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Special problems in international marketing research

August 27, 2016 Facebook Twitter LinkedIn Google+ Entering New Markets,Marketing Your Company,Export Marketing

Special problems in international marketing research

As well as the difficulties associated with secondary data described earlier, there are a number of other problems connected with obtaining data in the global context. These are as follows:

· Multiple markets need to be considered each with unique characteristics, availability of data and research services

· Many markets are small and do not reflect the cost of obtaining data for such a small potential

· Methodological difficulties may be encountered like nuances of language, interpretation, difficulty of fieldwork supervision, cheating, data analysis difficulties (lack of computer technology)

· Infrastructure difficulties – lack of telephones, roads, transport, respondent locations and,

· Cultural difficulties – reluctance to talk to strangers, inability to talk to women or children, legal constraints on data collection/transmission.

Many of these facets apply more to developing than developed countries. However using a variety of methods, outlined in the section, a lot of them can be ingeniously overcome.

Whilst the gathering of information in the international context is fraught with difficulties, without it the marketer would be planning in the dark. The two most important modes of scanning are surveillance and search, each giving data of a general or specific kind, invaluable to the strategy formulation process. In all decisions whether to obtain data or not, costs versus benefits have to be considered carefully.

The benefits of international export marketing on
Australian companies export import international trade development