As companies contemplate the global marketplace, they
must consider how domestic market research differs when
conducted in international markets. In an effort to help
internal client side marketing research managers design
and implement improved international research studies,
we briefly discuss the context for international market
research and provide a framework for conducting
international market research projects. Additionally, we
present several factors that should be considered by
marketers who engage in global market research studies.
These factors represent the variety of challenges that
must be addressed in order to conduct research across
national borders. Particular attention is paid to the
nuances related to primary data collection and
questionnaire construction.
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