Research Methodology

Based on the feedback received, we used the following methods to gather data for our project.

Qualitative Method

Interview

Quantitative Method

Online Survey

Though a physical survey would have been more preferable to reach out to a wider audience who may not necessarily have access to internet, due to limitations in time, budget and logistics, we had to settle down using an online survey tool from Qualtrics to conduct our survey.

Link to Qualtrics online survey tool:

https://qtrial2015az1.az1.qualtrics.com/SE/?SID=SV_3JcitK9rNuE5eYZ

To ensure that we recieve a good response, we shared the survey link with our known associates, colleagues, alums and friends who were either from Myanmar or know someone from that country. As of 7th of June, we received a total of 32 responses for our online survey. While the count is less than what we expected, it satisfies the minimal requirement to make a reasonable assessment of the responses received. The profile of the respondents is as given below -

We conducted two interviews (semi-structured) to understand consumer's feelings towards the brand and also unravel any hidden prejudices and biases against or for the brand, its country of origin (U.S) etc.

1) With an NUS alum (Indian origin) currently based in Myanmar

2) With a Myanmar citizen currently based in Singapore

Secondary Research

We also used other secondary sources of data to assess the target market's macro economic conditions, its regulatory framework, political stability etc. We used information from webpages such as -

1) Euromonitor (http://www.euromonitor.com/markets-of-the-future-in-myanmar/report)

2) UNDP (http://www.mm.undp.org/)

3) US Census (https://www.census.gov/foreign-trade/balance/c5460.html)

4) Economist (http://www.economist.com/topics/myanmar)