ABSTRACT
This chapter focuses on international market research rather than international marketing research. The former is a navigation tool in determining market size, future dimensions, key characteristics, and likely constraints outside a domestic base; this task is really foreign market opportunity assessment with an emphasis on initial target countries and then select groups within. The market research task is to build a "flight map" for navigating in a complex, multifaceted world for the assessment of the size, nature, and characteristics of diverse marketplaces. Global market opportunity diagram revealing both country clustering and market potential in the healthcare sector. The task for market researchers in reaching beyond the domestic scene is to build a "flight map" or navigational aids for estimating the size and characteristics of foreign marketplaces. Making constant adjustments and seeking feedback from potential or actual users should be paramount at all times.
