Determine and assess the differences between domestic and International marketing research and marketing information systems.


Knowledge and understanding

a) Determine and assess the differences between domestic and International marketing research and marketing information systems.
b) Critically evaluate international research and information objectives,based on a thorough analysis of the International context and the business / marketing objectives
c) Understand and analyse the particular challenges of achieving equivalence and comparabilty in primary research and in the interpretation of secondary data.

Subject Specific Skills

d) Explicate the particular issues involved with sampling.
e) Design and justify creative and robust research solutions for identified problems, taking into account the particular issues associated with working Internationally.
f) Critically evaluate the “quality” of information available from online and traditional sources of secondary data.
g) Critique the role of databases,datawarehousing and data mining.

Key Skills

h) Communicate research findings effectively and professionally in both written and verbal form
i) Display critical thinking in the interpretation of information and data

Your Task

“We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyse Gateway’s retail strategy so I would not make some of the same mistakes they made when launching Apple’s retail stores]. But we never hire consultants, per se. We just want to make great products.”

Steve Jobs – Former CEO of Apple

Using the knowledge you have acquired in all of the lectures, seminars and wider reading you are required create a marketing research proposal, addressing the brief below.


Despite its once dominant market position, Tesco find themselves eyeing new markets and facing sterner competition than ever before. They have had successful International ventures and notables failures (Like the USA).

Tesco are still in the market for International expansion but need to think more objectively, and with more information about which markets to target.

Highlighting a potential market of your choosing, you are required to create a research proposal that includes both primary and secondary research.

Format for the submitted work

The work must be submitted in an Business report format which addresses the task clearly.

Structure and clarity of expression

It is important to produce well-organised, structured, accurate and properly presented work. Developing such skills will assist you with your work at level three. The fundamental features of the required tasks are expected as the norm at this level, including due attention to the type and style of the assignment and the work should remain clearly focused.

Content and understanding

Assessment at this level tests knowledge and critical understanding of the well-established principles of their area(s) of study, and of the way in which those principles have developed. The use of the correct vocabulary and terminology is expected at this level. Students should aim to demonstrate they have a sound foundation of knowledge on which to build their future international marketing studies.

Students are encouraged to develop their skills of analysis and evaluation and should be able to demonstrate some ability to appraise and evaluate via the tasks required in the assignment brief. The students are expected to be able to reach some reasoned and supported judgements regarding their case sector by applying their knowledge of the key marketing concepts delivered in the lecture programme.

Reading/Research and Referencing

Reading is the basis of any assignment and should be varied but always relevant to the tasks required. Students are expected to refer to the standard essential texts when necessary and to other sources of information relevant to the context of their case scenario such as industry reports, locality studies, key websites and the like. The proper presentation of quotations and references within the text and the final references section is expected and inaccuracies will be penalised, as will the over-reliance on a single source or limited sources of information.
Application to industry

Students should be developing an awareness of the vocational area that is marketing and begin to demonstrate how they are able to apply marketing knowledge to specific industry contexts and organisations.

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