International marketing research in International marketing

The following discussion agenda is on international marketing research in International Marketing:

1. The role of marketing research
2. The role of international marketing research
3. Opportunity identification and analysis
• International markets scanning
• accessibility, profitability, market size
• Existing markets, latent markets, and incipient markets
• Product/ market combinations on market entry
• Demand pattern analysis
• Risk evaluation
4. International marketing segmentation
• Business portfolio matrix: country attractivness and company's compatibilty with each country
• Transnational segmentation
• Hierarchical country - consumer segmentation
5. The inter-national marketing information system
• Perceptions of the quality and accessibility of information in the Asia-Pacific region
6. Primary research in international markets
• Problem and objectives definition
• Development of an innovative approach
• The international marketing research process
• Organising  the research study
• centralisation vs decentralisation
• in-house vs agency
• Research design
• Qualitative research
• Survey methods
• Questionnaire design
• Field work
• Data analysis
• Report preparation and presentation
7. Continuous research

Reference
Doole, I. and Lowe, R. (2001) "Chapter 4: International marketing research and opportunity analysis", International Marketing Strategy, Thomson