research(当代国际营销,澳大利亚纽卡斯尔大学).pptVIP

Chapter 1 Kotabe Helsens Global Marketing Management, Second Edition International Marketing Research More complex than domestic Greater: time to complete projects cost to collect primary secondary data coordination required difficulty in predicting competitor reaction Tendency to use self reference criterion costly mistakes e.g.,KFC in Brazil Marketing research in international marketing The are six steps in conducting international marketing research: Define the research problem(s). Develop a research design. Determine information needs. Collect the data (secondary and primary). Analyse