Scanning International Markets

There are approximately

200 countries in the world
and not even a
multinational corporation
have resources to develop
all.

Scanning International Markets

Accessibility (tariffs, non-tariff barriers,

government regulations, import regulations).

Profitability at macro level (availability
of currency, exchange regulations, subsidies to
local competition, price control, substitutes).

Market size (existing, latent, emerging)

Building the Knowledge Base

New Parameters

New Business Environment

Number of Factors Involved

Broader Definition of Competition

1
A Sequential Process

1.Preliminary screening for

attractive markets

2.Assessment of industry market
potential

3.Company sales potential
analysis

Determining Research Objective

Going international

Exporting

Importing

Market expansion

Sources of data

Evaluating data

Analysing and interpreting secondary data

Data privacy

International Marketing Research

The systematic gathering,

recording and analysing of data
about problems relating to the
marketing of goods and
services (AMA)

2
Steps in Secondary Research

Understand the need for information

Determine research objectives

Identify sources of data

Evaluate data source, quality and
compatibility

Analyse and interpret data

Present research results

The Primary Research Process

The primary research is

conducted to fill specific needs
– conducted for specific
purpose

Essential for the formulation of
strategic marketing plans

Steps in Primary Research

Understand the need for primary

research

Determine research objectives-
Exploratory, descriptive, causal

Determine information requirements

Identify sources of data

3
 Steps in Primary Research

Determine research technique: interviews,

focus groups, observation, surveys,
experimentation

Design of research instrument: question
format, content and wording

Sampling plan

Obtaining and analysing data

Presenting results

Research Techniques

Interviews
– Knowledge persons are a valuable information resource (personal
bias must be discounted).
– Goal, obtain in-depth information instead of a wide variety of
information.

Focus groups
– Interaction within a group about a specific topic.
– Ideal size, 7-10.

Observation
– Observation results can be influenced by presence of the observer.

Surveys
– Gather quantitative rather than qualitative information through
personal or remote contact with the subject population.

Designing the Survey

Questionnaire

– Question format

Structured or unstructured.

Direct or indirect.

Ensure data equivalence.
– Question content

Consider interviewee’s ability and willingness to answer.

Adapt questions to societal constraints.
– Question wording

Use simple unambiguous words, terms and questions.

Check for errors using translation-re-translation approach and alternative
wording for questions.

Pretest the survey.

4
The Sampling Plan

System data must

be:
– Relevant
– Timely
– Flexible
– Accurate
– Exhaustive
– Convenient