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Chapter 6 Chapter 6 Global Marketing Research Global Marketing Research Chapter 6 Kotabe & Helsen's Global Marketi 2 ng Management, Third Edition, 20 04 Chapter Overview Chapter Overview 1. Research Problem Formulation 1. Research Problem Formulation 2. Secondary Global Marketing Research 2. Secondary Global Marketing Research 3. Primary Global Marketing Research 3. Primary Global Marketing Research 4. Market Size Assessment 4. Market Size Assessment 5. New Market Information Technologies 5. New Market Information Technologies 6. Managing Global Marketing Research 6. Managing Global Marketing Research Chapter 6 Kotabe & Helsen's Global Marketi 3 ng Management, Third Edition, 20 04 Introduction Introduction Given the complexity of the global marketplace, Given the complexity of the global marketplace, solid marketing research is critical for a host of solid marketing research is critical for a host of global marketing decisions. global marketing decisions. Most of the cultural blunders in global marketing Most of the cultural blunders in global marketing stem from inadequate marketing research. stem from inadequate marketing research. Six steps in conducting global market research: Six steps in conducting global market research: 1. Define the research problem(s) 1. Define the research problem(s) 2. Develop a research design 2. Develop a research design 3. Determine information needs 3. Determine information needs 4. Collect the Data (secondary and primary) 4. Collect the Data (secondary and primary) Chapter 6 Kotabe & Helsen's Global Marketi 4 ng Management, Third Edition, 20 04 Introduction (contd.) Introduction (contd.) 5. Analyze the data and interpret the results 5. Analyze the data and interpret the results 6. Report and present the findings of the study 6. Report and present the findings of the study Major challenges faced by global marketing Major challenges faced by global marketing researchers: researchers: 1. Complexity of research design due to 1. Complexity of research design due to environmental differences environmental differences 2. Lack and inaccuracy of secondary data 2. Lack and inaccuracy of secondary data 3. Time and cost requirements to collect primary 3. Time and cost requirements to collect primary data data 4. Coordination of multicountry research efforts 4. Coordination of multicountry research efforts Chapter 6 Kotabe & Helsen's Global Marketi 5 ng Management, Third Edition, 20 04 Introduction (contd.) Introduction (contd.) 5. Difficulty in establishing comparability across 5. Difficulty in establishing comparability across multicountry studies multicountry studies Chapter 6 Kotabe & Helsen's Global Marketi 6 ng Management, Third Edition, 20 04
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