International market research

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10 Terms

1
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define “market research”

analyses the current situation and trends concerning the marketing environment

2
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role of market research

→ to analyse the external environment (market, competition, political, legal, economic, …)

→ to find out chances and risks

3
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necessary questions

  • demand

  • where to buy products (Preis/Leistung)

  • important suppliers

  • important competitors

  • transport routes

  • political situation

4
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thematic focuses in market research

  • export market research

  • import market research

  • environment market research

  • product market research

  • company research

  • price research

5
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steps of a research plan

  1. defining problems and goals

  2. identifiying need for information

  3. research design

  4. analysing data

  5. presenting the report

6
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Pestle analysis

  • political

  • economical

  • social

  • technological

  • legal

  • environmental

7
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methods of marketing research

  • informationgathering

    • primary research

    • secondary research

  • information evaluation

    • organising

    • scaling

    • preparing

    • evaluating

  • market forecasts

    • qualitative methods

    • quantitative methods

8
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4 steps of designing a survey

  1. set objectives

  2. determine samples

  3. report/result presentatiton

  4. field research

9
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types of questions

  • open-ended

  • semi sturctured

  • closed-end

    • dichotomous questions

    • multiple choice with a single awnser

    • multiple choice with multiple awnsers

10
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types of scaled questions

  • likert scale

  • semantic differential

  • intent scale

  • smiling face scale