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Developing a global vision through marketing
researchINTERNATIONAL MARKETING
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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
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Types of information required
General information about country or
market
Useful information for future
forecasting
Specific market information
Available on secondary
sources
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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
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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
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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
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Sources of data
Primary Data Secondary Data
Contact with the respondent
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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• Out of date or current informartion?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
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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?
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Primary data Data collected specifically for the particular research project at hand.
Quantitative research
Quanlitative research
Research methods
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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
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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