Main topics of study:

Export Markets:

• The Nature of Export Markets
• How Many Markets to Choose?

What Influences Market Selection?:

• Market Potential
• The Degree of Adaptation Required
• Accessibility of Markets
• Dangers of Fragmentation of Effects

Making the Selection Decision:

• Collecting Information & Seeking Advice
• Visiting Markets
• A Strategy for International Marketing

Why is Market Research Needed?:

• Market & Investment Planning
• Development of Products to Fit Different Markets
• Choosing the Appropriate Marketing Mix
• Forecasting

Sources of Information:

• Internal Records
• External Desk Research
• Field research

Methods of Collecting Information:

• Desk Research
• Interviews
• Observations
• Test Marketing
• Questions & Questionnaires
• Sampling Techniques

The Market Research Brief:

• Using In-House Staff
• Using a Market Research Agency
• Preparing the Brief

Questions & Questionnaires:

• The Objectives of the Survey
• The Target Respondent
• Types of Questions
• Forms of Questions
• Pre-Coding Questions
• Editing of Answers

The Export Marketing Plan:

• Setting the Objectives
• Resources Required to Meet Objectives
• Sales & Profit Targets to Meet Objectives

Monitoring & Control of the Plan:

• Periodic Checks on Performance
• Against Targets

Numerical & Statistical Analysis:

• Presentation of Data by Graph, Chart & Diagram
• Analysis of National World Markets
• Calculating Market Share
• Comparative Performance

Budgets:

• Sales Budgets
• Market Research Budget
• Other Types of Budgets

Some Other Numerical & Statistical Aspects:

• Use of Averages

Reading List

Main Text:
Principles of International Marketing Research - L W J Groves (Blackwell Publishers)