Global Marketing Research Process

Marketing Research
The

systematic gathering, recording and

analysing of data about problems relating to the
marketing of goods and services.
Attempts to solve problems in a wide range of
areas.
Helps management to arrive at right solutions for
marketing problems relating to product design,
pricing, promotion, physical distribution, etc.

Need for marketing research

Consumer

needs and wants

Competitive advantage
Effectiveness of channels of distribution
Effectiveness of promotional measures
Packaging design
Forecasting sales
Pricing decisions
SWOT analysis

Marketing research process

Identify & define
the problem
Selection &
Training of
field staff
Data
collection

Preliminary
investigation
Sample of
respondents

Data
organisation

Follow-up

Determining
data needs

Determining
data sources

Questionnaire

Research
design

Data analysis &

interpretation
Research
report

Factors influencing foreign markets

selection
Competition
Customers
Import

regulations
Size of market
Distribution network
Availability of after-sales service personnel
Preferential treatment
Economic stability
Political stability
Location
Political embargo

Methods of entry in global markets

Direct

exporting
Indirect exporting
Joint ventures
Franchising
One-country production base
Licensing
Production sharing
Acquisitions
Green field development
Turnkey operations
BOT concept