Page 95 - DMGT547_INTERNATIONAL_MARKETING

International Marketing Hitesh Jhanji, Lovely Professional University

Notes Unit 5: International Market Research

CONTENTS
Objectives
Introduction

5.1 Concept of Marketing Research
5.2 Need for Marketing Research
5.3 Approaches to Marketing Research

5.4 Scope of International Marketing Research
5.4.1 Research of Industry, Market Characteristics and Market Trends
5.4.2 Buyer Behaviour Research
5.4.3 Product Research
5.4.4 Distribution Research

5.4.5 Promotion Research
5.4.6 Pricing Research
5.5 International Marketing Research Process

5.5.1 Defining the Research Problem and Research Objectives
5.5.2 Developing the Research Plan
5.5.3 Identifying Information Sources
5.5.4 Data Collection
5.5.5 Data Evaluation

5.5.6 Interpreting the Data
5.5.7 Report Preparation
5.6 Market Surveys

5.6.1 Setting Objectives
5.6.2 Adopting Methodology
5.6.3 Survey Conducting
5.6.4 Survey Reporting
5.7 Marketing Information System

5.8 Summary
5.9 Keywords
5.10 Review Questions

5.11 Further Readings

90 LOVELY PROFESSIONAL UNIVERSITY