A Managerial Perspective On International Marketing Research

Constantin Sasu ()
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Constantin Sasu: Faculty of Economics and Business Administration, "Al. I. Cuza" University, Iasi, Romania

Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), 2011, vol. 2011SE, 137-149

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.

Keywords: research; international marketing; methodology; challenges (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:aic:journl:y:2011:v:se:p:137-149

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