28.06.

2011

Research

Determining Research Objectives

International Marketing
Dr. Kayhan Tajeddini
Market Research / Consumer Behavior

Exporting - Foreign market opportunity analysis

Associate Professor

Cursory analysis of general market variables such as total and per capita GNP (measures the output generated by a country's enterprises) , mortality rates, and population data.

NB. GDP measures the total output produced within a country's borders

Consideration of governmental restrictions. Competitive assessment needs to match markets with corporate strengths and provide an analysis of the best market potential for specific products.

Week 4: Part 1 Chapter 8

2010 Cengage Learning

Office: BI, Room 316, kayhan120@yahoo.com

The Benefits of Research

The value of research in making a particular decision may be determined by applying the following equation: V(dr) V(d) > C(r); where V(dr) is the value of the decision with the benefit of research,

Determining Research Objectives

Market expansion

Obtaining detailed information for penetrating a market. Monitoring the political climate of a country.

V(d) is the value of the decision without the benefit of research, and C(r) is the cost of research.

Determining Research Objectives

Determining Research Objectives

Research objectives vary from firm to firm because of the views of management, the corporate mission, and the marketing situation. Information needs are linked closely with the level of international expertise in the firm. The three objectives for conducting international market research are:
Exporting Importing Market expansion

Importing

Firms shift their focus from supplying to sourcing. Importer needs to be aware of:
Reliability of a foreign supplier. Consistency of its product or service quality. Length of delivery time. Government rules in the exporting (source) country. Domestic restrictions and legislation. Risks of disruption and terrorism.

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Determining Secondary Information Requirements

The Primary Research Process

Secondary data for international marketing research can be procured from:

Qualitative

research techniques

Governments International organizations Service organizations Trade associations Directories and Newsletters Electronic information services Other firms

Interviews Intent is to obtain in-depth information instead of a wide variety of information. Focus groups
Interaction within a group, ideally seven to ten participants, about a specific topic. Are highly efficient in terms of rapidly accumulating a substantial amount of information.

Determining Secondary Information Requirements

The Primary Research Process

Evaluating data
Consider the quality of the data source, with primary focus on the purpose and method of original data collection. Assess the quality of actual data in terms of accuracy, reliability, and recency. Assess the comparability and compatibility of the data.

Determining the research techniques

Observation

Data privacy The international marketer must pay careful attention to the privacy laws and expectations in different nations and to possible consumer reactions to the use of data in the marketing effort.

Requires the researcher to play the role of a nonparticipating observer of activity and behavior. Can be personal, impersonal, Can be extremely useful in shedding light on practices not previously encountered or understood. The degree to which the observer has to be familiarized or introduced to other participants may vary. The complexity of the task may differ due to the use of multiple languages.

The Primary Research Process

The Primary Research Process

Primary research is conducted to fill specific information needs. It is essential for the formulation of strategic marketing plans. It is also useful in international market segmentation.

Quantitative

research technique

Surveys

Useful in providing the opportunity to quantify concepts. Usually conducted via questionnaires that are administered personally, by mail, or by telephone.

Can be hampered by social and cultural constraints. Allows the researcher to rapidly accumulate a large quantity of data amenable to statistical analysis.

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The International Information System

Environmental scanning

Is useful for receiving information on:

Political, social, and economic affairs internationally; Changes of attitudes held by public institutions and private citizens;

Possible upcoming alterations in international markets.

Thank you. Questions ?