International marketing research is the process of gathering, analyzing, and interpreting data about markets across different countries to support global business decisions. It helps companies understand consumer behavior, cultural influences, market trends, and competitive landscapes in foreign markets. By conducting systematic research, businesses can identify potential opportunities, adapt their products or services to suit diverse customer needs, and minimize the risks associated with entering new international markets.

From a global perspective, marketing research plays a vital role in shaping effective international strategies. It enables organizations to compare market environments, assess political and economic conditions, and evaluate legal and social factors that impact marketing decisions. As globalization increases, understanding cultural diversity and local preferences becomes essential for success. Hence, international marketing research not only supports decision-making but also fosters cross-cultural understanding and helps companies build a strong presence in the global marketplace.