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Step 7: Selecting and researching potential countries/markets abroad

You are here:Step 7: Selecting and researching potential countries/markets abroad > Implementing the research brief > Evaluating the shortlisted counties in more detail > In-market research >Techniques for formal in-market research > Motivational research


 

 

Motivational research

 

Motivational research attempts to discover why people act the way they do and what factors motivate them to adopt particular attitudes or behaviour in a given set of circumstances. The results of motivation research can give vital clues as to the most effective way in which to promote the product.

Modern cigarette commercials are a good example of motivational research at work. Psychological field tests are used to discover what personal qualities consumers think it is attractive to possess and advertisements are then designed that suggest that by smoking X brand of cigarettes those very qualifies, e.g. courage, strength, sex appeal, etc., will be instilled in the smoker.

Most industrial market research is based on the assumption that the respondent is a rational individual whose eventual buying decisions are swayed by strictly commercial considerations, e.g. price, delivery, service, technical specifications or product features.

There is, however, growing recognition that industrial buyers, like consumers, may be swayed by personal or irrational motivations when deciding on a particular brand of product or whether to buy from certain suppliers. Thus, it is important to employ research methods which will give an accurate picture of respondents' true motivations.

Motivational research is of considerable value because it offers a complete picture of potential customers' attitudes and behavioural patterns. It should be remembered, however, that the results are highly subjective and open to more than one interpretation. It is also expensive because it is time-consuming and can only be conducted by personnel trained in clinical psychology.

 

 
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Step 7: more information

Step 7: Selecting and researching potential countries/markets abroad
      Preparing a research brief
      Implementing the research brief
            Compile a shortlist of countries
            Evaluate the shortlisted countries in more detail
                       Focusing on the customer – Undertaking marketing research in your
                       foreign target market
                       Circumstances favouring in-house research
                       Circumstances favouring agency research
                       Commissioning an external market research agency
                       Checklist for selecting a marketing research agency
                       Desk research
                      In-market research
                            Techniques for formal in-market research
                                   .Personal interviews
                                   .Telephone interviews
                                   .Postal surveys
                                   .Store visits
                                   .Test marketing
                            Problems with in-market research
      Preparing a research report

 

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More information on Step 7
Learning to export...
The export process in 21 easy steps
Step 1: Considering exporting
Step 2:Current business viability
Step 3:Export readiness
Step 4:Broad mission statement and initial budget
Step 5:Confirming management's commitment to exports
Step 6: Undertaking an initial SWOT analysis of the firm
Step 7:Selecting and researching potential countries abroad
Step 8: Preparing and implementing your export plan
Step 9: Obtaining financing for your exports
Step 10: Managing your export risk
Step 11: Promoting the firm and its products abroad
Step 12: Negotiating and quoting in exports
Step 13: Revising your export costings and price
Step 14: Obtaining the export order
Step 15: Producing the goods
Step 16: Handling the export logistics
Step 17: Export documentation
Step 18: Providing follow-up support
Step 19: Getting paid
Step 20: Reviewing and improving the export process
Step 21: Export Management
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