Page 103 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes The Marketing Sample: The sample is a small group taken from the total group. The total may be
a city, a state, a nation or the whole world. Sampling is essential to substantiate and interpret the
data.

5.5.5 Data Evaluation

Locating the source and collecting the information is only a part of the job. The data collected
cannot be simply accepted because they might contain unnecessary and/or over or under-
emphasised facts. The remark “figures do not lie, but liars figure” is apt here. For, from the same
set of facts, different interpreters will draw different conclusions, depending upon their individual
viewpoints, their interests and their individual biases.

5.5.6 Interpreting the Data

This is an important stage in the process of research. Correct interpretation of data makes the
research meaningful and purposeful. It is at this level that unorganised and unscientific research
fails. The best fact finding study would become useless by wrong or improper interpretation of
facts. Technical competence, broad understanding, intimate knowledge of the problem at hand,
are some of the prerequisites for the correct interpretation of data.

5.5.7 Report Preparation

The final step in marketing research is summarising the result of research and making a report.
The findings and recommendations are put in such a manner that the recipient of the report can
understand them clearly enough to use them effectively. In general, the reports are classified
into four kinds:

1. Executive Report: This report is meant for an executive to carry out the plan as quickly as
possible. He need not interpret the facts once again and make a thorough study of it.
2. Technical Report: Such a report will contain the statement of the problem, the methods
used in the research (methodology, the proof of the findings, etc.) The sole purpose of the
technical report is to collect and present necessary technical information.
3. Data Report: It is a peculiar report for it does not contain any interpretation. It merely
presents the findings in tables and charts, but does not seek to interpret what these findings
or data mean. For example, it may give the sales volume in a particular area for different
periods without adding any reason for their fluctuations.
4. Popular Report: It is also known as persuasive report. It is non-technical and hence of no
value in the commercial field. Narration of an incident is a kind of persuasive report.

Task Name any two big Indian research firms and find out about their current works.

Self Assessment

State whether the following statements are true or false:
10. To collect primary data, the marketer should adopt collection methods from home country’s
point of view.
11. Exploratory research is a good way to find the demand for a product.
12. Causal research can be used to determine the level of brand awareness.

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