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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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