Marketing research

1. Developing a global vision through
marketing research
INTERNATIONAL MARKETING

2. Scope of international marketing research
Marketing research
Systematic gathering,
recording and analyzing
ofdata to provide
information useful to
marketing decision making.
International marketing
research
-Information must be
communicated across
cultural boundaries.
-Different environment.
• Research
process
• Methods

3. Types of information required
General information
about country or
market
Useful information
for future
forecasting
Specific market
information
Available on
secondary
sources

4. Types of information to assess foreign
markets
Economic and
demographic
Cultural,
sociological and
political climate
Overview of
market
conditions
Technological
environment
Competitive
situation
Must be gathered for each new market

5. Research process
Define problem and objectives
Determine sources of information
Consider costs and benefits
Gather the relevant data
Analyze, interprete and summarize data
Communicate the results
Time & Cost
Systematic and
orderly collection of
data

6. Defining the problem and establishing
research objectives
Ambiguous business
problems
Achievable research
objectives
SRC
The problem is not at
domestic market
Cultural
background
Do not ignore
actors opinions

7. Sources of data
Primary Data Secondary Data
Contact with the respondent

8. Problems of availability and use of
secondary data
• Quality and quantity
• Difference between countries
Availability of
data
• Who and why collected them?
Reliability of
data
• Out of date or current
informartion?
• Infrequent collection of data
Comparability
of data

9. Validating secondary data
Who collected the
data?
For what purposes
were the data
collected?
How were the data
collected?
Are data consistent
and logical with
known data
sources or market
factors?

10. Primary data
Data collected specifically for the particular research project at hand.
Quantitative
research
Quanlitative
research
Research methods

11. QUANTITATIVE RESEARCH
Structured questions are asked in a
verbal or non verbal way
Presented with precise estimations.
Quantifying relevant aspects.
QUALITATIVE RESEARCH
Open – ended questions
(Unstructured responses)
Opinions and feelings
Understanding a market

12. ABILITY TO COMMUNICATE
OPINIONS
Ability to recognize and understand
usefulness and value of the product
Contact with the product
WILLINGNESS TO RESPOND
Cultural differences
Specific aspects that cause avoidance
Confidence