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International Marketing (Class-11)
Arun Bhattacharyya
Faculty MemberJIM, Noida
 
 
Primary Research Abroad
Complications
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Due to different environments, different attitudes,different market conditions
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Used to fill essential info. gaps that secondary
 
research does not addressWhyrequired
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Primarily for market segmentation…
Target audiences with similar needs, perceptions, attitudes & behaviour (concerningyour offer and similar offers by others)
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…beyond macro variables of income or consumerspending, to a/c for lifestyle, attitudes, factorsinfluencing buying behaviour in a culture & consumersimilarities
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E.g. Secondary research might give the marketpotential for “furniture” in India, but primaryresearch might be needed to know the needs for yourproduct “ modular goods”.
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Questions like: “What effect will a new type of packaging have on our “green” consumers inGermany & France?”
 
 
Primary Research Abroad (contd.)
Howmuchcentralcontrol?
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Centralised, coordinated, or decentralised researchapproach?
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Centralised:Control & analysis at HQ. Good for probingcorporate policies & strategies; may lead to HQ culturebias
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Coordinated:Uses an intermediary to bring HQ &country operations together; results in moreinteraction
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Decentralised:HQ decide broad objectives & delegationof design & implementation to local country.
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Issues in primary researchIn houseoroutsourced service?
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Size of international operation & global savvy internalstaff 
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An outside researcher with global expertise cancoordinate a large-scale project (Look inwww.greenbook.org)
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Compare capabilities with in-house staff & look atprevious experience in a particular country or industry
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