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INDIAN INSTI.

OF PLANNING & MANAGEMENT


AHMEDABAD. SATURDAY, 8 th NOVEMBER,2 0 0 8
IM-10 *Intl.Marketing-Primary
Research/Data/Questionnaire
Dr. PRADIP DESAI
B.E. ,M.B.A. (I.I.F.T.), LL.B., Ph.D.(Management-U.S.A.),CMC
CERTIFIED MANAGEMENT CONSULTANT ( C.M.C.)
CHAIRMAN & C.E.O.
MOUN MARKETING CONSULTANTS
{ EXPORTS -MARKETING-IMPORTS -PROJECT-MGMT. CONSULTANTS}
804, ‘SHILP’ COMPLEX , TEL :0 7 9 -6 6 3 1 0 7 4 0 / 3 0 0 7 1 0 3 0
OPP.STATE BANK OF INDIA , MOBILE : 9 8 2 5 0 -1 1 2 0 0
NAVARANGPURA, C.G.ROAD, TELEFAX : 91- 7 9 - 2 6 4 6 7 1 7 1
AHMEDABAD -38 00 09 RES. : 66 3 1 0 730 /2646 3218
E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/
Primary Research & data
collection
• Definition: Primary research in the Intl. Mkts. is
the specific research/survey for a specified pre-
determined purpose in mind, involving more time
& money.
• e.g. For appointing a dealer/agent abroad it is
usually not necessary to carry out any Primary
research BUT if a co.is considering to establish
the mfg.plant overseas then it is most important to
undertake a Detailed Market Research for the
long-term demand Potential for the products.
Problems(deficiencies) in Foreign Primary
Data(F.P.D.)
• Although P.D. is more reliable compared to S.D.
3 types of deficiencies are usually found:
2. Sampling Problem:Any research should reflect
the perspective of entire population
but usually random sampling is done for urban
areas & rural population is usually ignored.
4. Questionnaire Problem:Different languages are
spoken in different areas hence Questionaire in
English is not understood properly.e.g.In India
there are about 24 official languages &alsoChina
5. Non-response problem: Many respondent do not
co-operate with the researcher e.g.Muslim ladies
Areas of Intl.Mktg. Rsearch
• I. Market Information:
1.Market Potential i.e.Demand Survey/Forecast
2.consumer behaviour:Investment patterns
3.channels of distri.:availability/effectiveness
4.comm.media:availability/effectiveness/cost
5.Market sources:availability/quality/cost
6.New products:info.of competitor’s products
II.Competition Information
7. Competitive business strategy:
Goals & objectives in foreign markets
8. Functional Marketing plans:
TargetMarket,product,price,place,promotion,
finance,mfg.,R & D, HRD strategy
9. Operational plans : Details of competition
operations ,Production,shipment,employee morale
III. Prescriptive Info.
10. F.Eexchange: exch.rates & Control laws
11. F.Taxes:Policy re.earnings,dividends,
interest & taxes payable.
12. F.other rules/regulations:Local body’s
taxes-octroi,land revenues,municipal taxes
13. Indian regulatons for export/F.mfg. Plant
& investments abroad.
IV. Resource Info.
14.Human resource: availability of skilled/tech
man-power,labour laws,work culture/strike rate
15.Money/Finance:Availabillity of bank finance
/Interest rates/general guidelines for F.cos.
16.Raw Materials:availbilty/cost/importability
17.Mergers & acquisitions:Rules for FDI,
Rules of Hostile take-over bids by competition
leads or info. Re. Potential meger threats.
18. MRTP: monopoly& restrictive trade practices act
V.General Environment
18. Economic factors:Macro-economic policies,GDP
growth,FDI capital regulation,
Per capita income & Human dev.Index (HDI)
19.Social factors:Structure of society,customs
attitudes & preferences.
20.Political factors:Investment climate, free & fair
election process, political changes etc.
21.Scientific/tech. Factors:R & D personnel
22.Mgmt.&Admn.practice:Empl.compensation/vrs
IMR-QUESTIONNAIRE
DESIGN
1. Lead questions : 2. Hidden questions :
3. Cross-check questions :
4. Tick-mark “ :
5. Rating Q.Rate on a scale of 1-10:
6. Finer preferences :colour,shape,size etc.
6. Brand loyalty/Switch Q.: If offered with same
quality @ cheaper rate would you try another
brand ? Regularly buy ?
7. On-line surveys & big gift carrot for Internet
surveys.
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