Explain the current issues in global marketing research
What will be an ideal response?
Marketers engaged in global research face special problems and conditions that differentiate their task from that of the domestic market researcher.
First, instead of analyzing a single national market, the global market researcher must analyze many national markets, each of which has unique characteristics that must be recognized in analysis.
Second, the small markets around the world pose a special problem for the researcher. The relatively lower revenue and margins in smaller markets limit marketing expenditure budgets. Therefore, the global researcher must devise techniques and methods that keep expenditures in line with the market's profit potential.
One of the frequently encountered problems in developing countries is that data may be inflated or deflated either inadvertently or for political expediency.
Another problem is that the comparability of international statistics varies greatly. An absence of standard data-gathering techniques contributes to the problem.
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