1、Chapter 3,International Marketing Research国际市场营销调研,Chapter 3 International Marketing Research,An Overview of International Marketing ResearchProcedures and Methods of International Marketing ResearchThe Information System of International Marketing Research,The Concept of International Marketing Res
2、earch国际市场营销调研的概念 ：指运用科学的方法，有目的地、系统地收集、记录和分析国际市场信息，以使开展国际营销的企业能正确认识市场环境，评价企业自身行为，从而为其制定国际营销决策提供充分依据的活动。,An Overview of International Marketing Research 国际市场营销调研概述,Main Contents of International Marketing Research 国际市场营销调研的主要内容,Research for Capacity of Market Demand Research for controllable factors p
3、roduct/price/place/promotionResearch for uncontrollable factors Political and legal Environment Economic Environment Social and Cultural Environment Technological Environment Competitors,Procedures of International Marketing Research 国际营销调研的程序,Defining the Problem and Research Objectives,Methods of
4、International Marketing Research 国际营销调研的方法,Desk research(案头调研）secondary dataField research（实地调研）primary data Interview Observation Experiment,Desk research(案头调研）,案头调研，又称文案调查法，是指利用企业内部和外部已有的各种信息情报资料（二手资料），对调查内容进行研究的一种调查方法，也称间接调查法。,Gathering secondary data,Internal sources:Accounting departmentFinanci
5、al statements; detailed records of sales, costs, and cash flowsMarketing departmentInfo. of customer transactions, demographics, psychographics, etcCustomer service departmentRecords of customer satisfaction or service problemSales force Information about Resellers and competitors,9,Gathering second
6、ary data,External sources:government agenciesInternational organizationsChamber of commerceTrade associations or industry associationsBanksMarketing research agenciesTrade shows/ exhibitions/ exposConsumer s associationsPublications,What are the advantages and disadvantages of desk research ?,Field
7、research（实地调研）,Interview 访问法Observation 观察法Experiment 实验法,Interview Research: gathering primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior.Contact methods mail telephone personal online focus group（焦点小组）,13,Observational research: gathering pri
8、mary data by observing relevant people, actions, situations.（人员观察或仪器观察）,Experimental Research: is best for gathering causal informationcause-and-effect relationships企业的经营活动中经常运用这种方法，如开展一些小规模的包装实验、价格实验、广告实验、新产品销售实验等，来测验这些措施在市场上的反映，以实现对市场总体的推断。,Marketing Researchquestionnaires,Most commonAdministered
9、in person, by phone, or onlineFlexibleResearch must be careful with wording and ordering of questions,Closed-end questions include all possible answers, and subjects make choices among themProvide answers that are easier to interpret and tabulateOpen-end questions allow respondents to answer in thei
10、r own wordsUseful in exploratory research,Marketing Researchquestionnaires,Marketing ResearchSampling Plan Types of Samples,The Information System of International Marketing 国际市场营销信息系统,Internal Database International Marketing Intelligence SystemInternational Marketing Research SystemInternational Marketing Decision Support System,Marketing Information System,
