Scribd
Upload
216 views13 pages

Chapter 3 International Marketing Research

International market research involves additional complications compared to domestic research. It requires broader scope to obtain general country and market information, as well as specific data to inform product, price, promotion, and distribution decisions. The research process includes defining problems and objectives, gathering secondary and primary data from various sources, analyzing and interpreting results across cultural boundaries, and communicating findings effectively. Special challenges include understanding different cultural contexts, unreliable secondary data, and ensuring primary data collection methods are appropriately adapted for other environments and languages.

Uploaded by

Nhat Quang Huynh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
216 views13 pages

Chapter 3 International Marketing Research

International market research involves additional complications compared to domestic research. It requires broader scope to obtain general country and market information, as well as specific data to inform product, price, promotion, and distribution decisions. The research process includes defining problems and objectives, gathering secondary and primary data from various sources, analyzing and interpreting results across cultural boundaries, and communicating findings effectively. Special challenges include understanding different cultural contexts, unreliable secondary data, and ensuring primary data collection methods are appropriately adapted for other environments and languages.

Uploaded by

Nhat Quang Huynh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 13

Chapter 3: IM Research

Content

Breadth and Scope of International Market


Research
The Research Process
Defining the Problem and Establishing Research
Objectives
Multicultural Research: A special problem
Research on Internet
Problems in Analysing and interpreting research
information
Market Research
Definition
 Systematic gathering, recording, and analysing of data
to provide information useful to marketing decision
making
 Processes and methods are basically the same applied
in all countries
 IMR involves two additional complications:
- Information must be communicated across cultural
boundaries (translation)
- Environment for conducting research tools are different
across countries
Breadth and Scope of IMR

 Broader scope needed for IMR


 3 types of information needed
- General information about the country, area, market
- Information necessary to forecast future marketing
requirements (social, economic, consumer, industry
trends)
- Specific market information used to make product,
promotion, distribution, and price decisions
Corporate’s Planning steps
Example
Economic and Demographic
Cultural, Sociological, and Political Climate
Overview of Market Conditions
Summary of the technological environment
Competitive situation
Research Process

 Define the research problem and establishing research


objectives
 Determine the sources of information to fulfil the
research objectives
 Consider the costs and benefits of the research effort
 Gather the relevant data from secondary or primary
sources, or both
 Analyze, interpret, and summarise the results
 Effectively communicate the results to decision makers
Defining the Problem and Establishing
Research Objectives
 Converting ambiguous business problems into clear, achievable
research objectives
 Unfamiliar environment tends to cloud problem definition:
- fail to anticipate the influence of the local culture on problem
- fail to identify the SRC
- Treat the problem definition as if it were in the researcher’s home
environment
- IMR failures: questions asked were more appropriate for the US
market than for the foreign one
Problems of availability and use of
secondary data
Too much data
Availability of Data
Reliability of Data
Comparability of Data
Validating Secondary Data
Primary Data
Quantitative/Qualitative Research
 Quantitative research
- Large number of respondents
- Types of questions: Closed ended
- Information about: behaviour, intentions, attitudes, motives, and
demographic characteristics
 Experiments
 Qualitative research
- Open ended questions, in-depth, unstructured responses reflect the
person’s thoughts and feelings
- Observation
- In-depth interview / focus group interview
Continued

 Formulate and define a problem and determine


relevant questions to examine in subsequent research
 Interpret people at a particular cultural background on
their feelings, ideas, attitude, opinions, and resulting
actions
 Reveal the impact of socio cultural factors in
behavioural pattern
 Developing research hypothesis for subsequent research
 Combination of both Quantitative and Qualitative
research in IM
Problems in gathering primary data

Ability to communicate opinion


Willingness to respond
Sampling
 Language
Research on Internet: Growing
opportunity
Online surveys
Online focus groups
Web visitor tracking
Advertising measurement
E-mail marketing lists
Analyzing and interpreting research
findings
Cultural understanding in interpreting
research findings
Native involve in the interpretation

You might also like