International Marketing 118. 330 Slides

Market Intelligence Gathering: Research Design Issues

• What is the Project Attempting to Accomplish?
• Who are the Recipients of the Information?
• What is the nature of the Management Decision?
• What Length of Time is Available for the Project?
• What Funds are Available for the Project?

Market Intelligence: Problem Formulation Issues

• Spatial and Cultural Separation
• Multiple Perspectives
• Meaning of Ideas and Concepts
• Functional Equivalence
• Conceptual Equivalence
• Definitional Equivalence
• Temporal Equivalence
• Market Structure Equivalence

Market Intelligence Gathering: Research Design Issues

• Measurement Issues
• Single versus Cross-cultural Measurement
• Translation Issues
• Verbal Translation
• Back Translation
• Parallel Blind Translation
• Committee Translation
• Non-verbal Translation
• Scale Development Issues

Market Intelligence Gathering: Research Design Issues

• Sampling Issues
• Definition of the Population
• Representativeness of the Sample

Market Intelligence Gathering: Secondary and Primary Data Issues

• Data Issues
• Accuracy
• Comparability
• Reliability
• Affordability

Market Intelligence Gathering: Sources of Information

• Secondary Sources
• Federal Government
• Department of Foreign Affairs
• Statistics Canada
• Regional International Trade Centres
• Department of Commerce (US)
• European Commission (EU)
• Country Desks, Trade Missions, Embassies
• Trade Opportunities Program
• Overseas Business Reports
• Government Intelligence Units