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A Managerial Perspective On International Marketing Research

Author

Listed:
  • Constantin Sasu

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

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.

Suggested Citation

  • Constantin Sasu, 2011. "A Managerial Perspective On International Marketing Research," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 2011, pages 137-149, july.
    • Handle: RePEc:aic:journl:y:2011:v:se:p:137-149
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    References listed on IDEAS

    as
    1. McGrath, Joseph E & Brinberg, David, 1983. "External Validity and the Research Process: A Comment on the Calder-Lynch Dialogue," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 115-124, June.
    2. Han, C. Min & Lee, Byoung-Woo & Ro, Kong-Kyun, 1994. "The choice of a survey mode in country image studies," Journal of Business Research, Elsevier, vol. 29(2), pages 151-162, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    research; international marketing; methodology; challenges;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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