![THE RESEARCH PROCESS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ch4/](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Ch4
- 1. INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS ch4/ Session 4
- 5. Nature of Competition and Level of Market Development ch4/
- 8. THE FOUR RISK MATRIX ch4/
- 9. BUSINESS PORTFOLIO MATRIX ch4/ Source: Harrell G D and Kiefer R O (1993)
- 15. BUILDING MARKETING INFORMATION SYSTEMS - THE 12C FRAMEWORK ch4/ Country Culture/consumer Behaviour Concentration Channels Commitment Choices Caveats Consumption Communication Currency Contractual Obligations Capacity to Pay 12c
- 16. Market Profile Analysis ch4/
- 20. CARRYING OUT PRIMARY MARKETING RESEARCH INTERNATIONAL MARKETING RESEARCH PROCESS ch4/ Source: Adapted from Malhotra et al (2006) Problem Definition & Research Objectives - Comparability of the phenomenon/behaviour - Isolating the self-reference criterion (SRC) Developing an Innovative Approach - Networking - Multi-country studies - Consortium Organising the Research Study - Centralised versus de-centralised - In-house versus agency Research Design - Redefine research problem - Reliability and validity of research data - Appropriate use of qualitative research - Questionnaire design - Sampling design Fieldwork - Interviewee bias - Interviewer bias Analysis & Evaluation - Data preparation - Cross-country comparability Report Preparation & Presentation - Interpretation and presentation
- 24. Comparative Evaluation of Survey Methods ch4/ Malhotra et al (1997)