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 note
thu thap dl -> phan tich (analyse) ->
understand market -> so sanh -> dua ra
chien luoc

Research Analyse Compare

Build up  Find out trends and changes in

effective foreign markets
marketing  Identify the potential and
strategies opportunities
 Reduce risks
 note
2. What kind of information do
International Product Research
・ Concept development and
company need to collect?
testing studies SWOT Analysis a tool for auditing an
・ Brand name generation and organization and its environment. It is the
testing first stage of planning and helps marketers
・ Product testing to focus on key issues.
・ Competitive product studies A SWOT analysis process generates
・ Packaging design studies information that is helpful in matching an
- Test marketing
Sn pham: quy đnh packaging, bao
Market organization or group's goals, programs,
and capacities to the social environment in
gói,....
2 Information which it operates. -> pt diem mnh, yeu de
phu hop voi tung market
hanh vi chien luoc cua doi thu
moi truong kinh doanh
(van hoa, chinh tri, phap
luat, kinh te)

Competitor’s Business
3
Behavior Environment
Giá: giá trn, sàn, canh tranh đc áp dung ntn?
International Pricing Research
・ Studies projecting demand so thich, nhu cau, xu
・ Currency and counter trade studies huong, phan hoi cua kh Promotion: Nhng hoat dong PR,...
4
・ Studies of inflation rates and pricing
・ Studies of negotiation tactics
Customer’s International Promotion Research
・ Studies of premiums, coupons, and
International Distribution Research
・ Import/export analyses
Behavior deals
・ Advertising effectiveness research
・ Channel performance and coverage ・ Local media research
・ Plant/warehouse location studies ・ Studies pertaining to personal selling
Phan Phoi: cac kenh phan phoi pho bien tren thi activities
truong (chowj la cac kenh phan phoi chu yeu - ・ Sales Force Compensation
cac nuoc dg phat trien) - (sieu thi - pp chinh cua ・ Quota
cac nuoc ptay) ・ Territory
3. Data in International Market Research

2
1.Primary Data
3

42. Secondary Data

 Availability, Reliability, and Validity
Accuracy of secondary data can be
questionable: Published statistics may
3.1 Secondary Data be unreliable
Sources of reliable data:
World Bank
United Nations Development Program
Organization of Economic Cooperation
and Development (OECD)
Euromonitor
• 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
Primary Data

Information collected for a specific purpose, to address the

problem at hand 4
The costs of collecting primary data in foreign markets are
likely to be much higher given the lack of an appropriate
marketing research infrastructure
Marketing/customers
 3.2 Primary Data

 Holding Companies Market research company

2
2 PP thu thap du lieu so cap (Dinh tinh, dinh luong)
Primary Data Research Approaches
- Qualitative (dinh tinh) research has been particularly useful as a
first step in studying international marketing phenomena.- khong
3
mang tinh do luong (cau chu) pv nhom va quan sat, thuyet trinh, .
...(Focus Groups, Observation)
Constraints: Responses can be affected by culture, individuals
may act differently if they know they are being observed (
- Quantitative research are more structured, involving either
descriptive research approaches, such as survey research, or
Foreign market/customers
causal research approaches
4
such as experiments (Content Analysis, Sunvey Research,
Experimental Research)
Constraints: Respondent factors, infrastudture factors
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