International Marketing
Research Presented by:
Ashutosh Mishra
MBA-Marketing

What is International Marketing?
International Marketing is the performance of business activities that direct the flow of
a company's goods and services to consumers or users in more than one nation for a
profit.
-Cateora and Ghauri (1999)
International Marketing, McGrawHill Publc.
International marketing is the application of marketing orientation and marketing
capabilities to international business.
-Muhlbacher, Helmuth, and Dahringer (2006)
International Marketing-A Global perspective,3rd. edition

According to American Marketing Association, “marketing research involves
the systematic gathering, recording, and analyzing of data about problems
related to the marketing of goods and services.”
When done at international level is termed as “International Marketing
Research.”
-Onkvisit & Shaw

Influential aspect of International Marketing Research

You need..
Now the questions arising in your mind would be and should be as an
upcoming marketer,

What Influences Market Selection?
Market Potential
The Degree of Adaptation Required
 Accessibility of Markets
 Dangers of Fragmentation of Effects
Making the Selection Decision:
Collecting Information & Seeking Advice
Visiting Markets
A Strategy for International Marketing
Why is Market Research Needed?
Market & Investment Planning
Development of Products to Fit different Markets
Choosing the Appropriate Marketing Mix
Forecasting
Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK

Sources of Information: Numerical & Statistical
Analysis:
Internal Records
External Desk Research Presentation of Data by
Field research Graph, Chart & Diagram
Analysis of National World
Methods of Collecting Information: Markets
Calculating Market Share
Desk Research Comparative Performance
Interviews
Observations Budgets:
Test Marketing
Questions & Questionnaires Sales Budgets
Sampling Techniques Market Research Budget
Source: The Institute of Commercial Management (ICM), The Fusee, 20A Bargates, Christchurch, Dorset, BH23 1QL, UK

Marketing Research Terms
Meta-analysis: It is also called Conceptualization means the
the Schmidt-Hunter technique process of converting vague
refers to a statistical method of mental images into definable
combining data from multiple concepts.
studies or from several types of
studies. Operationalization is the
process of converting
Precision refers to concepts into specific
the exactness of any observable behaviours that a
given measure. researcher can measure.
Validity refers to the
Reliability refers to the extent to which a
likelihood that a given measure provides data
operationalized that captures the
construct will yield the meaning of the
same results if re- operationalized construct
measured. as defined in the study.

IMRI Ltd.
IMRI aims to
provide an inventory of
all International Market
Research Information
sources worldwide.
IMRI comprises:
•An On-Line Database
•IDMRO (International
Directory of Market
Research Organizations)
•IMRI Yearbook
•IMRI Websites
•IMRI Enquiry-Relay
Service

Real Time Illustrations

Tailored Research Programme
The research specialisation includes: The regional distribution:-
Customer Satisfaction / Customer Loyalty North America
Employee Satisfaction Caribbean
Market Segmentation Central America
Corporate Brand Positioning Latin America
Market Assessment Europe
New Product Development North Europe & The Baltics
Advertising Testing / Tracking Former Soviet Republics
Image & Awareness Studies Africa
Pricing Research North Africa
Market Monitoring / Tracking East Africa
Middle East
Asia
Asia Pacific
Source: IMRI eYearbook, 2008

Measurement: The best research design and the best
sample are useless without proper measurements.
A measuring method or instrument that works well in one
culture may fail in other country.
Conceptual
&
Linguistic
Equivalencies
During cross national surveys, these
play a crucial role on reliability and
validity measurement, thereby
influencing the whole research
process.

Conceptual Equivalence
It is concerned with whether a particular concept of
interest is interpreted and understood in the same
manner by people in various cultures.
Eg.
i. Hunger and family welfare are universally understood so it poses little
problem.
ii. Demographic variable such as gender is universal but age isn’t.
iii. Educational level has different meaning for different countries.

Functional Equivalence
A particular object may perform varying functions or may satisfy different
needs in different countries.
Eg. Antifreeze is used to prevent freezing of engine coolant in cold countries
but prevents overheating in warm countries.
Definitional Equivalence
The way in which an object is defined or categorized either by consumers or
officially by law or government agencies.
Eg. Age groupings can’t be a criteria for comparison in two or more
countries.

Instrument Equivalence
International Marketing Research involving the use of two instruments: Emic & Etic.
Emic instruments are tests conducted to study a phenomenon within one culture only.
Etic instruments are “culture universal” or culture independent.
Eg. CETSCALE instrument is used to measure consumer ethnocentrism.
Other scales are Likert scale and semantic differential scale.

Linguistic Equivalence
It must be ensured when cross-cultural studies are conducted in
different languages.
The potential translation problems should be taken care of.
According to Sekaran, translators should pay attention to idiomatic
vocabulary, grammatical and syntactical differences in languages.

Dr. Atul Parvatiyar, CEO iCRM, USA

The Nut-shell..