Ch6 Global Marketing Research

p177 Research problem formulation
A useful vehicle for such preliminary research is an omnibus survey.
Omnibus surveys are regularly scheduled surveys that are conducted by research agencies with questions from different clients.(譬如ACNielsen作的事)
A omnibus survey is probably the most economical way to gather preliminary information on target markets.

Secondary global marketing research
Exbibit 6-3 Resources for secondary data
Nationaal Trade Data Bank
Global Edge site by the CIBER at Michigan State University

Primary global marketing research
Primary dat can be collected in several ways:focus group,survey research or test markets.

Exhibit 6-6 Pros and Cons of the internet as a tool for global marketing research
ethnographic research ethnographic =>人種誌的
p189 global perspective 6-2 Intel's use of Ethnographic research in Europe

Market size assessment
When decidign whether to enter a particular country,one of the key drivers is the market potential. In most developed countries, a fairly accurate estimate of the market size for any particular product is easily obtainable.
1.Method of analogy
2.Trade Audit
Market size in Country A=local production+import-exports

3.Chain ratio method
Japan base number Total populaion: 127MM people,
Adult population (15-64) 127MM * 67.5% =>85.6 MM
Adult smokers 85.6MM * 31% =>26.5 MM

4.Cross sectional regression analysis