Research Paper on:
International Marketing Research Methodological Choices

Unformatted Sample Text from the Research Paper:
needs or desires of the target market. To enter the market successfully the firm will need to know about the target market, who they are what they want or desire  and what will influence the purchase decision and what will influence them to make a purchase. The only way to gain this information is to undertake market research. The research  will need to be clear with a defined purchase and a suitable methodology identified that will fit in with the market as well as be viable given the companys current  resources. 2. Market Research Objectives The market research will have a number of objectives they will include * To assess how the target market see the marketplace and  who they see as the main competitors. * What features or attributes will the target market see as an attractive form of differentiation. * What will influence the  target market to purchase the companys product * Where when and how the target market will purchase the goods. 3. Potential Research Methodologies There are specific difficulties associated  with international marketing research, not only is there the difficulty in terms of the research taking place in a new market which may be remote from those wanting to undertake  the research, there is also the challenges of cross cultural research which can lead to inferential errors (Singh, 1995). Douglas and Craig (1997) note that international researcher need to  have the ability to tailor research questions and methodologies for different environments. There is the issue of geographic co-ordination, but the more important issue of adaptation of research tools. The  methodologies should include team members that come from the culture being researched in order to help reduce the potential for cultural misrepresentation or misinterpretation (Douglas and Craig, 1997). However, this