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.
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