Cateora8 - Chapter8 GlobalMarketingResearch Introduction...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 8 Global Marketing Research
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Introduction Information is the key component in developing successful marketing strategies. Information needed on market information for decisions about product, promotion, distribution, and price. A marketer must find the most accurate and reliable data possible within the limits imposed by time, cost, and the present state of the art.
Background image of page 2
Introduction Most of the cultural blunders in global  marketing stem from inadequate marketing  research. The Research Process : 1. Define the research problem(s) 2. Develop a research design 3. Determine information needs 4. Collect the Data (secondary and primary)  5. Analyze the data and interpret the results 6. Report and present the findings of the study
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Introduction Major challenges faced by global marketing  researchers : 1.  Complexity  of research design due to  environmental differences 2. Lack and  inaccuracy  of secondary data
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 17

Cateora8 - Chapter8 GlobalMarketingResearch Introduction...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online