THE basic principles of marketing and of marketing research are unaltered either by product or market. In discussing separately industrial marketing research in overseas territories, the purpose is to draw attention to modifications to techniques that are required to complete research successfully in markets that are less or more sophisticated than the United Kingdom. The closer the economy of any country is to that of the United Kingdom, the more closely are techniques likely to accord with those which might be used in a home market survey for a similar product and with similar objectives. By their very nature, underdeveloped markets prevent the use of certain well-tried techniques and, in any event, wider margins of error must be accepted. In short, the difference between home and overseas marketing research is one of emphasis and not of principle.