Please enable JavaScript.
Coggle requires JavaScript to display documents.
Developing a Global Vision through Marketing Research - Coggle Diagram
Developing a Global Vision through Marketing Research
Breadth and Scope of International Marketing Research
Domestic and Foreign Mrkt Re. difference is the broader scope research needed in foreign markt.
Research needed for collecting and assesing data:
Economic and demographic
Cultural, sociological, and political climate
Overview of market conditions
Summary of the technological environment
Competitive situation
The Research Process
Successful research requires a systematic and orderly approach of the collection and analysis of data
Steps in a research program are similar for all countries
Define the research problem and establish research objectives
Determine the sources of information to fulfill 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 summarize the result
Effectively communicate the results to decision makers
Defining the Problem and Establishing Research Objectives
Ability to communicate opinions: recognize the usefulness and value of such a product
Willingness to respond: Survey research more difficult to conduct
Sampling in field surveys: the lack of adequate demographic data and available lists from which to draw meaningful samples
Problems of Availability and Use of Secondary Data
Each country has a pool of sources and censuses for data
private and public groups are funding the collection of information
A problem is the manner in which data are collected and reported
Internet & Multicultural research
Countries with varied languages, economics, social structures, behavior, and attitude patterns are involved in multicult research.
Internet is a tool that provides an important medium for conducting int. markt research.
Internet: Ability to easily access volumes of secondary data.
Problems of Gathering Primary Data
It is importance to define the problem
Researchers either fail to anticipate the influence of the local culture on the problem or fail to identify ethnocentrism
Once the problem has been appropriately identified and the research objectives have been set, the researcher must determine the availability of the required information.