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Chapter 8 - Coggle Diagram
Chapter 8
International market research
Market research
is the systematic gathering, storing, and analyzing
of marketplace information for use in strategic decision-making
Market choices
Product research
Pricing research
Promotion research
Distribution Research
Analyze and Interpret Data
Linguistic Problems
Metric Equivalence Issues
Issues and Challenges in International
Marketing Research
Ethics and International Market
Research
Bottom-of-the-Pyramid and
International Market Research
Develop a Research Design
Primary Data
Secondary Data
Micro-Level Analysis
Macro-Level Analysis
Qualitative and Quantitative Research
Qualitative Methods
Ethnographic Research Design
Focus Groups
Personal Interviews
Socially Desirable Responses
Delphi Technique
Quantitative
Surveys
Experiments
Test Markets
Develop a Sample
probability sample
nonprobability sample
The International Market Research
Process
Define the Problem or Situation
The market research process
Step 4: Develop a sample
Step 5: Collect data
Step 3: Develop a research design
Step 6: Analyze and interpret data
Step 2: Complete a cost/benefit analysis
Step 7: Formulate conclusions and write a report
Step 1: Define the problem or situation
Collect Data
Big Data