1. GLOBAL VISION THROUGH MARKETING RESEARCH Introduction : - :- Marketing research is traditionally defined as the systematic gathering, recording, and analyzing of data to provide information useful in marketing decision making. International marketing research involves two additional complications. (i) Information must be communicated across cultural boundaries. That is , executive in Chicago must be able to translate their research questions into terms that consumers in Guanszhou, China can understand. The environment within which the research tools are applied are often different in foreign markets. Rather that acquire new and exotic method of research, the international marketing research must develop the ability for imaginative and deft application of tried and tested techniques in sometimes totally strange milieus.