Taking a " Real-Time " Approach to International Marketing Research

Abstract

The use of traditional marketing research techniques in an international context suffers from two potentially fatal flaws: the over-reliance on purely quantitative data and through the use of rigidly structured approaches to primary data collection, the inability to gather information on problems/issues not thought of in advance by the developers of the survey instrument(s). A means of overcoming these problems is through the use of "real-lime" marketing research activities; activities targeted at checking and challenging marketplace assumptions. A "real-time" approach to international marketing research as described and contrasted with traditional marketing research techniques. A specific approach to this type of research currently being implemented by an institutional investment company is presented. Managerial guidelines are then given for the consideration, development, and implementation of a "real-time" approach to international marketing research by service companies.