5+GlobMktResSt

5+GlobMktResSt - q Accuracy and methodology q Age n Both...

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Research Needs of the Companies n General information about the country n Forecasts of consumer, social, economic, and industry trends n Specific market information (familiarity, preferences, rate of consumption, media choices, etc.) n Product ideas, ad copy testing
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Steps in Conducting International   Marketing Research 1. Define the research problem(s) 2. Determine the sources of information 3. Develop a plan (costs/benefits, scope, design) 4. Collect the data (secondary and/or primary) 5. Analyze the data and interpret the results 6. Report and present the findings of the study
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Major Challenges  n Primary Data: q Time and cost requirements to collect data q Complexity of research design due to cultural and technical differences n Secondary Data:
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Unformatted text preview: q Accuracy and methodology q Age n Both Primary and Secondary: q Comparability q Coordination of multi-country research efforts q Biases Primary Global Marketing Research n Qualitative (Focus Groups, observation, ethnographic research) n Quantitative (Surveys) q Questionnaire Design n Back Translation and Parallel Translation n Scalar Equivalence q Sampling q Contact Method Uses of Internet in International Research On-Line Surveys Focus Groups Web Visitor Tracking Advertising effectiveness Blogs, chats, etc. Pros & Cons of the Internet as a Tool for Global Marketing Research Market Size Assessment n Expert Opinion n Analogy n Trade Audit n Statistical (Regression) Analysis...
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This note was uploaded on 11/15/2011 for the course BUS-M 401 taught by Professor Sasha during the Spring '11 term at IUPUI.

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5+GlobMktResSt - q Accuracy and methodology q Age n Both...

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