Market Research

Methodology
Engineering
14 January 2015, Hanoi
16 January 2015, HCMC

Ms. Nguyen Thu Huyen

CBI - Ministry of Foreign Affairs

 Contents

- Research goal
- Plan
- Methodology
- Budget
- Example

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goal | plan | methodology | budget | example

Research goal
What would you like to achieve with the International Market Research?

Research goals:
..

3 Centre for the Promotion of Imports from developing

countries | December, 2010
Research goal - examples

Example 1:
Advising the management of the company which international market is
most attractive.

Example 2:
Advising the management of the company how to export metal parts for
process instruments to Germany.

Do you see the difference?!

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1) Transform the problem into objective(s)
Examples

1. Identify promising export markets for metal parts for process instruments

2. Identify the prevailing market access requirements for metal parts for
process instruments in Europe

3. Identify buyer requirements for metal parts for process instruments in

Germany

4. Identify the characteristics of the competition in the supply of furniture to

German market

5. Identify . distribution channels, distribution requirements, prices,

promotion, etc.
2) Formulate detailed research questions to the
objectives
Objective: Identify promising export markets in the EU for metal parts
for process instruments from Vietnam

Q 1: What is the trade volume in the previous statistical year ?

Q 2: What are the biggest import markets in the EU?

Q 3: Which markets have shown the highest import growth over

the last 5 years?

Q 4: What are the 10 most important supplying countries?

Etc
 Group Brainstorming: Research objectives
- 15 minutes, then reporting
- Pick-up the research objective
- Define your research questions

Centre for the Promotion of Imports from developing

countries | December, 2010
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goal | plan | methodology | budget | example

Research plan
The Plan
Specify objectives
Specify topics/ sub-topic
Specify appropriate methodology / Sources
Specify importance
Specify person in charge
Specify deadline
Specify budget

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countries | December, 2010
goal | plan | methodology | budget | example

Research plan
the methodology

Desk research Quantitative

+
Field research Qualitative

-
9 Centre for the Promotion of Imports from developing
countries | December, 2010
goal | plan | methodology | budget | example

Research plan
the methodology

Desk research Quantitative

+
Field research Qualitative

-
10 Centre for the Promotion of Imports from developing
countries | December, 2010
goal | plan | methodology | budget | example

Research plan
the methodology

Desk research Quantitative

+
Field research Qualitative

-
11 Centre for the Promotion of Imports from developing
countries | December, 2010
goal | plan | methodology | budget | example

Research plan
the methodology

Desk research Quantitative

+
Field research Qualitative

-
12 Centre for the Promotion of Imports from developing
countries | December, 2010
goal | plan | methodology | budget | example

Research plan
the methodology

Desk research Quantitative

+
Field research Qualitative

-
13 Centre for the Promotion of Imports from developing
countries | December, 2010
goal | plan | methodology | budget | example

Research plan
The Budget
A lot of secondary information available
free of charge
Not all
But keep in mind chinese proverb!!

14 Centre for the Promotion of Imports from developing

countries | December, 2010
goal | plan | methodology | budget | example

Research plan
The Budget
A lot of secondary information available
free of charge
Not all
But keep in mind chinese proverb!!

To guess is cheap.
To guess wrong is expensive!

15 Centre for the Promotion of Imports from developing

countries | December, 2010
goal | plan | methodology | budget | example

Research plan: Example

Topic Methodology Sources Importance PIC Deadline Budget
Country
selection
- Trade data Desk ITC Trademap Vital Mr. A 15 Jun 0
Eurostat
EU helpdesk
Field CBI consultant
- Interview Field EU importer Vital Mr. B 30 Jun Lunch
experts Exporters
- Competition Desk ITC Trademao Vital Mr. A 30 Jun 0
CBI
Field Trade fair Mr. B 1,000$
The Netherlands

Entry Strategy Desk CBI Vital Mr. C 1 Aug 0

Country survey
Association
CBI consultant
Primary Netherlands Mr. B
importer
Trend

16 Centre for the Promotion of Imports from developing

countries | December, 2010
 Assignment: Research plan
CASE STUDY
Pick your question and prepare the research plan for your product
in the EU market.
- Specify topics/ sub-topic
- Specify methodology (sources put later)
- Specify HR, time, budget, etc.

Centre for the Promotion of

17 Imports from developing countries
 Centre for the Promotion of
18 Imports from developing countries