Abstract:
This paper is based on the experience gained in commissioning research in, at present, eight different European countries. In addition some knowledge has been acquired of research in other European countries and in some British Dominions and the United States of America. When we think about international research we all pay lip-service to the fact that the people living in one country differ in many respects from those in other-countries. We know that the same problem arises in advertising when it is said that copy produced for one market is unsuitable for any other market. However, this vital fact of each nation approaching its problems in a different way has not been investigated, as yet, in any scientific way; what I can do is to give some thoughts based on my practical experience in the hope that you may avoid many of the mistakes which we make until we have learned our lessons.
This could also be of interest:
Research Papers
The co-ordination of international research
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Max K. Adler
 
June 15, 1959
Research Papers
Does co-ordination of international qualitative research deny creativity?
Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Jackie Dickens, Barrie Parker
 
September 1, 1974
Research Papers
The management of international research
Catalogue: ESOMAR Congress 1991: Marketing In A New Europe
Author: Carol Coutts
 
June 15, 1991
