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6 S$b"ect %genda Categories z Markets z #ompetition z "oreign *+change z Prescriptive Information z Resource Information z General #onditions Scanning Modes: S$rveillance z Informal information gathering z #onstant' on-going effort z &lso kno%n as presearch z &ccounts for nearl! 345 of corporate information So$rces of Market Information z &s much as 678 of corporate info z *+ecutives based abroad' compan! subsidiaries ( affiliates z $ravel builds contact ( rapport z 345 from face-to-face conversations Research &rocess z tep I: Identif!ing the research problem z tep 6: 1eveloping a research plan z tep 8: #ollecting data z tep 9: &nal!sing research data z tep 4: Presenting the findings Secondary 'ata z 1ata from sources that alread! e+ist - the! have not been gathered for the specific research pro:ect z $herefore: Minimal effort and cost z Possible problems ! accurac! ! availabilit! ! timeliness ! costs and ! comparabilit! of data z Governments ! , #ustoms z International Organisations ! ,;' O*#1' <orldbank' z $rade &ssociations z 1atabases ! $he *conomist Intelligence ,nit
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&rimary Research z ))) %hen secondar! data not available z ))) provides accurate data %hich give e+act ans%ers to a given research problem z Possible problems ! difficulties in gaining the data ! cost ! more time is necessar! to gather the data %nalysing Research 'ata *+amples: z 1emand pattern anal!sis z Income elasticit! measurements z Market estimation b! analog! z #omparative anal!sis z #luster anal!sis C$rrent Iss$es in Global Marketing Research Must anal!ze man! markets to recognize unique characteristics 1evise techniques to stud! small markets In developing countries' data ma! be questionable #ompatibilit! #onsumer ma! be hard to reach 'ata Compatibility ( )#$ivalence in Global Marketing Research z ;ational markets have different definitions z 0ut: It is essential that data have the same meaning ( the same level of accurac!' precision of measurement ( reliabilit! z $his aspect covers all stages of marketing research from problem definition to data anal!sis Marketing Information is a Strategic %sset z 0oundaries bet%een marketing ( other functions are dissolving z Marketing decision process is changing z "latter organizations z Information intensit! causes shifts S$mmary z Information is one of the most important assets in international marketing z &mong the idios!ncrasies of global marketing research are the comple+it! of factors to be considered and the lack of research infrastructure z #omparabilit! and equivalence in an international conte+t is essential= i)e) the data must have the same meaning and the same level of accurac!' precision of measurement and reliabilit!
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