Market Research-international market research

The process for conducting international market research is similar to conducting research in home ground.  International market research is conducted for a variety of reasons mainly:

1. To estimate demand
2. To identify market segments
3. Idenitfy the merits and problems of entry barriers
4. Can be used to to identify what advertising and pricing strategies

There are a number of issues that are of concern to companies that are going to conduct marketing research on an international scale.

• Complexity of the research design
• Lack of secondary data
• High costs of collecting the data
• Is it possible to compare data collected over a number of years using a number of methods