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Chapter 8 International Marketing Research

Chapter 8 International Marketing Research. CHAPTER OUTLINE. Introduction Marketing Research Process Research and Sources of Information Estimating Market Demand Data Analysis Entry Strategy and Marketing Research. INTRODUCTION.

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Chapter 8 International Marketing Research

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  1. Chapter 8 International Marketing Research

  2. CHAPTER OUTLINE Introduction Marketing Research Process Research and Sources of Information Estimating Market Demand Data Analysis Entry Strategy and Marketing Research

  3. INTRODUCTION • Marketing research: is the systematic gathering, recording, and analyzing data to provide information useful to marketing decision making • Distinction between domestic vs. international marketing research • Breadth and scope • Level of uncertainty • Research environment • Tools and techniques • Research in “emerging markets” is a special issue

  4. MARKETING RESEARCH PROCESS • Define the problem and establish objectives • Determine sources of information • Consider cost and value of research • Gather data from primary and/or secondary sources • Analyze, interpret and present • Effectively communicate to the decision-maker and follow-up

  5. SOURCES OF INFORMATION

  6. DEMAND ESTIMATION METHODS Source: Waheeduzzaman (2008)

  7. DATA ANALYSIS • Hypotheses Testing • Correlation • Regression • Multivariate Analysis • Factor analysis • Cluster analysis • Discriminant analysis • Conjoint analysis

  8. INTERNATIONAL MARKETING RESEARCH AND ENTRY STRATEGY

  9. DISCUSSION QUESTIONS What is international marketing research? How does it differ from domestic marketing research? What are the problems with primary and secondary data? Explain. Explain various demand estimation methods and their evaluation criteria. Explain different methods of data analysis and their usefulness in international marketing. Explain how entry strategy is related to international marketing research.

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