A study tool that outlines this chapter and the learning objectives it teaches.

Learning Objectives

After reading and studying this chapter, you should be able to answer the following questions:

1. What is an international market research program?
2. What are the steps of the market research process?
3. What roles do primary and secondary data play in the process of designing an international marketing research program?
4. What techniques can be used when developing samples and collecting data for international marketing research?
5. Which factors complicate the analysis and interpretation of data in international marketing research?

Chapter Outline

To refer back to the specific topics in your textbook, the page numbers are also displayed below.

Opening Vignette: Tesco Clubcard: pg. 244 - 245

OVERVIEW: pg. 245 - 246

International Market Research: pg. 247 - 250

The International Market Research Process: pg. 250 

Define the Problem or Situation: pg. 250 - 251

Complete a Cost/Benefit Analysis: pg. 251

Develop a Research Design: pg. 252

Develop a Sample: pg. 260 - 262 

Collect Data: pg. 262 - 263

Analyze and Interpret Data: pg. 263 - 264

Formulating Conclusions and Writing Reports: pg. 264 - 265

Issues and Challenges in International Market Research: pg. 265 - 268

Ethics and International Market Research: pg. 268 

Bottom-of-the-Pyramid and International Market Research: pg. 268

Strategic Implications: pg. 269

Tactical Implications: pg. 269

Operational Implications: pg. 269

Terms: pg. 269 - 270 

Review Questions: pg. 270 

Discussion Questions: pg. 271

Analytical and Internet Exercises: pg. 271

Case 8. Nestlé: Researching the Confectionary Market: pg. 272 - 273