国际市场营销（英文版全套课件）.ppt

2-* Marketing Research What? Why? How? International Marketing Research The systematic gathering, recording and analyzing of data to provide information for marketing decisions for more than one country. Breadth and Scope General information about the country of interest Specific country factors: political, legal, economic, cultural and data on technological and competitive environment Research Process Problem and objectives definition Research design Data collection Data analysis and interpretation Report generation Communication of results Problem and Objectives Definition The most important and usually the most difficult step Difficulties in international research: Unfamiliar environment, including language SRC More factors to consider compared to domestic environment Usually requires more resources: longer time , more expensive, etc. Research Design Constraints: time, money Sources of information and their advantages and disadvantages: Secondary data Primary data In addition to previously stated difficulties, Data availability, reliability and comparability for different countries Data Gathering Data types: Qualitative data Quantitative data Secondary data collection Primary data collection techniques: expert opinions and interviews, surveys, focus groups, observations, experiments In addition to previously stated difficulties sampling, willingness to respond, opinions about new products, comprehension Data Analysis and Interpretation All previous difficulties and problems Special attention should be paid to: Cultural understanding and ability to interpret the results from one cultural environment to another use native(s) Creative application of research techniques Critical and realistic approach to data Report Generation and Communication of Results Should pay special attention to identifying and clearly communicating differences between home country market and foreign country market characteristics. Today I have Learned . . . . . Chapter Regiona