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International Marketing: Chapter 8: Key Concepts

International marketing research Steps in the research process Issues & concerns about secondary data Validating secondary data Gathering primary data Challenges of gathering primary data Quantitative vs. qualitative research Back translation Parallel translation.

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International Marketing: Chapter 8: Key Concepts

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  1. International marketing research Steps in the research process Issues & concerns about secondary data Validating secondary data Gathering primary data Challenges of gathering primary data Quantitative vs. qualitative research Back translation Parallel translation International Marketing:Chapter 8: Key Concepts

  2. The systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making Define the research problems and objectives Determine the sources of information Consider the costs and benefits Gather the relevant data Analyze, interpret, and summarize the results Effectively communicate the results Steps in the Market Research Process

  3. Issues & Concerns About Secondary Data Is the data available? Is the data reliable? Is the data comparable? Can the data be validated?

  4. Goals: To quantify something (in a sample) To generalize to a larger population Questions: How many? How much? How often? Data Collection Methods: Primarily surveys Primary Data:Quantitative Research

  5. Goals: To get a deeper understanding of something Questions: Why? Data Collection Methods: Focus groups, depth interviews, observations Primary Data:Qualitative Research

  6. Challenges of Gathering Primary Data • Ability to Communicate Opinions • Willingness to Respond • Sampling in Field Surveys • Language and Comprehension

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