Global Perspective: Selling Apples in Japan Can Be a Bruising Business

Breadth and Scope of International Marketing Research

The Research Process

Defining the Problem and Establishing Research Objectives

Problems of Availability and Use of Secondary Data

Availability of Data

Reliability of Data

Comparability of Data

Validating Secondary Data

Gathering Primary Data: Quantitative and Qualitative Research

Problems of Gathering Primary Data

Ability to Communicate Opinions

Willingness to Respond

Sampling in Field Surveys

Language and Comprehension

Multicultural Research: A Special Problem

Research on the Internet: A Growing Opportunity

Estimating Market Demand

Expert Opinion

Analogy

Problems in Analyzing and Interpreting

Research Information

Responsibility for Conducting Marketing Research

Communicating with Decision Makers

Appendix: Sources of Secondary Data