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13 Cards in this Set
- Front
- Back
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international marketing research involves 2
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information must be communicated across cultural boundaries
the environments within which the research tools are applied are often different in foreign markets |
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3 types of research
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general information about the country
information necessary to forecast future requirements specific market information used to make the 4 p's decisions |
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unisys corporations planning steps 5
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economic
cultural, sociologist, and political overview of market conditions technological environment competitive situation |
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The research process 6
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define the research problem and establish objectives
determine the sources of information consider the cost and benefits analyze, interpret, and summarize results effectively communicate the results to the decision makers |
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defining the problem and establishing research objectives
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most difficult and crucial
unfamiliar environment failures to establish problem limits broad enough to include all relevant variables |
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problems of secondary data
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countries dont have censuses
reflecting national pride out of date |
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quantitative research
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large number of respondents
yes or no |
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qualitative research
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open ended
interpret the sample |
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multicultural research
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in some cases the entire research design may have to be different between countries to maximize the comparability of the results
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research on the internet
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1 billion users in more than 200 countries
2x faster growth non americans |
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estimating market demand
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reliable historical data is required
expert opinion analogy |
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expert opinion
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the key in using expert opinion to help in forecasting demand is triangulation
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analogy
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this assumes that demand for a product develops in much the same way in all countries as comparable economic development occurs in each country
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