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Hollensen global marketing 2017

08/01/2021 Client: saad24vbs Deadline: 10 Days

Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Part II


Deciding which markets to enter


Chapter 5


Global marketing research


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


The structure and process of Part II


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Source: Yuya Shino/Reuters.


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Table 5.1 Information for the major global marketing decisions


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.1 Categorization of data for assessment of market potential in a country


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.3 The trade-off in the choice between quantitative and qualitative research


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Table 5.2 Quantitative versus qualitative research


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.4 Primary data collection: research design


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Table 5.3 Strengths and weaknesses of the four contact methods


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.5 Illustrations of possible reliability and validity situations in measurement


Source: McDaniel and Gates (2007, p. 321).


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.6 An example of trend forecasting


Slide 5.*


Svend Hollensen, Global Marketing, 7e © Pearson Education Limited 2017


Figure 5.8 International marketing information system


Source: Marketing Research: An International Approach, FT/Prentice Hall (Schmidt, M.I. and Hollensen, S. 2006) p. 587, Copyright © Pearson Education Limited.

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