International Marketing国际市场营销学：International marketing International Marketing.pptVIP

International Marketing国际市场营销学;Developing a Global Vision through Marketing Research;Chapter Learning Objectives;Chapter Learning Objectives;Introduction;6.1 Marketing Research;Breadth and Scope of International Marketing Research;;6.2 Marketing Information System (MIS);6.2 Marketing Information System (MIS);6.3 The Research Process;6.3.1Defining the Problem and Establishing Research Objectives;The researcher can gather secondary data, primary data, or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data gathered for a specific purpose or for a specific research project.;Although data may be available, the following questions should be asked to effectively judge the reliability of secondary data sources:;6.3.4Gathering Primary Data: Quantitative and Qualitative Research;Usually a large number of respondents are asked to reply either verbally or in writing to structured questions using a specific response format (such as yes/no) or to select a response from a set of choices ;Observational research Fresh data can be gathered by observing the relevant actors and settings. Observation results can be influenced by presence of the observer.;Primary Data Collection Methods;6.3.5 Problems of Gathering Primary Data;Sampling in Field Surveys;;;;;Sources of Secondary Data: Websites for International Marketing;Sources of Secondary Data: Websites for International Marketing;Chapter Summary ;Chapter Summary ;Key Terms