Global Perspective: Selling Apples in Japan Can Be a Bruising Business
Breadth and Scope of International Marketing ResearchThe Research Process
Defining the Problem and Establishing Research ObjectivesProblems of Availability and Use of Secondary Data
Availability of DataGathering Primary Data: Quantitative and Qualitative ResearchReliability of Data
Comparability of DataValidating Secondary Data
Problems of Gathering Primary Data
Ability to Communicate OpinionsMulticultural Research: A Special ProblemWillingness to Respond
Sampling in Field SurveysLanguage and Comprehension
Research on the Internet: A Growing Opportunity
Estimating Market DemandExpert OpinionProblems in Analyzing and Interpreting Research InformationAnalogy
Responsibility for Conducting Marketing Research
Communicating with Decision MakersAppendix: Sources of Secondary Data