Abstract:

Successful and effective multinational qualitative research strongly depends on coordinating methods and styles. Coordinating agencies today, must adopt a sensitive but strong, flexible but sturdy approach and work in cooperation with the local researchers. The approach must be chosen to best affect the quality of the fieldwork, the analysis and interpretation of the results and, more importantly, the usefulness of the study and of the resulting strategies. We are working in a field where fine tuning of the research objectives and methodologies has become increasingly important, therefore, an interactive coordinating method seems to be the one that best provides effective results for the Clients' needs in international marketing.