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1、DevelopingaGlobalVisionthroughMarketingResearchChapter8ChapterLearningObjectives1.Theimportanceofproblemdefinitionininternationalresearch2.Theproblemsofavailabilityanduseofsecondarydata3.QuantitativeandqualitativeresearchmethodsChapterLearningObjectives5.Sourcesofsecondarydata4.Mu
2、lticulturalsamplinganditsproblemsinlessdevelopedcountries6.HowtoanalyzeanduseresearchinformationIntroductionInformationisthekeycomponentindevelopingsuccessfulmarketingstrategies.Informationneededonmarketinformationfordecisionsaboutproduct,promotion,distribution,andprice.Amarketerm
3、ustfindthemostaccurateandreliabledatapossiblewithinthelimitsimposedbytime,cost,andthepresentstateoftheart.MarketingResearchMarketingresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.Researchproces
4、sesandmethodsaresamewhetherappliedinColumbus,Ohio,orColombo,SriLanka.Internationalmarketingresearchinvolvestwoadditionalcomplications:First,informationmustbecommunicatedacrossculturalboundaries.Second,theenvironmentsinwhichresearchtoolsareappliedareoftendifferentinforeignmarkets.B
5、readthandScopeofInternationalMarketingResearchForeignmarketresearchisthebroaderscopethandomesticResearchcanbedividedintothreetypesbasedoninformationneeds:(1)generalinformationaboutthecountry,area,and/ormarket;(2)informationnecessarytoforecastfuturemarketingrequirementsbyanticipati
6、ngsocial,economic,consumer,andindustrytrendswithinspecificmarketsorcountries;and(3)specificmarketinformationusedtomakeproduct,promotion,distribution,andpricedecisionsandtodevelopmarketingplansCollectingInformation:UnisysCorporation’sWay1. Economic:dataongrowthoftheeconomy,inflatio
7、n,businesscycletrends,andthelike;profitabilityanalysisforthedivision’sproducts;specificindustryeconomicstudies;2. Cultural,sociological,andpoliticalclimate. Ageneralnon-economicreviewofconditionsaffectingthedivision’sbusiness.3. Overviewofmarketconditions. Adetailedanalysisofmarke
8、tconditionsthatthedivisionfaces,b
