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international business, using tools such as primary and secondary data.
Information in all its aspects is very important for companies, especially

when they decide to go overseas, or to expand in a new operation. The
unit investigates the process of research design, including identifying the
operating process and providing answers to the research questions. The

process includes primary or secondary data collection plus information
coming from the Internet. The unit outlined the different ways in which the

organisation can collect primary data. This included the use of semi-
structured techniques such as personal interviews (qualitative data) and
more structured techniques such as interviews, telephone and mail

surveys (quantitative data). The response rate is quite low for mails
surveys as opposed to other data collection such as personal interviews

and telephone surveys but cost much less to distribute. Finally, analysing
the data, whether this qualitative or quantitative, an overview of the
findings and issues that have emerged need to be reported in a simplistic,

comprehendible way.

References

• Aaker, D.A., Kumar, V. and Day, G.S. (1995) Marketing Research,
5th edn., Chichester: John Wiley & Sons, Inc.

• Chisnal, M.P. (1992) Marketing Research, 4th edn., New York:
McGraw-Hill

• Churchill, G.A. (1987) Marketing Research: Methodological
Foundations, 4th edn., New York: The Dryden Press

• Churchill, G.A. (1995) Marketing Research: Methodological
Foundations, 6th edn., New York: The Dryden Press

• Craig, C.S. and Douglas, S.P. (1996) ‘Developing Strategies for
Global Market: An Evolutionary Perspective: Positioning for

Advantages by the Trade Nation’, Columbia Journal of World
Business, 31 (1) (Spring), 71–81

• Creswell, J.W. (1994) Research Design: Qualitative and Quantitative
Approach, London: Sage Publication