Business research method

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Business research method

  1. 1. Research Article International Market Segmentation Issues and Perspectives 1
  2. 2. Presented to Prof. Khurram Ashfaq Presented by • Ahtasham Khalid 8191 • Ali Hasnain 8197 • M. Sarmad Ameer 8176 2
  3. 3. Ahtasham Khalid 8191 Abstract Introduction 3
  4. 4.  Importance of international market segmentation (I.M.S)  Review of I.M.S literature  Future prospects and threats 4
  5. 5.  Previous empirical studies  Fulfillment of high potential  Conceptual Issues  Methodological Issues 5
  6. 6. Basic points of article Issues Strategies 6
  7. 7. Issues Conceptual issues Methodological issues  Important issues in I.M.S  Developing  Positioning  Selling products 7
  8. 8. Strategies Multi-domestic strategy Global or Pan-regional strategy 8
  9. 9. Ali Hasnain 8197 Brief literature review Research design 9
  10. 10. Effectively deals with consumers Heterogeneity in consumer needs and wants 10
  11. 11. Multi-Domestic strategy where each country represents a separate segment Global or Pan-Domestic strategy strategy integrated across borders 11
  12. 12. Results of previous researches  Geographically segments  Substantial membership  High verses low engagement  Segments solutions  Strong national orientation 12
  13. 13. Results of previous researches  Cross-national segments  Pan-european segment  Specific segment  Continental segmentation  Dependent industries are in different segments 13
  14. 14. International marketing Segmentation International market segmentation 14
  15. 15. Based on previous 25 researches Sampling • Population (target customers) • Sampling frame (socio-demographic characteristics) 15
  16. 16. Internationally segmentation method Heuristic method  Cluster analysis Model-based method  Particular representation of reality 16
  17. 17. M. Sarmad Ameer 8176 Theoretical Framework Conclusion 17
  18. 18. Independent variable Dependent variable 18 Conceptual issues Methodological issues Better international market segmentation
  19. 19. Conceptual issues  Level of aggregation • Individuals • Regions • Countries  Choice of segmentation • Indentifiability • Accessibility • Responsiveness  Construct equivalence • Functional • Conceptual 19
  20. 20. Methodological issues  Measure equivalence • Calibration equivalence • Score equivalence  Sampling equivalence • Choice of respondent • Sample frame  Segmentation method • Heuristic • Model based  Sample size • Equal across countries • Proportional to population sizes 20
  21. 21. Better international market segmentation  Two stage segmentation • Country clustering • Cross-national consumer segmentation  Model based segmentation • Theory and prior knowledge • Managerial consideration  Correction for response styles  Sample reweighting 21
  22. 22. Previous studies Examination of construct equivalence Key conceptual problem 22
  23. 23. Suggestion for future research 23

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