The business of today can be done whenever and wherever. Thinking of global is something that is quite feasible. Reaching out to the opposite hemisphere is now clicks away with the right internet connection.
Nowadays, the use of online messaging tools such as Yahoo Messenger has risen up to Skype, and Facebook. Globalization has been on the table since the late 90's though it is just but now that the whole concept is starting to materialize.
So it is safe to say that technology was already there, it is the idea and the means where more people will be able to use that technology and have a market for it. Internet connectivity is the key to globalization, the cheaper and faster internet connectivity becomes available to people, the faster and better reach will internet technologies would have, a clearer sense of globalization is achieved.
Global Marketing Research
Marketing research as it was with any type of research would be mainly limited to one's locality, one's reach. If you want to know about something, you simply need to reach out to where it is feasible and easily accessible to your means like inviting different people to attend a brainstorming session or focus groups. You may head to centricbrandadvisors.com/retail-strategy-consulting/ if you want to know more about global marketing.
These endeavors are definitely not obsolete and for all you know can provide such raw data that companies or businesses can really utilize. But right now, with the technology at hand, business can now venture into the global market and with that said, for them to be able to know how to do these businesses, what works, what demographics a country, or a region may have, what they need is reach and that is what technology provides.