IM Presetation
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Transcript of IM Presetation
Teh Sin Wee 1020202-BBM
Chan Ching Yee 1020278-BBM
Yeoh Poh Ling 0830307-BBM
Khe Jie Shin Yeu 1020254- BBM
Topic 5 : International Marketing Research
“Global perspective”
Key challengesConsistency: questioning, sampling, method &
consumer response. Adapt culturally: how, where, whom.Methods of collecting data.Preferences of respondents.
Research problemThe researchers confused in topic.3 sources:
Own/ others experience Scientific literature Theories
5 “W” research questions (what, who, where, when, and why)
Research objectivesclosely related to research problem.summarize what is to be achieved in the
research.What are you going to do & what are you not
going to do?General specific
Research designthe plan of collect, measure & analyze of data
in order to produce desired informationtwo types
Quantitave Qualitative
QuantitativeExperimental Design
researcher plan & implement an experiment, control over some aspects of the IV, which are the factors may affect DV
predict what may occur in the experiment.
used when:the variables have consistency causal
relationship (a cause always lead to same effect).
QuantitativeDescriptive Design
describe current phenomena, take raw material & summarize it in usable form.
help to answer questions of who, what, when & where, but has no certain answer question of why.
used when:observed in a completely & unchanged natural
environment, true experiments
Qualitative Historical Design
collect the past events data & the use it to evaluate and analyze causes, effects & trends of present or future events.
uses secondary data & a variety of primary documentary evidence.
used when:
trend analysis.
Qualitative Case Studies Design
an in-depth study of an individual group, institution, organization or program.
narrow a very broad area of research into one or few easily researchable samples.
used when:to test whether a specific theory actually applies
to situation in real world. provide detailed description of specific
problems.
Advantages and Disadvantages of Secondary ResearchAdvantages:Sufficient knowledge and insightLittle or no cost to acquireEase of AccessTime saving
Disadvantages:Reduced to no more than bullet-point styleLimited research can be foundInconsistent with the objectiveOutdated
Disadvantages for small business
Reasons for choosing Qualitative researchIndividuals can be studied in more depthParticipants are able to provide data in their
own words and in their own wayMore flexible
Determine which geographical markets to researchWhere is your existing customers come from?Where do potential customers live?
Advantages and Disadvantages of qualitative researchAdvantages:Provides depth and detail Creates opennessSimulates people's individual experiencesAttempts to avoid pre-judgementsDisadvantages:Usually fewer people studiedLess easy to generaliseDifficult to make systematic comparisonsDependent on skills of the researcher
Challenges in conducting qualitative researchLanguage problemAccused of being subjective and biasedCan Be a high-risk, low-yield Take time to negotiate access, assemble a
sample
Minimize the DangersChoose the local moderatorUndergo ethics trainingObtain ethics certification
Information neededCultureLifestyleConsumption of WhiskyConsumer behavior
Thanks 。。。。。