International marketing research process refers to the systematic collection, analysis, and interpretation of data for making marketing decisions across different countries and cultures. It plays a crucial role in reducing uncertainty and risk in international business by providing relevant information about foreign markets, consumer behavior, competition, and environmental factors. Since international markets are complex and heterogeneous, the research process must be carefully designed and executed. The process begins with problem identification and definition. In an international context, defining the problem accurately is challenging due to differences in language, culture, economic conditions, and legal frameworks. The firm must clearly specify the objectives of the research, whether it is market entry, product adaptation, pricing decisions, or promotional strategies. A well-defined problem ensures that the research remains focused and relevant. The next step involves developing the research plan. This includes determining the type of data required, sources of information, research methods, and tools for data collection. Data can be primary or secondary. Secondary data is collected from existing sources such as government publications, international organizations, trade associations, and market reports. In international research, secondary data is often used initially because it is cost-effective and readily available. However, its reliability and comparability across countries must be carefully evaluated. If secondary data is insufficient, primary data collection becomes necessary.