Recherche de marché et recherche marketing

2.1.1. Market research vs. marketing research

Marketing research is “the process or set of processes that links the consumers, customers, and end users to the marketer though information – information used to identify and define marketing actions; monitor marketing performance, and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyses the results, and communicates the findings and their implications.

Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy.

The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets.

A market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyse the market need, market size and competition.

Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.

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2.1.2. Why international market research?

It helps answering company’s needs in terms of:

 Market orientation

 Strategic orientation

 Problem orientation

The starting point should be to key questions:

 What information do I need?

 Why do I need this information?

It is important to acknowledge cultural environment of global markets and pay attention to the SRC (self-reference criterion). Example : successful SRC Disneyland (US model) opening in Japan, unsuccessful SRC Disneyland (US model) opening in France. SRC and other cross cultural awareness will help problem definition in 3 ways:

 Increase chances to undertake a market research

 Mimize home country or second country bias

 Enhance management receptiveness to accept research findings.

2.1.3. Choose unit of analysis and examine data availability

Unit of analysis can be:

 A world region

 A country

 A global segment

 Subgroup/segments within countries

However, we have to check the availability for the data. It’s a question of:

 Time: by when does the management need to make a decision?

 Money: what is my budget? Is the

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