1. International marketing 2 Tutorial week 3 International marketing research

2. Agenda Revision and discussion Case study analysis on ‘ research helps Whirlpool act local in the global market’ Assignment Case study reading on ‘Ford motor company Latin America’

3. Task of global marketing research

4. The Marketing Research Process and the International Dimension Problem definition and objectives Development of research plan Data collection Data interpretation Summary of findings and report 1 2 3 4 5

5. Self reference criterion Unconscious tendency ‘to fall back on one’s own cultural norms and values to interpret a given business situation’

6. 5-6 Categorization of data for assessment of market potential

7. Secondary data used for estimation of foreign market potential Proxy indicators For e.g. refrigerators a good proxy for washing machines Chain ratio method Reducing the base population Lead-lag analysis use of time-series data from one country to project sales in other countries. Estimation by analogy Correlation obtained in one country applied to a target international market

8. Forms of primary research

9. 5-9 Research approaches ObservationSurveysExperiments

10. 5-10 Contact methods Mail/Internet Telephone Personal

11. 5-11 Sampling procedures Probability sampling Non-probability sampling

12. Sampling procedures Probability sampling simple random sampling, systematic sampling, stratified sampling and cluster sampling Non probability sampling convenience sampling, quota sampling and snowball sampling

13. 5-13 Methods for determining sample size Traditional statistical techniques Budget available Rules of thumb Number of sub-groups

14. 5-14 Possible reliability and validity situations

15. 5-15 International MIS An international marketing information system is an interacting organization of people, systems, and processes devised to create a regular, continuous and orderly flow of information essential to the marketer’s problem- solving and decision-making activities.

16. 5-16 International MIS

17. Case study analysis Research helps Whirlpool act local in global market