Notesale: Turn your study into money

CASE STUDY 8 Cross-cultural research: Adventures with tyres

SUBJECT : INTERNATIONAL MARKETING CASE STUDY: Cross-cultural research: Adventures with tyres QUESTION 1 Is qualitative research (specifically focus groups) in foreign markets appropriate as part of the new product development process and as a prelude to possibly test marketing the eco tyre before a launch of the product in major world markets? Explain your reasons? QUESTION 2 Provide a critique of the research study conducted by Road Tracker in conjunction with the three research agencies, identifying both its strengths and its weaknesses. How could the research component conducted in Australia be improved? QUESTION 3 Conduct some secondary research and identify two or three characteristics of Korean culture that appear to be influencing the attitudes and behaviour of the Road Tracker clients? Are there any problems with this when conducting research oversea? QUESTION 4 Is it a good idea for the client to rely on their own analysis and judgment as to the likely acceptance of the eco tyre in the three test markets? Build a case for this approach, and then consider the alternative point of view that it would have been better for Brand Life and the other two agencies to undertake the analysis and write reports. QUESTION 5 Write a briefing note to the Road Tracker client about Australian, British and European notions of qualitative research, including its purposes and appropriate data collection techniques, and why trusting research agencies in overseas markets is desirable?