Glossary

International market research

The increasing importance of international market research projects is due to the growing globalisation and international business activities of companies. In international studies suppliers, buyers, customers and international offices with their employees etc. are interviewed. They deliver information about:

• general country-specific environmental characteristics,
• country-specific environments of tasks,
• country-specific opportunities and instruments for a strategic and operative influence on the market,
• potential region-specific market reactions as well as
• internal situations within internationally operating companies.
  

Basically, there are no differences in comparison to national market research projects as a growing number of market research providers are internationally active and members of international networks.