Abstract:

The study I am reporting on is meant to bridge the gap between the conceptual systematics of export marketing research, as found in textbooks, and concrete marketing analysis. This study was developed purely as a model of instruction, if served no economic purpose. The study was conducted in 5 EEC countries, in France, Holland, Belgium, Italy, and the Federal Republic of Germany. The Committee chose the market for vacuum cleaners as a reference model. Its purpose was to show to wide circles interested in multi-national studies - how an intensive marketing analysis must be pursued methodically; - the sort of questions market research can and cannot give an answer to; and efficiency and information value of various survey techniques.