International marketing research refers to marketing research activities conducted by companies engaged in international marketing (including export companies and multinational companies). The processes and methods of international marketing research and domestic marketing research are conceptually the same For example, whether it is international research or domestic research, we must first determine the problems existing in marketing, formulate a research plan, then collect, organize, analyze and explain relevant information, and finally write a research report for use by marketing decision-makers.

International marketing research has its particularities, which are reflected in the following aspects:

First, international decision-making requires sufficient, timely and accurate information more than domestic decision-making. This is because there are huge differences in culture, law, politics, and economy between countries. International marketing decision-makers are far less familiar with the marketing environment than domestic marketing decision-makers. A little carelessness may lead to decision-making errors. . Relatively speaking, information is more important for international marketing.

Secondly, the information required for international marketing decisions is different from that required for domestic marketing: factory. Due to domestic marketing. For example, one of the important decisions in international marketing is to choose the way to enter foreign markets. In order to make this decision, companies need to understand the foreign exchange and foreign investment policies of the target market country, and understand the labor force, raw materials, and management of the same market. Experience and other resource conditions, understanding the competition situation and channel model of the market country, etc. This information is generally not needed in domestic marketing.

Thirdly, international marketing research is more difficult and complex than domestic marketing research. . This difficulty and complexity is mainly reflected in: (1) Some information is easy to obtain domestically, but difficult to obtain or not available at all abroad (especially in developing countries). Due to the differences in statistical methods, statistical time and other factors between countries, the information needs to be compiled and converted in a complicated way to make it comparable. (3) The same survey method is valid in country A but not in country B. It may be ineffective or subject to great constraints. (4) The cost of foreign research is much higher than that of domestic research. (5) The organization of international marketing research is more complicated than that of domestic research. For example, how to deal with the parent company of multinational companies. Company research. Relationship with subsidiary research? How to use domestic research companies and foreign research companies? These problems are obviously much more complex than those encountered in internal research.