GETTING

INFORMATION
CHAPTER III
INTRODUCTION

There are over 200 countries in the world. To carry out research into all of these
would be impossible and impractical, even for major multinational companies.
The cost of gathering information and the complexity of analyzing diverse data
mean that systematic approach to international market research must be applied.
IMPORTANCE OF GETTING INFORMATION

 The importance of getting information is to support the planning of your

organization’s work to become more fully inclusive.
Looking for Opportunity Overseas

The search for suitable overseas markets we can apply screening criteria which
filter out countries against established measure of potential. At the earliest stages
of screening these criteria may be very broad and based on our judgement and
experience as managers.
Screening Criteria

 Are used to determine compatibility with overall business objectives and

whether the idea would offer a viable return on investment. Whatever does
meet these criteria is typically discarded.
Criteria:
 Accessibility
refers to the quality of being available when
needed.
 Customers
an individual or business that purchase the goods
or services produced by a business.
 Profitability
the ability of a company or business to earn profit.
Markets Categories
 Primary Markets
have the highest appeal to the organization in terms of the ability of the
organization to invest in the market with the expectation of payback at relatively
low risk.

 Secondary markets
These markets expose the company to greater risk, but given adequate resources
and appropriate caution they are still capable of generating profit .
 Tertiary markets
it is generally opportunistic and incremental, based on low-risk and low-
investment strategies. Business will generally be reactive rather than actively
sought.
Desk Research Sources

• Specialist trade press

• Quality press, magazines and journals
• Trade associations
• Directories
• Universities
• Public libraries
• Proffisional bodies
• Chambers of Comerce
• Your bankers
• Electronic media: on-line services, the internet
• International consultancies
• Syndicated or published research
• Regional economic groupings
• Economic advisory groups
• Pressure groups
• Competitors’ published material
• Development agencies
 Intermediate Stage
Having explored the published sources of data we may have much greater idea of our
potential in an overseas markets. This will be important for difficult markets, where
reliable secondary data may be hard to obtain.
Primary Research
Is a new research, carried out to answer specific issues or question.
Collecting data directly, rather than depending on data collected from previously
done research.
Techniques of Gathering Primary research

 Questionnaires
Contains a list of questions and prompts you want to ask your participants.

 Interviews
Are real life conversations between you and the respondents.
 Internet
Has a wide range of information on it which can be very useful when
researching a specific information.

 Newspapers\ Magazines
These can be used as evidence when proving or disproving you hypothesis.
KNOWLEDGE IS POWER,
INFORMATION IS MONEY

Thank You……

Prepared by: Abragan Khristine B.