he first step of the research process is especially important in foreign markets because researchers tend to treat the problem as if it were in their home environment. underestimate the influence of local culture on a problem. forget they cannot access primary or secondary sources of data in foreign markets. crystallize the problem definition within 24 hours and adopt a set mindset.

researchers tend to treat the problem as if it were in their home environment researchers underestimate the influence of local culture on a problem

Explanation:

Both economic and cultural differences between countries can affect greatly a market research process, and they must be addressed before the research starts.

For example, the names of many western products do not sound or mean good things in Chinese and in order to perform a good market research the name must be adapted before starting the research process. Coca Cola had to change its name before any research could be done because it sounded like toad wax (whatever that is in Chinese) and ended up with Kekou Kele which means "let your mouth rejoice". If the researchers had tried to ask anyone about their toad wax tastes it probably would have resulted in a very short and negative survey.