Questions And Topics We Can Help You To Answer

Global Marketing Research


Organizations that conduct business in the global marketplace must collaborate with stakeholders (suppliers, strategic partners, customers, communities, governments, etc…) in the environment, and must continuously scan the environment for competition. Marketing researchers are often tasked with conducting the due diligence for an organization that does business in the global environment. Marketing researchers may be tasked with identifying important stakeholders that can help the company increase efficiencies, for target marketing purposes, to minimize political and/or legal risks, etc. Marketing researchers may also be tasked with scanning the competitive environment to protect the companies market share. 

We know more today about people and cultures on the other side of the globe than we did a decade ago. We understand that competition is always applying pressure by trying to win market share in the global economy. Conducting marketing research is an essential task if a company expects to survive in the global economy. Answer the discussion question using the research resources provided in the Reading section of the course room. You may also wish to conduct further research on the topic matter using the Kaplan University library. 

Choose an article from the resources listed in the Reading section of the course room, or find a relevant article in the Kaplan University library that discusses collaboration or competition in relation to global marketing research. Discuss the findings of your chosen article by addressing one of the following topics:


•Explain the importance of conducting competitive research in the global marketplace


•Describe the importance of collaboration through marketing research in the global marketplace


Be sure to cite all articles you use in your post. 


Reading Summary 


Read the following chapters in your textbook Basic Marketing Research:

Reading Sources

Chapter 19: “The Oral Research Presentation”

Chapter 20: “The Written Research Report”

Chapter 19:

In chapter 19, the authors explain the fundamental guidelines used for developing effective oral presentations based on the results of the marketing research. Topic such as time management, and how a marketing researcher should present charts as a tool in discussing the results of the study is explained throughout the chapter. 

Chapter 20:

The authors discuss how to effectively write up and present the results of the marketing research study all throughout chapter 20 in the Basic Marketing Research textbook. Topics include: 1) The three recognized writing standards of developing an effective report, 2) the primary components of a marketing research report, and 3) the different types of information that is found within an executive summary. 

Reference: 

Brown, T. J., Suter, T A., & Churchill, G. A. (2014). Basic Marketing Research, 8th Edition, Cengage Learning.