tailieunhanh - YOUR GUIDE TO MARKET RESEARCH

export manual your guide to market research a guide to practical and low cost market research methodologies in eu countries centre for the promotion of imports from developing countries your guide to market research a guide to practical and low cost market research methodologies in eu countries compiled for cbi by: searce in collaboration with a. van duijvenbode 2003 | EXPORT MANUAL A GUIDE TO PRACTICAL AND LOW COST MARKET RESEARCH METHODOLOGIES IN EU COUNTRIES CENTRE FOR THE PROMOTION OF IMPORTS FROM DEVELOPING COUNTRIES YOUR GUIDE TO MARKET RESEARCH A guide to practical and low cost market research methodologies in EU countries Compiled for CBI by Searce in collaboration with A. van Duijvenbode 2003 CONTENTS PAGE PART 1 INTRODUCTION 5 Why is research so essential 5 What is market research 6 PART 2 THE MARKET RESEARCH PROCESS 7 Step 1 Define your research problem 8 Step 2 Which research technique 9 Desk research 9 Desk research using the Internet 13 Field research 17 Step 3 Research planning 20 Step 4 Collecting relevant data 21 Step 5 Analysis - from data to information 22 Step 6 Transform information into intelligence 24 PART 3 RESEARCH AT EXPORT MARKETING STAGES 25 Stage 1 Export Market Analysis Internal Analysis and SWOT 26 Market size 27 Market requirements 30 Trade flows 33 Market structure 34 Market growth and trends 35 Market targeting and segmentation 37 Competitors 39 Consumers buyers 40 Internal Analysis and SWOT 41 Stage 2 Decision making and formulating objectives 42 Stage 3 Market Entry Strategy MES and Export Marketing Plan EMP 43 Product and positioning 44 Prices and margins 45 Place and distribution 46 Promotion 47 Stage 4 Evaluation and feedback 48 PART 4 ORGANISING MARKET RESEARCH 49 Research preparation and budget 49 Involving other people in research 51 Organising your data and information MIS 53 CHECKLIST 55 APPENDICES 57 1 Useful Internet sites 57 2 Useful addresses 58 3 Recommended reading 60 GLOSSARY .