The basic question is always, “How does a company collect information to improve their knowledge of market demand and market conditions?”
There are three considerations for collecting information about markets throughout the world:
Increasing cultural diversity makes it important to collect information with regard to changing lifestyle and consumption patterns in different parts of the world.
Advances in communications and information systems technology are further accelerating the pace of change, linking markets through flows of information, images and ideas across national boundaries.
Effective and timely research is an essential tool for crafting strategy in a rapidly changing global marketplace.