Chapter 6 - Conducting marketing research. After reading the material in this chapter, you should be able to: The importance of marketing research, the scope of global marketing research, conducting global marketing research, the role of social media, cultural, social and contextual factors, the global marketing research process, global MIS systems. | Chapter 6 –Conducting Marketing Research The need for information, the need for sharper, smarter, timelier, quicker information is just increasing. Sangeeta Gupta, Director of Consumer Insights, PepsiCo India McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline The Importance of Marketing Research The Scope of Global Marketing Research Conducting Global Marketing Research Quantitative vs. qualitative Primary vs. secondary Online research and web analytics The Role of Social Media Cultural, Social and Contextual Factors The Global Marketing Research Process Global MIS Systems Summary The Importance of Global Market Research In spite of economic crisis, global market research revenues reached US$32bn in 2008 Highest growth rates are in emerging markets Many market research executives anticipate a growth in their budgets. The field of market research is a subset of the larger marketing research field 3 The Scope of Global Marketing Research International marketing research is performed with the purpose of informing marketing decisions that have to be made in more than one country. Primary purposes include Risk management Competitive advantage Strategic decision making Tactical decision making Performance tracking and reporting Conducting Global Marketing Research Global Marketing research is responsible for gathering, analyzing, and summarizing the information needed to make decisions about potential new markets and marketing opportunities On a continuous basis, marketing research is also used to monitor and evaluate marketing performance and recommend changes Types of Research Quantitative Relies on the collection and analysis of numerical data gathered via standardized surveys or questionnaires Useful in well-defined markets, yet less useful in discovering ways to improve customer satisfaction or spur innovation Qualitative Subjective, free-form formats such as focus groups and interviews Provides a better understanding | Chapter 6 –Conducting Marketing Research The need for information, the need for sharper, smarter, timelier, quicker information is just increasing. Sangeeta Gupta, Director of Consumer Insights, PepsiCo India McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline The Importance of Marketing Research The Scope of Global Marketing Research Conducting Global Marketing Research Quantitative vs. qualitative Primary vs. secondary Online research and web analytics The Role of Social Media Cultural, Social and Contextual Factors The Global Marketing Research Process Global MIS Systems Summary The Importance of Global Market Research In spite of economic crisis, global market research revenues reached US$32bn in 2008 Highest growth rates are in emerging markets Many market research executives anticipate a growth in their budgets. The field of market research is a subset of the larger marketing research field 3 The Scope of Global Marketing Research .
