International marketing 2

Tutorial week 3International marketing research

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’

Task of global marketing research

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’

5-6

Categorization of data for assessment of market potential

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

Forms of primary research

5-9

Research approaches

Observation Surveys Experiments

5-10

Contact methods

Mail/Internet

Telephone

Personal

5-11

Sampling procedures

Probability sampling

Non-probability sampling

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

5-14

Possible reliability and validity situations

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.

5-16

International MIS

Case study analysis

Research helps Whirlpool act local in global market