What is INTERNATIONAL MARKETING RESEARCH. WHY IS IT GENERALLY BROADER IN SCOPE THAN DOMESTIC MARKETING RESEARCH?

International marketing research involves gathering, analyzing, and interpreting data related to markets outside a company's home country. It is generally broader in scope than domestic marketing research because it must account for diverse cultural, economic, legal, and political environments across different countries. Additionally, international marketing research often involves multiple languages, varying consumer behaviors, and global competition, which adds complexity and requires a more comprehensive approach to data collection and analysis. This broader perspective is essential for making informed marketing decisions in diverse international markets.