There are well known two methods practiced at present. They are Desk Research and Fields Research. Initially, a desk research is undertaken. On the basis of the results of desk research, a field research or survey is conducted in order to bridge the gaps and collect the specific information about the product and the market.
a.Desk Research – is the first phase of the marketing research. It involves collection of all relevant information from known published and unpublished doucumentations available within and outside the oganization.
Inside or Internal source of Information- can be gathered from Past sales, Enquiries receieved from abroad, Reports from its branches and agents' abroad and its officers dealing in export trade,Complaints from foreign customers, etc.
External Documentation – This information can be had from any published documents, which may provide data on the problems to be analyzed. Once data is collected from secondary sources they can be analyzed and giving allowance for the anticipated market fluctuations in demand, prices and competition in the target market, the exporter can take the decision whether to enter a particular market or not.
b.Field Research If the results disclosed by the analysis of the published and unpublished data collected from the desk research, reveal gaps, it will have to be covered only through personal investigation of the market. For that we adopt Field Research. This mean collection of data from the
people directly associated in some form of the problem to be analyzed.In export marketing Desk Research is done in the exporter's country and Field Research is done in the importer's country. The information collected by the way of Field research is called "Primary source information" or primary data. Desk Research is based on internal data and external sources. These data provide only the general information of the market and not the specific information relating to exporter's products. Product specific details will not be answered unless the end user 's needs are known in the form of specifications like color, size, range, etc…. Proper evaluation of firm's competitive profile and that of other suppliers cannot be found out in the absence of direct contact with the target market segment.
Other similar enquiries such as strength and weaknesses of competitions and their products, forms of competition in terms of price, quality, credit or delivery schedule gap in their product line, reliability of the agents and distributors and intermediaries identified at the desk research stage can be answered only after a field survey of the market. The techniques used for Field Research are
a.Personal Interview This type of interview is most reliable and done face to face.
The positive aspects are
It is an easy and intensive method
It allows extensive discussion and an analysis of specific and relevant points.
Information is confidential and sensitive information can be gathered.
The negative aspects are
It takes larger time which is not possible
Some areas are difficult to be covered in this method.
b.Telephone Interview : This is expensive but very effective.
The positive aspects are
It is economic as it saves time and traveling.
Many interview can be scheduled in short time.
There will be immediate response to the questions and the questions can be asked in a planned way.
Personal contacts, if necessary may be made.
The negative aspects are
If spoken for long time ,it is expensive and sample chosen may be biased.
There won't be enough time for answer immediately and the answers may be based on opinions and estimates.
In the absence of observational information people cannot be classified according to age, education, occupation and economic conditions.
c.The Mail Questionnaire: This is a sequential and formalized array of questions designed in a way, which is ideally suited to elicit information from someone who is administered the questionnaire.The questionnaire is sent by email to certain parties or Organizations in a target market and the answers are received before conducting any interview.
The author can be contacted at sowmya_ramani@yahoo.com
