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International marketing research is the structured design, collection, recording, analysis, interpretation, and reporting of information relevant to a specific marketing decision facing a company operating internationally. International marketing managers need to continually monitor the different forces affecting global operations.
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The three types of International Marketing Researches are as follows:-
- Descriptive Research- This research is based on an accurate description of the variables in the problem model. Some tools used in this research are consumer profile study, market potential study, product usage study, attitude survey, sales analysis, media research, and price surveys. Most studies in descriptive research are based on Secondary data and survey research.
- Exploratory Research - This research is based on the general nature of the problem and related variables. The intensity of flexibility characterizes it. It tends to rely on secondary data, convenience or judgment samples, small-scale surveys or simple experiments, case analysis, and subjective analysis of the results.
- Casual Research- This research attempts to specify the functional relationship between two or more variables in the problem model. For example- studies of advertisement effectiveness generally attempt to discover how advertising causes sales.
The format of an International Marketing Research Case Study Assignments are as follows:-
- Introduction – one should have a clear view of the case study to reflect on the opening.
- Case Presentation- Several judgments describe the history and results of any examinations performed. The working identifications and management of the case are described.
- Aims- Describes the purpose of the study and the specific questions you are trying to answer.
- Method- Explains how the study was carried out, e.g., what research methods you used to collect data: interviews, observations, questionnaires, etc. What were the conditions of your data collection?
- Results - Describes what you observe through your findings, e.g., the main issues in interviews, responses to questionnaires, and significant mounting.
- Discussion- Explains the importance of the study and what can be learned from it. Remember that a case study is a study of a specific situation, so you can’t generalize the results to all other conditions. That means your exchange of views should focus on what can be learned about that specific situation or the individuals involved in those particular situations.
- Recommendations - Provides suggestions for future action to solve the issues or improve the situation, e.g., by applying a particular kind of reception or intervention.
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