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Research- Process
Dr Abha Rishi
The International Marketing Research
Process
• Any research starts off with a precise definition of the
research problem(s).
• In an international context, the marketing research
problem formulation is hindered by the self-reference
criterion (SRC).
• A major difficulty in formulating the research problem is
unfamiliarity with the foreign environment.
• Omnibus surveys are regularly conducted by research
agencies.
• Once the research issues have been stated, management
needs to determine the information needs.
• Sometimes it is Consider:
impossible to approach – conventions
certain respondents – tradition
directly – religion
• It is unacceptable to – appearance
pose questions to some
– household
people in certain hierarchies
circumstances
• Method of Analogy
– Longitudinal method of analogy
• Trade Audit
• Chain Ratio Method
• Cross-Sectional Regression Analysis
• Major developments/innovations:
– Point of sale (POS) store scanner data
– Consumer panel data
– Single source data
– Shift from mass to micro marketing
– Continuous monitoring of brand sales/market
share movements
– Scanning data are used by manufacturers to
support marketing decisions.
Dr Abha Rishi IMR Term 2 30
5. New Market Information Technologies
Syndicated Selective
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