ABSTRACT
Acquiring marketing insights is critical for marketers who are looking for the best strategies to enter a new market, gain competitive advantage, or increase market share. Global marketing research is responsible for gathering, analyzing, and summarizing the information needed to make decisions about potential new markets and marketing opportunities worldwide. In global marketing, research should inform market entry decisions and any changes marketing managers make to the company’s products, pricing, placement, and promotion strategies to gain and maintain market share in new markets. Of particular interest to global marketers is the issue of translating online surveys into one or more languages—a practice where shortcuts, such as using machine translation, often lead to highly inaccurate results. The most natural topic of research that comes to mind in global marketing is the identification and evaluation of new markets. The role of global marketing research in formulating marketing strategy takes on increased importance because of the cultural, social, and economic differences between countries.
