Topic 5 International Marketing Research

Topic 5 International Marketing Research

Imanuel Hutagalung Semester 2

What is Marketing Research? Systematic gathering, recording, analyzing and interpreting of data on problems relating to the market for and the marketing of goods and services.  Market research deals specifically with the gathering of information about a market's size and trends. 

DATA GATHERING 

Secondary Research (Desk Research): library/etc  inaccurate



Primary Research (Field Research): Observation,Informants,Interview,etc. ….Secondary first, then Primary….

Examples

AVANZA

A MILD

Problems in Int. Mkt Research  Time,

Cost  Linguistic  Social & Cultural : Ina Vs Sin  Secondary data: Accurate?  Primary data: Sampling,etc.

Quantitative Vs Qualitative  Quantitative

: Deals with Numbers, Accurate, Cheap,Quick

 Qualitative

: Deals with Opinions, Subjective, Takes time,etc

Group Project 

    

DATELINE: NEXT WEEK, Submit to my EMAIL IN ENGLISH PRESENTATION 30 Minutes Each Group Power point slide Choose a GLOBAL BRAND, EX: NOKIA 50 RESPONDENTS



Attributes: a. Model b. Features c. Price d. Resale Value e. Durability

Score :  A ===> 4  B ===> 3  C ===> 2  D ===> 1  E ===> 0 

51 – 100

0 – 50

101 – 150

151 – 200

FORMAT  Company

Profile  Swot Analysis  Marketing Mix  Findings  Analysis