International marketing research has grown tremendously over the past decade. International
researchers follow the same steps as domestic researchers, from defining the research
problem and developing a research plan to interpreting and reporting the results. However,
these researchers often face more and different problems. Whereas domestic researchers
deal with fairly homogeneous markets within a single country, international researchers
deal with diverse markets in many different countries. These markets often vary greatly in
their levels of economic development, cultures and customs, and buying patterns.