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INFORMATION
CHAPTER III
INTRODUCTION
There are over 200 countries in the world. To carry out research into all of these
would be impossible and impractical, even for major multinational companies.
The cost of gathering information and the complexity of analyzing diverse data
mean that systematic approach to international market research must be applied.
IMPORTANCE OF GETTING INFORMATION
The search for suitable overseas markets we can apply screening criteria which
filter out countries against established measure of potential. At the earliest stages
of screening these criteria may be very broad and based on our judgement and
experience as managers.
Screening Criteria
Secondary markets
These markets expose the company to greater risk, but given adequate resources
and appropriate caution they are still capable of generating profit .
Tertiary markets
it is generally opportunistic and incremental, based on low-risk and low-
investment strategies. Business will generally be reactive rather than actively
sought.
Desk Research Sources
Questionnaires
Contains a list of questions and prompts you want to ask your participants.
Interviews
Are real life conversations between you and the respondents.
Internet
Has a wide range of information on it which can be very useful when
researching a specific information.
Newspapers\ Magazines
These can be used as evidence when proving or disproving you hypothesis.
KNOWLEDGE IS POWER,
INFORMATION IS MONEY
Thank You……