Developing a global vision through marketing

researchINTERNATIONAL MARKETING

Scope of international marketing research

Marketing research Systematic gathering, recording and analyzing ofdata to provide information useful to marketing decision making.

International marketing research-Information must be communicated across cultural boundaries.-Different environment.

• Research process

• Methods

Types of information required

General information about country or

market

Useful information for future

forecasting

Specific market information

Available on secondary

sources

Types of information to assess foreign markets

Economic and demographic

Cultural, sociological and political climate

Overview of market

conditions

Technological environment

Competitive situation

Must be gathered for each new market

Research processDefine problem and objectives

Determine sources of information

Consider costs and benefits

Gather the relevant data

Analyze, interprete and summarize data

Communicate the results

Time & Cost

Systematic and orderly collection of

data

Defining the problem and establishing research objectives

Ambiguous business problems

Achievable research objectives

SRCThe problem is not at

domestic market

Cultural background

Do not ignore actors opinions

Sources of data

Primary Data Secondary Data

Contact with the respondent

Problems of availability and use of secondary data

• Quality and quantity • Difference between countries

Availability of data

• Who and why collected them?Reliability of data

• Out of date or current informartion?

• Infrequent collection of data

Comparability of data

Validating secondary data

Who collected the data?

For what purposes were the data

collected?

How were the data collected?

Are data consistent and logical with

known data sources or market

factors?

Primary data Data collected specifically for the particular research project at hand.

Quantitative research

Quanlitative research

Research methods

QUANTITATIVE RESEARCH

Structured questions are asked in a verbal or non verbal way

Presented with precise estimations.

Quantifying relevant aspects.

QUALITATIVE RESEARCH

Open – ended questions (Unstructured responses)

Opinions and feelings

Understanding a market

ABILITY TO COMMUNICATE OPINIONS

Ability to recognize and understand usefulness and value of the product

Contact with the product

WILLINGNESS TO RESPOND

Cultural differences

Specific aspects that cause avoidance

Confidence