International Marketing MKT630
Lesson # 19
INTERNATIONAL MARKETING RESEARCH PROCESS
Secondary Data Collection
Issues in international research problem formulation:
· A major problem is the unfamiliarity with the foreign environment - lack of familiarity may lead to
false assumptions, poorly-defined research problems, and, ultimately misleading conclusions about
the foreign market
· To reduce part of the uncertainty, some exploratory research at the early stage of the research process
is often fruitful
· A useful vehicle for such preliminary research is an omnibus survey - conducted by research
agencies at regular intervals
Framework for international marketing research:
Determine research design:
Exploratory (informal, unstructured) - to gain background information, to define terms, to
clarify problems & hypothesis and to establish research priorities.
projecting techniques (asking participants to act in controlled/simulated conditions)
Descriptive research - to describe and measure marketing phenomena at a point in time.
· provides answers to questions such as;
product, brand, design, size
places of purchase, wholesale
time & frequency of purchase
· one point in time - cross-sectional surveys, sample surveys.
· longitudinal - repeat measurements on the same sample over a period of time.
Causal research - to determine causality, to make "if then" statement.
Identify alternative information sources:
country research reports
trade / production statistics
trade / diplomatic offices
local chamber of commerce
Secondary data information sources:
Table of Contents: