Titlebook: International Marketing Research; A Transformative App V. Kumar Textbook 2024 The Editor(s) (if applicable) and The Author(s), under exclus

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Marketing Research in the Global EnvironmentMarketing success in international markets requires that industrial firms collect and analyze market and environmental information and formulate strategies that are appropriate to specific country markets.

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Primary Data ResearchThis chapter focuses on the collection of primary data for international marketing research. We address the different types of primary research, the various issues involved in collecting primary data, the biases that can occur, and the benefits and costs of collecting primary data.

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Development of ScalesGlobalization has led to increased competition among domestic and multinational firms in both domestic and foreign markets. Researchers have the challenging task of developing measures that will be useful in assessing customer attitudes and preferences for both domestic and foreign products.

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SamplingThe purpose of international marketing research is to study the characteristics and preferences of a population. The . is defined as the set of all objects that possess some common set of characteristics with respect to some marketing research problems.