Critically examine how and why they should strategically plan and undertake Market Research in the international market.

Points to address:

In terms of 'how', you need to conduct a critical examination of the strategic planning approach to conducting international marketing research that covers:

• Relevant international marketing research planning models should be used as to illustrate this planning process, and be used as your basis of your critical examination.
• The key approaches and principles you identify should be critically examined and illustrated in the context of the agreed client organisation.
• In terms of 'why' you must conduct a critical examination of the potential benefits of strategically planning market research in international markets.
• Critically examine these potential benefits in comparison to alternative planning approaches.
• The recommendations you make must be critically examined in the context of your agreed client organisation.