Chapter 3

INTERNATIONAL MARKETING
RESEARCH
 Chapter Content

1 Define international marketing

research

2 Data in international marketing

research

3 International marketing research

process
1. International Marketing Research

Research Analyse Compare

Build up  Find out trends and changes in

effective foreign markets
marketing  Identify the potential and
strategies opportunities
 Reduce risks
 2. What kind of information do
company need to collect?

Market
2 Information

Competitor’s Business
3
Behavior Environment

4 Customer’s
Behavior
3. Data in International Market Research

2
1.Primary Data
3

42. Secondary Data

 3.1 Secondary Data

• The information from outside

 Government
2
 International Organisation and Unions (WTO, WB,
IMF, EU, ASEAN…)
 Market research companies (AC Nielsen, Euromonitor)
3
 International partners
 Newspaper, Internet, website (Reuters, ABC News,
4
Bloomberg, Peaceful index, CIA World Fact Act,
Hofstede culture index…)
 3.2 Primary Data

 Companies Foreign markets/customers

2

3 Companies
 Holding Subsidiary Companies in foreign

Marketing/customers
 3.2 Primary Data

 Holding Companies Market research company

2

3
Foreign market/customers
4
4. Marketing research process

6. Write the report

2 5. Analyze and summarize the results

4. Gather the relevant data

3
3. Consider costs and benefits of the research

4
2. Determine the sources of information

1. Identify research problem and objective