Issues in International Marketing Research

This critical essay discusses the various issues faced in international marketing research and provides insights on how to overcome them. It covers topics such as economic and demographic information, cultural and political climates, and challenges with primary and secondary data. The essay also highlights the advantages of conducting international marketing research.

Critical Essay

Topic: “Issues in international marketing research”........................................................................2
INTRODUCTION...............................................................................................................................2
MAIN BODY.......................................................................................................................................2
CONCLUSION....................................................................................................................................7
REFERENCES....................................................................................................................................8

Topic: “Issues in international marketing research”
INTRODUCTION
International marketing is defined as exchange of products as well as services across
national borders for meeting customers’ needs and wants. In addition to this, international
marketing includes customer analysis within foreign nations as well as identifying target
market (Amankwah-Amoah, Boso and Debrah, 2018). There are several major participants
within international market such as multinational corporations, exporters, importers as well as
service companies. Moreover, there are several issues within international marketing
research. This essay will be going to conduct critical discussion related to issues within
international marketing research.
MAIN BODY
International marketing research is systematic procedure through which gathering,
recording as well as analysing data for providing information which is useful for making
marketing decisions. In addition to this, information has to be communicated across cultural
boundaries as well as such research tools are applied within foreign markets. Moreover,
general information related to country, area as well as market is necessary for a business firm
to forecast their future marketing (Katsikeas, 2018). Although, such type of requirements will
only be done by anticipating economic, social, consumers as well as industry trends in
particular market or nation. This information related to specific market will used to make
products, distribution, promotion and price related decision as well as for developing
marketing plans. Furthermore, within domestic operations most focus in on gathering
information related to specific market other data are available through secondary sources
only.
It is important for business firm to conduct international marketing research while
conducting their business at global level. International marketing is defined as exchange of
products as well as services across national borders for meeting customers’ needs and wants.
In addition to this, international marketing includes customer analysis within foreign nations
as well as identifying target market. There are several major participants within international
market such as multinational corporations, exporters, importers as well as service companies
(SHARAFI and et. al., 2017). For conducting proper international marketing there is
requirement of research there is requirement of gathering types of information such as

financial and segment, social, sociological and political atmospheres, economic situation,
mechanical climate just as serious circumstance.
Economic and demographic information include data related to growth in economy,
business cycle trends, inflation, analysis of overseas economic, key economic indicators for
United State and overseas, population trends and many more. Along with this, cultural,
sociological and political climate related information involves non-economic review of
condition that impacting division of business as well it covers several factors such as ecology,
safety, leisure, time as well as impact on business firms (Leonidou and et. al., 2018). For
international marketing research it is essential to have proper knowledge about market
condition before conducting international business as it helps in gathering information related
to each market segment involving international conditions. Along with this, technological
environment also plays essential role in working of business as it is important to have proper
knowledge about it in effective manner. By conducting international marketing research and
organisation will get this information which are essential for conducting work in appropriate
manner at global level and gathering effective outcomes. Apart from this, there are numerous
challenges which faced while conducting international marketing research. Major reason
behind this issue is that international market includes each and every aspect related to global
level which have impact on working of business firm. These challenges are multiplicity of
markets which means issues of several market mainly experienced within overseas market
research because project covers several foreign markets (Heidari, Valipour and Bakhtiyari,
2017). This augments that costs and problems include overseas market research. Moreover,
there is issue with secondary data as it is not available in adequate volume as well as it is
unreliable. Secondary data suffer from lack of comparability of data. Along with secondary
issue there is also problem in gathering primary data because buying behaviour of customers
vary from country to country. This simply means that people behave in different manner so
collecting primary data is comparatively difficult. Another issue is that, Various nations have
various dialects. They make issues of interpretation and correspondence. Purchaser statistical
surveying is met with more correspondence issues than modern statistical surveying, as a
result of the way that mechanical statistical surveying centres around specialized factors
alone. However, customer statistical surveying deals with each appropriate detail identified
with economic situations.
Furthermore, there are several other issues also Similar system and techniques of
statistical surveying don't hold great perpetually in all business sectors (Gomes, Sousa and

