Why is international research generally broader in scope than domestic marketing research?
International marketing requires a broader scope of research than domestic marketing. These three areas are necessary to gain an understanding for;
1. General information about the country, area, and/or market
2. Information necessary to forecast future marketing requirements by anticipating social, economic and consumer trends within specific markets or countries
3. Specific market information used to make product, promotion, distribution and price decisions and to develop marketing plans
In domestic marketing, it is normally only the third point that needs to be considered, as the first two are generally known by the business itself.
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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?
- 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?