1. INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS ch4/ Session 4

5. Nature of Competition and Level of Market Development ch4/

8. THE FOUR RISK MATRIX ch4/

9. BUSINESS PORTFOLIO MATRIX ch4/ Source: Harrell G D and Kiefer R O (1993)

15. BUILDING MARKETING INFORMATION SYSTEMS - THE 12C FRAMEWORK ch4/ Country Culture/consumer Behaviour Concentration Channels Commitment Choices Caveats Consumption Communication Currency Contractual Obligations Capacity to Pay 12c

16. Market Profile Analysis ch4/

20. CARRYING OUT PRIMARY MARKETING RESEARCH INTERNATIONAL MARKETING RESEARCH PROCESS ch4/ Source: Adapted from Malhotra et al (2006) Problem Definition & Research Objectives - Comparability of the phenomenon/behaviour - Isolating the self-reference criterion (SRC) Developing an Innovative Approach - Networking - Multi-country studies - Consortium Organising the Research Study - Centralised versus de-centralised - In-house versus agency Research Design - Redefine research problem - Reliability and validity of research data - Appropriate use of qualitative research - Questionnaire design - Sampling design Fieldwork - Interviewee bias - Interviewer bias Analysis & Evaluation - Data preparation - Cross-country comparability Report Preparation & Presentation - Interpretation and presentation

24. Comparative Evaluation of Survey Methods ch4/ Malhotra et al (1997)