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This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. Chapter 1, Understanding Markets Through International Market Research, introduces international market research, summarizes the characteristics of foreign markets, and highlights the importance of research to ensure international organizational success.

This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. Chapter 2, Global Market Opportunity Assessment, summarizes the six activities associated with Global Market Opportunity Assessment (GMOA). Firms regularly encounter favorable combinations of circumstances, locations, or timing that offer prospects for exporting, investing, sourcing, or partnering in foreign markets. GMOA is an approach for analyzing these opportunities in order to choose the most appropriate ones to optimize company performance.

This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 3, Fundamentals of International Market Opportunity Research, the authors explain the fundamentals of international market research, the types of information needed in international research, and how these are gathered and converted into useful, managerially relevant information. They also address the merits and limitations of primary and secondary data, and offer suggestions regarding online resources. They then discuss the nature of buyer behavior. Finally, in a special section called "Food for Thought," they examine research on perceptions, attitudes, beliefs, and values, all of which strongly influence buyer intentions to purchase.

This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 4, Customized Research Using Primary Data, the authors examine research using primary data, particularly regarding survey research. We also address focus groups and the challenges of conducting these. As Food for Thought, we offer a three-phased approach to conducting international market research composed of macro-, micro-, and cultural analysis.

This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 5, Methodological Considerations in International Market Research, the authors address methodological considerations in international market research. They examine the challenges of research validity, reliability, and equivalency in developing measures and assessing constructs. They also highlight the institutional environment in which international market research takes place. As Food for Thought, they offer a deeper discussion of some of the measurement issues that researchers face in international studies, especially survey research in multiple countries, and they suggest coping mechanisms that help to overcome these issues.

This practical guide, published by Business Expert Press, leads readers through the issues they will face in developing new marketing opportunities in foreign markets. In Chapter 6, The Research Process and an Example (the final chapter of the book), the authors present an extended example of a market research situation involving Acme Motor Company, based in the United States. Acme seeks to market its line of fuel-efficient automobiles to France and other countries in Europe. The authors weave into this example important research issues, such as properly modeling the research question, developing hypotheses, constructing the relative measures, and sampling and data collection. They also address data analysis through research methods and reporting research findings in a managerially relevant manner.