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.