Summarize the article on marketing research and analyze organizations use of qualitative, quantitative or both types of research.
The aim of the assignment is to summarize the article on marketing research and analyze organizations use of qualitative, quantitative or both types of research. The author chooses to evaluate an article titled “Why Localizing Marketing Doesn’t always work” by Niraj Dawar. Localizing the global marketing brand is one of the most controversial debates in large multinational organizations. The consumers are an important part of an organization and greatly influence the functioning of markets. Branding is influenced by many factors such as consumer habits, consumer’s tastes and preferences, media retail trade and consumer lifestyle. The argument of the marketers is that they lose local consumers due to achieving global branding efficiency (Dawar, 2016). Analysis has showed that consumers are different across markets and countries and is greatly influenced by product packaging and advertising execution. The research is related to the behavior of consumers and the factors that affect their purchasing decision. Quality and price of the product influences the purchasing decision of consumers.
The author has used both the qualitative and quantitative methodology to conduct the research. Qualitative analysis is used to describe the theoretical concept of marketing and consumer behaviors while quantitative analysis is used to test the hypothesis framed and analyze the data. The hypothesis framed is related to analyzing the consumers in Michigan and the way they are different from those in bordering Ontario. The article uses a large sample size to test the significance. The test says that the result of the hypothesis is different for every time it is tested (Babin, 2016).
The research shows that consumers are same across the nation and the cultural boundaries as the basis needs of all the humans is same. The qualitative study is used to support the quantitative study. The universal needs of human are a desire for security, a sense of belonging and fulfill the desire of the family. Hence, the article summarizes the statistical tools used to conduct the market research and describes the findings of the results (Silecchia et al., 2016).
Relevance of the topic
The topic is in relevance with the operations of today’s organizations. Since many organizations spend much amount of money in promotion, advertisement, packaging, branding and localizing it is also essential for the marketers to understand the behavior of consumers in the market. Various factors affect the purchasing decision of consumers. The decision of localizing the brand should greatly depend on the consumers and their behavior. The research shows that if large sample size is taken then the test shows that there is a significant difference in consumers across borders (Gollwitzer et al., 2016).
Business opinion of the significance
The tests suggest that since all the humans have basis needs of fulfilling its desire the behavior of customers is same in cultural boundaries and nations. The larger the sample the larger is the differences in the significance. The markets and media are becoming global tat is hampering the local customers. Hence localizing marketing doesn’t always work due to differences in the behavior of customers.
Babin, B. J. (2016). Special Session Title: Looking Forward and Back at Survey Research Response Issues in Marketing Research. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 711-711). Springer International Publishing.
Dawar, N. (2016). Why Localizing Marketing Doesn’t Always Work. Harvard Business Review. Retrieved 30 September 2016, from https://hbr.org/2016/09/why-localizing-marketing-doesnt-always-work
Gollwitzer, P., Bieleke, M., & Sheeran, P. (2016). Enhancing consumer behavior with implementation intentions. In Routledge Taylor & Francis Group.
Silecchia, L. A., Carothers, L., Perciasepe, B., & Farrell, C. (2016). The Morality of Market Mechanisms. Environmental Law Reporter, 46, 10006.