Vendrell-Herrero, 2019). The nature, type and volume of statistical surveying must be
changed, as per the conditions winning in abroad statistical surveying. Along with this,
respondents delay to outfit right data to the examination. Their hesitance to outfit information
and giving off base information incidentally make the consequences of the examination
deluding. Trouble of the respondents to understand the issue keeps them from giving right
data. Futile reactions are an inefficient exercise in the examination cycle. In addition to this,
issues in framework hamper the exploration cycle (Zaefarian and et. al., 2017). Absence of
solid postal assistance, non-accessibility of phones and absence of business framework are
ordinarily encountered, The economic analyst, with inventiveness and a profound
understanding about the details of the exploration cycle, will have the option to take care of
the issues of abroad statistical surveying.
In today’s environment business arena is highly uncertain and rapidly changing. International
business success depends only on critical factors that are necessary to acquire detailed data
analysis so that companies can come from international market research. Market research
plays an important role within business as it provides various information related to market,
competitors and consumers (Sinkovics and et. al., 2016). It can be said that business depends
on market research as it helps them to know pros and cons effectively and accordingly sell
their products. Global advertising research is characterized as an orderly plan, assortment,
recording, examination, understanding and detailing of data for a specific promoting choice.
Worldwide troughs of promoting research should be more centred, continually screen various
powers influencing global tasks. Aside from it worldwide advertising research measure both
in global and homegrown as it is a genuine separate advances. Be that as it may, this cycle
has a few quirks, for example, global contrasts among nations and other political lawful,
monetary, social and social contrasts and so on Worldwide statistical surveying will run over
challenges from unmistakable contrasts across different nations, for example, assorted culture
and customs, varying degrees of monetary improvement just as purchasing behaviours. Some
of the challenges and issued faced by international marketing research as discussed below:
Cost and technologies capabilities: In business cost is one of the determinate factors for
partners and association who need to expand each penny spent on their exploration venture
(Morgan, Feng and Whitler, 2018). This issue is typically looked by specialist alongside
challenges originating from elements, for example, contrasts in monetary standards,
coordination’s issues and innovative issues. In addition, it likewise faces issues like
framework, for example, absence of specialized gadgets, deficiency of power, helpless

transportation and so forth because of this variable’s organizations are reluctant to fund
worldwide examination considers. Government Bureaucracy: Every country has different
norms and regulation in operating their business activities with marketplace. Different
countries have different laws that are necessary to follow in acquiring research permits. Some
of the government bodies often require researches to help in survey questions before approval
to conduct in their city or a country. These permits can take time such as several days, weeks
before it is given to have a proper research.
Culture and language barriers: One of the most distinct challenges to international marketing
research is often translating research questions into language of its subject (Hollebeek and et.
al., 2016). It became difficult for researcher, after survey and questionnaire to analysis the
answer in to unique language for understanding and investigation. Generally disarray
emerges from words, express that mean various things in various societies. Inevitably, it
become case for analyst need to impart complex thoughts and must depend on viewable
signs, for example, photos to help respondents in better understanding.
Multiple markets: In business market there are numerous business which are mainly oversea
markets research. For such purpose research is important in overcome with such issues and
obstacles. Moreover, research should cover number of foreign markets as it will ultimately
augments cost and problems are involved in overseas market.
Problem with primary and secondary data: In market buyer have different behaviour in
purchasing products and it differ from country to country as people behave differently. From
which collecting primary data from them becomes difficult (Séraphin and et. al., 2016).
Where as in case of secondary data collection data are not easily available in an adequate
volume. Furthermore, secondary data are collected unreliable and researcher suffers a lot
from lack of comparability.
The above mention is some of the challenging circumstances that described certain issues
about future of international marketing. Eventually, for such challenges there are certain
strategy and solution which are determined below:
Slow growth in developed markets: In marketing research the foremost challenge faced is
slow growth in the developing markets. It is a fact that growth rate in developed markets has
slow down due to increasing market competitions. It is essential for researcher to remember
that despite of slow growth rate market remain large markets as well as other markets would
need to continue to target out this market.

Demographics: Demographic is the factor that is to remember in international marketing
research. As population is being developed in western markets is aged out whereas emerging
economics’ have younger populations (Sheth, 2020). Hence, the emerging markets will have
to remain important within international marketing organisations.
Falling growth rate in emerging markets: Growth rate is one of the biggest challenges in
developing business sectors. Regardless of the fall in development paces of parcel of
developing business sectors as an advertiser needs to recollect that developing business
sectors should keep on developing quicker movement than created markets. Subsequently, it
is essential for global showcasing association need to look past created markets and spotlight
them on endeavours on all developing business sectors as well.
Increased competition and innovations: In competitive market companies are involved ib
developing their products and services at worldwide. It can be developed world wide by
accepting challenges and overcoming it with effective strategies from the emerging markets.
Moreover, organisation should focus on innovations in order to reduce costs or increase the
perceived benefits to their customers will thrive.
Overcoming limitations: It is important for a market researcher to provide better services
with a powerful experience in facilitating market researcher in areas of concern because it is
necessary to know limitations (Sundqvist, S. and et. al., 2016). Moreover, the best solution
needs to research in a better way by converting problem in local language so that it is
understandable by each respondent.in addition to this, there is another issue of international
marketing research i.e., increasing role of communications: It is important for international
market researcher to increase role of communications so that barriers can be removed.
Communication plays an important role in business operates in order to acquire customers
form very from different parts of world. Thus, a successful international market organisation
will therefore need to focus more on its efforts and strategies to communicate effectively with
its customers
It has been already discussed that there are several issues which business firm face
while conducting their operations at international level. For them it is essential to overcome
with such issues because they will have negative impact on working of company ad result in
wide impact as well as difficulties in accomplishing desired goal and objectives in
appropriate manner which is necessary (Kienzler, M. and Kowalkowski, C., 2017). Along
with these issues or problems there are numerous advantages also gained through

