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Topic 5

International Marketing
Research

Imanuel Hutagalung
Semester 2
What is Marketing Research?
 Systematic gathering, recording,
analyzing and interpreting of data on
problems relating to the market for
and the marketing of goods and
services.
 Market research deals specifically
with the gathering of information
about a market's size and trends.
DATA GATHERING
 Secondary Research (Desk Research):
library/etc  inaccurate

 Primary Research (Field Research):


Observation,Informants,Interview,etc.

….Secondary first, then Primary….


Examples
AVANZA
A MILD
Problems in Int. Mkt Research
 Time, Cost
 Linguistic

 Social & Cultural : Ina Vs Sin

 Secondary data: Accurate?

 Primary data: Sampling,etc.


Quantitative Vs Qualitative
 Quantitative
: Deals with
Numbers, Accurate, Cheap,Quick

 Qualitative: Deals with Opinions,


Subjective, Takes time,etc
Group Project
 DATELINE: NEXT WEEK, Submit to my
EMAIL
 IN ENGLISH
 PRESENTATION 30 Minutes Each Group
 Power point slide
 Choose a GLOBAL BRAND, EX: NOKIA
 50 RESPONDENTS
 Attributes:
a. Model
b. Features
c. Price
d. Resale Value
e. Durability
 Score :
 A ===> 4

 B ===> 3

 C ===> 2

 D ===> 1

 E ===> 0
51 – 100 0 – 50

101 – 151 –
150 200
FORMAT
 Company Profile
 Swot Analysis

 Marketing Mix

 Findings

 Analysis