As organizations continue to pursue more global strategies, the need to be able to understand consumers in far away place is increasing. Marketing research is the primary mechanism through which companies understand their current as well as potential customers. While many researchers and practitioners comment on cultural differences, the impact of national culture at the various stages of the research process is frequently not fully realized or even ignored. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets, This paper presents a comprehensive understanding of the importance of national culture in conducting international marketing research. A framework is provided to closely examine the relationships between culture, marketing research, and consumer behavior. The paper also discusses marketing research using actual company examples in the service industry. Finally, recommendation for researchers considering the international marketplace are also provided.
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