1. Welcome to class of International Marketing Opportunities by Dr
Welcome to class of International Marketing Opportunities by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada

2. Discovering Opportunities through Marketing Research
Issues with international research
Communication across cultural barriers
Adaptation of research tool
Secondary data
Primary data
Estimating foreign demand/opportunities
Analyzing/Interpreting research info.
Communicating with decision makers

3. Top 25 Marketing Research Firms (%)

4. Culture: Self Reliance Criterion (SRC) and Ethnocentrism
SRC: one’s own cultural values, experiences, and knowledge as a basis for decisions
Ethnocentrism: one’s own culture or company knows best how to do things
SRC and ethnocentrism impede the ability to assess a foreign market in its true light

5. Factors Deriving Int’l. Demand
Technology
Demand latest technology to expand industrial base
Build/upgrade infrastructure (e.g., tel. Firms, ATMs, )
Demand for cars, toys, DVDs…
Demand , competition 
Industrial Products
GDP 
Industrialization
Product Quality
Value (cost/quality)
Better quality at competitive price
Phones with roaming feature
Define quality

6. Secondary Data Problem definition Availability of data
No government agency, proxy, language barrier
Reliability of data
Too optimistic government, false data reporting—transfer of goods between countries, tax policies—match production with sales
Comparability of data
Old data (not up-to-date), not frequently collected, data are reported in different categories—definition of superstore, manager
Validating secondary data
Judgment validity—check for correlations e.g. diapers and babies

7. Primary Data Ability to communicate opinions Willingness to respond
Must have the product, understand usefulness
Willingness to respond
Males, maids, prestige, socially desirable answers, suspicious character—researcher, in-store cooperation, political interference
Sampling in field surveys
Sampling problems, no street names, no house nos., no accurate maps, outdated tel. Directory, limited use of questionnaire/tel. method, lack of demographic details
Language and comprehension
Language barrier, equivalent concept e.g. def of family, literacy, back translation, conservative responses (Japan vs. USA)

8. Estimating Market Demand
Historical data, if available
Production + Import
Expert opinion
Poll experts—own sales managers, distributors, consultants, government officials—for size and growth
Triangulation—compare estimates produced by different sources
Analogy (chain-ratio method)
Establish correlation between product and GDP/sales/…

9. Analyzing and Interpreting Research Information
Cultural understanding
Local interpreter
Adaptive research methodology
More pictures, focus group
Skeptical about primary or secondary data
Correlate with other sources—governments…