Teh Sin Wee 1020202-BBM

Chan Ching Yee 1020278-BBM

Yeoh Poh Ling 0830307-BBM

Khe Jie Shin Yeu 1020254- BBM

Topic 5 : International Marketing Research

“Global perspective”

Key challengesConsistency: questioning, sampling, method &

consumer response. Adapt culturally: how, where, whom.Methods of collecting data.Preferences of respondents.

Research problemThe researchers confused in topic.3 sources:

Own/ others experience Scientific literature Theories

5 “W” research questions (what, who, where, when, and why)

Research objectivesclosely 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

Research designthe plan of collect, measure & analyze of data

in order to produce desired informationtwo types

Quantitave Qualitative

QuantitativeExperimental 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

relationship (a cause always lead to same effect).

QuantitativeDescriptive 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

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.

uses secondary data & a variety of primary documentary evidence.

  used when:

trend analysis.

Qualitative Case Studies Design

an in-depth study of an individual group, institution, organization or program.

narrow a very broad area of research into one or few easily researchable samples.

used when:to test whether a specific theory actually applies

to situation in real world. provide detailed description of specific

problems.

Advantages and Disadvantages of Secondary ResearchAdvantages:Sufficient knowledge and insightLittle or no cost to acquireEase of AccessTime saving

Disadvantages:Reduced to no more than bullet-point styleLimited research can be foundInconsistent with the objectiveOutdated

Disadvantages for small business

Reasons for choosing Qualitative researchIndividuals can be studied in more depthParticipants are able to provide data in their

own words and in their own wayMore flexible

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

Advantages and Disadvantages of qualitative researchAdvantages:Provides depth and detail Creates opennessSimulates people's individual experiencesAttempts to avoid pre-judgementsDisadvantages:Usually fewer people studiedLess easy to generaliseDifficult to make systematic comparisonsDependent on skills of the researcher

Challenges in conducting qualitative researchLanguage problemAccused of being subjective and biasedCan Be a high-risk, low-yield Take time to negotiate access, assemble a

sample

Minimize the DangersChoose the local moderatorUndergo ethics trainingObtain ethics certification

Information neededCultureLifestyleConsumption of WhiskyConsumer behavior

Thanks 。。。。。