Abstract:

This paper puts forward the view that international qualitative research is quite different from international quantitative research in a number of key areas. The need to adopt a consistent philosophy and approach to qualitative research is noted, and the possible problems attached to achieving this commonality of approach in European multi-country studies is indicated. The key role played by the qualitative research executive/ qualitative research interviewer is pointed out, and the importance of using the highest calibre qualitative research specialists available is emphasised. Finally, it is suggested that, although there are many more difficulties attached to international than to national marketing research, and that experience, careful planning, etc., are extremely important, nevertheless at a theoretical level, international and national marketing research are essentially the same.