INTERNATIONAL AND DOMESTIC RESEARCH
RECOGNIZING THE NEED FOR INTERNATIONAL RESEARCH
DETERMINING RESEARCH OBJECTIVES
CONDUCTING SECONDARY RESEARCH
CONDUCTING PRIMARY RESEARCH
THE INTERNATIONAL INFORMATION SYSTEM
APPENDIX 12A: MONITORS OF INTERNATIONAL ISSUES
APPENDIX 12B: THE STRUCTURE OF A COUNTRY COMMERCIAL GUIDE
The ability to predict the next hot trend could translate into a large competitive advantage and boost a company's bottom line. Conventional wisdom dictates that teenagers are the population segment that generates most of these hot new trends, which has given rise to a new marketing research segment—coolhunting.
Many large international brands, such as Reebok, Adidas, Nike, Coca-Cola, Levi's, Converse, Nokia, Gap, and Pepsi, have invested in the quest for cool—either by employing outside consultants or by conducting their own in-house teenager focus groups. Forecasting what kids would want to wear, eat, listen to, and play with ...