Abstract:

Multi-country marketing research studies are, by definition, complex projects. Conducting research on a consistent and comparable basis across countries with different cultures and different languages challenges all the researcher's skills. Compounding these problems is the equally important but often neglected issue of how to see that the research results are actually integrated into the decision-making process. Yet this step is crucial. If the research findings aren't interpreted and used properly by the decision-makers, the most carefully designed and executed study is wasted.