Research(当代国际营销,澳大利亚纽卡斯尔大学).pptxVIP

3. International marketing research International Marketing ResearchMore complex than domesticGreater:time to complete projectscost to collect primary secondary datacoordination required difficulty in predicting competitor reactionTendency to use self reference criterion costly mistakes e.g.,KFC in BrazilKotabe, M. Helsen, K. (2004) Global Marketing Management 3Ed. Brisbane: Wiley Marketing research in international marketingThe are six steps in conducting international marketing research:Define the research problem(s).Develop a research design.Determine information needs.Collect the data (