INTERNATIONAL MARKETING

RESEARCH
• It is a systematic design, collection,
recording analysis ,interpretation and reporting of
information relevant to marketing decision
fancing a company operating internationally .
IMPORTANCE
 International marketing is needed to
constantly monitor the different forces
affecting the marketing operations.

 It is necessary for the development of a plan.

SKILLED FIELDWORKERS
 Selection ,training, supervision and
evaluation of fieldworkers is important .
 Fieldworkers have to take language and
culture in consideration while designing their
questionnaires.
 Training and supervision is necessary .
INTERNATIONAL MARKETING
RESEARCH PROCESS
 Problem identification
 Develop a research brief

 Design data collection forms

 Identifying source of information

 Sample selection

 Collecting and analyzing data

 Writing research report .

ETHICS IN MARKETING RESEARCH

 Rights of the respondents

 Honesty and Transparency

 Respondent’s Privacy

 Data confidentiality

 Integrity of data

 Careful documentation