The document discusses the significance of information in market orientation and performance, distinguishing between primary and secondary research types. It outlines strategic and tactical levels of research relevant to international marketing, emphasizing data collection methods and considerations for selecting research agencies. The information gathered should be relevant, useful, and timely to aid marketing decision-making and reduce risks.

3.  Information has an important impact on market orientation and
performance. In the marketing context marketing researchers
often refer to two types of data research. These two are as
follows:
Primary Research:
 Information collected by a company or researchers with
the purpose of answering specific questions that are at
hand.
 New information

5.  Export market research information (primary data)
 Strategic level:
 Entry Decision: political, financial, and legal risk assessment
 Mode of entry: focus on cost of production and marketing
 Opportunity: identify the macro market potential (GDP, population)
 Product market: sales volume of product, substitute products,
number of competitors
 Tactical level: (4Ps)
 Product research: when to add, delete, or change product
 Promotion research: best way to communicate to target market
 Distribution research: availability and desirability of distribution
channels
 Pricing research: ability of customers to pay, effect of pricing on

6. Stage 1:
Problem
Definition Stage 2:
Stage 5:
Development
Summary of Research
of Findings Plan
and Report THE
RESEARCH
PROCESS
Stage 4: Stage 3:
Data Data
Interpretati Collection
on

7. • Questionnairres (mail, telephone etc)
• Focus groups
SURVEYS • In depth interviews
• Custom surveys(exploring people’s
preferences, attitudes, perception
• Product test marketing
EXPERIMENTATION • Field experiments
• Laboratory studies
• Non-participation observation (e.g. cameras in store)
OBSERVATION • Consumer control panels (recording of purchases and consumption
in a logbook.

9. Service Electronic
Government Organization Information
s Services
International
Directories SIC codes
Organization

10.  Availability
 Reliability
 Comparability of data
 Validity of secondary data

11.  When an outside agency is contracted to do the market
research.
 Agency can be... located in the host-country, specialise in the
industry, or be an international operating research agency.
 Considerations for selecting an agency:
 Cost, research expertise (have the capacity), product and
industry knowledge, timeframe (speed of obtaining data),
objectivity (unbiased), specialist equipment (better
equipped), confidentiality

12.  A planned combination of ways and methods for continuous
gathering, filtering, analysing, storing and flow of relevant
information for the purpose of marketing decision making.
 The information must be:
 Relevant
 Useful
 Timeous
 Available to marketing management on a continuous basis
 Reduce risk of making wrong decisions
 Assists management in identifying opportunities, possible
problem areas, shortcomings and to develop marketing
plans.

14. 1. What use do you see for an international marketing
intelligence system or do you think that it is irrelevant
and should be eradicated?
2. Which form of research is best suitable for
international marketing? Primary or secondary?
Motivate your answer.