International marketing is defined as the execution of commercial activities including pricing, promotions, product and distribution decisions and therefore the task of marketing research is to systematically collect data, process it in valuable information that is vital to marketing decisions. Host country information on political stability, cultural attributes, and geographic characteristics is necessary to sound for foreign markets. General economic data information on the level of growth, inflation levels, business cycles and levels of competition in that particular industry. These directly affect the economic viability of the product, as some factors affect profitability. There are also political, social and cultural climate factors to consider in foreign markets. These factors have a profound effect on the attitude and behavior of the general public, and therefore influence the choice of demand for foreign products. The increasing diversity of the socio-cultural context in which research is conducted means that international marketing researchers will need to develop the capacity to conduct and coordinate research that spans a wide range of environmental contexts and research questions. In essence, researchers will need to be able to customize research questions and adapt research instruments and administrative procedures to different environments, as well as interpret or translate questionnaires or research instruments. Developments in mass communication technology, global and regional media such as MTV, STAR TV, etc. they create an environment in which certain segments of the world's population are developing a common set of expectations, familiarity with a common set of symbols, similar preferences for products and services, and a general desire to improve their standard of living. Market segments such as teenagers share common interests in clothing fashion, music, movies and sports, as new trends and related products are rapidly spread around the world through global media. The rise of discretionary spending in industrialized markets also expands the range of choice and the role of services in consumer choice decisions. At the same time, international marketing researchers will need to incorporate the latest technological developments in data collection and dissemination into the research design. This allows researchers to dramatically reduce the time it takes to collect data across geographic distances, as well as substantially improve and enrich the type of stimuli that can be used in collecting data from international markets. It is, however, important to recognize that the use of sophisticated technological techniques is subject to some limitations in international markets, due to the development of the technological infrastructure or the technological sophistication of the respondents.