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Who should attend Conducting Research in International Markets
Research analysts, consultants, marketing specialists, project managers
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Conducting Research in International Markets  

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Seminar Summary:

This seminar is designed specifically for individuals who are responsible for acquiring, evaluating, coordinating and managing international marketing research information. (see full course description)

 
 
 

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Training Course Syllabus:


What you will learn:
This 2-day seminar is designed specifically for individuals who are responsible for acquiring, evaluating, coordinating and managing international marketing research information.

You will learn:

The practical problems, practices, data sources and costs of marketing research in Europe, Latin America, Asia and the Middle East.

How to conduct research in various countries.

Who is who in global marketing research and how to select and work with the agencies.

How to reduce the cost of international research without jeopardizing quality.

 

 

 

 

Conducting Research In International Markets
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
 
08:45 AM - 10:30 AM Session I
THE CHALLENGES AND OPPORTUNITIES IN INTERNATIONAL MARKETING RESEARCH: Case studies illustrating the challenges faced by researchers conducting single or multi-country international research; what makes International Marketing Research different? Language, ethical practices, legal restriction, social and cultural differences, product consumption patterns, Infrastructure and communication difficulties, terminology, organizational structure, availability of data, dearth of trained researchers and other factors. The trends and the future of International Marketing Research.

 

10:30 AM - 10:45 AM Coffee Break
 
10:45 AM - 12:15 PM Session II
ORGANIZATION FOR GLOBAL MARKETING RESEARCH: Internal and external coordination of Global research; when to use centralized, decentralized or coordinated approaches; who should coordinate the work externally - the client, a coordinating research expert or a coordinating project management specialist? When to deal directly with local suppliers vs. using global coordinators; international codes of behavior and ethical practices.

 

12:15 PM - 01:30 PM Lunch Break
 
01:30 PM - 03:15 PM Session III
SELECTING AND WORKING EFFECTIVELY WITH INTERNATIONAL RESEARCH PROVIDERS: Information sources for research providers and Who's Who in global research; a checklist for selecting a global research coordinator; how to work effectively with the suppliers to get the most our of the projects; what to include in an RFP / RFI and what to expect in return in a research proposal; how to get the most out of competitive bidding? ICC / ESOMAR guidelines for working with research providers.

 

 

03:15 PM - 03:30 PM Coffee Break
 
03:30 PM - 05:00 PM Session IV
COST CONTROL IN INTERNATIONAL MARKETING RESEARCH: Why international research costs more? - Communication and coordination costs, uncertainties, higher labor costs, costs of additional steps such as an translation, impact of various constraints etc.; worldwide marketing research cost comparison - a review based on several cost studies; an extensive checklist for reducing the cost of global marketing research; suggestions for justifying the cost of research to management-linking cost of research to the benefits gained.

 

 

----- Second Day -----
08:30 AM - 10:15 AM Session V
DESIGNING INTERNATIONAL MARKETING RESEARCH I: A step by step approach and a structured decision oriented framework; how to integrate the needs of all the key participants; methods of acquiring data in global research - sources of secondary and primary research; qualitative and quantitative methods available from research providers globally.

 

 

10:15 AM - 10:30 AM Coffee Break
 
10:30 AM - 12:15 PM Session VI
DESIGNING INTERNATIONAL MARKETING RESEARCH II: Sampling issues in global research - how to select the correct sample size and the sampling procedures; designing questionnaires in global research - a checklist of all the key steps including translation; field briefing in research and how to avoid the common pitfalls. Data processing and analysis issues facing the global researcher - local country analysis or centralized analysis? Culture specific interpretation; reporting and presentation in international research - a checklist and the key decisions.

 

 

12:15 PM - 01:30 PM Lunch Break
 
01:30 PM - 03:00 PM Session VII
CONDUCTING RESEARCH IN SPECIFIC COUNTRIES IN EUROPE, NORTH AMERICA AND THE MIDDLE EAST: General regional guidelines followed by specific discussion of the research environment and practices in Germany, Italy, U.K., France, Spain, Sweden, Canada, Russia and Saudi Arabia; the research methods and the services available in these countries and a listing of the key research providers.

 

 

03:00 PM - 03:15 PM Coffee Break
 
03:15 PM - 04:45 PM Session VIII
CONDUCTING RESEARCH IN SPECIFIC COUNTRIES IN ASIA AND LATIN AMERICA: General regional guidelines followed by specific discussion of the research environment and practices in China/ Hong Kong, Japan, India, Indonesia, Philippines, Singapore, Brazil and Mexico; the research methods and the services available in these countries and a listing of the key research providers.

 

04:45 PM - 05:00 PM Concluding Remarks
 
 

 

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Conducting Research In International Markets" seminar. Names of evaluators have been left out as a matter of professional courtesy.

Just excellent! Far surpassed my expectations. I felt as though the seminar was designed for me because it addressed all of the major issues.
Director, Marketing Research
Takasago International Corp.
 
Great Seminar -- I learned a lot that I will be able to apply at work. Offers practical advice.
Section Manager, Quality Assurance
Merrill Lynch
 
Outstanding. Very informative -- well organized -- comprehensive. (Speaker) knowledgeable -- interesting -- insightful -- good interaction with participants -- customer driven.
Latin American Research Manager
Ford Motor Company
 
Very good. Very practical information which applies to job directly.
Analyst, Strategic Research
Dow
 
Compendium of very helpful and relevant information. Very knowledgeable speaker, good factual and anecdotal presentation of information.
Director of Strategy
BellSouth
 
Excellent. Very valuable information that can be applied to my job tomorrow. Excellent speaker.
Associate
Eli Lilly
 
Very informative. Wonderful checklists! Very comprehensive. Useful.
Senior Project Manager
Convergys
 
Well designed and full of useful information.
Market Research Associate
Gilead Sciences
 
Very positive. Good range of content for many countries. The content of design and translation was particularly interesting.
Scientist
Kimberly-Clark Corporation
 

Seminar Summary:

This seminar is designed specifically for individuals who are responsible for acquiring, evaluating, coordinating and managing international marketing research information. (see full course description)

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