International market research

define “market research”

analyses the current situation and trends concerning the marketing environment

role of market research

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

→ to find out chances and risks

necessary questions

• demand

• where to buy products (Preis/Leistung)

• important suppliers

• important competitors

• transport routes

• political situation

thematic focuses in market research

• export market research

• import market research

• environment market research

• product market research

• company research

• price research

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

Pestle analysis

• political

• economical

• social

• technological

• legal

• environmental

methods of marketing research

• informationgathering

  • primary research

  • secondary research

• information evaluation

  • organising

  • scaling

  • preparing

  • evaluating

• market forecasts

  • qualitative methods

  • quantitative methods

4 steps of designing a survey

1. set objectives

2. determine samples

3. report/result presentatiton

4. field research

types of questions

• open-ended

• semi sturctured

• closed-end

  • dichotomous questions

  • multiple choice with a single awnser

  • multiple choice with multiple awnsers

types of scaled questions

• likert scale

• semantic differential

• intent scale

• smiling face scale