Business research method

• 1. Research Article International Market Segmentation Issues and Perspectives 1

2. Presented to Prof. Khurram Ashfaq Presented by Ahtasham Khalid 8191 Ali Hasnain 8197 M. Sarmad Ameer 8176 2 3. Ahtasham Khalid 8191 Abstract Introduction 3 4. Importance of international market segmentation (I.M.S) Review of I.M.S literature Future prospects and threats 4 5. Previous empirical studies Fulfillment of high potential Conceptual Issues Methodological Issues 5 6. Basic points of article Issues Strategies 6 7. Issues Conceptual issues Methodological issues Important issues in I.M.S Developing Positioning Selling products 7 8. Strategies Multi-domestic strategy Global or Pan-regional strategy 8 9. Ali Hasnain 8197 Brief literature review Research design 9 10. Effectively deals with consumers Heterogeneity in consumer needs and wants 10 11. Multi-Domestic strategy where each country represents a separate segment Global or Pan-Domestic strategy strategy integrated across borders 11 12. Results of previous researches Geographically segments Substantial membership High verses low engagement Segments solutions Strong national orientation 12 13. Results of previous researches Cross-national segments Pan-european segment Specific segment Continental segmentation Dependent industries are in different segments 13 14. International marketing Segmentation International market segmentation 14 15. Based on previous 25 researches Sampling Population (target customers) Sampling frame (socio-demographic characteristics) 15 16. Internationally segmentation method Heuristic method Cluster analysis Model-based method Particular representation of reality 16 17. M. Sarmad Ameer 8176 Theoretical Framework Conclusion 17 18. Independent variable Dependent variable 18 Conceptual issues Methodological issues Better international market segmentation 19. Conceptual issues Level of aggregation Individuals Regions Countries Choice of segmentation Indentifiability Accessibility Responsiveness Construct equivalence Functional Conceptual 19 20. Methodological issues Measure equivalence Calibration equivalence Score equivalence Sampling equivalence Choice of respondent Sample frame Segmentation method Heuristic Model based Sample size Equal across countries Proportional to population sizes 20 21. Better international market segmentation Two stage segmentation Country clustering Cross-national consumer segmentation Model based segmentation Theory and prior knowledge Managerial consideration Correction for response styles Sample reweighting 21 22. Previous studies Examination of construct equivalence Key conceptual problem 22 23. Suggestion for future research 23