International marketing research of different depth and breadth of coverage and the underlying information base are the base for all decisions (Webster, & Lusch, 2013).
Before entering international markets and creating information marketing base, a company should collect information about the overall status and trends:1) industry of manufacturing products,2) countries, which are producers and consumers of these products,3) individual manufacturers, consumers and resellers.
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The objectives of marketing research: Searching goal – collecting information for a preliminary assessment of the problem and its structuring; Descriptive goal – description of the selected events, research subjects and the factors affecting their condition; Causal purpose – check of the hypothesis of a causal relationship; Test objectives – selection of promising options or assessment of the correctness of decisions; Forward-looking goals – prediction of the state of the object in the future.
The principal feature of marketing research, distinguishing it from the collection and analysis of internal and external current information, is its target aim to solve a particular problem or set of problems of marketing.The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or pathbreaking.Replications and very minor improvements of methods or theories will generally not be publishable in .Each company determines the topics and scope of marketing research according to its capabilities and needs in marketing information, so the types of marketing research conducted by various companies can be different.Iinternational marketing reserch The term “international marketing research” refers to the collection, analysis and reporting on clearly defined problem of the operation of companies in foreign markets.is a broad journal that aims to be at the forefront of the field.Hence, it welcomes contributions in various aspects of marketing.Social culture of the country should also be a subject of international marketing research.Local marketing research does not include these questions.Moreover, companies turn to a management philosophy, according to which a company must focus its activity completely on customer needs (market driver management) and not try to make “convenient” products trying to sell it.Therefore, marketing becomes something more than just a separate function of management.