Global marketing research - secondary research

5 important questions on Global marketing research - secondary research

Used when direct measures are hard to obtain. Indirect variable serve as surrogate

Proxy indicator

Determinants of demand and the rate of diffusion are the same in 2 different countries but time separates the two

Lead-lag analysis

To calculate total market demand by using several percentages in order to reduce a base population to the relevant target group and the final realistic demand

Chain ratio method
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A correlation value for one market is used in another market

Estimation by analogy

(non)probablity sample determined by:

  • Type of generalisation required
  • need to minimise sampling error
  • study timing
  • cost

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