Page 63 - Skills Needed for Effective International Marketing: Training Implications
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CHAPTER V


                                                    THE ANALYSIS OF DATA



                                                           Introduction


                              The purpose of this study was to: (1) identify the skills needed to be

                       effective in international marketing; (2) identify the level of importance of each of


                       these skills; (3) identify the degree to which these skills are present in


                       employees of exporting companies; and (4) describe the gap between the skills

                       these employees have and the skills they need.

                              Data were gathered from an expert panel to identify which skills are


                       needed for effective international marketing.  The initial list of skills, developed


                       through a review of the literature, was appended with skills recommended by the

                       panel.  Additional data were collected from the expert panel regarding the


                       degree of importance attached to each of the skills.  Ratings were collected

                       across an eight-point Likert scale.


                              Data were collected from active international marketing practitioners

                       regarding the degree to which employees possessed the identified skills, across


                       an eight-point Likert scale.  Data relative to degrees of possession were

                       compared across data relative to degrees of importance through the use of a


                       priority matrix.





                                                      © 1998 Ralph Jagodka                      53
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