Chapter 5

Methodological Considerations in International Market Research

Researchers face unique challenges in gathering reliable data and information in international markets. The quality and reliability of data are critically important because of the stakes involved. Table 5.1 identifies common challenges faced by international market researchers when collecting primary data.

We will now address each of the issues in Table 5.1 in turn. Access is often a major concern in international research. To obtain reliable answers to many types of research questions, the researcher must venture into the field and interact with potential buyers or other subjects of interest. For example, when Avon began selling cosmetics in Japan, it had to interview ...

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