A managerial perspective on international marketing research Cover Image

A managerial perspective on international marketing research
A managerial perspective on international marketing research

Author(s): Constantin Sasu
Subject(s): Supranational / Global Economy, International relations/trade, Marketing / Advertising
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: research; international marketing; methodology; challenges;

Summary/Abstract: Marketing research is the primary mechanism through which companies understand their current, as well as potential, customers. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets. Designing a specific research methodology is the way to achieve this aim. This article discuss the context for international market research and provide a framework for conducting international market research projects. Additionally, there will be presented several factors that should be considered by marketers who engage in global market research studies. Particular attention is paid to the nuances related to primary data collection, measurement issues and questionnaire construction.

  • Issue Year: 58/2011
  • Issue No: Spec
  • Page Range: 137-149
  • Page Count: 13
  • Language: English