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1、DevelopingaGlobalVisionthroughMarketingResearchEssayQuestions100.(p.216)Givethetraditionaldefinitionformarketingresearch.Marketingresearchistraditionallydefinedasthesystematicgathering,recording,andanalyzingofdatatoprovideinformationusefulinmarketingdecisionmaking.101.(p.216)Discussthedifferencesbe
2、tweentraditionalmarketingresearchandinternationalmarketingresearch.Althoughtheresearchprocessesandmethodsarebasicallythesameintraditionalmarketingresearchandinternationalmarketingresearch,internationalmarketingresearchinvolvestwoadditionalcomplications.First,informationmustbecommunicatedacrosscultu
3、ralboundaries.Second,theenvironmentswithinwhichtheresearchtoolsareappliedareoftendifferentinforeignmarkets.102.(p.217)Internationalmarketersoftencollectformsofinformationnotnormallycollectedbydomesticmarketingresearchers.UnisysCorporationgivessomeguidanceastowhatformsofinformationneedtobecollectedi
4、ntheinternationalenvironment.ListandbrieflydiscusseachofthefivetypesofinformationsuggestedbytheUnisysCorporationmodel.Thefivetypesofinformationare:(a)economic,(b)cultural,sociological,andpoliticalclimate,(c)overviewofmarketconditions,(d)summaryofthetechnologicalenvironment,and(e)competitivesituatio
5、n.Seepage217foradiscussionofeachofthetypes.103.(p.218andmajorsectiontitlesforthesix)Listandbrieflycharacterizethesixstepsintheresearchprocess.Thestepsare:(a)definetheresearchproblemandestablishresearchobjectives,(b)determinethesourcesofinformationtofulfilltheresearchobjectives,(c)considerthecostsan
6、dbenefitsoftheresearcheffort,(d)gathertherelevantdatafromsecondaryorprimarysources,orboth,(e)analyze,interpret,andsummarizetheresults,and(f)effectivelycommunicatetheresultstodecisionmakers.Summariesofthestepscanbefoundinthemajorsectionsdescribingeachofthesixsteps.104.(p.220-223)Therearefourmajorpro
7、blemswithusingsecondarydataininternationalmarketingresearch.Whatarethesefourmajorproblems?Briefly,characterizeeachproblem.Thefourmajorproblemsare:(a)availabilityofdata,(b)reliabilityofdata,(c)comparabilityo
