Complexities in International Marketing Research 

International marketing research is more complicated as compared to domestic marketing research due to differences in the environment. Marketing research is systematic and objective collection of data, its analysis and evaluation and decision-making in respect of specific aspects of marketing problem. Collection of accurate and reliable data is a complicated job even in domestic markets.

Following are the special problems associated with international marketing:

• Differences in perceptions.
• Conceptual differences.
• Language.
• Sampling errors.
• Lack of standardized approach.
• Difficulty in analysis and interpretation.

Difference in Perceptions.

Perceptions differ across countries. Cycles are perceived as basic means of transportation in some countries, while in few other countries they have recreational value and in some other they are used as a good means of physical exercise. In these circumstance, the perceptions about cycles cannot be compared on same scale and the scales have to be adjusted for accommodating the differences ________ _____ _____ _________ _____ ______ ___ _________ _________ ____ _______ _______.
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