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1、DevelopingaGlobalVisionthroughMarketingResearchChapter8ChapterLearningObjectives1.Theimportanceofproblemdefinitionininternationalresearch2.Theproblemsofavailabilityanduseofsecondarydata3.QuantitativeandqualitativeresearchmethodsChapterLearningObjectives5.Sourcesofsecondarydata4.
2、Multiculturalsamplinganditsproblemsinlessdevelopedcountries6.HowtoanalyzeanduseresearchinformationIntroductionInformationisthekeycomponentindevelopingsuccessfulmarketingstrategies.Informationneededonmarketinformationfordecisionsaboutproduct,promotion,distribution,andprice.Amarke
3、termustfindthemostaccurateandreliabledatapossiblewithinthelimitsimposedbytime,cost,andthepresentstateoftheart.MarketingResearchMarketingresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.Research
4、processesandmethodsaresamewhetherappliedinColumbus,Ohio,orColombo,SriLanka.Internationalmarketingresearchinvolvestwoadditionalcomplications:First,informationmustbecommunicatedacrossculturalboundaries.Second,theenvironmentsinwhichresearchtoolsareappliedareoftendifferentinforeignm
5、arkets.BreadthandScopeofInternationalMarketingResearchForeignmarketresearchisthebroaderscopethandomesticResearchcanbedividedintothreetypesbasedoninformationneeds:(1)generalinformationaboutthecountry,area,and/ormarket;(2)informationnecessarytoforecastfuturemarketingrequirementsby
6、anticipatingsocial,economic,consumer,andindustrytrendswithinspecificmarketsorcountries;and(3)specificmarketinformationusedtomakeproduct,promotion,distribution,andpricedecisionsandtodevelopmarketingplansCollectingInformation:UnisysCorporation’sWay1. Economic:dataongrowthoftheecon
7、omy,inflation,businesscycletrends,andthelike;profitabilityanalysisforthedivision’sproducts;specificindustryeconomicstudies;2. Cultural,sociological,andpoliticalclimate. Ageneralnon-economicreviewofconditionsaffectingthedivision’sbusiness.3. Overviewofmarketconditions. Adetaileda
8、nalysisofmarketconditionsthatthedivisionfaces,b
