Abstract:

This paper sustains the thesis that market research on an international basis is a very different type of operation from single-country research, and that it requires a fund of experience and a combination of skills that is different from that required for research in one country. A researcher who is used to thinking in terms of one country only, or a research organisation - whether part of an international chain or not - that is primarily designed to handle research on a national basis is unlikely to have the adaptability, knowledge and experience for the execution of international research. The execution of international research is a highly specialised operation. It requires a high degree of central control by a group of researchers experienced and specialised in the management of international research.