International Marketing Research &

Opportunity

Instructor E. Guliyev
 Research
 Recognition of information
needs
 Effective decision making
 Systematic and objective
 Exude or disseminate
information
 Analysis of information
 Recommendation for action
 Collection of information
 helpful to managers
 Marketing research : Definition
 “Marketing research is the systematic design, collection, analysis and
reporting of data and findings relevant to a specific marketing situation
facing the company.”
 Marketing research is the systematic and objective
 identification
 collection
 analysis
 dissemination
 and use of information
 Need for marketing research

Why do businesses need accurate and up-to-date information?

– To undertake marketing effectively

– Changes in technology
– Changes in consumer tastes
– Market demand
– Changes in the product ranges of competitors
– Changes in economic conditions
– Distribution channels
 Purpose Of Marketing Research
Gain a more detailed understanding of consumers’ needs:
– e.g., views on products’ prices, packaging, recent advertising
campaigns

Reduce the risk of product/business failure:

– there is no guarantee that any new idea will be a commercial
success
– Can help to achieve commercial success

Forecast future trends:

– it can also be used to anticipate future customer needs
 Marketing research methods
Methodologically, marketing research uses the following types of research designs:
 Based on questioning
Qualitative marketing research -generally used for exploratory purposes - small
number of respondents - not generalizable to the whole population - statistical
significance and confidence not calculated - examples include focus groups, in-
depth interviews, and projective techniques
 The pros of qualitative research
Designing a survey when you’re unaware of a group’s general attitudes, opinions, or even
words they use to describe your topic is similar to walking across a street blindfolded: You
know where you want to go, but it’s dangerous to start your journey without investigating the
landscape first.
Qualitative research is exploratory in nature, helping you understand detailed information
about a topic or issue. You can then formulate a hypothesis before gathering data that will
help you decide whether your hypothesis is correct or incorrect.
The cons of qualitative research
While qualitative research can provide rich, detailed information about a topic or problem,
it often is only conducted among a small number of people (or sample) which means that it’s
limited to only describing something—qualitative research can’t help you make a decision or
come to a conclusion. So while qualitative research can help you understand how people are
describing the packaging design of your product, it isn’t able to give you insight on which
packaging design is more appealing.
 Quantitative marketing research
Quantitative marketing research - generally used to draw conclusions- tests a
specific hypothesis - uses random sampling techniques so as to infer from the
sample to the population. Techniques include choice modelling, maximum
difference preference scaling, and covariance analysis. Quantitative research
involves carrying out market research by taking a sample of the population and
asking them pre-set questions via questionnaire (normally 200+ responders) in
order to discover the likely levels of demand at different price levels, estimated
sales of a new product, and the ‘’typical’’’ purchaser of the company’s products.
The data is numerical and can be analyzed graphically and statistically
 Survey

Most often taking the form of a text box in a survey, open-ended questions allow your
respondents to provide a unique answer (as opposed to providing a list of
predetermined responses to select from). This approach gives respondents the freedom
to say exactly what they feel about a topic, which provides you with exploratory data
that may reveal unforeseen opportunities, issues, or quotes. You can then use this
information to support the hard numbers you’ve collected in the survey. Often it is
these quotes or examples that create more powerful statements than many averages
and percentages.
Face to Face (Personal interviews)
Telephone interviewing
Mail/ online
Face to Face (Personal interviews)
Interaction with interviewer
Respondent can see questionnaire
Lengthy, complex and varied questions possible
Telephone interviewing
Interaction with interviewer
Respondent cannot see to questionnaire
Questions must be short and simple
Mail/ online
No interaction- self completed
 questions must be simple
Clear instructions must be provided
 Questionnaire

The use of unstructured* or open-ended questions may be desirable if the researcher lacks
knowledge of the possible responses in other cultures. Unstructured questions also reduce cultural
bias because they don’t impose any response alternatives. However, unstructured questions are more
affected by differences in educational levels than structured questions. While designing
questionnaires following statements should be followed:
Use short and simple sentences
Repeat nouns rather than using pronouns
Avoid metaphors
Avoid adverbs and prepositions related to place and time
Avoid possessive forms
Use specific rather than general terms
Avoid vague words
Avoid sentenced with two different verbs if the verbs suggest different actions
 PESTEL Analysis

PESTEL analysis is one important tool that executives can rely on to organize factors within the
general environment and to identify how these factors influence industries and the firms within them.
PESTEL is an anagram, meaning it is a word that created by using parts of other words. In
particular, PESTEL reflects the names of the six segments of the general environment: (1) political,
(2) economic, (3) social, (4) technological, (5) environmental, and (6) legal.
The political segment centers on the role of governments in shaping business. This segment
includes elements such as tax policies, changes in trade restrictions and tariffs, and the stability of
governments.
The economic segment centers on the economic conditions within which organizations operate. It
includes elements such as interest rates, inflation rates, gross domestic product, unemployment rates,
levels of disposable income, and the general growth or decline of the economy
The Social factors include trends in demographics such as population size, age, and ethnic mix, as
well as cultural trends such as attitudes toward obesity and consumer activism.
The technological segment centers on improvements in products and services that are provided by
science. Relevant factors include, for example, changes in the rate of new product development,
increases in automation, and advancements in service industry delivery.
The environmental segment involves the physical conditions within which organizations operate. It
includes factors such as natural disasters, pollution levels, and weather patterns
The legal segment centers on how the courts influence business activity. Examples of important legal
factors include employment laws, health and safety regulations, discrimination laws, and antitrust
laws
Watch video: https://www.youtube.com/watch?v=UUY_D-ZJ2jk
 What is SWOT Analysis

SWOT analysis is a framework used to evaluate a company's competitive position by identifying its
strengths, weaknesses, opportunities and threats. Specifically, SWOT analysis is a foundational
assessment model that measures what an organization can and cannot do, and its potential
opportunities and threats.

1. https://www.youtube.com/watch?v=ZlLtJJ3Ts5M
2. https://www.youtube.com/watch?v=qbyb0ht-dsk
Group discussion:
SWOT analysis of Apple Inc.
Thank You!