Perhaps several countries are involved in the production of a good or a service, and thousands of firms have developed ingenious plans to service a global market. Their production and distribution systems resemble a spider's web, with a unique global mix of vendors. Information obtained through market research is the key driver of international marketing strategies. To maximize its use, information must be timely, accurate and reliable.
Risk is inevitable.
The Internet has impacted traditional techniques of international marketing research. With increasing amounts of information available online, marketing research techniques have been updated to accommodate vast amounts of current, online data. The market research tools and techniques available today makes those used 10 years ago appear antiquated. Quantitative and Qualitative Data Qualitative marketing data is primary data. This type of data is obtained from questionnaires and direct responses.