Chapter 8: Developing Global Vision through Marketing Research

Question 1

6 step process of International Market Research

Answer 1

1. Define problem and objectives
2. Determine sources of information
3. Consider costs and benefits
4. Gather secondary and/or primary data
5. Analyze, interpret and summarize results
6. Communicate results

Question 2

Challenge of collecting primary or secondary data

Answer 2

1. Vague understanding of the problem at hand
2. Sorting through too much data
3. Not reliable enough
4. Translation