international marketing research which will result in positive impact on working of business
firm who is conducting respective research. Because they will gather several information
while conducting research and all these are important for company as they provide assistance
in gaining competitive advantages. Numerous information has been gathered related to
international market through research. These information are economic and demographic,
cultural, sociological and political climates, market condition, technological environment as
well as competitive situation. With the assistance of all these information and data company
will be able to serve their customers in more effective manner as they have information about
market trends, customers taste and preferences as well as many more (de Ruyter, Keeling,
and Ngo, 2018). Although, in simple term it can be said that by managing these issues in
effective manner an organisation will be able to gain numerous advantages related to
international market. Apart from it international marketing research process both in
international and domestic as it is a serious separate steps. However, this measure has a few
quirks, for example, global contrasts among nations and other political legitimate, financial,
social and social contrasts and so on Worldwide statistical surveying will go over challenges
from unmistakable contrasts across different nations, for example, assorted culture and
customs, varying degrees of financial advancement just as purchasing behaviours.
CONCLUSION
After going through entire discussion, it has been summarised that there are numerous
issues included in international marketing research. It is required to be manage in these issues
in appropriate manner for gaining effective outcomes. Because customer analysis is important
for a business firm as it provide assistance in managing things within effective manner. For
conducting proper international marketing there is requirement of research there is
requirement of gathering types of information such as economic and demographic, cultural,
sociological and political climates, market condition, technological environment as well as
competitive situation. It is important to gather this information in effective manner because
they have both positive and negative impact on working of company.

REFERENCES
Books and Journals
Amankwah-Amoah, J., Boso, N. and Debrah, Y. A., 2018. Africa rising in an emerging
world: an international marketing perspective. International Marketing Review.
Katsikeas, C. S., 2018. Special Issue on the Future of International Marketing: Trends,
Developments, and Directions. Journal of International Marketing, 26(1), pp.1-3.
SHARAFI, V. and et. al., 2017. Identification and Classification of Entrepreneurial Thinking
to the Issue of International Marketing Ecosystem Using Q Method.
Leonidou, L. C. and et. al., 2018. International marketing research: A state-of-the-art review
and the way forward. In Advances in global marketing (pp. 3-33). Springer, Cham.
Heidari, A., Valipour, A. and Bakhtiyari, B., 2017. Marketing research trend in Iran: An
analytical review. Management Research in Iran, 21(3), pp.97-119.’
Gomes, E., Sousa, C. and Vendrell-Herrero, F., 2019. International marketing agility.
Emerald Publishing Limited.
Zaefarian, G. and et. al., 2017. Endogeneity bias in marketing research: Problem, causes and
remedies. Industrial Marketing Management, 65, pp.39-46.
Sinkovics, R. R. and et. al., 2016. Cross-country cross-survey design in international
marketing research. International Marketing Review.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing, 26(1), pp.61-95.
Hollebeek, L. D. and et. al., 2016. Epilogue to the special issue and reflections on the future
of engagement research. Journal of Marketing Management, 32(5-6), pp.586-594.
Séraphin, H. and et. al., 2016. A marketing research tool for destination marketing
organizations' logo design. Journal of Business Research, 69(11), pp.5022-5027.
Sheth, J. N., 2020. Borderless Media: Rethinking International Marketing. Journal of
International Marketing, 28(1), pp.3-12.
Sundqvist, S. and et. al., 2016. Cross-country cross-survey design in international marketing
research: The role of input data in multiple imputation.
Kienzler, M. and Kowalkowski, C., 2017. Pricing strategy: A review of 22 years of marketing
research. Journal of Business Research, 78, pp.101-110.
de Ruyter, K., Keeling, D. I. and Ngo, L. V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ), 26(3), pp.199-203.