INTERNATIONAL MARKETING RESEARCH PROCESS:Identify alternative information sources

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International Marketing MKT630

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:

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