Global Information Systems and Market Research

Global Information Systems and Market Research

Chapter 6

Global Marketing

DR. NURITA ANDRIANI

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Sistem informasi : suatu sistem di dalam suatu organisasi yang merupakan kombinasi dari orang-orang, fasilitas, teknologi, media prosedur-prosedur dan pengendalian yang ditujukan untuk mendapatkan jalur komunikasi penting, memproses tipe transaksi rutin tertentu, memberi sinyal kepada manajemen dan yang lainnya terhadap kejadian-kejadian internal dan eksternal yang penting dan menyediakan suatu dasar informasi untuk pengambilan keputusan.

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Information Needs of Global Marketers

• Understand the importance of information technology and marketing information systems

• Utilize a framework for information scanning and opportunity identification

• Understand the formal market research process• Know how to manage the marketing information

collection system and market research effort

Information Technology for Global Marketing

• Information Technology refers to an organization’s processes for creating, storing, exchanging, using, and managing information

• Management Information Systems provide managers and other decision makers with a continuous flow of information about company operations

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Managing Information for Global Marketing

• Management Information System (MIS) – provides a means for – Gathering– Analyzing – Classifying– Storing – Retrieving – Reporting relevant data

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Tools of MIS

• Intranet• Electronic Data Interchange (EDI)• Efficient Consumer Response (ECR)• Electronic Point of Sale (EPOS)• Data Warehouses

Table Subject AgendaCategory Converage

Market Potential Demand estimates, consumer behavior, review of marketing mix

Competitor Information Corporate, business, and functional strategies

Foreign Exchange Balance of payments, interest rates, attractiveness of country currency

Prescriptive Information Laws, regulations, rulings concerning taxes, earnings, dividends in both host and home countries

Resource Information Availability of human, financial, physical, and information resources

General Conditions Overall review of sociocultural, political, and technological environments

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Scanning Modes

• Surveillance– Informal information gathering

• VIEWING – general exposure to information• MONITORING – paying special attention and tracking

a story as it develops

• Search– Formal information gathering

• INVESTIGATION – seeking out secondary data• RESEARCH – conducting primary research

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Preventing Information Overload

• Global organizations need– Efficient, effective system to scan and digest

published sources of information in all countries in which it conducts business

– Daily scanning, translating, digesting, abstracting, and electronic input of information into MIS

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Formal Market Research

• Global Marketing Research is the project-specific, systematic gathering of data in the search scanning mode on a global basis

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Environmental Factors Affecting Global Marketing Research

• Researchers must be prepared for new parameters of doing business

• “Cultural megashock” may occur• With many markets comes many interacting

factors• Research may have to broaden view of

competitors

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Largest Global Research Companies

• AC Nielsen Corp• IMS Health• Research International

USA• NFO Worldwide• Gartner Group

• Video Research• United Information

Group• Information Resources• VNU Marketing

Information Services

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Steps in the Research Process

• Identifying the research problem• Developing a research plan• Collecting data• Analyzing data• Presenting the research findings

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Identifying the Research Process

• What information do I need?– Existing Markets – customer needs already being

served by one or more companies; information may be readily available

– Potential Markets• Latent market – an undiscovered market; demand would be

there if product was there• Incipient market – market will emerge as macro

environmental trends continue

• Why do I need this information?

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Developing A Research Plan

• Do we need quantitative or qualitative data?• What is the information worth (versus what

will it cost to collect)?• What will it cost if we don’t get the

information?• What can be gained from the information?

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Collecting Data

• Secondary Data– Statistical Abstract of the United States– Statistical Yearbook of the United Nations– World Factbook– The Economist– The Financial Times– Syndicated studies– And much more

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Collecting Data (cont.)

• Primary Data Collection Methods– Survey research– Interviews– Consumer panels– Observation– Focus groups

Survey Research

• Menggunakan kuesioner• Data didapatkan dari konsumen• Melalui surat, telefon, atau secara langsung

(in person)• Back translation, parallel translations

Personal Interviews

• Why and explore answers• Telephone interview sangat umum di US

mengingat satu rumah tangga minimal memiliki satu line telefon. Tetapi cara ini kurang tepat dilakukan di negara berkembang dimana hanya 1 atau 2% saja rumah tangga yang memiliki telefon

Consumer Panels• Sampel responden yang perilakunya diamati

dalam jangka waktu tertentu• Nielsen Media Research unit di Netherland,

mengadakan Television Audience Measurement (TAM) dengan mempelajari kebiasaan rumah tangga dalam menonton tv.

• Broadcasters menggunakan audiens tv utk menetapkan harga advertising. Perusahaan2 menggunakan data ini untuk menentukan didalam program yang mana iklan harus dipasang peoplemeter (collect national audience data)

Observation

• Procter&Gamble (P&G): mengadakan program observasi dengan mengirimkan video crew ke 80 rumah tangga di UK, Italy, Germany, dan China. Filmmakers akan datang setiap hari ke tiap2 rumah mulai dari bangun tidur sampai waktu tidur.

Focus Group• Moderator yang terlatih memfasilitasi diskusi

mengenai konsep suatu produk, citra dan kepribadian merk, periklanan, tren sosial, atau topik lainnya dalam suatu kelompok yang terdiri dari 6-10 orang.

• Reebok: menemukan bahwa kesan konsumen muda terhadap sepatu perusahaan adalah positif pada saat merknya tidak muncul, tetapi responnya akan negatif manakala mereka mengetahui merknya adalah Reebok kampanye iklan dgn menggunakan Venus Williams sbg celebrity endoser

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Special Considerations for Surveys

• Benefits:– Data collection from a large sample– Both quantitative and qualitative data possible

• Issues– Subjects may respond with social desirability– Translation may be difficult

• Use back and parallel translations to ensure accuracy and validity

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Presenting the Findings

• Report must clearly address problem identified in Step 1

• Include a memo or executive summary of the key findings along with main report

Ringkasan temuan penelitian: jawaban terhadap masalah yg diajukan

Hasil harus dinyatakan dgn jelas dan dapat digunakan sebagai dasar bagi manajer untuk bertindak.

Hindari research jargon dan analisis kuantitatif yang kompleks.

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Sampling

• A sample is a selected subset of a population that is representative of the entire population.– Probability samples– Non-probability samples

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Analyzing Data

• Demand Pattern Analysis• Income Elasticity Measurements• Market Estimation by Analogy• Time-series displacement• Comparative Analysis• Cluster Analysis

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Global Issues in Marketing Research• Many country markets must be included• Markets with low profit potential justifies

limited research expenditures• Data in developing countries may be inflated or

deflated• Comparability of international statistics varies

greatly• Limits created by cultural differences