International Marketing Research

International Marketing Research

2005

Table of contents

TOC \o "1-3 " \h \z \u HYPERLINK \l "_Toc8 " Table of contents . PAGEREF _Toc8 \h 2

HYPERLINK \l "_Toc9 " Introduction PAGEREF _Toc9 \h 3

HYPERLINK \l "_Toc0 " Cultural differences between UK and China . PAGEREF _Toc0 \h 4

HYPERLINK \l "_Toc1 " Marketing research background . PAGEREF _Toc1 \h 8

HYPERLINK \l "_Toc2 " Questionnaire design . PAGEREF _Toc2 \h 10

HYPERLINK \l "_Toc3 " Validation of Results PAGEREF _Toc3 \h 17

HYPERLINK \l "_Toc4 " Conclusion . PAGEREF _Toc4 \h 18 Introduction p

The goal of every organization lies in maximizing profits and increasing the value of shareholders . This task is very complicated , and requires joint efforts of many divisions of every company . One of the most important factors which serve as the key to a company 's success is the correct choice of marketing strategies

Effective marketing policy provided by the management of the company can lead to outstanding results , while inefficient marketing policy can bring the company to bankruptcy . The correct choice of the marketing strategy is in many ways determined by the correct methods of marketing research which are being used by companies . Many authors , including Mercer (1992 , Quinn (1995 , argue that one of the building blocks of marketing research is listening to the customers and understanding his needs . They also state that marketing research is very important due to the uncertainty with which companies often meet , particularly in the rapidly changing environment in which organizations are destined to function . The managers of companies need constant flow of information in to be able to carry out marketing strategies . They can obtain information with the help of qualitative and quantitative methods , based on primary and secondary data . The choice of methods mainly depends on the kind of activities which companies deal with and particularly the external environment in which they function

There are many research methodologies from which companies can choose including : sampling of large accessible populations and application of statistical analysis to interpret the results surveys of targeted populations with written questionnaires polling of targeted populations written survey questionnaires to smaller groups standardized interviews with focus groups individual interviews with experts or elite designated persons and many others . However , more and more companies nowadays focus on questionnaires when providing marketing research

The describes the major approaches to running a questionnaire-based survey in UK and China in to get information about the ways people spent their pastime in those countries and the level of satisfaction which they obtain from those activities . In to give a full analysis of all of the techniques used , at first the of general research methods used in marketing are given and advantages of questionnaire are marked . The also provides a deep research of differences between interests of people in China and UK in to explain the differences between types of questions which will be offered to people in those countries . Finally , the author marks potential sources of bias which will be noticed when finally getting answers to...