The shift from making "market entry" decisions to "continuous operations" decisions creates a need for different types of information and data. How can a MMIS provide assistance? How would an MMIS be established and used at different levels?
Multinational marketing information systems (MMIS) is a system designed to generate an orderly flow of relevant information and to bring all the flows of recorded information into a unified whole for decision making. The main differences from a domestic marketing information is the scope, as it collects information for more than one country, and the levels of information. Since it works with subsystem, each country also has its own country-level marketing information system, which has been designed for operational decision making, providing information that supports corporate control and strategic long-range planning decisions.
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Researching International Markets
- In what ways can data be collected by companies?
- When is qualitative research more effective than quantitative?
- How is decentring used to get an accurate translation of a questionnaire?
- What problems related to language and comprehension can occur when collecting primary data? How can they be overcome?
- What problems can occur when gathering secondary data in foreign markets?
- Why is the formulation of the research problem difficult in foreign market research?
- What are the stages of the research process and how are these affected by problems encountered due to the international dimension?
- What is the task of the international market researcher? How is it complicated by the foreign environment?
- Why is international research generally broader in scope than domestic marketing research?