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International
Marketing MKT630
VU
Lesson
# 19
INTERNATIONAL
MARKETING RESEARCH
PROCESS
Secondary Data
Collection
Issues
in international research problem
formulation:
·
A major problem
is the unfamiliarity with the foreign
environment - lack of familiarity
may lead to
false
assumptions, poorly-defined research
problems, and, ultimately misleading conclusions
about
the
foreign market
·
To reduce part
of the uncertainty, some exploratory
research at the early stage of the
research process
is
often fruitful
·
A useful
vehicle for such preliminary
research is an omnibus survey - conducted
by research
agencies
at regular intervals
Framework
for international marketing
research:
Determine
research design:
Exploratory
(informal,
unstructured) - to
gain background information, to
define terms, to
clarify
problems & hypothesis and to establish research
priorities.
secondary
data
·
experience
survey
·
case
analysis
·
focus
groups
·
projecting
techniques (asking participants to act in
controlled/simulated conditions)
·
Descriptive
research - to describe
and measure marketing
phenomena at a point in
time.
·
provides
answers to questions such
as;
who
customer,
competitor
what
product,
brand, design, size
where
places
of purchase, wholesale
when
time
& frequency of purchase
·
one point in
time - cross-sectional
surveys, sample surveys.
·
longitudinal -
repeat
measurements on the same sample over a
period of time.
Causal
research - to
determine causality, to make "if
then" statement.
Identify
alternative information
sources:
internet
international
publications
country
research reports
trade
/ production statistics
trade
/ diplomatic offices
local
chamber of commerce
Secondary
data information
sources:
56