Because the risks and uncertainties are so high, marketing research is equally important in foreign markets and in domestic markets and probably more so. Many companies en-counter losing situations abroad because they do not know enough about the market.10 They don’t know how to get the information or find the cost of collecting the information too high. To be successful, organizations must collect and analyze pertinent information to sup- port the basic go/no-go decision before getting to the issues addressed by conventional market research. Toward this end, in attempting to analyze foreign consumers and markets, at least four organizational issues must be considered.