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Developing a Global Vision through Marketing Research
Chapter 8
McGrawHill/Irwin Copyright © 2013 by The McGrawHill Companies, Inc. All rights reserved.
Learning Objectives
LO1 The importance of problem definition in international research
LO2 The problems of availability and use of secondary data
LO3 Sources of secondary data
LO4 Quantitative and qualitative research methods
LO5 Multicultural sampling and its problems in
less-developed countries 82
International Marketing Research
• Cross-cultural communications are difficult
• Environments are different
• Important to recognize cross-country similarities and differences
• Important to recognize and overcome SRC
• Research processes and methods are same whether applied in Columbus, Ohio, or Colombo, Sri Lanka.
• Marketing research is traditionally
defined as the systematic gathering, 83
Breadth & Scope of
International Marketing
• Foreign market research is broader in scope than domestic research
• Research can be divided into three types based on information needs:
1. general information about the country, area, and/or market;
2. information necessary to forecast future marketing requirements by anticipating social, economic, consumer, and industry trends within specific markets or countries; and
3. specific market information used to make product, promotion, distribution, and price decisions and to develop marketing plans 84
The Research Process for All Countries
85
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