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Topic 5 : International Marketing Research

Teh Sin Wee 1020202-BBM Chan Ching Yee 1020278-BBM Yeoh Poh Ling 0830307-BBM
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Khe Jie Shin Yeu 1020254- BBM

Global perspective
Key challenges
Consistency: questioning, sampling, method &

consumer response.

Adapt culturally: how, where, whom. Methods of collecting data. Preferences of respondents.
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Research problem
The researchers confused in topic. 3 sources:

Own/ others experience Scientific literature Theories

5 W research questions

(what, who, where, when, and why)


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Research objectives
closely related to research problem. summarize what is to be achieved in the

research.

What are you going to do & what are you not

going to do?

General specific

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Research design
the plan of collect, measure & analyze of data in

order to produce desired information


two types
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Quantitave Qualitative

Quantitative
Experimental Design
researcher plan & implement an experiment,

control over some aspects of the IV, which are the factors may affect DV

predict what may occur in the experiment.

used when:
the variables have consistency causal
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relationship (a cause always lead to same effect).

Quantitative
Descriptive Design
describe current phenomena, take raw material

& summarize it in usable form.

help to answer questions of who, what, when &

where, but has no certain answer question of why.

used when:
observed in a completely & unchanged natural
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environment, true experiments

Qualitative
Historical Design
collect the past events data & the use it to

evaluate and analyze causes, effects & trends of present or future events. documentary evidence.

uses secondary data & a variety of primary

used when:
trend analysis.
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Qualitative
Case Studies Design
an in-depth study of an individual group,

institution, organization or program. few easily researchable samples.

narrow a very broad area of research into one or

used when:
to test whether a specific theory actually applies

to situation in real world.


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detailed description of specific

Advantages and Disadvantages of Secondary Research


Advantages:
v Sufficient knowledge and insight v Little or no cost to acquire v Ease of Access v Time saving

Disadvantages:
v Reduced to no more than bullet-point style v Limited research can be found v Inconsistent with the objective
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Disadvantages for small business

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Reasons for choosing Qualitative research


own words and in their own way
More flexible

Individuals can be studied in more depth Participants are able to provide data in their

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Determine which geographical markets to research Where is your existing customers come from?
Where do potential customers live?

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Advantages and Disadvantages of qualitative research Advantages:


Provides depth and detail Creates openness Simulates people's individual

experiences
Attempts to avoid pre-judgements

Disadvantages:
Usually fewer people studied
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Challenges in conducting qualitative research


Language problem Accused of being subjective and biased Can Be a high-risk, low-yield Take time to negotiate access, assemble a

sample

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Minimize the Dangers


Choose the local moderator Undergo ethics training Obtain ethics certification

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Information needed
Culture Lifestyle Consumption of Whisky Consumer behavior

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Thanks

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