INDIAN INSTI.

OF PLANNING & MANAGEMENT

AHMEDABAD. SATURDAY, 1 st NOVEMBER ,2 0 0 8
IM-9* Intl. Marketing Research-Secondary Data
Sources
Dr. PRADIP DESAI
B.E. ,M.B.A. (I.I.F.T.), LL.B., Ph.D.(Management-U.S.A.),CMC
CERTIFIED MANAGEMENT CONSULTANT ( C.M.C.)
CHAIRMAN & C.E.O.
MOUN MARKETING CONSULTANTS
{ EXPORTS -MARKETING-IMPORTS -PROJECT-MGMT. CONSULTANTS}
804, ‘SHILP’ COMPLEX , TEL :0 7 9 -6 6 3 1 0 7 4 0 / 3 0 0 7 1 0 3 0
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AHMEDABAD -38 00 09 RES. : 66 3 1 0 730 /2646 3218
E-MAIL: info @ mouncorp. co.in * WEBSITE: www. mouncorp. co.in/mounconsult.com/
 INTL. MARKETING
RESEARCH (I.M.R.)
Definition:According to American Marketing
Association,M.R. involves the systematic
gathering,recording,analysing & presenting of data
/inforamation about weldefined problem relating
to the marketing of goods & services.
Limitation: It fails to include Pre-research analysis
which is an imp. aspect of any research
process.Without pre-research activities,there is a
possibility of not obtaining critical info.or what is
obtained may turn out to be irrelevant/unsuitable.
 Factors affecting
Intl.Mkt.Research
1. Complexity of research design due to operations in
multi-country,multi-cultural& multi-linguistic envnt.
2. Lack of secondary data available for many countries
& product-markets
3. High cost of collectin Primary data
4. Problem of co-ordinating research & data collection
in different countires
5. Difficulties of comparability & equivalence of data &
research conducted in different context.
6. Intra-functional character of Intl.Mktg.Decisions.
7. Economics of many intl.investment & mktg.decisions
 Framework(steps) for
Intl.Mktg.Research
1. Define the problem & info. needed for
mgmt.’s decision-making process.
3. Identify alternative sources of Info.
4. Plan & execute data collection methods
5. Record, analyse & interprete the data
relevant to well defined problem earlier.
6. Prepare a Mktg.Research Report for mgmt
 MODEL of INTL. MKTG.
RESEARCH ( IMR )
1. Markets 2. Products
( Test/Enter/Leave ) (Add/Delete/Change)

3.Consumer segments | ----------| 4. PRICE

( income levels/age | I.M.R. | ( Price/Demand
groups/colour pref.)|-----------|
relationship /
profitability analysis)

5. Promotion
6. Distribution/Logistics
Areas of info.-Secondary Data
• Flg.are the General Research Info.reqd.:
1.Markets info.:Mkt.performance,mkt.share, sales
analysis & sales forecasting
2. Product Research:Size,shape,colour preferances
3. Consumer segmentation:age group/uni-sexProduct
3. Price Research: `Value for Money’ concept
4. Promotion Research:Advertising & Personal
selling,choice of media,competition analysis
5. Distribution research:Channel/location/warehouse
Types of data-Primary/Secondary
• There are 2Type of data-Primary/Secondary
• Primary data is gathered by Researchers.
• Secondary d.refer to info.already collected by
someone else-individual/organisation
• Secondary data is collected from 2 sources:
5. LOCAL source 2. Foreign data source
• Chamber of commerce * Foreign ch. Of comm.
• Export Prom.Councils * F.T.promotion office
 Diff.in Primary/Secondary data
PRIMARY DATA SECONDARY DATA
• Professional Indi. • Published sources
• Costly in time/travel • Free or low cost
• Tend to be subjective • Quickly collected
• Must be Pilot-tested • Biased or incomplete
• Very specific for the • May be out –of-date
problem at hand • Require careful
• Can not require analysis of
disclo. of proprietary Limitation
info.
 Sources of Secondary Data
1. Foreign trade statistics 2. Global surveys
3. Mkt.share reports 4.Intl.ch. Of commerce
5. FTZ/SEZ/EOU data 6.World bank reports
7. IMF projects 8. Asian Dev.Bank(ADB)
9. Exp.promo.Council 10. Commodity boards
11.Indian Statistical Organisation(ISO)
12.Director General of commercial Inteligence &
Statistics (DGCI & S ),Calcutta
13. Indian embassies abroad/For.embassies in India
 Problems(Deficiencies)in Foreign
Secondary Data(F.S.D.)
• Compared to Home country data, Foreign secondary
data has flg.Problems/deficiencies :
2. Primary source is Govt.data in which rosy picture is
portrayed many a times by the developing countries.
3. Age of data: Data may not be updated frequently as
cost of gathering is costly.e.g. Electoral rolls in India
4. Reliability:Random sampling plan may not be
correctly adhered initially.
5. Data classification:Very broad classification e.g.In
Thailand constru.equiup./m/c.& tools coverBulldozer
to Small Hand tools. In IndiaVehicles-2/4Wheeler
6. Comparability of data:In Germany TV classified as
Entertainment item while in USA as Household item.
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