1. Welcome
1.1 For Sunfoods
1.2 For the Academic Reader
2. The Abstract
3. Thesis Introduction
3.1. The Aim
3.2. Research Background
3.3. The Research Topics
3.4. The Targeted Audience
3.5. Disposition
4. Research Method
4.1. The Constructive Research Method
4.2. The Research Process
4.3. Information Gathering p.1
4.4. Export Guide and Questionnaire Construction
page 1
page 2
4.5. Analysis Method, Conclusions and Thesis Presentation
4.6. The Broad Scope of the Thesis
5. The Export Guide
5.1. Export Guide Presentation
5.2. Export Readiness
5.3. Trade Condition
5.4. Foreign Market Analysis
6. Questionnaire
6.1. Questionnaire Presentation
6.2. Export Readiness
6.3. Trade Condition
6.4. Foreign Market Analysis
7. Research Results
7.1. Export Readiness
7.2. Trade Condition
7.3. Foreign Market Analysis
8. Discussion
8.1. Export Readiness
8.2. Trade Condition
8.3. Foreign Market Analysis
9. Conclusions
9.1. Export Readiness
9.2. Trade Condition
9.3. Foreign Market Analysis
9.4. The Next Step
10. Supplements
10.1. Site Map
10.2. Glossary
10.3. The Complete Interview
10.4. Acknowledgements
10.5 Sources
4.4 Export Guide and Questionnaire Construction (page 2)
4.4.4. Model Variable Choice
One question attended to in the process of constructing the Export Guide is which factors need to be considered in export planning. The research areas covered by the Export Guide are a careful selection of areas based on a comparison of available guides and manuals to exporting as well as international marketing literature. Bearing the concept of the Export Guide in mind, information and knowledge from these sources is refined, organized and presented in order to create an effective and resource saving guide to the initial stage of export planning. The success factors which are included in the Export Guide are mentioned by several of the sources to the Export Guide. These factors are thus in no way unique to the Export Guide. What sets the Export Guide apart from other guides is instead the resource saving approach provided by the concept of the Export Guide.
One perceived disadvantage of comparing and choosing model variables from already existing guides to export planning is that factors that falls outside those mentioned by the sources neither are considered by the Export Guide. In other words, success factors that are not known since earlier are not �discovered� in the process of forming the Export Guide. However there are also some perceived advantages of basing the variable selection on existing guides to export. It is possible to claim that the Export Guide research can draw advantage of the extensive experience and research conducted by the researchers behind the sources.
The Export Guide can thus be said to build on research and experience from its sources.
Export planning processes can be seen as dynamic and this in turn may give that the Export Guide need to be considered as a dynamic and flexible guide. That is, the type of factors that influence a specific export venture may differ depending on the studied host country, the experience of the company�s personnel etc and the guide need to be adapted to this. This means that the variables which are emphasized by the Export Guide must not be taken as rules but rather as suggestions.
4.4.5 A Guide to Research Based on Primary- and Secondary Sources
The fact that the Export Guide is a guide to research concerning type one factors means that the Export Guide mainly is a guide to research based on secondary data concerning countries and primary data concerning the organization. As a matter of fact, in reality market research is often based on secondary sources: 'Because of the expense of primary market research, most firms rely on secondary data sources. [...] Working with secondary sources is less expensive and helps the company focus its marketing efforts.'(www.unzco.com/basicguide/c2.html 2003-02-15) Naturally, secondary sources have some limitations 'Primary market research has the advantage of being tailored to the company's needs and provides answers to specific questions...'(www.unzco.com/basicguide/c2.html 2003-02-15) However, the significance of secondary data should not be underestimated: 'Yet, even with these limitations, secondary research is a valuable [...] first step for a company to take.' ...'(www.unzco.com/basicguide/c2.html 2003-02-15)
4.4.6 Limitations and Boundaries of the Export Guide
The 'Export Guide' is primarily constructed to facilitate the research of Sunfoods export venture which is studied in the thesis. As the targeted host country is set from the beginning the Export Guide does not take into account host country selection which otherwise can be seen as the first step in an export planning process. Further, as the item to be exported is also fixed form the start, the Export Guide is principally only concerned with this product and the guide does not necessarily apply to other products or services. It is important to note that the Export Guide is merely a guide and that it is dynamic in nature. It is thus meant to be seen as a research tool, not a static document. The Export Guide is a guide to home based research and the research, which can be performed from home at a reasonable cost, varies with the project and the Export Guide variables need to vary accordingly. The Export Guide is meant to be seen as an initial part of export planning and by no means claim to be all-inclusive or all-covering. In fact, research beyond the boarders of the Export Guide is encouraged.
4.4.7 Questionnaire Construction
The questionnaire can be seen as a set of more specific questions meant to give answers to the Export Guide�s more general questions. The questionnaire can thus be claimed to be an extension of the Export Guide and a part of the problem solving solution that the Export Guide is meant to be. The questionnaire is divided into three sets of questions related to the main research areas of the thesis, that is Export Readiness, Trade Conditions and Foreign market Analysis. The last two sections of the questionnaire are attended to by secondary sources, mostly Internet sources. The questions in the first section are mainly attended to by the interview of Sunfoods.
