international marketing 2 tutorial week 3 international marketing research
TRANSCRIPT
Agenda
• Revision and discussion• Case study analysis on ‘ research helps Whirlpool act local in the
global market’• Assignment
• Case study reading on ‘Ford motor company Latin America’
The Marketing Research Process and the International Dimension
Problem definition and objectives
Development of research plan
Data collection
Data interpretation
Summary of findings and report
1
2
3
4
5
Self reference criterion
• Unconscious tendency ‘to fall back on one’s own cultural norms and values to interpret a given business situation’
Secondary data used for estimation of foreign market potential• Proxy indicators
• For e.g. refrigerators a good proxy for washing machines
• Chain ratio method• Reducing the base population
• Lead-lag analysis• use of time-series data from one country to project sales in other countries.
• Estimation by analogy• Correlation obtained in one country applied to a target international market
Sampling procedures
• Probability sampling• simple random sampling, • systematic sampling,• stratified sampling and • cluster sampling
• Non probability sampling• convenience sampling, • quota sampling and • snowball sampling
5-13
Methods for determining sample size
Traditional statistical techniques
Budget available
Rules of thumb
Number of sub-groups
5-15
International MIS
• An international marketing information system is • an interacting organization of people, systems, and
processes • devised to create a regular, continuous and orderly
flow of information • essential to the marketer’s problem- solving and
decision-making activities.