Abstract:

Market research is no different from any other business. In order to be successful, research companies must meet their customers' needs. In the case of market research the customer is often another company, and the customer's needs will be formed by the strategic commercial focus that he adopts. In this context, it is imperative that market researchers understand the nature of the drive to global marketing so that their research can be properly designed to reflect the realities of the marketplace. This paper proposes that the best global marketing is founded on sound local practice - it may reflect worldwide or pan-European strategic direction, but has to reflect local needs and conditions.