marketing strategies. Global market research has always been an authoritative tool enabling companies to measure customers' needs, wants, desires, and satisfaction. Nevertheless, with regard to customer satisfaction, if the data are not serviceable, reliable, pertinent, and timely, a company wastes its energy and assets. In addition, a business must react instantly to the information or the whole undertaking is an exercise in futility (Van De Ven, 2003).

1.2 'New' Global market research:

In describing how 'new' global market research is different from the 'old' modus operandi, it is helpful to think of global market research as operating on the following four fronts. First, how the quality of each piece of evidence will be assessed robustness (Taylor, 2000). Secondly, the extent to which the new incoming information will be assessed relative to relevant and related past evidence context. Thirdly, the techniques used to evaluate the meaning and significance of each item of data evaluation. And fourthly, the way in which the research findings are presented to the client application. It is possible to characterize old global market research as being represented by the inner shaded area of Figure 1.1. This illustrates how old global market research typically functioned on each of the above four fronts. Robustness: the emphasis, in the past, was on working with orthodox concepts, such as 'validity'; is the evidence measuring what we think we are measuring, and free from any systematic bias? (Colby, 2007), and 'reliability' how likely is it that the data will hold good over time, and that we will be able to reproduce our results? Context: in the past, most global market researchers would get no further than checking their new incoming study against, maybe, one past related research report. Evaluation: this would inevitably focus on examining one data set and involve the application of classic statistical tests (Walsh, 1995). Application: the study would conclude with a presentation of the research findings, possibly with some recommendations for action but would not be closely related to the subsequent decision-making process (Van De Ven, 2003). New global market research takes us into new territory (Gabor, 2001). This is summarized by the activities shown in outer white panel in Figure 1.1: Robustness: the emphasis today is on 'compensating' for the imperfection in the varied data sources that global market researchers now draw upon. Context: the availability of marketing information systems usually means that new global market research evidence will be set in a much richer context than ever before. Evaluation: orthodox statistical analytical methods will be employed alongside frameworks aimed at factoring prior management knowledge (intuition) into the data analysis process, with this involving the analysis of multiple, not just single, data sets. Application: new global market research goes beyond simply presenting research findings and making recommendations, with global market researchers now much more closely involved with decision-facilitation.

Figure 1.1; The scope of 'new' global market research.

Chapter-2

Background

2.1 Organizing The Qualitative Data:

Not surprisingly, the two broad approaches to qualitative data collection that we discussed earlier; given that qualitative data collection and analysis are so intertwined; also form the basis of the frameworks of thinking that inform the analytical process. To recap, we outline these two frameworks below (Hogg, 2001). Rational: this approach to qualitative research is close to the scientific or positive model, and is a style that will use comparatively few projective or enabling techniques (Van De Ven, 2003). The emphasis is on interpreting the responses to fairly direct qualitative questioning with sensitivity and insight, but without recourse to any particular psychological model that will drive the analysis process (Taylor, 2000). Interpretivist: this school may elect to draw on specific psychological and/or analytical models in making sense of the evidence, including the following approaches. Freudian models: some may broach their analysis applying the Freudian paradigm. The 'pure' use of this psychoanalytic theory is comparatively rare these days in market research (Yin, 2003); but the techniques derived from this analytical paradigm, notably 'projection', are still widely used. Another Freudian framework, around which some researchers from the interpretivist school may elect to structure their thinking and analytical approach, is the notion of Transaction Analysis (TA). This has its origins in Freud's division of the personality into superego, ego and id. In TA, personality is seen as containing the three ego states: parent, adult and child. The 'parent' contains instructions, moral codes, and should's and ought's; the 'adult' ego state evaluates and acts on information; and the 'child' is the home for playfulness and creativity (Colby, 2007).

Neurolinguistic programming: other qualitative analysts may elect to focus their analysis framework around the concept of neurolinguistic programming (NLP). This can be helpful on studies where the researcher needs to understand how people absorb and process communications and information. NLP is a framework that helps us to understand that people see things from the following different positions. In the first position, people see things from their own point-of-view. The second position involves… [END OF PREVIEW]

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